craig.bovaird@indyrct.com
Cotillion · Confidential
The cheapest customer acquisition is the one the ecosystem already pays for. Four parallel channels, one relationship-dense beachhead, and a network effect that compounds each new participant.
Cotillion does not build a sales engine from scratch. Its go-to-market mirrors the network-effect architecture of the platform itself: value is built where MSP adoption, vendor funding, and distributor relationships already flow. The geographic sequence starts where relationships are densest and expands outward.
Australia & New Zealand beachhead, a relationship-driven market where the founding team's network is deepest.
The largest channel market, entered once the model and integrations are proven in APAC.
Expansion into the European ecosystem on established rails and verified data.
Vendors commit MDF to recruit their own partner base onto the platform, a $0-cash-CAC channel whose yield feeds the model's channel-derived ramp.
NextGen Distribution offers Cotillion as a value-add across its ANZ MSP partner base. Indicative CAC ~$150 per MSP via event sponsorship.
ConnectWise and equivalent peer groups (40–60 MSPs per group). Peer endorsement is the fastest path to MSP trust.
Marketplace co-sell that lets partners leverage existing vendor-programme benefits and credits.
The AWS relationship adds $25K in infrastructure credits and an ISV-marketplace pathway. The MSP network exists; it does not need to be assembled from scratch.