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Leveraging Channel Partners to Generate the Next $1 Billion

For Immediate Release

Free Recorded Webinar Features National Instruments and Demonstrates How It Progressed From Home Grown to Home Run with Strategic Partner Program and Partner Relationship Management (PRM) Technology

Salt Lake City, Utah — June 30, 2014 — TreeHouse Interactive™ (, the technology leader in SaaS-based partner relationship management (PRM) and marketing automation platform (MAP) solutions, announced today the availability of the latest free recorded webinar in its series, The Channel Marketer's Toolbox. From Home Grown to Home Run: Leveraging Partners to Generate the Next $1B features Armando Valim, global partner program and channel manager for National Instruments (NI), a $1.2B global leader in the market for automated test and measurement products. The webinar outlines how NI is achieving significant results and increasing channel-generated revenue after it deployed a PRM system equipped with a sophisticated Partner Locator to support its updated partner program. A National Instruments case study is also available for download as a companion to the webinar.

With more than 800 partners around the world, NI's Alliance Partner Network is a critical part of its go-to-market strategy. Valim discusses the challenges NI's homegrown technology presented and reviews the journey to identify key weaknesses and the selection process used to choose a PRM system to address them. NI demonstrates a behind-the-scenes tour of the solution they rely on to power their partner community as well as the innovative Partner Directory they provide to end customers to help them find NI partners that fit their requirements.

Learn how this award-winning partner program conducted a comprehensive review of its program and existing technology, and put a strategy in place for deploying a PRM system that would allow it to improve partner ROI through increased lead generation, the customer experience by helping them find the right partner, and collaboration between partners and NI's direct sales force.

Our directive for customers was simple: help them find the right partner, said Valim. For partners, our value was two-fold. We wanted to give them leads, as well as equip partners with the tools and information needed, or sales enable them, via a branded portal to conduct NI business.

As a result, National Instruments has:

  • Increased revenue growth of 91.1% since 2010
  • Tripled the number of leads provided to partners, and are on track for a 5x increase in 2014
  • Will have generated more than 250,000 unique page views by the end of 2014, attesting to the value of the Alliance Directory to customers
  • Reduced the costs associated with manual updating by automating management processes
  • Improved the amount and quality of partner data
  • Enhanced the experience for end users, partners and NI

The Channel Marketer's Toolbox series is designed to deliver best practices and technology insights for building comprehensive channel programs and providing partners the necessary tools to increase their sales and effectiveness. The new series draws from channel industry experts and analysts from distinct areas of expertise.

About Armando Valim
Armando Valim manages an estimated $1 billion dollar ecosystem comprised of National Instruments indirect channel and 3rd party hardware and software resell programs since 2010. During his 14 year tenure at National Instruments, Valim has managed the company's largest software product line, LabVIEW, and led other key business areas such as Academic and Modular Instruments. Armando has a Bachelor and Master of Science in Engineering from Universidade Federal do Rio Grande do Sul in Brazil, and a Master of Business Administration (MBA) from Brigham Young University.

View Webinar Now   Download Case Study

To learn more about Reseller View partner relationship management, see Reseller View resources. To learn more about Marketing View marketing automation see Marketing View resources.

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