integrated marketing (cross-channel)

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Time To Rethink Channel Incentives And Program Management (CIPM)?

Jay McBain April 1, 2019
Channel incentives are used to improve indirect sales performance, orchestrate partners’ behavior, and engender channel loyalty. For decades, channel professionals have used channel incentives to drive behavior, whether establishing new behaviors, suppressing old ones, or repositioning partners for a new opportunity. Incentives are also effective in masking deficiencies in business value propositions. Channel incentives and […]
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What CIOs Can Learn From Fleetwood Mac About Marketing

Caroline Robertson March 5, 2019
Here at Forrester, we love all things music. Each office floor has a different musical theme, and all the rooms are named after popular musicians of the time. It’s not uncommon to have a team meeting in Guns N’ Roses or an afternoon phone call in Jackson Browne. So it seems natural to think of […]
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What I See Coming For The Channel In 2019

Jay McBain January 16, 2019
  We have seen more disruption in the channel in the past 18 months than we saw in the past 37 years combined. As a review, here were my 2018 predictions.   1. Private equity will continue its sweep of the channel software space, creating some unicorns along the way. Verdict: As mentioned in the […]
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Channel Data Is A Competitive Differentiator

Jay McBain January 11, 2019
Leverage Channel Data To Give Partners A Better Experience: Winning In The Channel Requires Data-Driven Program Innovation     Brands that provide an enhanced partner experience grow faster than their peers, are more profitable, and drive higher customer satisfaction and retention downstream. Smart channel professionals are looking at data across the partner journey as a […]
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Partner Relationship Management (PRM) Comes Of Age

Jay McBain November 2, 2018
Maturing Into A Horizontal Channel Management Platform Aligned With CRM and Marketing Automation Channel and alliance leaders are known to be good jugglers. With the average partner program containing over 90 distinct components, encouraging channel growth while mediating conflict is a complex undertaking. Partner relationship management (PRM) connects the dots between partner planning, recruitment, onboarding, […]
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Four Reasons Why Reddit Is The No. 1 Social Media Platform For Channel Professionals

Jay McBain August 30, 2018
As of June 2018, Reddit surpassed Facebook to become the US’s most-visited social media platform.[1] And it’s the US’s third-most-visited overall after Google (No. 1) and YouTube (No. 2) and ahead of Facebook (No. 4) and Amazon (No. 5). Furthermore, Reddit users on average spend twice as long on Reddit (more than 15 minutes) as […]
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Global Marketing Automation Spending Will Reach $25 Billion By 2023

Jennifer Adams April 30, 2018
Marketers today are managing more channels, more content, and more data, while delivering vast quantities of personalized content quickly around the globe. As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast, 2017 To 2023, we expect global spending on […]
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Through-Channel Marketing Represents The Third Stage For Sales And Marketing Leaders

Jay McBain April 25, 2018
  Over the past few decades, sales and marketing leaders have been transforming themselves into predictable, data-driven business units. The CRM stage started in the 1990s and accelerated quickly a decade later with lower-priced cloud offerings. The marketing automation stage began to grow exponentially around 2008 and has reached critical mass in its first decade. […]
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AI Helps Marketers Target The Right Customers, Across The Right Channels And Content At Scale

Frederic Giron April 18, 2018
There’s a sense of urgency in Asia to capitalize on AI, not only to compete but to lead globally. Appier, established six years ago in Taiwan, is one of these firms. I recently attended its first analyst event in Taipei to better understand how the company approaches the AI opportunity and helps its clients deliver […]
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TV Industry: It’s Time For A Round of “Stop, Keep, Change”

Joanna O'Connell December 8, 2017
I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late, my ad experience with my chosen form […]
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The Channel Software Stack – A Comprehensive (And Critical) Look At The Future Of The Industry

Jay McBain November 6, 2017
NOTE: This is last year’s channel tech stack. Check out the new 2019 Channel Tech Stack here. There has been an explosion of software vendors in the past 10 years. In fact, it has been the fastest-growing segment of the technology industry and a big driver of digital transformation across all 27 industries. (Check out […]
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Does Your Channel Run In A Silo?

Jay McBain July 21, 2017
I have spent my entire career in the channel. With 75% of world trade flowing through indirect channels according to the World Trade Organization, I’m always interested in seeing how businesses organize, manage, and execute their partner and alliance programs. We know that B2B marketers have been working to break down silos for years to […]
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Don’t Plan A Go-To-Market Strategy For 2016; Create Your Go-To-Customer Plan

Peter O'Neill September 3, 2015
It’s that time of the year again: The UK has had its August bank holiday; the US is on its Labor Day weekend; the Germans are coming to the end of their summer vacation period (which seems to go on for months because it is staggered by state to minimize holiday traffic); and even the […]
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