Press Release

Impartner Technology Helps National Instruments Double Channel Revenue


New video case study highlights how Impartner’s Partner Relationship Management solution helped National Instruments harness the power of its global channel program

SILICON SLOPES, UTAH — APRIL 27, 2016 — When National Instruments, the global leader in test, measurement and control solutions, set out to reinvigorate its worldwide partner program, it conducted an extensive, industrywide search for a new Partner Relationship Management (PRM) solution to help it take its program to the next level in the marketplace. In a new video case study launched today, having evaluated 21 bids, selecting 14, and ultimately whittling the list down to five companies who demoed over a period of two days, Director of NI Global Partner Program Armando Valim said that in the end, global SaaS PRM leader Impartner was the only company to meet the company’s key requirements.

“Once we decided to go with Impartner, it was fairly quick and easy to go live and took about 40 days,” Valim said. “And we went live in a big way, launching it at our global event, Alliance Day, where we had our partners and our entire sales team for an audience of nearly 2,000 people.”

The results since launch, says Valim, have been dramatic. “Our program had consisted of 600 partners for quite some time, and we weren’t growing. We needed to do something,” Valim said. “In just three years, we now have over 1,000 partner companies. We’ve invested in the channel, we’ve invested in the processes, and it’s paid off.”

Valim stresses that partner satisfaction is equally important to the program’s growth. “We also measure our success by the partner’s success,” Valim said. “Our net promoter score has grown 30 percent since 2012, which would not be possible if our partners were not satisfied with the program.

A Self-Fulfilling Prophecy
For NI, a particularly critical function for a new PRM was the partner locator. “From an infrastructure standpoint, we had a directory but you couldn’t really find a partner, and the implementation of Impartner’s locator solved those issues,” Valim said. “Our locator has had over a quarter million unique page views in the past year. We now have partners soliciting customer reviews and competing to be higher on the program level so they can show up higher on the locator and get more leads—so it’s our self-fulling prophecy. Our locator really helped our partners be more visible and created an energy in the marketplace that’s drawing new partners from places we didn’t expect.”

If he has any regrets, Valim said it is because they didn’t implement the solution sooner. “The operations team is happy, the product marketing team is happy, the sales team is happy, and I have positive quotes from partners about using the portal and the locator,” Valim said, noting that NI’s program has won numerous awards from vendors, industry associations and partners alike. “Impartner was the perfect choice for us in that we’re in this together. We’re developing features together and we are improving together. Impartner is coming up with things we could only dream of. They are helping us and our partners be more efficient, and they are helping us save a lot of money. If you ever consider building it yourself you should really think twice.”

“National Instruments is the perfect example of a company that has transformed their partner program from a way to tier out partners to define compensation levels and a communications channel, to something that truly harnesses the full power of a partner network,” said Impartner Chief Marketing Officer Dave R Taylor. “They’ve turned their partners into an organization that operates with the same visibility and rigor as a direct sales team. That is a critical and predictable contributor to the bottom line and a key completive differentiator.”

To see more about NI and its use of Impartner’s PRM technology to help transform its partner program, click here for the video case study.


About Impartner

Impartner delivers the industry’s most advanced SaaS-based Partner Relationship Management solution, helping companies worldwide manage their partner relationships and accelerate revenue and profitability through indirect sales channels. Impartner PRM is the industry’s most award-winning PRM technology and one of the industry’s only turnkey solutions that can deploy a world-class Partner Portal in as few as 14 days, using the company’s highly engineered Velocity™ onboarding process, which is guided by an individually customized Customer Success Portal. For more information on Impartner, which is based in Utah’s tech hotbed, the Silicon Slopes, visit or in the United States call +1 801 501 7000, for EMEA general call +33 1 40 90 31 20, for London call +44 0 20 3283 4465, and for LATAM call +1 954 364 7883.

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