Channel Marketer Report

Special Features

Empowering Brands And Partners With Through-Channel Marketing Automation

By Joel Montgomery, Chief Strategy Officer, Incentive Solutions and OneAffiniti It’s been a few years since Jay McBain, Forresters’ Principal Analyst – Channels, Partnerships & Ecosystems, called the increasing adoption of through-channel marketing automation (TCMA) the “third stage” for sales and marketing leaders. Following the adoption of customer relationship management technology and marketing automation solutions, […]

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Luxy Thuraisingam, Cisco’s New Head Of Global Partner Marketing, Readies Nimble Team For What’s Next

This past Spring, Cisco Systems named Luxy Thuraisingam as its new Head of Global Partner Marketing. Thuraisingam, who joined Cisco in 2019 as Vice President, Americas Industry & Canada Growth Marketing, brings nearly two decades of marketing experience to her new role. Partners “are being challenged to engage with new and existing customers in new […]

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Market Development Funds: How MSPs And Vendors Can Reach New Customers – Together

By Nate Freedman, CEO, Tech Pro Marketing As someone who provides marketing services for Managed IT Services Providers (MSPs) across North America, I love the concept of market development funds. Top-of-the-line marketing services don’t come cheap. Even if a company has a sizable marketing budget, hiring an agency requires a great deal of financial investment, […]

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Channel Vanity Metrics: What You See Isn’t Always What You Get

By Kelsey Worsham, Content Marketing Manager, Zift Solutions Let me paint a picture for you: you think your company is pushing campaigns and through-channel activities that are resulting in engagement and ROI. Your performance reporting should be supporting this. But, month after month, you’re coming up short on results – and ending up seriously frustrated. […]

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At HPE, Data Helps Find Sharpest Needles In Partner Haystack

Channel marketers are becoming increasingly selective in choosing partners to participate in specific marketing campaigns. Employing new technologies to discover which partners are more capable of supporting modern marketing initiatives or have demonstrated support of their brands, channel leaders are boosting the effectiveness of their through-channel marketing programs. Laura Seymour, Senior Director, Global Partner Marketing […]

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At Poly, Making Its Partner Portal Even More Personal Continues To Boost Engagement

At last month’s B2B Marketing Exchange – Next-Level ABM, CMR had the opportunity to follow up with Jennifer Judy, Senior Director of Global Partner Experience at Poly, on the 2020 launch of a new portal to support a merged channel ecosystem. Out of the gate, the capabilities of the new personalized portal were pretty impressive, […]

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Netskope Enables Partners To Win Soaring SASE Opportunities

With the soaring adoption of secure access service edge (SASE) architecture, providers have been making significant efforts to enable their channel ecosystems to meet the on-going demand. Earlier this year, for example, Netskope launched Netskope Prime, an invitation-only program for distinguished Netskope partner technical experts. The intention of the program is to recognize and develop […]

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Five Critical Steps To Building A Sector-Leading Partner Program

By Preseetha Pettigrew, Global VP Strategic Alliances, Seismic In the B2B tech space, it seems like new partner programs are springing up wherever you look. It’s hardly surprising, given that 54% of companies say that partnerships drive more than 20% of their total revenue. With so much competition out there, how can solutions providers ensure […]

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Measuring The ROI Of Channel Incentive Programs

By Brian Crockett, Head of Marketing, Vanson Technology Services Will your channel incentive program provide sufficient return on investment (ROI)? While many partner program managers struggle with justifying the financial investment in a channel incentive program, the answer may be easier than you think. Channel incentive programs differ from other channel partner reward programs as […]

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Harness The Power Of Persuasion: How Influencer Programs Boost Demand, Lead Generation

By Ellen Linkenhoker, Insights & Strategy Leader – Marketing Strategy, ITA Group According to Forrester, 71% of B2B shoppers reach selection at the end of the digital journey — without using traditional sales processes and demos. This means, if you’re a vendor, whether large, medium or small, you may have lost a deal without even […]

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