By CommPRO.biz Editorial Staff

In The State of Channel Marketing, IDG Research’s new study they reveal an industry at a crossroads.

“The results of the IDG survey are exciting to us as it demonstrates that there is an opportunity – and desire – to improve,” said Jason Atkins, Founder and CEO, 360insights. “Channel marketing has matured beyond demand generation and the focus is shifting to data driven decision-making. The ability to identify not just what was purchased and when, but why is transforming the industry and will give program managers the ROI they are seeking.”

According to the survey, the majority of channel marketers realize that though channel marketing is indeed having a positive impact, it is not living up to other investments. However, budgets are not under threat with 40% expecting to increase spending over the next 12 months.

Also identified in the study are challenges faced by modern channel marketers, most of them being tool and system related. Limited analytics, such as gaining access to 3rd party data, topped the list, with 59% of respondents identifying insufficient visibility into sales activity as their top challenge. 

“Every industry in the next 10 years is going to be significantly changed by technology and analytics,” said Brian Ross, President, Precima. “Consumer purchasing behavior opens up boundless possibility for insight, giving channel marketers the opportunity to be at the forefront of this change.”

The good news is the industry is already changing, with 57% of survey respondents having made “fundamental changes” in the past 12 months. End-to-end solutions that provide a holistic view into real-time data and analytics seem set to benefit significantly from the shift.

To learn more about the future of the channel marketing industry and how you can benefit, download the full report here.