Marketing Automation

Impartner Acquires TIE Kinetix’s Marketing Automation Business

marketing automation

Impartner, the world’s most-award winning, most complete channel management platform and Partner Relationship Management (PRM) provider today announced it has completed the acquisition of the Through Channel Marketing Automation (TCMA) business from partner marketing automation solutions provider, TIE Kinetix (AEX: TIE). With the acquisition, which includes TIE Kinetix’s full suite of contemporary Brand Control and Demand Generation technologies, Impartner now offers the industry’s most holistic channel management platform with unparalleled breadth and depth to help companies accelerate the performance of their channel.

“The short list of new-age partner management and marketing solutions gets even tighter as these two top companies merge their best-of-breed offerings and create a new channel management technology powerhouse,” said technology analyst firm Research in Action’s Research Director, Peter O’Neill, who is author of a recent global study on Channel Marketing and Enablement SaaS and Software (CME). In the report, Impartner and TIE Kinetix came out No. 1 and No. 2 respectively, as rated by 1,500 business decision-makers. O’Neill is widely known in the channel technology space, given his most recent role with Forrester where for 12 years he directed the firm’s research on B2B Marketing organization, process and automation topics, including the Forrester TCMA Wave.

“Now, more than ever, companies need their partners to truly be an extension of their businesses and amplify their voice in markets where they can no longer be physically,” said Joe Wang, Impartner CEO. “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 deliver the industry’s most sophisticated, future-proof channel management platform.”

The divestiture allows TIE Kinetix to focus on its core EDI-Integration technology and 100 percent digitalization of the supply chain. Proceeds from this transaction will be used to invest and grow the core EDI-Integration business. “We could not be more excited to have Impartner incorporate this technology and the talented team that supports this business into what is already the fastest-growing, most complete and award-winning channel management company worldwide,” said TIE Kinetix CEO Jan Sundelin.

The TIE Kinetix purchase is one of a string of acquisitions by Impartner in recent years to expand its channel management technology portfolio, including Tremolo, to automate vendor delivery of customized news to partners, and Amplifinity, which gives customers a way to formalize management of non-traditional ‘shadow channel’ partners, the industry’s fastest-growing segment.

Impartner will integrate TIE Kinetix solutions within its robust channel management technology platform. For a demo of Impartner’s full suite of solutions and how they help accelerate indirect revenue, click here.

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