Impartner, the channel management platform and partner relationship management (PRM) provider, has completed its acquisition of the through channel marketing automation (TCMA) business from TIE Kinetix.
The acquisition includes TIE Kinetix’s full suite of contemporary brand control and demand generation technologies, as well as an exclusive digital marketing transformation program developed and delivered in partnership with Google. That program, the Digital Marketing Transformation for the Channel, was specifically developed for and is limited to organizations with an indirect sales channel that markets and sells their products.
When Impartner’s deal with TIE Kinetix was announced earlier this year, Jay McBain, Forrester’s principal analyst – ecosystems, channels, partnerships and alliances, told CMR that TIE Kinetix’s “very unique deal with Google is the crown jewel of the acquisition.”
“Now, more than ever, companies need their partners to truly be an extension of their businesses and amplify their voice in markets where they can no longer be physically,” said Joe Wang, Impartner CEO. “Adding what is inarguably the most contemporary, usable and easily adoptable TCMA to help our customers market through their partners is part of our ongoing commitment to deliver the industry’s most sophisticated, future-proof channel management platform.”
Impartner will integrate TIE Kinetix solutions within its robust channel management technology platform.
The TIE Kinetix purchase is one of a string of acquisitions by Impartner in recent years to expand its channel management technology portfolio, including Tremolo, to automate vendor delivery of customized news to partners, and Amplifinity, which gives customers a way to formalize management of non-traditional ‘shadow channel’ partners, the industry’s fastest-growing segment.
Bill Curran Named CRO
In other news, the company announced the appointment of SaaS-industry sales executive Bill Curran as chief revenue officer. Curran replaces long-time CRO and former North American Channel Chief at Akamai Mark Rogers, who assumes the role as SVP of Alliances & Strategic Relationships, to further accelerate the growth of Impartner’s channel and strategic alliance ecosystem.
Curran brings an extensive history of market-making SaaS and enterprise software executive and sales leadership with companies such as Cedar, Clarus, Synthio, Izenda and ExactTarget.
Channel Marketer Report (CMR) is a targeted e-media publication covering the latest solutions, trends and strategies to help companies optimize their marketing, both to and through their partner networks.