--- title: Scaling with the reseller network model | Tech Climbers description: Reflecting on the insights from our recent survey, TD SYNNEX share their thoughts on how tech startups and scaleups can create a reliable sales pipeline. image: https://www.techclimbers.co.uk/hubfs/Blog%20-%20Preparing%20for%20a%20competitive%202024%20scaling%20with%20the%20reseller%20network.png --- [Skip to content](https://www.techclimbers.co.uk/news/scaling-with-the-reseller-network-model#main-content) [![tech-climbers-uk-logo](https://www.techclimbers.co.uk/hs-fs/hubfs/tech-climbers-uk-logo.png?width=107&height=50&name=tech-climbers-uk-logo.png "tech-climbers-uk-logo")](https://www.techclimbers.co.uk) - [About](https://www.techclimbers.co.uk/about-us) - [Become a partner](https://www.techclimbers.co.uk/become-a-partner) - [HubSpot for Startups](https://www.techclimbers.co.uk/hubspot-for-startups) - Locations - [Greater Manchester](https://www.techclimbers.co.uk/locations/greater-manchester) - [2025 winners](https://www.techclimbers.co.uk/locations/greater-manchester/2025-winners) - [Liverpool City Region](https://www.techclimbers.co.uk/locations/liverpool-city-region) - [2026 winners](https://www.techclimbers.co.uk/locations/liverpool-city-region/winners) - [2026 gallery](https://www.techclimbers.co.uk/locations/liverpool-city-region/gallery) - [Yorkshire](https://www.techclimbers.co.uk/locations/yorkshire) - [2024 winners](https://www.techclimbers.co.uk/2024-winners) - [News](https://www.techclimbers.co.uk/latest/) - [Contact](https://www.techclimbers.co.uk/contact-us) Dec 22, 2023 9:55:52 AM # Scaling with the reseller network model   It’s no surprise that the tech ecosystem is seeing a flux in competitiveness. In our recent survey in partnership with Tech Climbers, 78% of 200+ UK tech leaders reported increased competition within their market compared to last year. With increased investment and support available across the country, it’s positive to see more entrepreneurs starting and scaling their innovations. However, without an agile and resilient go-to-market strategy in place, tech businesses will struggle to cut through the noise and stand out in an increasingly competitive market.   In the same survey, over one third of tech leaders highlighted that ‘reaching and connecting with potential customers’ is one of the main challenges that they’ll face in the coming year, suggesting a lack of long-term strategy.   As the world’s largest distributor of technology, at TD SYNNNEX we often see tech businesses fall into the common trap of the sales hamster wheel. With all the focus on generating and closing the next lead, no one is left to map out their long-term strategy.  Where are your biggest market opportunities? Where are you more likely to engage with your target audience? In this blog we’ll explore the importance of investing in an effective go-to-market strategy and how you can tap into the reseller model to help you scale.   #### The importance of an effective go-to-market strategy   Although it’s important to have your eye on the tactics that will secure your next sale, it’s crucial for growth that you think strategically with long-term goals in mind. The best way to do this is to gain an understanding of your customers. How do they behave? Where can you engage with them?   Once you’ve identified where they’re likely to be found, you can start to engage with them in an effective and targeted way. A great way to distribute your solution out to the right audience can be through the reseller network. With an established and engaged customer-base, they can be a great way to build up a consistent stream of demand.    #### How to use the reseller model to scale   So how does the reseller model work? For a small margin, the reseller network will market your solution for you, reducing the amount you’ll have to invest in sales and marketing resources and time. The reseller model also enabled you to advantage of marketplaces available in the network. For example, if you host your solution on Azure, you can promote your product on the Microsoft marketplace.   Scaling through the reseller model means finding and building a strong, transparent relationship with a credible and experienced reseller partner operating within your target sector(s). This isn’t always easy – especially as a tech company finding its feet in the market. Through support from tech distributors, such as TD SYNNEX, you’ll be able to gain product development and business support to put you in the best position to scale with the reseller network.     #### Accessing Marketing Development Funds   Although the reseller network means you won’t need to rely heavily on marketing investment, free funds would never go unappreciated. Depending on which hyperscaler you are partnered with, you may be entitled to marketing development funds (MDF), which can be used towards a marketing project or campaign. You can discover more about your eligibility by getting in touch with your vendor representative – or as a partner of TD SYNNEX, we can help you identify funding opportunities.    #### Download report   Do you want to uncover more insights and predictions for the tech market as we head into 2024? Download our latest report that includes all the latest data from our recent survey. 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