WHY ARE COMPANIES AUTOMATING PARTNERSHIPS ?
VENDOR MANAGEMENT
“ Many of the big software companies , especially , are shifting from reseller partnerships , to referral partnerships ”
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— David A . Yovanno , CEO , Impact
WHY ARE COMPANIES AUTOMATING PARTNERSHIPS ?
Number one , traditional selling and advertising just isn ’ t getting the job done on its own anymore . There ’ s a lot more data out there now about how people just don ’ t trust sales people . They don ’ t like advertising , especially millennials . Millennials are the largest generation in terms of spending patterns right now , and they don ’ t like advertising .
Then you see reports about how 90 % of new digital advertising dollars are going to just Facebook and Google — Facebook ’ s rates have increased by 130 % in the last year . Add all that up , and I think most people would agree that consumers today just don ’ t trust anything . They ’ d rather do their own research , tap a relationship that they already have , whether it ’ s a company that they ’ re doing business with , an influencer that they ’ re following on YouTube or what have you , and get a recommendation . That ’ s how people are finding , discovering and doing business now with today ’ s enterprise . We ’ re really tapping into that trend .
Many of the big software companies , especially , are shifting from reseller partnerships , to referral partnerships . Microsoft , for instance , is signing up
MARCH 2020