Sad but true: in most companies today — even big ones — most data sharing is done via email with spreadsheets. That’s not the best way to responsibly put customer and partner data to use, obviously, but it is the way most companies leverage it, says Partnertap co-founder and CEO Cassandra Gholston, also a member of the Impartner Channel Chief Advisory Board (CCAB).
As head of one of the tech industry’s most influential companies that helps vendors better coordinate their go-to-market activities with partners, Gholston works with customer and partner data every day. She understands the opportunities and responsibilities vendors have when it comes to working with it. This includes data that is generated and/or leveraged by channel automation platforms including Partner Relationship Management (PRM) software.
With data all around them, many companies struggle when it comes to developing best practices. Gholston insists it need not be this way. In this video hosted by Impartner Channel Evangelist T.C. Doyle, Gholston offers tips and insights on maximizing data usage. This includes data that is leveraged for sales pipeline creation, co-sales activities and follow-on marketing efforts.
If you’re looking to better leverage data at your fingertips without running afoul of regulators or partners, then don’t miss Gholston’s examination of the DNA of business today, customer data.