TCMA stands for through-channel marketing automation. Through-Channel Marketing is a system that enables organizations to scale advertising and local marketing messaging through their networks of indirect retailers, dealers, distributors, reseller agents, affiliates and other partners.
“According to Forrester research, only about half of brands have implemented TCMA, with only 17% fully satisfied that they are getting the most from the systems. We believe that there will be significant interest in this third stage over the next few years.”Jay McBain, Principal Analyst, Channel Partnerships & Alliances
When you are scaling a partner program, you will run into channel conflict where in either:
Some of this can be solved with your CRM, but when you have partners assisting in promotions of your sales collateral and marketing content, you will need to attribute the right clicks to the right partner.
Our Two-Tier Metrics show you channel partner participation data and downstream end-user analytics. Opens, clicks, video views, and watch times are all available on the xAmplify dashboard.
This makes for higher-impact campaigns, better forecasting, and more meaningful QBRs as your partners close in on their pipeline customers. Meanwhile, priority partners quickly become evident, putting SPIFs and MDF to better use.
Two-Tier Metrics are always intact and comprehensive, never null and void, because using the xAmplify email function to redistribute is compulsory for partners. There is no option for channel partners to download digital assets and send them out using a different distribution platform.
Additionally, this means:
I hope you found this content valuable! If not, please let me know what we can create for you :) Sincerely, Alex, Founder
Partnerships teams have to convince third parties (agencies, consultants, tech, VARS...) to “partner” with them. But... the partner teams are not marketers or copywriters. So they either hand the copy tasks off to the marketers, who write copy to sell the product (as they are trained to do), or the partner teams provide the copy to get added to the page, which results can be much worse...View Resource
On our call, Bob and I discussed the state of ‘channel,’ the nomenclature, and where he believes it’s headed. After our call, Bob further-elaborated on our talk with this email.View Resource
Circles are our way of describing the relationships found in partnership ecosystems where a consultant and/or agency is partnered with both your tech and a product you sell well with (possibly also natively integrated to). This video will explain the strategy on finding those circles within your ecosystem.View Resource