Ingram is also currently focused on helping resellers expand their digital footprint and impact through differentiating marketing campaigns that produce concrete, quantifiable data. Partners and vendors alike can use that data to make mid-campaign adjustments, calculate returns on their marketing investments, and asses which demand generation tactics they should reuse in future campaigns.
Crupi emphasizes that Partner Connect is designed to complement rather than replace vendor marketing tools. That said, he adds, it differs from those resources in that it’s a program rather than a platform. “Everybody’s got a platform and there’s only going to be more platforms tomorrow,” he says. “Platforms are just a means to an end. Without the strategy and the services wrapped around the platform, it’s just another platform.”
Partner enablement has been a running theme of this year’s ONE event. Elsewhere today at the conference, Ingram launched new tools its partners can use to streamline order and licensing renewal management.