Channel Marketer Report


With Acquisition Of Averetek, E2open Extends Family Of Channel Support Solutions

E2open, a business systems solutions provider, has expanded its family of channel support solutions with the acquisition of Averetek, a through-channel marketing automation technology vendor.

With the acquisition of Averetek, E2open offers businesses “unprecedented visibility and control of their indirect channel,” the company said in a press release. Averetek enables companies to engage their diverse partner channels in a scalable way, providing them with always-on lead generation content, packaged marketing services, and proven demand creation tactics. With the addition of Averetek, “E2open can now ‘close the loop’, providing an end-to-end solution for planning, managing and executing channel marketing activities.”

“By joining E2open, we’re able to offer global brands a broader set of tools and services that will accelerate channel growth,” said Peter Thomas, chief executive officer of Averetek, who joins E2open as their vice president of channel strategy. “Customer reaction has been awesome,” he said.

E2open has acquired several channel solution providers in the last two years. In 2017, the company announced its acquisition of Zyme, a channel data management company. Zyme had acquired CCI, a channel incentive management firm, earlier that year. In 2018, E2open acquired Birch Worldwide, another incentive management company, and Entomo, a channel data management solution provider. Also acquired was Foster MacCallum, a partner assessment, skill sourcing and recruitment firm.

E2open’s global channel network connects clients to more than 2 million channel distributors, resellers and retailers across multiple industry verticals including high tech, industrial and consumer packaged goods. Data from all parties is exchanged in real-time, harmonized to become decision-grade and used to power a complete solution suite to improve the performance of channel sales, channel marketing and channel operations. E2open’s continuing investments in Artificial Intelligence and Prescriptive Analytics help brands automate decisions at scale and operate global enterprises with unprecedented efficiency and effectiveness, the company stated.

“We see the channel as a vital extension of the supply chain,” said Shawn Lane, SVP and General Manager at E2open, during a call with CMR. By integrating supply chain solutions with channel management technology, “we enable them to offer more value to our customers,” he said.

“Our goal at E2open is to create a true digital supply chain that connects all parties from customer to supplier, and is enabled by intelligent algorithms, allowing companies to respond in real-time to changes in demand and supply,” said Michael Farlekas, president and chief executive officer of E2open. “With the addition of Averetek, we’ll enable brands and their reseller partners to shape demand for their products and services at scale while delivering predictable ROI to both.”

The integration of Averetek technology with E2open solutions is already in place, said Thomas, as a result of pre-acquisition collaboration between the companies.