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The Harsh Reality: Customer Acquisition Complacency is a One-Way Ticket to Oblivion

In the relentlessly evolving world of technology, some channel partners are dangerously teetering on the edge of irrelevance.  Which partners?  The ones whose lax approach to customer acquisition isn’t just a minor oversight; it’s a colossal blunder that’s setting them up for an inevitable downfall. The tech industry doesn’t forgive or forget; it moves on. Here’s why these channel partners’ indifference to acquiring new customers is a direct path to their extinction.

Unsettling Statistics: A Future Marred by Stagnation

While the tech world surges forward, some channel partners are stuck in a time warp, foolishly banking on their existing customer base. Let’s face it: this is a death wish in a market that’s expanding at breakneck speed. Gartner’s forecast shows a 5% growth in the IT industry for 2023, yet these stagnant channel partners are missing the boat entirely. They’re not just losing out on growth; they’re practically inviting decline. Forrester’s data slams this point home – companies that prioritize new customer acquisitions grow 1.4 times faster than the norm. Ignoring this is akin to business hara-kiri.

Innovation Stagnation: A Kiss of Death

Tech thrives on the new, the bold, the innovative. Channel partners clinging to outdated methods are like dinosaurs awaiting the meteor strike. Deloitte’s survey is a wake-up call – 70% of consumers will ditch you for a competitor if you’re not keeping up with tech trends. This isn’t just about losing a few clients; it’s about becoming utterly obsolete.

The Competitive Onslaught: A Grim Reality

Think the market is tough now? It’s about to get a whole lot tougher. McKinsey & Company’s report is clear: the tech sector is witnessing an influx of agile, innovative competitors ready to eat your lunch. Sticking to the old ways isn’t just risky; it’s a surefire path to being wiped out.

The Unvarnished Truth: Adapt or Perish

It’s high time those channel partners who aren’t aggressively looking for new business to wake up and smell the silicon. The world of tech waits for no one. Those who don’t aggressively chase new customer acquisitions are signing their own death warrants. This isn’t a gentle nudge; it’s a blaring siren. Change or be changed. Innovate or die. The choice is stark, and the clock is ticking.

Embracing the Digital Revolution 

But it’s not all doom and gloom. There’s a lifeline, a way to turn the tide. Channel partners must embrace the digital revolution head-on, leveraging the power of online tools and strategies to capture new business. Here’s how:

  • Social Selling Mastery: In the B2B arena, relationships are king. Social selling isn’t just about being present on social media; it’s about using these platforms to build and nurture relationships. According to LinkedIn, 78% of social sellers outsell peers who don’t use social media. Channel partners need to become thought leaders and trusted advisors on these platforms, engaging with potential clients, sharing insights, and contributing to conversations.

  • Intent-Based Marketing: This is about getting surgical with marketing efforts. Utilizing tools like Google Analytics and HubSpot, channel partners can identify potential customers who are actively searching for solutions they offer. It’s about targeting prospects at the very moment they need you, making your marketing efforts more efficient and effective.

  • SEO for the Win: Visibility is crucial. Search Engine Optimization (SEO) isn’t just a buzzword; it’s a lifeline in the digital world. By optimizing their online content for search engines, channel partners can ensure they appear at the top of search results when potential customers are seeking solutions. This increased visibility translates to more traffic, leads, and ultimately, customers.

  • Leveraging Digital Platforms: Whether it’s through webinars, online workshops, or digital networking events, channel partners need to be where their customers are. These platforms offer opportunities to demonstrate expertise, showcase products, and directly engage with potential clients.

  • Data-Driven Decision Making: Embrace analytics. Understand what the data is telling you about market trends, customer preferences, and your own performance. Use these insights to adapt your strategies, refine your offerings, and stay ahead of the curve.  Remember the data you have on existing client’s technology use can help you break into new customers in their same markets or industries. Use your data to make the pitch!

In the end, the message is clear: adapt or perish. The era of resting on past laurels is over. It’s time for channel partners to embrace the digital age, harness the power of online marketing, and aggressively pursue new customer acquisitions. The future belongs to those who are willing to evolve. 

Have questions? Reach out to us at or message Janet Schijns on LinkedIn.



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