B2B Software Brands Must Empower Channel Partners and Deliver Seamless Customer Experiences to Thrive
Digital Disruption for Better Customer Experiences and Empowered Business Buyers Are Challenging Traditional Software Selling Models
Digital River, Inc., a leading global provider of Commerce-as-a-Service solutions, announced the results of a commissioned research study, which evaluated reseller channel partner loyalty and its impact on the success of business-to-business software companies. The study titled, “Nurture Channel Partner Loyalty to Succeed in the Digital Age,” was conducted by Forrester Consulting on behalf of Digital River.
Digital disruption and empowered business buyers are challenging traditional software selling models. Brands selling software to businesses are expected to deliver the right experiences to both their channel partners and end consumers. A modern technology ecosystem with connected operating systems, unified reporting, and control over a multi-channel brand experience is essential for the success of digital businesses.
“In this complex channel ecosystem, it is incredibly important for companies to control the brand experience and pricing, while simultaneously enabling a multi-channel sales strategy,” said Jason Nyhus, vice president of global marketing and communications for Digital River.
Jason added, “Having an ecommerce and billing technology system that can automate and support sales with complex rules, partner attribution, compensation and unified data insights is vital for a modern B2B company. Brands who make it easy for partners to do business with them will thrive.”
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Findings from the study include:
- Disconnected operating systems and lack of brand control threaten end customer experiences.
- Vendor-built technology systems and sales tools do not deliver the right end-user experience or allow software brands to control the experience or access data.
- Companies can reduce costs and increase revenue by evolving manual processes into automated, integrated self-service toolsets.
- Brands can increase sales and strengthen channel partner loyalty by using commerce-enabled solutions.
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