The B2B market of any industry is finite. And, as is the case in any other market, the Pareto principle applies: No matter whether you sell directly or through a partner channel, 20 percent of your top business customers or partners will account for 80 percent of your revenues.
You know your best customers well, and you know how your target group will shift as your business strategy shifts in the future. But do you know the companies that aren’t yet your customers but are very similar to the top 20 percent of your customers? You need to identify those companies and get them on board to accelerate your business.