Through-Channel Marketing Automation (TCMA) platforms allow businesses with distributed marketing programs to organize and distribute content and co-branded collateral as well as encourage partners to utilize vendor created marketing programs and campaigns to increase engagement and improve partner results.
Traditional vs Software-as-a-Service (SaaS)
Traditionally, when a business invests in a software solution, they purchase it like a product. They pay for the software itself to be installed on their internal computers or servers for their employees to utilize in the office. Once purchased, the business is responsible for security, maintenance, etc.
A SaaS model, on the other hand, is a more modern approach to software delivery that makes the software more accessible, flexible, and budget friendly. Rather than purchasing the software itself, businesses that invest in SaaS pay for the service of accessing and using the software through the cloud.
SaaS for Through Channel Marketing Automation (TCMA)
The allure of through-channel marketing is the opportunity to cast a wider net and engage with an audience that’s not typically within the business’s internal sales team’s reach. Similarly, Through-Channel Marketing Automation software attracts businesses with the potential to optimize and expand their marketing strategy and produce greater partner performance and outcomes through increased engagement.
Increased engagement won’t be achieved by simply implementing a TCMA platform, it will also require the ease and flexibility to convince partners that it’s worth adopting. SaaS through-channel marketing automation platforms are delivered through an internet browser making it easy for partners to access and adopt no matter where they’re located. And without an installation period, partners can start utilizing the assets you provide almost instantly. Tiered pricing or various packages offer the ability for the software to scale alongside your program as it grows, and regular updates ensure that it has the ability to remain competitive.
Traditional software delivery just doesn’t fit the bill when it comes to TCMA. The lengthy time commitment required for installation combined with accessibility that’s commonly bound to a single location require a lot of patience from partners. Introducing additional challenges into their process is more likely to have the opposite effect—discouraging partners from adopting the platform and almost guaranteeing that they won’t utilize the resources you’ve carefully curated for them.
Choosing a TCMA platform with traditional delivery will require your partners to undergo a lengthy installation process and simultaneously restrict their access to the platform. Challenges and irritations like that are likely going to have the opposite effect—discouraging partners from platform adoption and almost guaranteeing they won’t utilize the resources you’ve carefully curated for them.
Triptych Through-Channel Marketing Automation is SaaS delivered and subscription based, so clients can seamlessly connect with their partners and scale their service as their channel partner network grows. Our platform allows vendors to provide their partners with branded or co-branded corporate sites where they can access the assets they need, how they need them, whenever they need them. With Triptych, vendors have the tools they need to gain insight into what activities and campaigns their partners are executing and how they’re performing, whether the partner is located in a neighboring city or entirely different state. With real-time business intelligence data analytics and dashboarding.
Our clients also have access to the tools they need to build more robust partner programs with a suite of Triptych modules including Business Intelligence, Campaign Management, Co-Op and MDF Management, and more. The platform offers advanced automated brand compliance that ensures even custom, co-branded assets adhere to defined business and brand guidelines.
Triptych can deliver all of that, through a portal that’s as easy to access as an Outlook or Gmail account.
Read more about Triptych’s TCMA functionality in our recently updated blog, Forrester Channel Tech Stack [2021 UPDATE]