Winning In The Channel Requires Data-Driven Program Innovation
Accurate and complete data fuels the entire channel cycle and while 71% of marketers state they rely on data analysis to drive future business decisions, 59% have stated poor data has led their organizations to miscalculate demand. Channel programs generate masses of data from multiple internal and external systems however, this data is also delivered at unpredictable intervals, often incomplete or inaccurate, and does not provide an integrated view of each partner or channel performance as a whole.
To accelerate performance of their partnerships, alliances, and ecosystems, integrated data intelligence needs to conform to the diversity and sophistication of the through channel go-to-market strategy. This capability is the most foundational element of TCMA success; from accurate insights to multichannel delivery of consistent and high value marketing messages.
Exploring why account-based enablement represents the next stage in TCMA, this brief will address: