Home > Companies > C-Suite On Deck > Q&A with Yogeeta Chainani, Co-Founder and CPO at Swaarm

Q&A with Yogeeta Chainani, Co-Founder and CPO at Swaarm

Yogeeta Chainani, Co-Founder and CPO at Swaarm, brings a unique perspective on career development, mentorship, and entrepreneurship strategies for women in the industry. She leverages her authority in the industry to advocate for women in IT and business leadership and strives to expand career opportunities for young people.

Investing in the right components will help you scale fast and remain flexible in the face of new regulations.



MEDIA 7: Could you please take us through your professional journey?
YOGEETA CHAINANI: After pursuing my bachelor in computer engineering I started working in a multinational consultancy building products that solve business problems. I went further building on it with my dual master’s in engineering and Business Administration and since then I held several positions like Assurance Engineer at HERE, a Nokia company, as well as product leadership roles at mobile marketing agencies. Before co-founding Swaarm in September 2020 together with Alexandru Dumitru, I was the Chief Product Officer at a mobile advertising company.


M7: What makes Swaarm stand out in the present competitive MarTech industry?
YC: Swaarm is a performance-based tracking platform that helps clients all over the world manage, analyze and optimize their marketing campaigns in real-time. Our intuitive platform helps partner affiliate networks, advertisers and agencies benefit from the power of automation to grow their business at scale. Since entering the market, we have earned the trust of clients such as Clearpier, Spykemedia and Apptrust and their businesses around the world in a very short time. We achieved this by staying true to four core values:

Flexibility - Offering flexibility by constantly developing our products in line with clients’ needs

We’re proud to be the first martech tracking platform perfected with clients’ input, right from the start. With our team’s extensive experience in performance marketing, we have a unique understanding of clients’ challenges and pain points. Swaarm has been built from the ground up to help clients overcome these obstacles, and we’re constantly developing our product to keep up with clients’ needs and new regulations.

Ease of use - Providing a solution that is easy to use, making actions faster and more efficient

Our extensive reporting features means one can use Swaarm as a single source of performance marketing truth. With all the data in one place, one can measure, optimize and automate the marketing efforts - all from one dashboard. Our intuitive, easy-to-use platform appeals to developers and marketers alike, and our automation rules makes campaign optimization accessible to everyone. 

Affordability - Offering a premium solution at an affordable price thanks to our unique and hyper-efficient infrastructure

Save time and money with Swaarm. Unlike other tracking platforms, our unique and hyper-efficient tech infrastructure allows us to offer clients a premium platform at a fraction of the cost. Businesses of all sizes use Swaarm to optimize their campaigns, from leading global partners to boutique agencies.

Data reliability - Ensuring data reliability with our comprehensive data display

Get ahead of the curve with our comprehensive data display, helping clients discover patterns, trends, and business opportunities. To keep their business running smoothly, we also offer the highest level of platform stability in the industry - all while upholding strict global data privacy protection laws.


Rather than focusing on strategy, planning and creativity, many marketers instead spend the majority of their time cleaning and analysing data.



M7: What are some of the different features on the Swaarm marketing platform that helps marketers optimize their efforts?
YC: In terms of new innovations, the performance marketing ecosystem is constantly evolving - which definitely keeps things interesting! Our goal with Swaarm has always been to build tools to simplify marketers’ day-to-day tasks. With that in mind, we built our unique automation suite of products - the Explorer - a product that allows clients to slice and dice data as they need, gaining access to critical insights for daily advertising campaign operations faster than any other platform. This helps clients manage billions of events within seconds, providing the insights our clients need to efficiently operate their business and making it easier to navigate the industry’s growing complexity with ease.

As Chief Product Officer, it’s also my job to make sure we’re always one step ahead of any changes within the industry. Apple’s decision to remove IDFA was a significant change to the mobile industry, breaking the user-level attribution model many marketers rely on. It created a problem for MMPs because they could only provide attributed networks with the source and sub-source to a maximum of two networks in their advertising chain. In response, we launched Privacy Enabled Attribution (PEA Chain), which we developed soon after Apple revealed it would be restricting access to the IDFA on iOS 14. Swaarm’s PEA Chain allows clients to continue capturing campaign and traffic sources throughout the whole advertising network chain in-line with Apple’s privacy regulations. Our team is already busy working on several more features that we’ll be releasing in the coming months, which I’m really excited to share soon! 


M7: According to you, what are the top three challenges in the MarTech industry post COVID-19?
YC: The pandemic drove a massive shift to the digital world, and has been coined “the great accelerator” towards adoption of previously untapped digital services. The importance of customer-centricity has grown alongside this shift, and consumers today expect their interactions with brands to be frictionless and hyper-relevant. In response, we've seen marketers double down on their MarTech and analytics technology. Our clients are looking to gain more precise targeting capabilities, and extract better insights into how their customers are responding. Because the industry can change so rapidly - take iOS 14 as an example - we also advise marketers to regularly audit their tech stack. Investing in the right components will help you scale fast and remain flexible in the face of new regulations. And particularly for companies looking to grow internationally, it’s essential to work with partners with a global footprint. They will help you stay informed and up-to-date with local as well as global market knowledge and changes.

For our clients, their biggest challenge often revolves around the complexity of advertising management - particularly now that marketers are managing more channels and campaigns than ever before. A marketer managing 10,000 campaigns across 10 publishers and 10 sub-publishers can easily have up to a million data points to analyze, often in unwieldy spreadsheets and pivot tables. Rather than focusing on strategy, planning and creativity, many marketers instead spend the majority of their time cleaning and analysing data. That was the inspiration behind building our Explorer product - and by helping clients offload the routine, manual chores, we can give them back the time and resources to focus on more business-critical work.


My biggest advice to them would be to break through the glass ceiling of social norms and mindset and to wear their confidence.



M7: What’s on the top of your list of goals and achievements for Swaarm this year?
YC: It has been an amazing year, and as a team, we have built an innovative, performance-based tracking and optimization platform that offers premium features at an affordable price to marketers across the globe. Swaarm secured €800K in funding in 2020 to grow our performance-based tracking technology solutions. From the very beginning, our vision was to provide a MarTech tracking platform that gives agencies, advertisers, and networks everything they need to measure, optimize, and automate their marketing efforts at scale. Since entering the market, we have earned the trust of clients and their businesses around the world in a very short time. We achieved this by staying true to our four core values. Over the last 12 months, we have tripled our amazing staff - bolstering our expertise - and onboarded many brands, including Apptrust, AppnApp, and OLAmobile. We serve a wide network of clients in the Americas, Europe, and Asia, and plan to grow our presence in these regions, with a particular focus on the US and Southeast Asia. This is a critical indicator that we have built trust with our clients by enabling them to benefit from a premium solution that is easy to use while also offering data reliability and flexibility.

We have successfully secured a new seven digit investment in 2021 that enables us to grow our product in line with our client's needs and expand our global footprint. Moving forwards, we will also be using the funds to invest in our infrastructure and significantly expand our products. This is a huge achievement for us all, and the great news is that our global expansion is well underway. As we further grow our team, we are very excited to bring our solution to more marketers around the world. We will follow our main goal of further building the most innovative platform in the market – keeping our customers’ needs in-sight and building the product around it. We will continue to ensure our infrastructure is stable, smart, and less expensive than other solutions in the market.


M7: What is your advice to young women entrepreneurs stepping into the marketing industry today?
YC: Most of my work towards women empowerment is focused on my company. Together with my management team, I have worked on creating a culture where we not only hire women in key positions, but also groom, mentor, and recognize them so that they feel confident to become founders themselves at some point. There are several things in this industry that can hold women back like lack of recognition and trust from colleagues and peers. My biggest advice to them would be to break through the glass ceiling of social norms and mindset and to wear their confidence. If they will not believe in themselves, no one else will.

ABOUT SWAARM

Swaarm is a performance-based marketing platform that provides an innovative MarTech tracking and campaign management solution for agencies, advertisers and partners to manage, track, analyze and optimize their marketing campaigns at scale. Swaarm is led by a dedicated and experienced developer team that believes in co-creation and open thinking. Swaarm's platform is engineered from the ground up and continuously evolves with their partners’ needs – ultimately helping them make better data-driven decisions and drive up their efficiency, with the best value for money.

More C-Suite on deck

Q&A with Patrick Welch, President & CMO at Bigtincan

MEDIA 7 | September 17, 2019

Patrick Welch, President and CMO at Bigtincan is a top performing senior executive with 22 years’ experience managing, bringing to market and selling innovative software management solutions to various high value market segments. Patrick is an inspirational executive with a strong track record of building loyal, high-performance teams and successful businesses in the B2B technology space. MEDIA 7: You’ve an exemplary career growth record with 9 promotions in 14 years. What do you believe is your superpower for being able to achieve the outcome you desire? PATRICK WELCH: A great wife and family. Also, I’ve been fortunate to be part of some great companies, that have found product market fit in the large, fast growing paradigm shift. It’s really seeing the opportunity in the market, then surrounding yourself with great people, executing and never wavering. M7: You’ve been quite influential in growing Netegrity from start-up to $100 million+ in annual sales, showing your positive attitude of “growing-with-the-company instead of growing-within-companies.” How is the feeling of witnessing the company rise from scratch to the empire it is today, and what valuable experience have you derived from this? PW: The journey is amazing, but it’s important to reflect on the ingredients for success. In Netegrity’s case, we had some amazing people, really focused on the enterprise customer, listening and building a roadmap with clients that allowed us to stay ahead of the competition and win big in the market. I also believe you need to create an ecosystem to embrace the customer and fit into their needs. Markets and products have a life span, so it’s crucial to ensure the company is constantly innovating while layering the tech on top.

Read More

Forsta's Noel Hamill believes that being mindful of human experiences helps to stay relevant and competitive

Media 7 | January 19, 2022

Noel Hamill, Chief Marketing & Digital Officer at Forsta, takes us through his enriching professional journey and discovering the power of technology to create the smartest, most actionable fuelled by efficient and strong research. Read on to find out more about Forsta's powerful suite of tools that transcends methodological and data silos.

Read More

A customer-centric approach is crucial to building successful partner ecosystems, says Heather Tenuto, CRO at Zift Solutions

Media 7 | September 28, 2022

Heather Tenuto, Chief Revenue Officer at Zift Solutions, elaborates on her expertise in channel marketing, sales, and operations and how ZiftONE provides a streamlined and comprehensive channel management solution. Read on to learn more about her thoughts on IT channel partners and how cultivating a revenue strategy helps maintain a partner ecosystem. Q.1. Tell us about your journey into channel strategy and indirect sales. How was it different from direct sales? A.1. I started my sales career right out of college working for a Sun Microsystems reseller. I was on the direct side, but worked closely with supplier reps and took note of the difference in our jobs. I ended up leaving sales for two years to participate in NYC’s Teaching Fellows program. In that program, I was a 9th grade English teacher in a “hard-to-staff” high school in Manhattan.  It was an amazing experience where I learned the power of influence in an environment where you often don’t have direct control. These skills served me well as I transitioned back into sales with a focus on building channels. Just like the classroom, enablement is key, and I was soon able to use my skills to develop and evolve channel organizations for highly transitional suppliers. Q.2. How effectively do you think IT channel partners are adapting to dynamic buyer journeys? How has this shift impacted revenue prediction across the industry? A.2. IT channel partners have come to realize that buyers are choosing the way they want to consume products and services; it’s left to the rest of us to adapt.  IT partners can be more agile than their supplier partners. They are the first to hear buyer demands and often have the flexibility to meet them. However, this asks their supplier partners to be less rigid with programs to allow IT partners to meet the evolving demands of end-users.  All this flexibility makes revenue prediction more difficult, but not impossible.

Read More

Q&A with Patrick Welch, President & CMO at Bigtincan

MEDIA 7 | September 17, 2019

Patrick Welch, President and CMO at Bigtincan is a top performing senior executive with 22 years’ experience managing, bringing to market and selling innovative software management solutions to various high value market segments. Patrick is an inspirational executive with a strong track record of building loyal, high-performance teams and successful businesses in the B2B technology space. MEDIA 7: You’ve an exemplary career growth record with 9 promotions in 14 years. What do you believe is your superpower for being able to achieve the outcome you desire? PATRICK WELCH: A great wife and family. Also, I’ve been fortunate to be part of some great companies, that have found product market fit in the large, fast growing paradigm shift. It’s really seeing the opportunity in the market, then surrounding yourself with great people, executing and never wavering. M7: You’ve been quite influential in growing Netegrity from start-up to $100 million+ in annual sales, showing your positive attitude of “growing-with-the-company instead of growing-within-companies.” How is the feeling of witnessing the company rise from scratch to the empire it is today, and what valuable experience have you derived from this? PW: The journey is amazing, but it’s important to reflect on the ingredients for success. In Netegrity’s case, we had some amazing people, really focused on the enterprise customer, listening and building a roadmap with clients that allowed us to stay ahead of the competition and win big in the market. I also believe you need to create an ecosystem to embrace the customer and fit into their needs. Markets and products have a life span, so it’s crucial to ensure the company is constantly innovating while layering the tech on top.

Read More

Forsta's Noel Hamill believes that being mindful of human experiences helps to stay relevant and competitive

Media 7 | January 19, 2022

Noel Hamill, Chief Marketing & Digital Officer at Forsta, takes us through his enriching professional journey and discovering the power of technology to create the smartest, most actionable fuelled by efficient and strong research. Read on to find out more about Forsta's powerful suite of tools that transcends methodological and data silos.

Read More

A customer-centric approach is crucial to building successful partner ecosystems, says Heather Tenuto, CRO at Zift Solutions

Media 7 | September 28, 2022

Heather Tenuto, Chief Revenue Officer at Zift Solutions, elaborates on her expertise in channel marketing, sales, and operations and how ZiftONE provides a streamlined and comprehensive channel management solution. Read on to learn more about her thoughts on IT channel partners and how cultivating a revenue strategy helps maintain a partner ecosystem. Q.1. Tell us about your journey into channel strategy and indirect sales. How was it different from direct sales? A.1. I started my sales career right out of college working for a Sun Microsystems reseller. I was on the direct side, but worked closely with supplier reps and took note of the difference in our jobs. I ended up leaving sales for two years to participate in NYC’s Teaching Fellows program. In that program, I was a 9th grade English teacher in a “hard-to-staff” high school in Manhattan.  It was an amazing experience where I learned the power of influence in an environment where you often don’t have direct control. These skills served me well as I transitioned back into sales with a focus on building channels. Just like the classroom, enablement is key, and I was soon able to use my skills to develop and evolve channel organizations for highly transitional suppliers. Q.2. How effectively do you think IT channel partners are adapting to dynamic buyer journeys? How has this shift impacted revenue prediction across the industry? A.2. IT channel partners have come to realize that buyers are choosing the way they want to consume products and services; it’s left to the rest of us to adapt.  IT partners can be more agile than their supplier partners. They are the first to hear buyer demands and often have the flexibility to meet them. However, this asks their supplier partners to be less rigid with programs to allow IT partners to meet the evolving demands of end-users.  All this flexibility makes revenue prediction more difficult, but not impossible.

Read More

Related News

Channel Partnerships

Sevco Security Unveils New Channel Partner Program to Help Organizations of All Sizes Automate Discovery

Business Wire | November 03, 2023

Sevco Security, the cloud-native CAASM platform that delivers the industry’s most accurate, continuously updated IT asset inventory, today announced the launch of the Sevco Channel Partner Program, including an incentive-based program to reward channel partner representatives for driving new deals and evaluations with Sevco. This new tiered sales performance incentive fund (SPIFF) program includes generous monetary incentives and significant discounts on Sevco’s SaaS-based 4D Asset Intelligence Platform for its partners. “We’re excited to announce the launch of the Sevco Channel Partner Program because we understand how integral channel partners are for organizations trying to understand the cyber tool landscape, simplify the procurement process, and drive immediate value by understanding how these tools deliver better outcomes together,” said Trace Sheridan, Director of Strategic Partnerships at Sevco Security. “Because our platform is able to identify previously unknown devices within an IT environment, Sevco is uniquely positioned to better help our reseller community understand their customers’ asset landscape through correlation of device, user, software and vulnerability data.” In today’s cloud-native business environment, most organizations have the tools necessary to help secure their IT environments. However, they likely don’t have full visibility into how well those tools are deployed across company-owned assets. This lack of visibility into the assets that need to be managed and protected upends the very foundation of every major security framework, presenting a major challenge for security teams – how can you protect what you can’t see? Sevco’s 4D Asset Intelligence Platform provides comprehensive real-time asset visibility and fulfills CIS Critical Security Control 1: actively managing, inventorying, tracking, and correcting all enterprise assets. Sevco automates discovery and remediation of security gaps, vulnerabilities, and risks. With the asset data and real-time intelligence provided by Sevco, security teams can make faster, accurate, evidence-based decisions to close security gaps that appear when devices are unprotected. The Sevco 4D Asset Intelligence Platform integrates seamlessly with existing security stacks at scale, allowing service providers to quickly increase security operations center (SOC) efficiency and better serve their customers by protecting them from threats. The Sevco Channel Partner SPIFF will run from November 1, 2023 until January 31, 2024 – all deal registrations must be submitted by January 31, 2024. About Sevco Security Sevco is the cloud-native CAASM platform delivering the industry’s most accurate, real-time IT asset inventory. Hundreds of companies rely on Sevco's 4D Asset Intelligence engine to bridge the gap between IT and security teams. By providing a continuously updated inventory of assets across IT, public/private cloud, IoT devices, operational technology (OT), supply chain, contractors and remote users, Sevco autonomously identifies and closes previously unknown security gaps, while dramatically improving incident response. Sevco’s patented asset telemetry uncovers significant security gaps and out-of-compliance assets in every deployment without fail. Founded in 2020 and based in Austin, Texas, Sevco is backed by SYN Ventures, .406 Ventures, Accomplice, and Bill Wood Ventures.

Read More

Martech

HP Paves Way for Partner Growth with Integration of All Solutions and Services Under Amplify Partner Program

WebWire | October 26, 2023

HP Inc (NYSE: HPQ) today announced the launch of HP Amplify for All, an initiative which integrates all HP solutions and services including Poly, Teradici and HyperX into the HP Amplify Program, offering one unified global1 platform for partner engagement. Going live on November 1, 2023, the newly integrated partner program will also be extended to Distribution Partners. HP Amplify Distribution is the industry’s first program tailored for distributors and marks the successful implementation of the HP Amplify Program across all partner categories. In addition, HP today revealed details for new Commercial Partner benefits effective November 1, including the More for More rate multiplier to enhance partner compensation and Fast Lane, the industry’s first automated Marketing Development Funds (MDF) reimbursement process. The company also announced Growth Plays, a new program element to be rolled out across Commercial and Distribution Partners in May 2024. By leveraging our expanded portfolio and enticing new benefits, HP partners are uniquely positioned to catalyze substantial, long-lasting growth, stated Kobi Elbaz, Senior Vice President & General Manager, HP Global Channel Organization. Every enhancement to the program launched today has been shaped by the invaluable feedback of our extensive partner network and we are committed to continually refining the Amplify Program to stay at the forefront of evolving industry dynamics. Doubling Down on Distribution With the launch of HP Amplify Distribution on November 1, distributors can benefit from the industry-first foundation of capabilities, collaboration, and performance. The new program, optimized for Distribution Partners, removes complexity making it easier for distributors to take advantage of its many benefits and engage customers on a deeper level. “Distribution Partners hold a vital position in the channel ecosystem and their capabilities have continued to evolve and expand to meet the growing needs of resellers and customers,” Elbaz continued. “Based on their unique insights, we designed the Amplify Distribution program with flexibility in mind, allowing distributors with foundational capabilities to join seamlessly, while rewarding those invested in advanced capabilities to incrementally boost profitability and grow their business.” New Benefits for Commercial Partners Amplify More for More With the launch of Amplify More for More on November 1, 2023, partners who sell across the HP portfolio will provide a better customer experience and benefit from higher compensation opportunities. The new More for More rate multiplier will be provided in addition to the existing core Amplify incentives. For instance, Power Partners focused on Personal Systems can easily qualify by increasing sales of peripherals, Poly headsets and Workforce Solutions product lines. Based on partner feedback and HP’s evolving growth strategy, the company intends to further develop the More for More program in the upcoming fiscal year, integrating additional incentive metrics to promote shared success. Amplify Fast Lane Amplify Fast Lane represents a first-of-its-kind joint demand generation MDF claiming process, designed to simplify and accelerate reimbursement for eligible partners2 through an automated claims and payment procedure. By speeding up payment turnaround time by up to 50%, the Amplify Fast Lane program addresses partner pain points and enhances the overall experience of collaborative marketing efforts. Fast Lane offers a more efficient, user-friendly MDF claim experience, enabling qualified partners to focus on optimizing demand generation initiatives rather than being bogged down in complex processes. Amplify Growth Plays Starting in May 2024, all HP Amplify Commercial Partners will have access to a new specialization program built around HP’s growth categories - Amplify Growth Plays. Focused on driving opportunities and incremental partner profitability, Amplify Growth Plays enables a clear path to portfolio specialization. Combined with unique tools, capabilities and compensation elements, Amplify Growth Plays rewards partners with tailored benefits for investing in these customer-driven growth areas. Examples of the Amplify Growth Plays launching in May 2024 include Managed Print Services, Lifecycle Services, SMB Video Collaboration Solutions, and HP Software. Upon launch, current Amplify specializations will evolve to Amplify Growth Plays. Amplify Impact Expansion HP also announced today the expansion of its award-winning Amplify Impact partner sustainability program to Distribution Partners and five additional countries: Austria, Belgium, Luxemburg, Netherlands and Finland. Participating partners across 48 countries will now have access to HP’s world-class sustainability resources to drive preference and impact across Climate Action, Human Rights and Digital Equity. Sustainable practices are not only vital for the future of our planet – they are good for business. In 2022, Corporate Knights reported that over 60% of HP’s revenue met sustainability standards3, showcasing consumer preference for eco-friendly offerings. HP Amplify Impact assists partners with resources to identify gaps and guidance for achieving sustainability goals, highlighting the growing significance of ESG strategies. About HP HP Inc. (NYSE: HPQ) is a global technology leader and creator of solutions that enable people to bring their ideas to life and connect to the things that matter most. Operating in more than 170 countries, HP delivers a wide range of innovative and sustainable devices, services and subscriptions for personal computing, printing, 3D printing, hybrid work, gaming, and more. For more information, please visit: http://www.hp.com.

Read More

Martech

Mindmatrix Introduces Enhanced LMS for Effective Partner Learning

Mindmatrix | November 07, 2023

Mindmatrix has enhanced the learning management module within its partner enablement platform. The upgraded LMS is an integral component of Mindmatrix's Bridge platform, which stands as the foremost partner enablement platform within the marketplace. This enhancement will produce a more robust learning management system (LMS) to enhance partner learning, training, and certification effectiveness. Bridge's LMS module provides organizations with the capability to establish learning curricula, compile course catalogs, and develop diverse training as well as educational materials directly within the platform. Subsequently, these assets can be distributed to their sales teams and channel partners. Moreover, it empowers companies to configure live classrooms or instructor-led virtual training sessions. Bridge's comprehensive LMS integrates with external learning experiences, including web-based training sessions, virtual classrooms, and even classroom sessions facilitated by instructors. This LMS module also closely aligns with partner incentives, scoring mechanisms, and recognition protocols, such as badges and awards. Consequently, organizations can acknowledge exceptional performances by their esteemed partners. The LMS offers a diverse array of reports to both instructors (representing companies) and students (comprising salespeople and channel partners). At the corporate level, individuals can access reports that include sign-up statistics, attendee records, candidate outcomes, instances of non-attendance, pending evaluations, and registrants with suspended participation. The upgraded module will integrate with Bridge's data and analytics, enabling companies to assess training effectiveness and enhance partner learning experiences. Furthermore, Mindmatrix's integrated visibility tools and metrics assist in assessing educational coursework. This integration with analytics helps companies identify recurring challenges and patterns, such as lead loss, prompting them to take corrective actions or offer further coaching and training for improved results. About Mindmatrix Mindmatrix, a PRM and partner marketing software provider, assists companies in accelerating sales processes and boosts their marketing effectiveness. It offers a unique, fully integrated platform known as Bridge, which unifies and empowers various aspects of business operations, spanning direct and indirect sales, marketing efforts, alliances, and partner ecosystems. This innovative platform extends its influence beyond traditional boundaries, catering to not only sales ecosystem enablement but also partner marketing and multi-vendor solutions management, all to optimize business success. About Bridge Bridge, a product by Mindmatrix, is a unified platform that simplifies sales ecosystem enablement by combining the capabilities of PRM software, partner marketing software, and partner and direct sales enablement software. It extends its reach to encompass partner marketing and multi-vendor solutions management, offering a personalized collaboration platform for shared marketing, sales, and service experiences.

Read More

Channel Partnerships

Sevco Security Unveils New Channel Partner Program to Help Organizations of All Sizes Automate Discovery

Business Wire | November 03, 2023

Sevco Security, the cloud-native CAASM platform that delivers the industry’s most accurate, continuously updated IT asset inventory, today announced the launch of the Sevco Channel Partner Program, including an incentive-based program to reward channel partner representatives for driving new deals and evaluations with Sevco. This new tiered sales performance incentive fund (SPIFF) program includes generous monetary incentives and significant discounts on Sevco’s SaaS-based 4D Asset Intelligence Platform for its partners. “We’re excited to announce the launch of the Sevco Channel Partner Program because we understand how integral channel partners are for organizations trying to understand the cyber tool landscape, simplify the procurement process, and drive immediate value by understanding how these tools deliver better outcomes together,” said Trace Sheridan, Director of Strategic Partnerships at Sevco Security. “Because our platform is able to identify previously unknown devices within an IT environment, Sevco is uniquely positioned to better help our reseller community understand their customers’ asset landscape through correlation of device, user, software and vulnerability data.” In today’s cloud-native business environment, most organizations have the tools necessary to help secure their IT environments. However, they likely don’t have full visibility into how well those tools are deployed across company-owned assets. This lack of visibility into the assets that need to be managed and protected upends the very foundation of every major security framework, presenting a major challenge for security teams – how can you protect what you can’t see? Sevco’s 4D Asset Intelligence Platform provides comprehensive real-time asset visibility and fulfills CIS Critical Security Control 1: actively managing, inventorying, tracking, and correcting all enterprise assets. Sevco automates discovery and remediation of security gaps, vulnerabilities, and risks. With the asset data and real-time intelligence provided by Sevco, security teams can make faster, accurate, evidence-based decisions to close security gaps that appear when devices are unprotected. The Sevco 4D Asset Intelligence Platform integrates seamlessly with existing security stacks at scale, allowing service providers to quickly increase security operations center (SOC) efficiency and better serve their customers by protecting them from threats. The Sevco Channel Partner SPIFF will run from November 1, 2023 until January 31, 2024 – all deal registrations must be submitted by January 31, 2024. About Sevco Security Sevco is the cloud-native CAASM platform delivering the industry’s most accurate, real-time IT asset inventory. Hundreds of companies rely on Sevco's 4D Asset Intelligence engine to bridge the gap between IT and security teams. By providing a continuously updated inventory of assets across IT, public/private cloud, IoT devices, operational technology (OT), supply chain, contractors and remote users, Sevco autonomously identifies and closes previously unknown security gaps, while dramatically improving incident response. Sevco’s patented asset telemetry uncovers significant security gaps and out-of-compliance assets in every deployment without fail. Founded in 2020 and based in Austin, Texas, Sevco is backed by SYN Ventures, .406 Ventures, Accomplice, and Bill Wood Ventures.

Read More

Martech

HP Paves Way for Partner Growth with Integration of All Solutions and Services Under Amplify Partner Program

WebWire | October 26, 2023

HP Inc (NYSE: HPQ) today announced the launch of HP Amplify for All, an initiative which integrates all HP solutions and services including Poly, Teradici and HyperX into the HP Amplify Program, offering one unified global1 platform for partner engagement. Going live on November 1, 2023, the newly integrated partner program will also be extended to Distribution Partners. HP Amplify Distribution is the industry’s first program tailored for distributors and marks the successful implementation of the HP Amplify Program across all partner categories. In addition, HP today revealed details for new Commercial Partner benefits effective November 1, including the More for More rate multiplier to enhance partner compensation and Fast Lane, the industry’s first automated Marketing Development Funds (MDF) reimbursement process. The company also announced Growth Plays, a new program element to be rolled out across Commercial and Distribution Partners in May 2024. By leveraging our expanded portfolio and enticing new benefits, HP partners are uniquely positioned to catalyze substantial, long-lasting growth, stated Kobi Elbaz, Senior Vice President & General Manager, HP Global Channel Organization. Every enhancement to the program launched today has been shaped by the invaluable feedback of our extensive partner network and we are committed to continually refining the Amplify Program to stay at the forefront of evolving industry dynamics. Doubling Down on Distribution With the launch of HP Amplify Distribution on November 1, distributors can benefit from the industry-first foundation of capabilities, collaboration, and performance. The new program, optimized for Distribution Partners, removes complexity making it easier for distributors to take advantage of its many benefits and engage customers on a deeper level. “Distribution Partners hold a vital position in the channel ecosystem and their capabilities have continued to evolve and expand to meet the growing needs of resellers and customers,” Elbaz continued. “Based on their unique insights, we designed the Amplify Distribution program with flexibility in mind, allowing distributors with foundational capabilities to join seamlessly, while rewarding those invested in advanced capabilities to incrementally boost profitability and grow their business.” New Benefits for Commercial Partners Amplify More for More With the launch of Amplify More for More on November 1, 2023, partners who sell across the HP portfolio will provide a better customer experience and benefit from higher compensation opportunities. The new More for More rate multiplier will be provided in addition to the existing core Amplify incentives. For instance, Power Partners focused on Personal Systems can easily qualify by increasing sales of peripherals, Poly headsets and Workforce Solutions product lines. Based on partner feedback and HP’s evolving growth strategy, the company intends to further develop the More for More program in the upcoming fiscal year, integrating additional incentive metrics to promote shared success. Amplify Fast Lane Amplify Fast Lane represents a first-of-its-kind joint demand generation MDF claiming process, designed to simplify and accelerate reimbursement for eligible partners2 through an automated claims and payment procedure. By speeding up payment turnaround time by up to 50%, the Amplify Fast Lane program addresses partner pain points and enhances the overall experience of collaborative marketing efforts. Fast Lane offers a more efficient, user-friendly MDF claim experience, enabling qualified partners to focus on optimizing demand generation initiatives rather than being bogged down in complex processes. Amplify Growth Plays Starting in May 2024, all HP Amplify Commercial Partners will have access to a new specialization program built around HP’s growth categories - Amplify Growth Plays. Focused on driving opportunities and incremental partner profitability, Amplify Growth Plays enables a clear path to portfolio specialization. Combined with unique tools, capabilities and compensation elements, Amplify Growth Plays rewards partners with tailored benefits for investing in these customer-driven growth areas. Examples of the Amplify Growth Plays launching in May 2024 include Managed Print Services, Lifecycle Services, SMB Video Collaboration Solutions, and HP Software. Upon launch, current Amplify specializations will evolve to Amplify Growth Plays. Amplify Impact Expansion HP also announced today the expansion of its award-winning Amplify Impact partner sustainability program to Distribution Partners and five additional countries: Austria, Belgium, Luxemburg, Netherlands and Finland. Participating partners across 48 countries will now have access to HP’s world-class sustainability resources to drive preference and impact across Climate Action, Human Rights and Digital Equity. Sustainable practices are not only vital for the future of our planet – they are good for business. In 2022, Corporate Knights reported that over 60% of HP’s revenue met sustainability standards3, showcasing consumer preference for eco-friendly offerings. HP Amplify Impact assists partners with resources to identify gaps and guidance for achieving sustainability goals, highlighting the growing significance of ESG strategies. About HP HP Inc. (NYSE: HPQ) is a global technology leader and creator of solutions that enable people to bring their ideas to life and connect to the things that matter most. Operating in more than 170 countries, HP delivers a wide range of innovative and sustainable devices, services and subscriptions for personal computing, printing, 3D printing, hybrid work, gaming, and more. For more information, please visit: http://www.hp.com.

Read More

Martech

Mindmatrix Introduces Enhanced LMS for Effective Partner Learning

Mindmatrix | November 07, 2023

Mindmatrix has enhanced the learning management module within its partner enablement platform. The upgraded LMS is an integral component of Mindmatrix's Bridge platform, which stands as the foremost partner enablement platform within the marketplace. This enhancement will produce a more robust learning management system (LMS) to enhance partner learning, training, and certification effectiveness. Bridge's LMS module provides organizations with the capability to establish learning curricula, compile course catalogs, and develop diverse training as well as educational materials directly within the platform. Subsequently, these assets can be distributed to their sales teams and channel partners. Moreover, it empowers companies to configure live classrooms or instructor-led virtual training sessions. Bridge's comprehensive LMS integrates with external learning experiences, including web-based training sessions, virtual classrooms, and even classroom sessions facilitated by instructors. This LMS module also closely aligns with partner incentives, scoring mechanisms, and recognition protocols, such as badges and awards. Consequently, organizations can acknowledge exceptional performances by their esteemed partners. The LMS offers a diverse array of reports to both instructors (representing companies) and students (comprising salespeople and channel partners). At the corporate level, individuals can access reports that include sign-up statistics, attendee records, candidate outcomes, instances of non-attendance, pending evaluations, and registrants with suspended participation. The upgraded module will integrate with Bridge's data and analytics, enabling companies to assess training effectiveness and enhance partner learning experiences. Furthermore, Mindmatrix's integrated visibility tools and metrics assist in assessing educational coursework. This integration with analytics helps companies identify recurring challenges and patterns, such as lead loss, prompting them to take corrective actions or offer further coaching and training for improved results. About Mindmatrix Mindmatrix, a PRM and partner marketing software provider, assists companies in accelerating sales processes and boosts their marketing effectiveness. It offers a unique, fully integrated platform known as Bridge, which unifies and empowers various aspects of business operations, spanning direct and indirect sales, marketing efforts, alliances, and partner ecosystems. This innovative platform extends its influence beyond traditional boundaries, catering to not only sales ecosystem enablement but also partner marketing and multi-vendor solutions management, all to optimize business success. About Bridge Bridge, a product by Mindmatrix, is a unified platform that simplifies sales ecosystem enablement by combining the capabilities of PRM software, partner marketing software, and partner and direct sales enablement software. It extends its reach to encompass partner marketing and multi-vendor solutions management, offering a personalized collaboration platform for shared marketing, sales, and service experiences.

Read More

Spotlight

Swaarm

Swaarm

Swaarm is a performance-based marketing platform that provides an innovative MarTech tracking and campaign management solution for agencies, advertisers and partners to manage, track, analyze and optimize their marketing campaigns at scale. Swaarm is led by a dedicated and experienced developer team...

Events

Women of the Channel Leadership Summit West 2024

Conference

Partnership Leaders Meetup In Austin

Conference

XChange March 2024

Conference

Resources

resource image

Customer Experience, Content Creation, CRM

Five Challenges. One Solution.

Video

resource image

Customer Experience, Content Creation

Bitrix24 Quick Wins: Linking a Task to a CRM Record

Video

resource image

Customer Experience, Content Creation, CRM

Five Challenges. One Solution.

Video

resource image

Customer Experience, Content Creation

Bitrix24 Quick Wins: Linking a Task to a CRM Record

Video

resource image

Marketing Strategy, Customer Experience, Content Creation

Marketing mix modeling best practices: Understanding why regional data delivers more accurate results than national data

Whitepaper

Events