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…

MARKETING TECHNOLOGY  |  7 min read Through-channel marketing automation (TCMA) has evolved. The best platforms today don’t just distribute content,  they generate buyer intent intelligence at the moment of engagement. What Is Through-Channel Marketing Automation? Through-channel marketing automation (TCMA) refers to platforms that enable vendors to execute marketing programs through their partner networks, resellers, distributors,…

Rethinking Channel Incentives for the Ecosystem Economy In pursuit of excellence, vendors are dedicated to uncovering and implementing cutting-edge incentives that boost channel sales performance and deepen partner engagement. The modern shift toward an interconnected ecosystem economy—fueled by artificial intelligence, cloud computing, and the evolving digital buyer’s journey—is transforming the channel business landscape. In this…