Introduction to Through Channel Marketing Automation


Through channel marketing automation (TCMA) is gaining traction with companies as an essential part of their partner tech stack. It has become the most effective and efficient tool for channel marketers and sales. I’m sure you have heard of it, but we wanted to share a good overview of what TCMA is, how it works, and why it is an essential tool for scaling your channel partner program. TCMA is more than just a partner portal or PRM. Many professionals confuse them. Think of a portal or PRM as a garage to store items for your car. Through Channel Marketing is the car.

What is through channel marketing automation

Simply put, TCMA is a software solution that enables businesses to automate their channel marketing efforts, such as lead generation, lead nurturing, and campaign management. It provides tools to track, attribute and analyze the performance of channel partners and campaigns, allowing businesses to unlock visibility and data behind the curtain of channels. By streamlining and automating these processes, TCMA can help businesses increase efficiency, drive revenue growth, and make channel marketing and sales data driven.

Breaking the 80/20 rule

We understand that the process of channel marketing can be complex and time-consuming, especially when dealing with a large network of channel partners. Without a centralized platform for managing and optimizing these efforts, businesses struggled to achieve consistent results across their partners. They have accepted the pareto principle or 80/20 rule as the norm for channels. This is where through channel marketing automation comes in – it provides a single platform for managing and automating the various aspects of channel marketing, from lead generation to campaign management.

Through channel marketing automation typically includes several key features that enable businesses to automate their channel marketing efforts. These features include automated lead management and nurturing, co-branding and customization, analytics, attribution and reporting, and partner portal. By leveraging these features, businesses can easily manage and optimize their channel marketing efforts, providing their partners with the support they need to drive sales and revenue growth.

Benefits of TCMA

One of the key benefits of through channel marketing automation is increased efficiency. By automating repetitive tasks such as lead generation and nurturing, businesses can free up valuable time and resources to focus on more strategic activities, such as building relationships with partners and closing deals. Additionally, by providing partners with pre-approved marketing assets and campaigns, through channel marketing automation can reduce the amount of time partners spend creating their own marketing materials, further improving efficiency.

Another benefit of through channel marketing automation is improved collaboration and communication with channel partners. By providing a single platform for managing and optimizing channel marketing efforts, businesses can easily share information and resources with their partners, enabling them to work together more effectively. This can lead to improved partner engagement and collaboration, ultimately leading to increased sales and revenue growth.

Through channel marketing automation also provides businesses with a range of attribution, data and insights that can help inform their channel marketing strategy. By tracking and analyzing partner performance, campaign data and content attribution, businesses can make data-driven decisions about how to manage partners, allocate resources, improve quality of content and refine channel marketing strategy. This leads to more effective campaigns, increased lead generation, and improved ROI.

Through Channel Marketing Automation is growing rapidly and becoming an essential tool for businesses looking to scale their channel partner programs. By automating and streamlining their channel marketing efforts, businesses can increase efficiency, drive revenue growth, and strengthen relationships with their partners. With features such as automated lead management and nurturing, co-branding and customization, analytics and reporting, and partner portal, through channel marketing automation provides businesses with the tools they need to succeed in a highly competitive market. Contact xAmplify to learn more.

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