What's the difference between demand and distribution?

Demand is generating interest (finding potential buyers). Distribution is the mechanism for converting that interest into revenue (how deals actually happen). You can have strong demand with broken distribution—lots of interest but no way to convert it efficiently.

How do I know which distribution model fits my product?

Look at your ACV and sales cycle. Under $5K ACV with fast decisions? Self-serve usually wins. $5-50K ACV with considered purchases? Sales-assisted. Above $50K with long cycles? Enterprise sales. Your distribution should match the buyer's expectations.

Can I change my distribution model later?

Yes, but it's expensive. Moving from self-serve to sales-led (or vice versa) requires different teams, different metrics, and often different positioning. Most successful pivots happen before product-market fit is locked in. After that, it's a major strategic shift.

What are channel partnerships?

Partners who already have relationships with your target customers and can resell or refer your product. Good channel partnerships provide leverage—you're not doing the work of finding every customer yourself. Bad ones add overhead without results.

Distribution

Are you using the right channels?

Distribution is the channel through which you reach and sell to customers. Self-serve, sales-led, partner-driven, or community-based—each has different economics and scaling characteristics. The right distribution matches how your buyers actually buy.

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What this measures

How do your buyers typically buy products like yours?
Common buying motions: self-serve (sign up online), sales-led (talk to a rep), partner/reseller, or community-driven.
Could you 3x your sales volume without changing your approach?

What to do about it

If this area is broken

Research how your buyers typically buy products like yours.

If this area needs work

Test scaling your current channel 2x. See what breaks.

How this connects

Depends on

Problems here often trace back to gaps in:

Market Clarity

Frequently asked questions about distribution

What's the difference between demand and distribution?: Demand is generating interest (finding potential buyers). Distribution is the mechanism for converting that interest into revenue (how deals actually happen). You can have strong demand with broken distribution—lots of interest but no way to convert it efficiently.
How do I know which distribution model fits my product?: Look at your ACV and sales cycle. Under $5K ACV with fast decisions? Self-serve usually wins. $5-50K ACV with considered purchases? Sales-assisted. Above $50K with long cycles? Enterprise sales. Your distribution should match the buyer's expectations.
Can I change my distribution model later?: Yes, but it's expensive. Moving from self-serve to sales-led (or vice versa) requires different teams, different metrics, and often different positioning. Most successful pivots happen before product-market fit is locked in. After that, it's a major strategic shift.
What are channel partnerships?: Partners who already have relationships with your target customers and can resell or refer your product. Good channel partnerships provide leverage—you're not doing the work of finding every customer yourself. Bad ones add overhead without results.

Find out where you stand Or take the full diagnostic