‘Ecosystems don’t run on spreadsheets’ — how vendors are automating channel programs

Reseller | Jan 13, 2021 at 11:30 AM
  • Almost 12 months on from the coronavirus pandemic’s explosion, many world-leading vendors have dramatically re-vamped their partner programs to embrace automation, flexibility and self-service.
  • As per his view, this involves the separation of the channel landscape into influencer, transactional and retention categories, meaning managing multiple concurrent activities without sufficient automation is no longer possible.
  • The areas of channel automation most likely to play a role in the next 12 months now include partner relationship management (PRM); through-channel marketing automation (TCMA); channel learning and readiness (CLR) and channel incentives management (CIM).