Channel Marketer Report


Impartner Enhances PRM Technology with Data-Assisted Decision-Making Capabilities

Impartner is offering enhanced data-assisted decision-making capabilities with the Fall ’18 release of its partner relationship management (PRM) technology. It’s upgrade solution will now mirror transactional data into a data lake optimized for analytics. As the technology learns, the company said, it will provide predictive, prescriptive data-backed recommendations to channel manager to help them continually improve the channel performance.

“While there is a lot of hype around AI, the focus of this release is not on a blue-sky future, but rather, is more pragmatic in helping channel managers who are looking for prescriptive and predictive tools to help them make micro motions that make every part of their program better,” said Dave R Taylor, Impartner Chief Marketing Officer.

“Channel programs bring some of the most complex business challenges our customers deal with,” continued Taylor. “Industry analysts tell us most companies would self-assess their channel programs at a three or four out of 10 in terms of their capability. They’re not looking for 50 new things to do, they’re looking for the one or two things they can do every day to improve.”

The Impartner data lake pools what’s happening with a vendor’s partners, gets smarter as more data is added, and with Elasticsearch distributed search and analytics capabilities, provides recommendations on how micro movements can improve performance. The analytics functions do not burden the parallel transactional data base, allowing it to focus on day-to-day business interactions.

In addition to the data lake, other key features in the new release include Impartner’s CRM Sync, which offers the use of the Salesforce Streaming API, boosting Impartner’s real-time bi-directional sync. Bi-directional syncing allows companies to choose whether the PRM or the CRM is the system of record on a field-by-field basis and enables mapping of PRM data directly into the Contact and Account fields in Salesforce. With the use of the Streaming API, companies can avoid data integrity issues caused by batch sync limitations from other competing solutions due to API call shortages.

Other key elements of Impartner’s Fall ’18 release include enhanced CMS features and a news-on-demand function for social sharing.

Impartner CMS 3.0 extends the power of its SegmentAI segmentation engine to its CMS, making it possible to automate the hyper personalization of every partner’s experience based on an infinite number of attributes. Every message, page, and interaction can be changed on the fly. In addition, a new advanced emulation engine makes it possible for channel managers to preview any page, for any user, on any device before publishing, providing a final quality check before going live.

Impartner News on Demand with Social Sharing represents the company’s first innovation since its acquisition of Tremolo Software. Impartner News on Demand now features social sharing capability, allowing customers to let users share content to their own prospects. With social sharing, users can mark newsletter articles they are sending to their partners as ‘public’ and let these partners, when they receive their newsletter or view their news on their news portal, edit and share this content via social media in two clicks, expending their partner’s ability to amplify messages.