HomeBlog Let's Talk Channel Marketing Management

Let's Talk Channel Marketing Management

February 11, 2015 | By Jill Stanek

  • Channel marketing management (CMM) solutions enable partners to select, create and track multi-touch marketing programs
  • SiriusDecisions’ first SiriusView for CMMs covers four leading CMM vendors
  • This report helps leaders determine which platform is the right fit for their organization

As organizations are looking to simplify the way their partners drive success, investing in a channel marketing management (CMM) solution is becoming a necessity. CMM platforms enable partners to easily select, create, deliver and track multi-touch marketing programs, thereby boosting overall conversion rates and partner loyalty. By giving partners the power to create demand through automated pre-packaged programs and/or concierge services, organizations can effectively execute marketing initiatives more efficiently.

SiriusDecisions is excited to announce our first SiriusView for CMMs. This report covers four leading CMM vendors and helps leaders determine which platform is the right fit for their organization. 

The following excerpts focus on when to consider each vendor:

  For global and growing organizations that require a flexible, partner-friendly CMM platform that facilitates self-service and can quickly adapt to changing needs, Averetek should be included on the list of vendors to consider. Suppliers looking for not only a platform, but also a vendor that can assist with developing and uploading content, managing content refresh changes, promoting partner adoption and/or directly providing partners with marketing assistance, may want to consider another vendor. 
 
StructuredWeb offers one of the most comprehensive CMM solutions on the market today. It also has a strong reputation for responsive support, continually enhancing its solution and meeting unique customer functionality and integration requirements. The majority of StructuredWeb’s revenue is derived from within the U.S; suppliers that have considerable presence and support requirements outside North America should secure references from global users as part of their due diligence.
 
Organizations that are looking for a full-featured content syndication solution should evaluate TIE Kinetix. It has an exceptionally strong focus on co-branded Web sites, social media, mailing campaigns and other types of content syndication that are fully automated through partners. However, organizations focused on a solution that encourages and facilitates self-service development and execution of turnkey, co-branded, multi-touch campaigns for partners may want to also consider other solutions.

Zift’s CMM platform is well suited to organizations that prefer a user-friendly interface for non-technical partners to build, execute and maintain campaigns, forms and landing pages. However, it does not lend itself to self-service as well as other available solutions. Suppliers that prefer to create their own templates and workflows may wish to consider another CMM vendor.

Additional analysis is contained in the complete SiriusView: Channel Marketing and Management Platforms 2015. When considering these vendors, as with any private company, we recommend securing customer references as part of due diligence before trial or purchase.

Jill Stanek

Jill Stanek is an Analyst in the Technology and Services practice at SiriusDecisions. She brings 15-plus years of experience in information technology, software and research advisory services, including business development, account management, sales, sales operations, pre-sales engineering and systems specialist roles. Follow Jill on Twitter @jschneid18.

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