Forrester understands that for many OEM vendors, channel partner loyalty is waning and new approaches are needed to build a channel management technology investment business case.
Centerville, MA (PRWEB) April 15, 2014
Marketing Advocate, the pioneer in Through-Partner Marketing Automation (TPMA) software, has been identified in a new Forrester Research, Inc., report among channel technology vendors.
Authored by Forrester analyst Peter O’Neill and released on February 5, 2014, “Leverage The Channel Management Technology Spectrum” provides an overview of today’s commercial channel management software landscape and recommendations on how to bolster Partner Relationship Management (PRM) systems.
Ian Pennell, Chief Sales Officer for Marketing Advocate, says, “Forrester understands that for many OEM vendors, channel partner loyalty is waning and new approaches are needed to build a channel management technology investment business case. This report provides helpful insights on how technology vendors can increase revenues by gaining a better understanding of the pain that partners face and by putting the tools in place that make partner needs a priority.”
Forrester suggests that opportunities have risen to remedy channel loyalty and that a new era of PRM software has dawned. According to the report, “Instead of tacking on new channel capabilities to a relic PRM system, channel professionals should replace their channel management systems, or deploy commercial software products for niche channel management functions if the purchase cannot be justified.” The report added, “TPMA vendors have extended the value of marketing automation to vendors’ and suppliers’ channel partners.”
This 2014 report is available on the Resources section of the Marketing Advocate Web site and is complimentary to all users who register.
Forrester Research is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Its clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs.
About Marketing Advocate
Marketing Advocate accelerates revenue growth through the channel with its Through-Partner Marketing Automation (TPMA) software. The company’s industry-leading TPMA solution drives effective B2B channel marketing for many of the world’s largest brands, including HP, IBM, Microsoft, and NetApp. By maximizing lead efficiency, generating sales-ready leads, and building pipeline, Marketing Advocate helps global organizations turn channel marketing into a revenue driver. The company was recently recognized as a 2013 Gartner “Cool Vendor” and showcased as a corporation that is innovating sales and marketing techniques to help global IT providers go to market more effectively.