THE IMPARTNER BLOG

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Your Guide Through the Channel

June 15, 2021

You Cannot Achieve Your Goals Without a Marketing Engine to Drive Your Indirect Sales

More than three-quarters of marketers use some form of marketing automation technology today, according to Social Media Today. When it comes to investing in through channel partner automation (TCMA)—the kind that vendors use to enable channel partners to run effective marketing campaigns on their behalf—the numbers tell a very different story.
June 15, 2021

Honing Your Partner Proposition Part Two: Understanding Different Partner Types

In part one of Honing Your Partner Proposition, we zeroed in on the basic components of building a channel. In this installment of the “Channel 101” series, we will focus on the different types of partners you will likely encounter, especially in the high tech, cybersecurity and fin-tech markets.
June 10, 2021

Honing Your Partner Proposition Part One: Why Would a Partner Want to Do Business with You?

In this, our fourth installment of the “Channel 101” series, we zero in on the basic components of your partner value proposition. As a quick recap, we previously provided an overview of different partners, program requirements and more. Now it’s time to focus inwardly on the basic program components.
June 2, 2021

Tenego Academy Unravels Channel Basics for Any Tech Company Thinking About Partners for the First Time

Channel 101 is a new editorial project that covers the basics of channel planning, program creation, partner recruitment and more. Working with Tenego Academy, an Irish company that works with channel practitioners to help them design, build and then manage world-class channel programs, Impartner has created a series of blogs that provide companies of any size or maturity with answers to key questions.
June 1, 2021

Your Partner Strategy: Partner Types, Requirements and Criteria Review

In this installment, we examine ways to help you better understand the types of business partners that exist today, the ones that are best suited to your business, and the best ways to attract their interest.
May 26, 2021

Supporting Current Partners: Quick Wins That Can Provide a Boost to Performance

How do you work with partners? It sounds like a simple question but it isn’t. Successful partnering today demands exacting answers. This is especially true of partner enablement, management and prioritization. Here are some questions and answers that will help you get up to speed and rack up wins quickly to help build momentum.
May 21, 2021

Trim Your Partners Ranks to Achieve Better Results

A lot of us in channels management accept the 80-20 rule that says 80% of your sales will be achieved by 20% of your best partners. But most channel leaders fail to do anything about it
May 20, 2021

What Every Channel Professional Needs to Know About Customer Data

We can put a drone on Mars but we cannot automate data sharing to help grow our businesses? For many tech vendors, this is sadly true. If you’re still passing customer information in spreadsheets shared via email, you’re woefully behind the curve, says Cassandra Gholston, co-founder and CEO at Partnertap.
May 17, 2021

Partner Program Guiding Decisions Policies and Culture: Guidance on Your Critical Decisions

"Grow" may be a goal but it is no strategy. Differentiating between the two is just one of the many things you need to understand as you begin to build your channel.
May 12, 2021

Tech Channel “Fast Forwards” to New Business Models, Programs and Automation

Changes that were working their way through the information and communications tech channel have accelerated as a result of Covid-19, new business models and powerful automation platforms. So says Rod Baptie, founder and managing director of Baptie & Co., one of the tech industry’s most influential events and networking businesses.
May 4, 2021

Three Reasons Why Your Marketing Automation Platform (MAP) Is No Substitute for a TCMA Solution

You can do many things with your Marketing Automation Platform (MAP) — generate leads, coordinate campaigns and measure marketing efficacy, among other things — but you cannot use it to effectively market your products and services through partners.
April 29, 2021

Impartner Debuts Through Channel Marketing Automation That Partners Cannot Help But Put to Use

Impartner, the world leader in partner automation technology, is unveiling updated Through Channel Marketing Automation (TCMA) technology that removes the obstacles that have historically kept partners from utilizing vendor provided tools and benefits.