Multiple routes to market by segment
Friedman argues companies should mix channels (direct sales, partners, telesales, web) matched to customer segments and deal economics. One channel rarely fits all customers.
Go-to-market strategy
3 ideas
Match cost of selling to deal value
Expensive direct sales must be reserved for high-value complex deals while low-value transactions need cheaper channels. Aligning channel cost to deal size drives profitability.
Coverage across the full lifecycle
Go-to-market spans finding, winning, and keeping customers, not only the first sale. Channel design must cover the whole relationship.