Building a strong sales machine is often challenging for a startup. As a small company, you can only afford a small sales team and a modest marketing budget. Further, many entrepreneurs come from an engineering or product background (this is especially true in Israel) and therefore thrive in building incredible products and technologies that customers love. On the other hand, finding ways to get these products to the hands of customers at scale is often outside their comfort zone.
It’s therefore not surprising when startups make the common mistake of focusing mainly on product and R&D while counting on channel partners to sell it for them. It’s easy to be fooled into thinking that you should focus on building remarkable products, and leverage the large sales team of a channel partner to take over the market.