VAR

VAR / Reseller

Best fit

Mid-market and enterprise where the buyer already has procurement, paper, and a preferred reseller. The VAR carries fulfillment, not demand creation.

GTM reality

Useful as a paper-and-payment vehicle for deals the field already created. Demand-creation expectations from VARs are usually wishful thinking.

Deal economics

Margin to the VAR, deal velocity to you. Set deal-registration discipline early or watch your AEs and VARs fight over the same logos.

Common mistake

Counting VAR-influenced pipeline as sourced pipeline. The vast majority is fulfillment of demand your field already built.

Fits category types