Remember to think about your real customer.
Take the following (somewhat) hypothetical example:
A content management software company within a specific industry. An industry data provider brings them into many of their clients. The data provider sees the content management platform as a way to get their information to their customers more effectively. The software provider has limited access to this category of end-user or buyer. They’re excited about the access and start strategizing about this new-found customer category.
What they miss and may not fully grasp is that their real customer is the data provider who has brought them into deals.
They may see them as a channel – even a critical one. But instead of modifying their business model to serve this channel partner – they pursue the end-customer – without having established any independent access to them.
While either strategy could work – knowing your real customer helps determine if you will manage either successfully.
This means you have to determine who your real and best customer is because they are not necessarily the same thing.
Adapted from the forthcoming eBook, “Know Thy Customer” by Jose Palomino
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