choosing a TCMA platform

Choosing a TCMA Platform: How to Know Who, When, Why, and Which

A surprising number of indirect sales companies still function manually when it comes to co-marketing with their resellers, and have yet to adopt a TCMA platform (through-channel marketing automation platform). This seems to be most common among SMB and mid-levels unable to allocate budget to a solution and not quite foreseeing how a solution will actually enable them to rapidly scale. Lack of knowledge about evolving tech creates a huge missed opportunity.

These companies are blind as to:

  • The “who” (who needs TCMA?)
  • The “when” (is it time for my company to adopt a solution?)
  • The “why” (why do I really need this?)
  • And the “which” (which platform do I choose?)

Sound familiar? Then let’s fill in those blanks with an overview of the who, when, why, and which of channel marketing tools.

Who needs a channel marketing automation solution?

If you sell through indirect channels via resellers, distributors, ISVs, or VARs, you fit the “who” profile of a company in need of channel marketing automation. Doesn’t matter if you’re an SMB, mid-level, or enterprise. You fit the profile because these solutions are designed to help companies like yours scale your channel sales program, increase partner participation, extend your reach, and bring in more revenue via indirect pipelines.

When not executed through a TCMA platform, channel sales is an excruciating, overwhelming endeavor. If this overwhelm also sounds familiar, you’re not alone. In fact, many SMB and mid-level companies don’t have a structured partner program in place because they’re limited by time and headcount. Things operate on a fly-by-the-seat-of-your-pants, day-to-day basis dealing with partners, and long term growth hasn’t made it into the business plan yet.

For companies that live on both direct and indirect sales, many of them just say “forget it” to channel strategy altogether. It’s too labor-intensive and tedious to build. So they focus on direct sales instead.

When should I adopt a TCMA platform?

For those who are trying to maintain a partner program, but have yet to adopt a technology solution, channel sales is a daily struggle, with looming pressure to close deals fast rather than nurture the pipeline, and a scramble to put out fires as they constantly catch. If this—yet again—is familiar, if channel sales is a cumbersome process you’re thinking about giving up on, then your answer to “when” is NOW.

The pain and struggle you’re suffering is totally avoidable and a solution would be incredibly low cost compared to the return on investment. Let’s put it this way… A day in the life of a channel sales organization that hasn’t yet embraced through-channel marketing automation might go something like this:

You blast an email with a new asset to every partner. You don’t have analytics in place to see who opened it, much less who’s leveraging it for redistribution. You cross your fingers and hope a sale comes in through a partner. When few or none do, you reach out over the phone… One. Partner. At a time… to find out how it’s going. Did you get my email? Did you download the asset? Did your designers add your logo? Our designer left a whitespace for your logo. Are you going to redistribute the asset? The sale ends Friday, so we need you to redistribute no later than tomorrow. How many prospects will you send it to—is there any way you can track opens and report back to me?

Gasp! (Coming up for air).

Talk about exhausting. No wonder most SMBs and mid-levels have given up! Imagine having that conversation twenty times a day. Your partners would start avoiding your calls, stoking a whole new bunch of fires.

Besides being an exhausting and off-putting channel marketing strategy, the manual way is inefficient. Hours of time have been wasted in this instance, and likely with little yield. A TCMA platform would have deployed that initial asset, had the metrics to track it to and through partners to show who’s redistributing and to reveal the desired open rate downstream. And it would have taken a fraction of the time for both the vendor and the partner.

If a day in this life sounds like a day in your life… it’s time to stop struggling.

Why do I need automation for channel sales?

If you’re in channel sales and don’t have a through-channel marketing automation tool in place, why you need one should be implicit by now. But if you’re still not convinced, let’s look at some numbers.

  • 75% of global sales are made through indirect channels. Your marketplace opportunity is massive. But…
  • Only 20% of partners typically deliver 80% of channel sales for their vendor source.
  • That means 80% of channel partners aren’t doing much, because they need more than a phone call from you hounding them about redistribution. They need more than an email with a single asset and a whitespace for their logo. They need their hands held.
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Allocating budget to a channel marketing automation tool is critical for channel sales growth.

If you hold their hands, or use the right automation tool to hold their hands for you, you tap into that inactive 80% of partners. Get those guys and gals pushing your message to their customers, and your sales will start to skyrocket.

Ultimately, a new TCMA platform in the marketing tech stack will not only pay for itself, it will save you time, scale your partner program, and drive revenue. That’s why.

…But only if you nail the “which” part….

Which solution does TCMA the best?

There are a dozen or more platforms out there claiming to be TCMA tools. Many of them are portals and/or PRMs (partner relationship managers) that have been around for several years, and have retrofitted their platforms to “automate” co-branded messaging.

If your main need is real automation, through and through, then be extremely judicious when you come across companies like this. Until very recently the standard channel marketing practice was to hire one of these portals or PRMs as a common ground for vendors to store content—from whitepapers, to logos, to price sheets, to design assets. These platforms would deploy an email to partners letting them know when the vendor added something new, so partners were aware they could come collect.

And that was about as far as the automation went. From there, it was up to partners to log in to the portal (a single space shared with the vendor and other partners), download the content, add their own logos, upload and configure the campaign in whatever emailing software they were using, and redistribute.

There was still a ton of work required on the part of the partner. And there were still no metrics for the vendor. Not entirely helpful.

As this problem became more and more evident and technology evolved, new solutions started to emerge. Some are cohesive tools with end-to-end content storage, automatic co-branding, same-platform email functionality, and metrics included. This type of platform provides each partner with their own individual user instance, login, and dashboard so that list uploading and segmentation are secure and unlimited—which renders metrics and redistribution more accessible than they’ve ever been.

However, for PRMs and portals that existed previously and have now retro-fitted outbound automation (the email delivery and metrics aspect of co-marketing) the fact that they still simultaneously function in their old capacities makes them largely faulty; partner list uploading and same-platform email deployment are not compulsory, meaning metrics are non-comprehensive and unreliable.

If simple, end-to-end automation is what you’re looking for, schedule a demo with xAmplify, which was created at the turn of the TCMA revolution and designed specifically for through-channel marketing automation, not to function as a portal.

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