The channel becomes the onboarding.
His warehouse after closing. A partner sits with the owner, laptop open, and asks what "the usual" means.
Owner Ollie: The usual is two trucks to Fresno on Fridays. And never invoice Marco before the fifteenth. Write that down.
Partner Council: We get paid per business onboarded now! Churn fell to a third! Leaving means explaining all of it again!
Partner Council: And a lab wants to license us! Us! Last year you were trying to kill us!
Head of Product: The lock-in isn't the data. It's six months of a business explaining itself. Whose model does it run on?
- A. Go neutral. Route to whichever lab leads. Switzerland, with a field force.
- B. Stay in our lane. Go-to-market only. Be the best at one thing.