Channel marketing and management (CMM) technology helps suppliers provide partners with marketing enablement, resources, programs and tools for driving awareness, generating demand, and building pipeline within partners’ target markets.
Many b-to-b suppliers have hundreds or thousands of partners whose marketing organizations vary greatly (e.g. team of marketing professionals, single dedicated resource, shared resource) depending on the business model and size of the partner and its levels of marketing capability and maturity. Given the size and complexity of partner ecosystems, CMM technology is essential to enable suppliers to scale partner-led marketing
efforts.
In our blog this week, we share a SiriusDecisions Technology Perspective, that outlines the benefits, evolution, and capabilities of CMM solutions, along with the business priorities
supported by this technology.
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