MARKETING STRATEGY

Trendline Interactive and LeadMD Form Shift Paradigm

Shift Paradigm | November 19, 2021

Trendline Interactive, a digital marketing agency and consultancy, together with LeadMD, a Trendline company, announced their unification under the brand Shift Paradigm. After a series of strategic acquisitions, most recently involving Data Insight Group (DiG) in February of this year, and then LeadMD in March, Trendline Interactive has been laser-focused on bringing together best-in-class teams to help clients break down silos that prevent buyer engagement across B2B and B2C go-to-market models. This unification under the Shift Paradigm moniker signifies the cohesion of a five-year acquisition roadmap, designed to amplify each organization's individual strengths, and cement the company's commitment to solving invisible problems that stifle revenue growth.

"Working with Shift Paradigm as our partner in transformation has not only allowed us to innovate within our go-to-market motions but also to avoid the invisible problems that often plague enterprise organizations of our scope. By stewarding our marketing strategy throughout our stack and revenue processes, we ensure each of our business units are working in lockstep. From B2B to B2C and beyond, they've been a stellar partner and this new brand positioning reflects that often complicated value proposition in a very clear way."

Laura Hibben, Global Head of Demand Generation at Atlassian

Moving forward as Shift Paradigm, the agency will continue to offer deep expertise and proven best practices in designing and implementing go-to-market strategies for B2C and B2B organizations with even more capabilities around data, analytics and end-to-end execution. Shift Paradigm's services provide modern solutions that flip traditional approaches on their head and drive measurable business outcomes by leveraging best of breed sales and marketing technology, including the following platinum partners:

Shift Paradigm + Adobe
"For over a decade, we've leaned on the consultants at LeadMD to provide our joint customers an award-winning experience," says Tony Sanders, senior director-Americas partner sales at Adobe. "Together, we've transformed marketing departments and businesses, driving impactful growth for our customers. With Shift Paradigm's expanded capabilities in data, analytics, deliverability and governance, our joint customers can expand and improve their ability to build data-driven teams in compliance with ever-changing privacy requirements, all while maintaining a direct focus on ensuring marketing-driven revenue growth for their organization."

Shift Paradigm + Drift
"We know that engaging buyers at the right time with the right experience is critical to the success of marketing and sales teams, and more importantly, in cultivating customer relationships," said Elias Torres, CTO and cofounder of Drift. "In our partnership with Shift Paradigm, we are helping joint customers create conversations around what their buyers want and need, when they need it. It's not about putting a bot on a page; it's about deeply understanding your buyer and crafting experiences that build trust."

Shift Paradigm + Tealium
"There are often quality and connection problems that hold back growth," said Ted Purcell, chief revenue officer at Tealium. "In our partnership with Shift Paradigm, our joint clients are actually shifting to truly crafting world-class, real-time experiences for their customers. With Shift Paradigm's expanded capabilities, we see an opportunity to deliver more actionable results for our joint clients."

On December 1, Shift Paradigm will be kicking off an educational webinar series for modern marketers called The Invisible Problem Solution Series. Each webinar will focus on a common, high level executive's request that inevitably leads to an invisible problem as a result. Shift Paradigm, along with their partners, will dive deep into how to identify the problem first and then determine if technology is the solution. These unaddressed problems are common and Shift Paradigm knows what they are and how to solve them.  

About Shift Paradigm
Shift Paradigm, a consultancy that executes like an agency, represents an end-to-end shift in the way organizations align around growth. After pioneering the email marketing and marketing automation movements by helping thousands of organizations implement marketing technology platforms, we know that technology alone can't get your business growing. Usually, it takes a paradigm shift in the way we work.

We're built specifically to solve the invisible problems that hurt revenue performance and help organizations align from top-to-bottom around growth. By breaking down the typical siloes of technology and strategy, we collaborate with clients to increase revenues, align teams, and engage your best customers. As a result, we're shifting the traditional paradigms of sales and marketing, for the better.

Spotlight

Every day people are finding new ways to use the web. A matured online presence has evolved from a series of static pages into a localized, mobilized and socially-infused conversation. In recent years, we have seen the rise of local business directories, along with social media, mobile marketing, and customer reviews. The web has become a place for people to search, discover, collaborate, read insights and share information, experiences, and content. To compete in today’s digital world, Multi-Unit Organization must invest in a foundation of organic online presence, while ensuring that all other digital channels are cohesively incorporated.


Other News
CHANNEL PARTNERSHIPS

ZINFI and Channelnomics Announce Strategic Partnership to Provide Channel Solutions to Mid-Market and Enterprise Organizations

ZINFI Technologies, Channelnomics | April 05, 2022

ZINFI Technologies, Inc., a leading provider of Unified Channel Management solutions, and Channelnomics, a business strategy and research firm that helps companies improve the performance of their direct and indirect channels, are pleased to announce a global strategic partnership designed to create an integrated channel management optimization solution. The collaborative partnership will leverage ZINFI's industry-leading channel automation platform and Channelnomics' deep expertise in go-to-market strategy, program development, and growth consulting capabilities. With automation playing an increasingly critical role in every aspect of channel-based organizations, companies recognize that they need to accelerate the deployment of digital solutions to ensure they effectively automate profitable growth via distributed channel networks. The ZINFI-Channelnomics partnership brings together world-class expertise in channel strategy and program development, workflow automation, and revenue optimization capabilities as organizations make the transformation to building high-performing channels. "The ZINFI-Channelnomics partnership represents a powerful combination of strategic planning, program planning, and delivery automation capabilities. Companies can improve indirect productivity, locally and globally, by deploying channel management best practices from Channelnomics in combination with ZINFI's state-of-the-art channel automation platform," said Sugata Sanyal, founder and CEO of ZINFI. "The ZINFI-Channelnomics partnership represents a powerful combination of strategic planning, program planning, and delivery automation capabilities. Companies can improve indirect productivity, locally and globally, by deploying channel management best practices from Channelnomics in combination with ZINFI's state-of-the-art channel automation platform," said Sugata Sanyal, founder and CEO of ZINFI. "Channelnomics offers deep expertise in partner programs, organization and workflow design, incentives management, partner enablement, and go-to-market intelligence. With their guidance in the deployment of channel best practices, our customers can leverage ZINFI's channel automation platform to dramatically reduce time to ROI and maximize returns." "A common challenge facing channel leaders and organizations is the translation of go-to-market programs and policies into efficient and effective automated workflows. Partnering with ZINFI will enable Channelnomics to extend its leading channel strategy and program design services into actionable processes and effective management that produces real, profitable results, "said Larry Walsh, founder and CEO of Channelnomics. "Working as a unified team, ZINFI and Channelnomics can help customers unlock the vast potential of an intelligent digital channel strategy. The alignment of Channelnomics and ZINFI's core capabilities will allow organizations engaged in indirect marketing and selling to scale predictably, rapidly, and profitably around the world." ZINFI's Unified Channel Management software encompasses state-of-the-art SaaS applications for partner relationship management, partner marketing management, partner sales management, partner portal management and portal administration management. These applications enable organizations selling via the channel to integrate the full spectrum of channel partner management activities—from recruitment, onboarding, training and certification to lead management, co-branded demand generation, sales performance and success, and on to fulfillment and renewal management. ZINFI's modular design allows customers to enable and customize tools only as they need them to create solutions as simple or robust as their current business requirements. Channelnomics offers a portfolio of research and channel development services, including channel and go-to-market strategy consulting, channel digital transformation planning and development, partner and customer experience management, rewards and incentive design, channel performance diagnostics, channel team and partner enablement services, quantitative and qualitative research services, and strategic content support. Channelnomics's expertise and experience in channel development, management, and optimization enable businesses around the world to identify and capitalize on the scale and capabilities of various channel routes to market. In April 2020, ZINFI was named a leader in The Forrester Wave™: Through-Channel Marketing Automation, Q2 2020 report, receiving the highest possible (5 out of 5) scores in the criteria of "Product innovation roadmap," "Pricing strategy," "Supporting products and services" and "Number of employees." The report states, "…what sets ZINFI apart is its commitment to modularity, which makes it equally appropriate for a small to medium-size business (SMB) that is automating its channel management for the first time or a large global manufacturer that is filling gaps or transforming its channel technology." The report also notes ZINFI's "…strong workflow and collaboration tools that optimize processes among ZINFI's agency partners, partners' enterprise customers, and ZINFI's in-house multilingual (14 languages) partner marketing concierge services for lead, campaign, and MDF management." Later in 2020, ZINFI was also named a leader in another Forrester report: The Forrester Wave™: Partner Relationship Management Q4 2020 report, where ZINFI received 5 out of 5 (the highest possible) scores in the "Product innovation roadmap" criterion in the "Strategy" category and in the "Partner co-selling and co-marketing" criterion in the "Current offering" category. ZINFI also tied for the highest score among the participants in the "Partner performance and incentives" criterion (4.4 out of 5). About ZINFI Technologies ZINFI Technologies, Inc., a company leading the definition and creation of Unified Channel Management (UCM) solutions, enables vendors and their channel partners to seamlessly collaborate in a virtual environment to achieve profitable growth on a global SaaS platform. Headquartered in Silicon Valley, USA, we at ZINFI see an immense opportunity to build high-performing sales channels by deploying a powerful virtual collaboration platform that has been rated #1 by leading analyst firms for simple to complex enterprise channels. ZINFI's state-of-the-art SaaS Unified Channel Management (UCM) automation platform allows brands and their global partner networks to work together remotely throughout the entire partner lifecycle via three core state-of-the-art SaaS applications—partner relationship management, partner marketing management and partner sales management. ZINFI's UCM is super easy to use and affordably priced, and it comes with a complete set of do-it-yourself tools in multiple languages. About Channelnomics Channelnomics believes exceptional insights enable channel professionals to turn vision into reality. Channelnomics is a business strategy and research firm focused on connecting channel professionals with the people and insights that enable them to continually evolve and operationalize their strategy. Channelnomics' industry experts work with clients to provide the evidence they need to validate and structure their strategy. Their clients, in turn, benefit from improved GTM performance, faster time to market, and better return on partner relationships. By looking at the technology market from the viewpoint of vendors, partners, and end users, Channelnomics is uniquely positioned to develop route-to-market strategies with an innovative, insightful, and inspired flair.

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CONTENT MARKETING

Intraway Expands Channel Partner Program to Accelerate Telco Cloud Orchestration in North America

Intraway | March 17, 2022

Intraway, a leading global provider of Operations Support Systems (OSS) automated provisioning solutions, announced today the expansion of its channel partner program providing partners with unique support and benefits when adopting Intraway's vendor agnostic and industry standards-based business process and orchestration solution. To expand the company's reach, Intraway is aggressively expanding its flagship, no-code, cloud-native OSS solution, Symphonica, in the North American market through the creation of its Channel Partner Program. "To succeed in a highly competitive market and capitalize on new growth opportunities, CSPs will require an evolution in network operations. The path to '5G operations', for example, requires innovative, highly configurable, and ready-to-deploy orchestration solutions. Reducing system complexity will require an ecosystem of tools that make processes more efficient and simplified – from provisioning, orchestration or automation, We chose to join Intraway's channel program because they understand the need to deliver products to market from the first handshake through deployment and beyond – we see them as a trusted partner for the complete service lifecycle working side-by-side to simplify telco cloud challenges." Johan Backman, Managing Director, Data Ductus Intraway's highly curated partner ecosystem is designed for leading vendors and integrators in the OSS/BSS and network element spaces, as well as resellers and development partners from around the world who believe in taking complexity out of network automation. Intraway's ecosystem offers generous margins, technology partnerships, enablement resources and the additional business benefits of quicker time to revenue through reduced implementation times and reduced costs to execute their projects. Further, the nature of Symphonica is such that they can implement using fewer senior people in this resource-constrained environment. "Paired with our expansion in North America, which includes hiring key personnel across the US, we are also building our Channel Partner program to help support growth and collaboration," said Mark Abolafia, SVP Business Development and Global Channels Program at Intraway. "Our clients are looking to expand their capabilities into the "telco cloud" and our channel program is set up to expand our reach through a network of resellers, systems integrators, technology and development partners, all of whom will benefit from our unique ecosystem." Intraway has over 18 years' experience working with industry powerhouses such as Tigo, izzi, Telecom Argentina and Telefonica and in North America, Intraway is already working with many of the top MSOs. The Channel Partner Program is an integral part of Intraway's go-to-market strategy, and the company will continue targeting network automation at the top-tier communications service providers (CSPs). See related release highlighting Intraway's North American expansion. About Intraway Supporting the service of over 40 million subscribers in more than 20 countries over three continents, Intraway's mission-critical solutions help global telecommunications operators create the network of the future, today. By unleashing the full potential of networks, Intraway's no-code, cloud-native, provisioning automation solutions, add the latest, cutting-edge functionalities to speed up time-to-market, reduce operational costs and advance customer-centricity.

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Chatbots and automation tools for your customers and your agents

Comm100 | September 14, 2020

“Build once, deploy often.” Our credo ensures that you can leverage the power of your Comm100 AI Chatbot platform across live chat, social media, and SMS. That’s productivity you can count on. You need more than just idle chit-chat – you need a virtual agent that can answer questions quickly and accurately, process transactions, and get things done without escalation. You need a powerful, integrated Comm100 AI chatbot for website, social media & SMS.

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loanDepot promotes Min Kim to EVP, Marketing and Analytics

loanDepot | March 07, 2022

Min Kim, a 10-year veteran of Team loanDepot who has been a key driver of the company's direct lending marketing organization, has been promoted to EVP, Marketing and Analytics. In his new role, Kim will be responsible for delivering marketing analytics and insights for all channels to optimize return on marketing funnel performance. "For ten years, Min has been an integral part of our team and a key driver of our world-class direct lending marketing organization. His astute leadership of any number of critical initiatives over the years has directly increased the value and power of our leads for our loan officers, Min is exactly the right person at exactly the right time to lead loanDepot into the next decade as we continue to set the standard for innovation and service excellence as a leader in our industry." loanDepot Founder and CEO Anthony Hsieh As EVP, Marketing and Analytics, Kim will lead loanDepot's performance marketing, marketing analytics and business intelligence functions to drive profitability across all lending channels. His team is also responsible for designing, building, and managing lead allocation models, tracking marketing performance, and creating marketing campaigns. "It's been an exciting decade as a member of Team loanDepot, as we have worked to disrupt the mortgage experience and realize our CEO's vision," said Kim. "I look forward to taking on my new role, leading the Marketing and BI teams to provide valuable insights that drive actionable results across the company while we continue to grow and innovate." Having founded the company to reimagine a greatly outdated mortgage lending experience, Hsieh, together with leading industry talent—including Kim—have built loanDepot into a category leader that is now the No. 2 nonbank retail mortgage lender in the country. Min joined loanDepot in 2012 as director of risk monitoring and reporting, building a robust risk reporting infrastructure for the company. He transitioned to marketing analytics in 2015 and quickly built his team, which implemented a new data visualization platform, earning Kim a fast promotion to SVP of Marketing Analytics. Prior to his work at loanDepot, Kim held roles in risk management for Hyundai Capital America and LendingTree Loans. About loanDepot loanDepot is a digital commerce company committed to serving its customers throughout the home ownership journey. Since its launch in 2010, loanDepot has revolutionized the mortgage industry with a digital-first approach that makes it easier, faster and less stressful to purchase or refinance a home. Today, as the nation's second largest retail mortgage lender, loanDepot enables customers to achieve the American dream of homeownership through a broad suite of lending and real estate services that simplify one of life's most complex transactions. With headquarters in Southern California and offices nationwide, loanDepot is committed to serving the communities in which its team lives and works through a variety of local, regional and national philanthropic efforts.

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Spotlight

Every day people are finding new ways to use the web. A matured online presence has evolved from a series of static pages into a localized, mobilized and socially-infused conversation. In recent years, we have seen the rise of local business directories, along with social media, mobile marketing, and customer reviews. The web has become a place for people to search, discover, collaborate, read insights and share information, experiences, and content. To compete in today’s digital world, Multi-Unit Organization must invest in a foundation of organic online presence, while ensuring that all other digital channels are cohesively incorporated.

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