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How Partner Teams can Attribute Referrals in TCMA and Channel Programs
This episode is also a video-class in our course on building a partner program. To watch and see the visuals, head over to the school and join the course >> (use coupon code PODCAST for 50% off).
What is TCMA?
TCMA stands for through-channel marketing automation. Through-Channel Marketing is a system that enables organizations to scale advertising and local marketing messaging through their networks of indirect retailers, dealers, distributors, reseller agents, affiliates and other partners.
Jay McBain, Principal Analyst, Channel Partnerships & Alliances“According to Forrester research, only about half of brands have implemented TCMA, with only 17% fully satisfied that they are getting the most from the systems. We believe that there will be significant interest in this third stage over the next few years.”
What’s the issue?
When you are scaling a partner program, you will run into channel conflict wherein either:
Some of this can be solved with your CRM, but when you have partners assisting in promotions of your sales collateral and marketing content, you will need to attribute the right clicks to the right partner.
Now, attribution is what typically breaks down as your program becomes larger and more content is flying around.
This is the premise of today’s discussion.
And, a special shoutout to the team at CallRail.com for creating a product helping teams attribute phone calls. They are our category leader for call tracking and we’ll be working with their fantastic partner team throughout 2020.
Without further delay, let’s start this discussion on attribution in TCMA…
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By Alex Glenn
5
88 ratings
This episode is also a video-class in our course on building a partner program. To watch and see the visuals, head over to the school and join the course >> (use coupon code PODCAST for 50% off).
What is TCMA?
TCMA stands for through-channel marketing automation. Through-Channel Marketing is a system that enables organizations to scale advertising and local marketing messaging through their networks of indirect retailers, dealers, distributors, reseller agents, affiliates and other partners.
Jay McBain, Principal Analyst, Channel Partnerships & Alliances“According to Forrester research, only about half of brands have implemented TCMA, with only 17% fully satisfied that they are getting the most from the systems. We believe that there will be significant interest in this third stage over the next few years.”
What’s the issue?
When you are scaling a partner program, you will run into channel conflict wherein either:
Some of this can be solved with your CRM, but when you have partners assisting in promotions of your sales collateral and marketing content, you will need to attribute the right clicks to the right partner.
Now, attribution is what typically breaks down as your program becomes larger and more content is flying around.
This is the premise of today’s discussion.
And, a special shoutout to the team at CallRail.com for creating a product helping teams attribute phone calls. They are our category leader for call tracking and we’ll be working with their fantastic partner team throughout 2020.
Without further delay, let’s start this discussion on attribution in TCMA…