Channel Marketing Automation (CMA) promises a host of benefits, from time savings and enhanced visibility, to a stronger partner experience and more channel revenue overall. Sounds fantastic and, as we’ve seen firsthand here at Zift, many organizations that have adopted CMA are capturing these benefits and seeing impressive results. According to Aberdeen Group, best-in-class companies are 67% more likely to use a marketing automation platform. Moreover, 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase (VB Insight).
Unfortunately, CMA isn’t an instant win for everyone and far too many channel organizations rush hastily into CMA only to be disappointed. Without proper insight, planning and coordination, CMA can magnify rather than solve the very challenges it is designed to address.
Our latest eBook uncovers The 4 Cornerstones of Channel Marketing Automation. Think of it as a guide to ensure you and your channel partners get the most from CMA from the start. It’s our hope that this exciting new resource will help you avoid the pitfalls that can undermine CMA success and chart a direct path for capturing and capitalizing on the promises of CMA. Over the next few weeks, we’ll also provide small glimpses into the eBook here at Channel Chatter. So let’s start at the beginning.
Cornerstone #1: CMA Success Starts with Vision & Strategy
Organizations who want to acquire and implement CMA as quickly as possible – without defining their strategy or taking time to understand just how they will use and measure CMA’s expansive capabilities on their own – are the most likely to be frustrated with new technology and disappointed with their CMA results. Far from a simple Band-Aid for problems, CMA should be a measured and carefully thought-out process.
Without vision and strategy, CMA programs falter and may even fail. Alternatively, channel organizations with strong vision and strategy for CMA, including formulating partner engagement and content execution plans as well as CMA operating models, are much more likely to succeed. Before moving forward with any of the tactical or operational components of CMA, take time to develop and communicate a well-defined vision and strategy for CMA across your entire organization.