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Brad Pace | Chief Operating Officer | Impartner Software

Impartner Software: Experienced Channel Sales Solutions

Eighty percent of the world’s goods are transacted through the channel. Despite its universal presence in every industry, market segment and geography, the channel is the least developed source of revenue for corporations worldwide. Impartner is changing that. Impartner is the Channel Sales Enablement category leader due to its robust and flexible partner relationship management (PRM) platform. Automation, opportunity management, lead optimization, brand extension, business process best practices, channel program agility and complete command and control of your channel are available out of the box with Impartner PRM.

PRM, a Targeted Component of CRM Strategies

Impartner was previously known as TreeHouse Interactive. The founders recognized that the CRM revolution optimized direct sales but left partners out in the cold. They saw the opportunity that Impartner is realizing today.
The company thrived because the CRM industry was obsessed with direct sales and ignored the specific needs of the channel, such as managing roles, permissions, sharing, security and a host of other channel-specific growth criteria. Impartner is growing rapidly because every day more companies realize that serving the channel with a CRM is like bringing a Wiffle bat to the Major League. You can’t win. Impartner PRM is purpose-built for the channel. Impartner integrates seamlessly with a host of CRMs and has been on the Salesforce AppExchange since 2016.
In 2015, Kennet Partners and co-investor Joe Wang acquired majority ownership of the company. Wang, who has already made his mark in the Utah high-tech community as president and CEO of local software powerhouse LANDESK Software, leads the fast-growing PRM market leader as the chairman and CEO. Later that year, the company rebranded to Impartner.
Impartner is the fastest-growing, most award-winning provider of channel management technologies. Its flagship Partner Relationship Management (PRM) and Through Channel Marketing Automation (TCMA) solutions help companies worldwide manage their partner relationships, drive demand through partners and accelerate revenue and profitability through indirect sales channels.
Impartner unlocks the potential of indirect sales by helping companies manage, optimize and accelerate every step of the partner journey. The company’s solutions support the partner channel, attract the right partners, speed onboarding and profitability, increase lead-close rates, amplify marketing, enhance partner performance and introduce partners to customers.
The Impartner team is driven by a passion for indirect channels, having seen firsthand what a powerful source of revenue they can be at companies such as Intel, LANDESK, EMC, Dell, Akamai, WatchGuard and many more.
Impartner has a rapidly growing list of customers such as Splunk, FireEye, Xerox, ADP, Fortinet, McAfee, Poly, Dell, Quantum, and many more, that all rely on Impartner to help give their channel partners the partner experience they deserve. And the millions of partners currently using the system clearly think they got it right.
These companies have standardized on Impartner PRM because they needed to answer the following questions with out-of-the-box reporting to maximize their channel business:
• Do you know which partners drive the most revenue/value?
• Content is King…what content and resources can your partners access easily?
• Which assets are most popular and effective?
• Channel success requires companies to be agile and transform with their markets and partners. When you need to drive program changes, can you execute the change with native PRM configuration tools or do you find yourself at the end of the line waiting for IT resources to be assigned to your program needs?
• Did your most recent program changes move the needle to drive more revenue/gain more market presence/enhance partner relationships/grow your channel? If you had to prove it to Finance…could you?
• What behaviors do you want your partners to engage in? Are you able to monitor those behaviors and provide data-driven feedback?
• Do you understand your partners’ business goals, how they align with yours, and how best to support them?
• Do you segment your partners based on their capabilities?
• Do you know where to invest more time to improve your channel metrics—marketing, spiffs, incentives, etc.?
• Can you monitor partners’ activity like login metrics, completion of training requirements, asset downloads, and deal registrations?
• Can you calculate Channel revenue via opportunity pipeline, including the number of new deals and opportunities, time to close, average deal size, etc.?

Innovation at the Center of the Channel

Impartner revolutionized the partner experience by releasing Impartner PX™ PartnerExperience—a revolutionary PRM interface built to meet the specialized needs of partners and accelerate channel revenue. Impartner PX puts the business enablement data partners need to manage their pipeline and grow their business, eliminating the need to dig through marketing-driven websites to find information.
Using Impartner PXStudio™, vendors can instantly configure partner experiences with a robust suite of “opinionated” drag-and-drop, widget-based tools that capture best practices. The company based the solution on thousands of real-world settings from 10 million partners in some of the most demanding industries such as high-tech, cyber security, telecom, manufacturing, and more.
The Impartner TCMA, Demand Generation Center, is a powerful way to remove the adoption barriers to amplify and promote partners’ marketing messages—offering a more automated and scalable solution for users to do the work FOR partners. One key differentiator between Impartner’s TCMA tool and competitors’ is the Google Ads for the channel. Impartner and Google have partnered to develop a proprietary solution to centrally create and implement local Google Ads campaigns for channel partners. Unlike other methods, it requires zero effort at the local level.
Impartner customers see tremendous value from the use of Impartner’s platform, including an average of 32% growth in channel revenue and a 29% reduction in administrative costs in the first year of use. 78% of Impartner’s customers say they have a competitive advantage and 77% report ROI payback in less than 18 months.

The Most Award-Winning PRM

Innovation is the hallmark of Impartner, especially with Joe Wang as CEO, Brad Pace as COO and the executive team. Because of its long history of providing solutions to the indirect channel industry, Impartner draws on its decades of experience with best practices in the channel while implementing the best technologies to automate and capitalize on those experiences. Impartner integrates with the most prominent players in the CRM industry, such as Salesforce, HubSpot, NetSuite, Oracle, and Microsoft Dynamics.
Impartner’s technology is also easy to integrate with, prompting partnerships with other companies, such as Slack, Twilio, and Zoho. Impartner’s people and solutions have received countless awards, including the Stevie Awards, BIG Innovation Awards, Best in Biz, Golden Bridge, Red Herring 100, IT World Awards, CRN Channel Chiefs, and Forty under 40.
Analysts and other prestigious third parties have ranked Impartner as a top innovator. Impartner was named a G2 leader in PRM for the sixth consecutive quarter. Impartner is the No. 1 and global winner on its Vendor Selection Matrix for Partner Management Automation (PMA) from analyst firm Research in Action and a leader in “The Forrester Wave™: Partner Relationship Management, Q4 2020.”

Customer-Centric Operations

The team shares, “We have many methods of keeping our ear to the ground so that we can respond to the needs of our customers while anticipating new trends and maintaining our status as thought leaders in the channel automation space. From our valuable analyst partners, annual customer conference, ImpartnerCON, to our Channel Chief Advisory Board made up of industry thought-leaders, we constantly seek feedback from our customers on our roadmap. We also work with our partners, channel experts, investors, and industry analysts to get as many perspectives and data points as possible to make highly informed decisions on future direction.”
To help serve the channel industry with best practices, Impartner established the Channel Chief Advisory Board (CCAB). The CCAB assembles a powerhouse group of the Channel Glitterati: those helping shape global and regional channel agendas and best practices. As a top channel technology vendor, Impartner has distilled this prestigious group to those who regularly generate headlines, keynote at top channel forums, curate leading channel events, and are trusted channel advisors for top corporations worldwide.
The CCAB regularly participates in webinars and podcasts to bring channel expertise to the broader industry.
The team says, “We will continue our aggressive growth and expand our platform to be even more extensible with an app marketplace to integrate 3rd party tools more easily for the most comprehensive and intuitive partner ecosystem solution on the market.”

Experienced Excellence

“I’ve worked with Impartner’s PRM in the past, but the addition of the TCMA capabilities really makes it stand out. I have also been thoroughly impressed with the team at Impartner. They act like real partners in my business, are highly responsive, and have a “how can we make it happen” approach. Great partnership.”
—Sherry Foster, AscendX, Co-Founder
“Our partners love having a one-stop-shop for all of our program resources. Our Customer Manager, Justin, is super helpful when we need help adding or updating workflows. He’ll screen share and walk us through the whole process. He’s a helpful sounding board when we have questions.”
—Colleen M., Partner Experience Manager
“Impartner is an incredibly well-designed platform. It has all the expected features (deal registration, CRM integration, RBAC, etc.) while maintaining a simple/robust user experience. So far, the best aspect has been the implementation/onboarding. We worked with an implementation partner (Dawn at The Spur Group) who was just plain awesome. We went through a short series of working sessions which were highly productive, all of the hands-on-keyboard work was done by us (so we got to learn how to configure and manage the platform), and everything just worked. Complimenting the great onboarding team, Impartner’s platform is intuitive enough for a brand new user like myself to be able to navigate and get things done on my own.”
—Matt H., Global Director of Sales Operations
“Impartner was the perfect choice for us in that we’re in this together. We’re developing features together, and we are improving together. Impartner is coming up with things we could only dream of.”
—Armando Valim, National Instruments, Director of Global Partner Programs
“The PRM solution was critical to the rapid expansion of our channel program, and Impartner is absolutely a key partner in that growth. Our deal registration numbers climbed 275 percent in 6 months.”
—Bruce Milne, Pivot3, Chief Marketing Officer