Summit US Sessions TSDD_Turn Your Channel Into a Marketing Machine

Turn Your Channel Into a Marketing Machine With Through-Channel Marketing Automation

Monday May 4, 2020 | 11:40 AM - 12:20 PM

Speaker(s):  Lori Wizdo

Track(s): Technology Segment Deep Dives

With 75% of world trade flowing indirectly, the time has come for channels, partnerships and alliances to be enabled with the same level of marketing technology as direct marketers. And that’s where through-channel marketing automation (TCMA) comes into play. With TCMA,  partners of all types can leverage on-brand/on-message vendor content, demand management programs, and digital and social promotion in their local markets. Vendors that can balance their direct and indirect execution while ensuring consistent customer experiences through distributed and localized marketing will have outsized success in the market. In this session, we will present Forrester’s perspective on TCMA.

This presentation will provide the following benefits:

  • Rethink the role of channels from sales and distribution to emerging influencers and a lead-generating engine
  • Better understand the growing number of partners, what they specialize in, their sales and marketing acumen, and how they go to market
  • Get ideas on how to build partner marketing programs that are scalable, automated and self-service-oriented

May 3-6, 2020 | Austin, TX

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