Jay McBain (Forrester Research)
The days of manual, labour-heavy channel management processes could be coming to an end, with at least one industry analyst suggesting the future of channel partner programs and ecosystems will be anchored on automation, flexibility, scalability and self-service.
Given the rapidly shifting partner landscape, channel leaders and business-to-business marketers in the channel sector will find it increasingly difficult to succeed with manual, human-centric processes, according to channel partnerships and alliances principal analyst at Forrester Research Jay McBain.
Likewise, those individuals and organisations in the channel management space still relying on spreadsheets to manage their partner programs are set to struggle, McBain suggested in an online post.
Returning to the prospect of the so-called trifurcated channel model which played a major role earlier this year in McBains 2020 outlook for the channel and involves the separation of the channel landscape into influencer, transactional and retention categories the analyst suggested that managing multiple concurrent activities without sufficient automation is no longer possible.
This is where the channel software tech stack as McBain calls it comes in, providing the breadth and depth of solutions needed for channel-facing businesses, particularly vendors, to better manage their partner ecosystems.
The channel technology stack is a group of technologies that firms leverage to plan with, find, recruit, onboard, develop, enable, incentivise, co-sell with, co-market with, manage, measure, and report on partners, McBain said in his post.
It seems difficult to imagine that the relationship-driven nature of partner engagement, along with the human touch needed to make those relationships work, will no longer continue to be an essential factor in channel management.
However, McBain reckons that automation and other technology-based solutions are already becoming a dominant factor in the ultimate success or failure of the effective management of a channel ecosystem.
Delivering automation of indirect sales processes, workflows, and partner programs, channel software is becoming increasingly critical to a brands ability to win, serve, and retain its customers and partners. Its a fast-growing market, with 59 per cent of companies increasing spending across the stack, he added.
So, why is such specialised software essential today and into the future?
From McBains perspective, partner programs generate loads of data from a bunch of different internal and external systems. At the same time, data can often arrive at unpredictable intervals, and is sometimes incomplete or inaccurate.
Moreover, such data doesnt always offer an integrated view of each partner or channel performance as a whole.
Additionally, channel programs can also be very expensive, according to McBain, with front- and back-end discounts, rebates, programs, and incentives costing anywhere between 10 per cent to 50 per cent of the overall sale.
But, according to McBain, vendors are finding solutions to deal with these issues.
Vendors are quickly overcoming these challenges and beginning to offer AI [artificial intelligence]-infused, real-time, actionable insight, McBain said.
To accelerate performance of their partnerships, alliances, and channel ecosystems, companies are evaluating and adopting a range of contributing technologies. Often, the focus of channel technologies is to manage, monitor, and measure the partner journey while improving the overall partner experience, he said.
The channel software tech stack, according to Forresters research as outlined in The Forrester Tech Tide: Channel Software, Q2 2020 is made up of at least 159 companies, including IBM, Oracle, Salesforce, and SAP, along with small startups delivering point solutions, across seven technology categories, which are:
Partner relationship management (PRM);
Through-channel marketing automation (TCMA);
Channel learning and readiness (CLR);
Channel incentives management (CIM);
Channel data management (CDM);
Channel financials, pricing, and inventory;
And, channel ecosystem management.
Today, these even categories as a whole drive roughly US$2.1 billion in pure software revenue, Forresters research suggests, with the vast majority of these solutions packaged up in a software-as-a-service model.
Drawing upon Accenture research that found 76 per cent of CEOs agree that their current business model will be unrecognisable in the next five years, with ecosystems being the primary agent of change, McBain suggests that the number of partnerships, whether transactional or non-transactional, will grow exponentially over that time frame.
This change will, of course, be accompanied by new partners needing to be found, recruited, onboarded, educated, trained and incentivised. As such, having the tools necessary to support and promote products and services at scale is essential.
The future of channel partner programs and ecosystems will be anchored on automation, flexibility, scalability, and self-service, McBain said. The effective use of technology tools is no longer optional ecosystems dont run on spreadsheets.
Error: Please check your email address.
Tags Jay McBain
Read this article:
Why automation will underpin the future of channel management - ARNnet
- The Automation Conference - December 9th, 2016 [December 9th, 2016]
- The Best Home Automation Systems of 2016 | Top Ten Reviews - December 24th, 2016 [December 24th, 2016]
- Compact Automation - Actuators, Hydraulic Cylinders, Linear ... - December 24th, 2016 [December 24th, 2016]
- What is Home Automation? | Home Automation Systems - December 24th, 2016 [December 24th, 2016]
- Job Seekers - Automation Personnel Services - December 24th, 2016 [December 24th, 2016]
- iAutomation - December 25th, 2016 [December 25th, 2016]
- Beyond Automation - hbr.org - December 25th, 2016 [December 25th, 2016]
- Automation The Car Company Tycoon Game on Steam - December 25th, 2016 [December 25th, 2016]
- Automation - Wikipedia - December 25th, 2016 [December 25th, 2016]
- Build automation - Wikipedia - December 26th, 2016 [December 26th, 2016]
- Home - Enerwave Home Automation - December 27th, 2016 [December 27th, 2016]
- Automation | Technologies | Systems | Integrator ... - December 27th, 2016 [December 27th, 2016]
- Automation - DESHAZO - December 27th, 2016 [December 27th, 2016]
- Custom Automation & Machine Design | Automation GT - December 27th, 2016 [December 27th, 2016]
- IT Automation - BMC - December 27th, 2016 [December 27th, 2016]
- Werner Electric | Automation - January 28th, 2017 [January 28th, 2017]
- Automationtechies | Automation Engineering Recruiting - January 28th, 2017 [January 28th, 2017]
- Automation - Mazak Corporation - January 28th, 2017 [January 28th, 2017]
- Automation | Food Engineering - January 28th, 2017 [January 28th, 2017]
- Test Automation Services for Development of Regression ... - January 28th, 2017 [January 28th, 2017]
- UI Automation Overview - msdn.microsoft.com - February 5th, 2017 [February 5th, 2017]
- The Evolution of Automation and What It Means for the Integration Industry - Commercial Integrator - February 7th, 2017 [February 7th, 2017]
- Automation, robots could replace 250000 public sector workers in the next 15 years - Computer Business Review - February 7th, 2017 [February 7th, 2017]
- New telecom transformation goals require service automation - TechTarget - February 7th, 2017 [February 7th, 2017]
- Automation expected to displace insurance underwriters, real estate brokers - CIO Dive - February 7th, 2017 [February 7th, 2017]
- The Perks Of Automation And The Risks: Why To Think Twice About Getting Into That Driverless Uber - Forbes - February 7th, 2017 [February 7th, 2017]
- Voices Reinventing enterprise finance by overhauling AP automation - Accounting Today - February 7th, 2017 [February 7th, 2017]
- DFLabs Launches the First Security Automation and Orchestration Platform based Upon Supervised Active Intelligence - Business Wire (press release) - February 7th, 2017 [February 7th, 2017]
- VIDEO: Going Big on Automation in a Small Footprint Facility - ENGINEERING.com - February 7th, 2017 [February 7th, 2017]
- Building a better model of human-automation interaction - Phys.org - Phys.Org - February 7th, 2017 [February 7th, 2017]
- Cruise Automation Is Testing an App For Hailing Self-Driving Cars - Fortune - February 8th, 2017 [February 8th, 2017]
- AlixPartners examines automation in manufacturing and logistics management - Logistics Management - February 8th, 2017 [February 8th, 2017]
- Women need to look out for each other in automated workplaces - The Guardian - February 8th, 2017 [February 8th, 2017]
- Automation vs. the H-1B visa program: Which matters to employees? - TechTarget - February 8th, 2017 [February 8th, 2017]
- Automation is the unavoidable future of the economy - The Daily Cougar - February 8th, 2017 [February 8th, 2017]
- Speeders beware: Legislation would allow automation crackdown ... - SFGate - February 9th, 2017 [February 9th, 2017]
- Robots versus bureaucrats: Why public sector work is ripe for automation - Financial Post - February 9th, 2017 [February 9th, 2017]
- Rockwell Automation Surged 10% in January as Growth Picked Up Steam - Motley Fool - February 9th, 2017 [February 9th, 2017]
- Global Medical Automation Market to Reach Approximately $75.6 Billion by 2025 - By End User, Application ... - PR Newswire (press release) - February 10th, 2017 [February 10th, 2017]
- Automation 'key' to advancing Thai production - The Nation - February 10th, 2017 [February 10th, 2017]
- WorkWave Releases New Lead Management And Marketing ... - PR Newswire (press release) - February 10th, 2017 [February 10th, 2017]
- 'We employ insane levels of automation' Kris Canekeratne - Times of India - February 10th, 2017 [February 10th, 2017]
- Most people are optimistic about workplace automation, social data suggests - ZDNet - February 10th, 2017 [February 10th, 2017]
- Yes, there's a job creation argument for automation and technology ... - The Hill (blog) - February 10th, 2017 [February 10th, 2017]
- Technobabble: Automation and the modern worker - CIO Dive - February 10th, 2017 [February 10th, 2017]
- Improving Behavior Through Automation of Vehicle Systems - School Transportation News (blog) - February 11th, 2017 [February 11th, 2017]
- Automation Nightmare: Philosopher Warns We Are Creating a World Without Consciousness - Big Think - February 11th, 2017 [February 11th, 2017]
- Why Don't We See More Automation in Federal Networks? - Nextgov - February 11th, 2017 [February 11th, 2017]
- Automation can revitalize the US workforce - Fox News - February 11th, 2017 [February 11th, 2017]
- Readers Write (Feb. 12): The moose population; jobs, start-ups and automation; diversity in the funny pages - Minneapolis Star Tribune - February 12th, 2017 [February 12th, 2017]
- Automation can replace bureaucrats and save taxpayers money - Hot Air - February 12th, 2017 [February 12th, 2017]
- TigerStop hopes to ride automation to new heights - The Columbian - February 12th, 2017 [February 12th, 2017]
- Your Most Valuable Resource is Time Get More of it through Automation - CMS Critic (press release) (blog) - February 13th, 2017 [February 13th, 2017]
- What Does Device Automation Mean for Users? - Medical Device and Diagnostics Industry (blog) - February 13th, 2017 [February 13th, 2017]
- How To Beat Automation And Not Lose Your Job - Forbes - February 13th, 2017 [February 13th, 2017]
- Logistics firm gets automation boost - The Straits Times - February 14th, 2017 [February 14th, 2017]
- PP Control & Automation launch new video to kick-start exciting plans for 2017 - Manufacturer.com - February 14th, 2017 [February 14th, 2017]
- Automation's Impace on Data Center Monitoring Alerts - The Data Center Journal - February 14th, 2017 [February 14th, 2017]
- Hollysys Automation Technologies Reports Unaudited Financial Results for the First Half Year and the Second Quarter ... - PR Newswire (press release) - February 15th, 2017 [February 15th, 2017]
- 4 Automation Hacks to Save You Money and Manpower - Yahoo Finance - February 15th, 2017 [February 15th, 2017]
- Istuary Innovation Group and Bluewrist Partner to Bring Robotics and Automation into China's Manufacturing Sector - Yahoo Finance - February 15th, 2017 [February 15th, 2017]
- Redwood Software Named a Strong Performer in Independent Robotic Process Automation (RPA) Report - Yahoo Finance - February 15th, 2017 [February 15th, 2017]
- Boeing ramps up automation, innovation as it readies 737MAX | The ... - The Seattle Times - February 15th, 2017 [February 15th, 2017]
- Robots and AI are coming for our jobs, but can augmentation save us from automation? - Digital Trends - February 15th, 2017 [February 15th, 2017]
- The Impact of Bad Data in Automation: Why Quality Management is Critical - R & D Magazine - February 16th, 2017 [February 16th, 2017]
- Automation: Are We Empowering Human Interaction Or Displacing It? - Business 2 Community - February 16th, 2017 [February 16th, 2017]
- Life in the Fast LaneAutomation with Software-Defined Intelligence - InfoWorld - February 16th, 2017 [February 16th, 2017]
- Luddite Lefty Journalists Apparently Think Workplace Automation is Conservatives' Fault [VIDEO] - Daily Caller - February 16th, 2017 [February 16th, 2017]
- Will automation define the future of network technology? - TechTarget - February 16th, 2017 [February 16th, 2017]
- Editorial: Improving automation - The Motorship - February 17th, 2017 [February 17th, 2017]
- TigerText Unveils Role-based Scheduling Automation, Amazon Alexa integration - HIT Consultant - February 17th, 2017 [February 17th, 2017]
- 89% people want automation at workplace: Adobe - Economic Times - February 18th, 2017 [February 18th, 2017]
- Delta veers to EV parts, automation - Bangkok Post - February 18th, 2017 [February 18th, 2017]
- Robotic process automation makes nearshore outsourcing more ... - CIO - February 18th, 2017 [February 18th, 2017]
- The working-class job that Trump could save from automation - Washington Post - February 18th, 2017 [February 18th, 2017]
- China must be ready for automation - Basic Income News - February 18th, 2017 [February 18th, 2017]
- Bill Gates Says Robots Should Be Taxed Like Workers - Fortune - February 18th, 2017 [February 18th, 2017]
- Trump and automation challenge India's IT industry - VentureBeat - February 18th, 2017 [February 18th, 2017]
- Both Trump and Automation Are Challenging India's IT Industry - Fortune - February 20th, 2017 [February 20th, 2017]
- 89% people want automation at workplace: Adobe - ETCIO.com - February 20th, 2017 [February 20th, 2017]