Impartner, a Salt Lake City-based Partner Relationship Management (PRM) vendor, has acquired Amplifinity, which comes to the table with referral partner management software to help formalize management of emerging “shadow channel” partners. According to Impartner, the shadow channel of non-traditional partners has emerged because business unit buyers increasingly turn to disparate groups such as industry-based consultants, service providers and independent software vendors to help implement technology, given their role as trusted advisors.
“The shift in today’s partner landscape is tectonic,” said Impartner CEO Joe Wang. “With factors such as changing business models due to SaaS companies and the shift to business unit buyers from IT, an increasingly omni-channel environment has emerged to serve the customer no matter how they reach out.”
“This acquisition underscores that emerging partner groups have moved into the main stream mix for corporations everywhere and need to be managed as such,” said Amplifinity CEO Bill Weissman. “Traditional and non-traditional partners are the new normal for corporations everywhere, and by bringing our technology together with Impartner’s, customers now have a complete tool set to maximize their business relationship with every type of partner and accelerate revenue for everyone.”
The acquisition is built around Amplifinity’s referral marketing software, which automates and formalizes the referral process for lead generation and includes its incentive management technology and integrations to a suite of payment fulfillment providers to support this new generation of partners.
Amplifinity’s team will remain in the company’s Ann Arbor, MI, offices, adding a Midwest team of developers to Impartner’s global Channel Innovation Labs, made up of engineers, data scientists, UX and UI professionals and channel strategists.
It’s widely anticipated that vendors will need to develop strategies for handling the emergence of the “shadow channel,” if they have not already done so. This acquisition positions Impartner to better address this part of the market.