Constellation Research - Alliance Automation Platforms Drive Joint Marketing and Sales Effectiveness
Constellation Research report (2018) on why alliance partners need automation for joint marketing and sales, and how to evaluate alliance automation platforms.
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Overview
This Constellation Research best-practices report, written by Vice President and Principal Analyst Cindy Zhou and published in March 2018, examines why existing processes and collaboration tools struggle to support marketers and sellers working across alliance partners.
It describes how joint go-to-market work often runs on emails, calls and spreadsheets, citing Constellation's survey finding that planning one campaign with another group or partner can take upward of 53 steps and communication touchpoints.
The report outlines the basics of alliance automation platforms, six benefits they offer, why different roles benefit, case studies, and key considerations for evaluating vendors.
- Facilitate marketing, sales and product team alignment
- Deliver pipeline transparency through CRM and marketing automation integration
- Accelerate deals
- Key evaluation questions: scalability, keeping pace with partner demands, and data analytics
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