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  1. a16z6 min

    Ben Horowitz on Product Distribution and Sales Channels

    Ben Horowitz

    Sales channel strategy must align with specific product characteristics and target customer dynamics, as demonstrated by Workday's direct sales force for complex enterprise software and Salesforce's evolution from inside to outside sales as it moved upmarket. Founders should prioritize these functional requirements over personal preferences to avoid critical mismatches, such as attempting to sell a jumbo jet through a retail shoe store. Ultimately, effective distribution relies on matching the sales method to decision-making structures and installation complexities rather than adopting strategies based on founder comfort or peer success.