SalesTech Star

Impartner to Acquire World’s Most Advanced Channel Marketing/Demand Generation Business (TCMA) from TIE Kinetix

  • Acquisition joins together the channel management industry’s two top technologies
  • TIE Kinetix’s modern Brand Control and Demand Generation Platform takes the work out of marketing through partners

Impartner, the world’s fastest-growing, most award-winning pure-play Partner Relationship Management (PRM) and channel management platform provider, announced it will acquire the Through Channel Marketing Automation (TCMA) business from partner automation solutions provider, TIE Kinetix. With this acquisition, which includes TIE Kinetix’s full suite of contemporary Brand Control and Demand Generation technologies, Impartner will provide the industry’s most holistic channel management platform with unparalleled breadth and depth to help companies accelerate the performance of their channel. The sale is expected to close early in the second quarter of 2020.

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“In a recent global study on Channel Marketing and Enablement SaaS and Software (CME), Impartner and TIE Kinetix came out No. 1 and No. 2 respectively, as rated by 1,500 business decision-makers and Research In Action,” said Peter O’Neill, Research Director, Research In Action GmbH, who authored the report and was recently with Forrester for 12 years, where he directed all Forrester’s research on B2B Marketing organization, process and automation topics, including the Forrester TCMA Wave. “To have these two already top companies come together and merge their best-of-breed offerings creates a channel management technology powerhouse. In the research report and a recent blog, I had named a very shortlist of vendors who can help businesses address the new-age Partner Management and marketing challenges that digital transformation has introduced into channel management world: now that list is even tighter.”

“Our customers already turned to Impartner for an unmatched platform to manage indirect sales channels, delivering an average 32.3 percent increase in channel revenue in the first year of use alone,” said Impartner CEO Joe Wang. “Adding what is inarguably the most contemporary, usable, and easily adoptable TCMA to help our customers market through their partners, is part of our ongoing commitment to our customers that Impartner will continually invest in and deliver the most sophisticated, future proof channel management platform in the market.”

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“We simply could not be more excited to have Impartner incorporate this powerful demand-generation solution into what is already the fastest-growing, complete and award-winning channel management platform in the market,” said TIE Kinetix CEO Jan Sundelin, noting that the divestiture allows TIE Kinetix to focus on its EDI-Integration technology, which is the company’s core offering. The planned transaction is a milestone for TIE Kinetix, providing a tighter strategic focus on 100 percent digitalization of the supply chain. Proceeds from this transaction will be used to invest and grow the core EDI-Integration business.

“Executive teams around the world are hungry for solutions to more effectively advertise with and expand markets via partners,” added Wang, noting that key technologies acquired include trackable web and social syndication solutions that control the entire buyers’ journey through partners from prospects to customers. “TIE Kinetix technology solves one of the biggest challenges for vendors – driving demand for partners in a way that lets them pick up a phone versus having to log in and implement their own marketing programs – all without relying on expensive agencies to execute campaigns.”

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