When thinking of sales/go-to-market for your software, it’s very easy to believe that it’s cheaper/faster/more scalable to partner with others to sell your stuff.
This is almost never the case. Channel sales (selling through others) can be a useful booster once you have your core sales engine running, but initially you typically need to do the hard work of finding your own customers and telling your own story.
No one else will be as effective, articulate or motivated to do it as you and your direct team. There’s no other way to get the learnings you need. There’s no better way to build direct connections and brand awareness in the market. There’s no better way to fast track your sales and control your own destiny.
Figure out who your end customer is and “call” them