66.4 F
Friday, April 16, 2021

Impartner Acquires Amplifinity

Impartner has acquired Amplifinity to help formalize management of emerging “shadow channel” partners, which are expected to explode in growth in the coming decade.

By providing corporations with an intentional versus ad-hoc process for managing these increasingly critical relationships, Impartner says, companies see an average revenue increase of over 30 percent from these partners. The shadow channel of non-traditional partners has emerged because business unit buyers, who make 72 percent of purchasing decisions, increasingly turn to disparate groups such as industry-based consultants, service providers and independent software vendors to help implement technology given their role as trusted advisors.

Forrester’s principal analyst of channel partnerships and alliances, Jay McBain, addressed the trend earlier this year in his Forrester blog, What I See Coming For The Channel In 2019. One of his 2018 predictions was that “vendors [will] put formal shadow-channel programs in motion,” wrote McBain, citing a vendor who has since replaced “its traditional, compliance-based programs with new performance-based programs designed to reward all types of partners, business models, and various customer technology consumption preferences…Most programs will follow suit in 2019.”

The acquisition includes Amplifinity’s referral marketing software, which automates and formalizes the referral process for lead generation at scale and includes its incentive management technology and integrations to a suite of payment fulfillment providers to reward this new generation of partners in the manner they most prefer.

Amplifinity’s team will remain in the company’s Ann Arbor, MI, offices, adding a Midwest team of developers to Impartner’s global Channel Innovation Labs, made up of engineers, data scientists, UX and UI professionals and channel strategists who are committed to providing future-proof channel management technologies and services that accelerate channel performance.




Related Articles

Ziply Fiber Launches Agent Channel Program

Ziply Fiber announced the launch of its Agent Channel Program, a major step in its channel strategy across its four-state region. The company marked...

PCCW Global Launches eSIM Service for IoT Deployment

PCCW Global has launched a globally-connected Embedded-SIM (eSIM) service that is immediately ready for IoT deployment globally, providing ground-breaking device connectivity that is expected...

Telstra Names Canadian Country Lead

Telstra has named Kris Schaffer as Canada Country Lead to drive accelerated growth out of the Toronto area. Schaffer is an accomplished IT and...

Paradigm Technology Group Joins Evolve IP Partner Program

Evolve IP, an international service provider of Work Anywhere solutions, announced that Paradigm Technology Group, an IT services distributor, has joined its partner program....

Openreach Selects STL as a Strategic Partner for Full Fiber Network

STL, an industry integrator of digital networks, announced a strategic collaboration with Openreach, the United Kingdom’s largest digital network business. Openreach chose STL to...