CHANNEL MARKETING  |  6 min read Partner marketing adoption fails not because partners lack motivation, but because the tools and content they receive are too hard to activate. Here’s how to fix that. The Partner Marketing Adoption Problem Most vendors invest heavily in creating campaigns, videos, and messaging — then watch partner engagement flatline. The…

Making demand visible and directing growth

For over a decade, Through-Channel Marketing Automation (TCMA) platforms were the go-to solution for vendors aiming to empower their partners with demand generation prowess. They promised scale, consistency, and co-branded campaigns delivered through centralized portals. But somewhere along the way, the promise unraveled. Currently, TCMA platforms experience persistent underutilization, with average partner adoption rates at…

The landscape of B2B channel marketing is undergoing a significant transformation. For years, organizations have relied on Through-Channel Marketing Automation (TCMA) platforms to empower their partners. However, these traditional systems often fall short, struggling with low partner adoption and an inability to deliver the dynamic, personalized experiences modern buyers expect. A new model is emerging…