Sunday, September 21, 2014 Last update: 3:33 PM - All Company Technology News Since 1996

Leveraging Channel Partners to Generate the Next $1 Billion

Companies mentioned in this article: TreeHouse Interactive

SALT LAKE CITY -- (BUSINESS WIRE) -- TreeHouse Interactive (, the technology leader in SaaS-based partner relationship management (PRM) and marketing automation platform (MAP) solutions, announced today the availability of the latest free recorded webinar in its series, The Channel Marketer's Toolbox. From Home Grown to Home Run: Leveraging Partners to Generate the Next $1B features Armando Valim, global partner program and channel manager for National Instruments (NI), a $1.2B global leader in the market for automated test and measurement products. The webinar outlines how NI is achieving significant results and increasing channel-generated revenue after it deployed a PRM system equipped with a sophisticated Partner Locator to support its updated partner program. A National Instruments case study is also available for download as a companion to the webinar.

With more than 800 partners around the world, NI's Alliance Partner Network is a critical part of its go-to-market strategy. Valim discusses the challenges NI's homegrown technology presented and reviews the journey to identify key weaknesses and the selection process used to choose a PRM system to address them. NI demonstrates a behind-the-scenes tour of the solution it relies on to power its partner community as well as the innovative Partner Directory it provides to end customers to help them find NI partners that fit their requirements.

Learn how this award-winning partner program conducted a comprehensive review of its program and existing technology, and put a strategy in place for deploying a PRM system that would allow it to improve partner ROI through increased lead generation, the customer experience by helping them find the right partner, and collaboration between partners and NI's direct sales force.

"Our directive for customers was simple: help them find the right partner," said Valim. "For partners, our value was two-fold. We wanted to give them leads, as well as equip partners with the tools and information needed, or sales enable them, via a branded portal to conduct NI business."

As a result, National Instruments has:

  • Increased revenue growth of 91.1% since 2010
  • Tripled the number of leads provided to partners, and is on track for a 5x increase in 2014
  • Will have generated more than 250,000 unique page views by the end of 2014, attesting to the value of the Alliance Directory to customers
  • Reduced the costs associated with manual updating by automating management processes
  • Improved the amount and quality of partner data
  • Enhanced the experience for end users, partners and NI

The Channel Marketer's Toolbox series is designed to deliver best practices and technology insights for building comprehensive channel programs and providing partners the necessary tools to increase their sales and effectiveness. The new series draws from channel industry experts and analysts from distinct areas of expertise.

About Armando Valim

Armando Valim manages an estimated $1 billion ecosystem comprised of National Instruments indirect channel and 3rd party hardware and software resell programs since 2010. During his 14 year tenure at National Instruments, Valim has managed the company’s largest software product line, LabVIEW, and led other key business areas such as Academic and Modular Instruments. Armando has a Bachelor and Master of Science in Engineering from Universidade Federal do Rio Grande do Sul in Brazil, and a Master of Business Administration (MBA) from Brigham Young University.

To download the recorded webinar, visit:

To download the case study, visit:

To learn more about Reseller View partner relationship management, see Reseller View resources. To learn more about Marketing View marketing automation see Marketing View resources.

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About TreeHouse Interactive

TreeHouse Interactive delivers leading SaaS-based partner relationship management (PRM) and marketing automation platform (MAP) solutions to companies that want to get better return on investment from their partner networks and marketing efforts. Reseller View is the most complete PRM in the industry while Marketing View has been innovating marketing automation since 1998. For more information, visit or call 801.576.8428.

Key words: partner relationship management, partner portal, PRM, channel sales

TreeHouse Interactive, Marketing View, Reseller View and the TreeHouse Interactive logo are trademarks of TreeHouse Interactive. All other brands, products, or service names are or may be trademarks or service marks of their respective owners.

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