Channel Marketer Report


Ingram Micro Cloud Boosts Vendor-Partner Collaboration With Go-To-Market Automation Program

Ingram Micro Cloud announced the global availability of its Go-to-Market Hub for partners and the Go-to-Market Builder for vendors. The Go-to-Market Hub provides partners with a single destination for through-channel marketing automation, with sales enablement content and tools across the Ingram Micro Cloud portfolio of cloud products.

The Go-to-Market Builder provides vendors with a tool to maintain and publish sell-through and sell-to sales enablement and marketing content for partners.

Research shows most partners don’t have the time or resources to devote to vital tasks including lead generation, product research and sales training. Similarly, vendors struggle with costs and resources associated with managing marketing and enablement programs for partners, Ingram Micro Cloud noted.

With the fusion of sales automation and through-channel marketing automation – a concept that Ingram Micro Cloud calls Go-To-Market Automation – the company aims to help partners automate their go-to-market activities with more than 120 products and services from the Ingram Micro Cloud Marketplace and enable vendors to programmatically create and update go-to-market content for channel partners.

“By understanding both the opportunities and challenges inherent in the cloud-connected economy, Ingram Micro Cloud is shortening the digital transformation curve for partners and vendors,” said Locke Truong, head of global product marketing at Ingram Micro Cloud in a press release. “Go-To-Market Automation is designed to enrich through-channel marketing automation with pre-built campaigns, sales enablement, product guides, training materials and portfolio decisioning tools across hundreds of products and services. Our goal is simple: Help our partners and vendors sell more cloud products.”

The Go-to-Market Hub, which is accessible from the Ingram Micro Cloud Marketplace, gives the company’s network of 200,000-plus partners — more than 55,000 of which are already actively selling cloud solutions — access to prebuilt, customizable sales and marketing campaign resources for hundreds of vendor products. It also provides go-to-market capabilities to automate, execute and optimize tactics, including sales enablement and through-channel marketing automation, lead management, alerts and notifications, and more.

The Go-to-Market Builder, part of Ingram Micro Cloud Connect, enables vendors to efficiently create and maintain extensive sales and marketing campaign content for partners to access in the Go-to-Market Hub. The tool simplifies channel distribution and accelerates time to market. It also provides promotional opportunities like banners and blogs to increase visibility with channel partners as well as full-funnel analytics to measure awareness, interest and conversion.

Early response to Go-To-Market Automation program has been enthusiastic and positive from both partners and vendors, the company said. Since the Go-to-Market Hub was launched in the U.S. market in April 2019, more than 20% of active partners have signed up. In addition, adopters are outperforming non-adopters in terms of the number of products being sold, as well as net new customers being converted.