Maximizing the impact of a ParTech platform transition

A through-partner marketing team within a global technology enterprise was undergoing a strategic shift. Historically measured by activity-based metrics such as content downloads, the team had not been held accountable for direct business outcomes. With a new organizational charter in place, they now faced a mandate to demonstrate measurable impact—specifically in the areas of campaign execution, pipeline contribution, and revenue generation.

Simultaneously, the client was transitioning from multiple legacy platforms to a single, unified ParTech solution, Structured Web. Partner feedback highlighted both strengths and shortcomings, emphasizing the need for a better experience in the new system.

Objectives

Our ParTech and partner experts supported the client in defining two primary goals for this engagement:

1. Drive partner adoption of the new platform by maximizing its capabilities and ensuring a high-quality user experience.
2. Enable measurement of business impact, allowing the team to track campaign metrics rather than simple activity metrics like content downloads.

These tools are now the foundation for building a thriving ecosystem that delivers seamless experiences, integrated solutions, and streamlined procurement that modern buyers demand.

Canalys

Approach

To support these goals, we worked collaboratively with the client team through brainstorming and input sessions. This process helped clarify what business outcomes the client aimed to achieve and identified two strategic focus areas:

• Delivering a strong, flexible, and personalized partner experience to encourage adoption of the new platform.
• Developing mechanisms to effectively measure campaign performance in terms of pipeline and revenue impact.

From these focus areas, a framework was established to define the factors necessary to achieve success. These included maintaining consistent partner communications and introducing new capabilities, such as AI-driven content creation.

We also developed an "Art of the Possible" roadmap. This included illustrative examples of an ideal partner experience across key functional areas, such as:

• Personalized log-in experiences that auto-populate partner information.
• The ability for partners to filter and access resources based on vertical, market segment, or other preferences.

Each example experience was then translated into business requirements. These requirements were used to prioritize capabilities and inform a structured implementation roadmap. The roadmap provided clear guidance on which features to implement, their order of importance, and how each aligned with the client’s strategic goals.

Results

The engagement delivered a structured, outcome-focused approach to the platform transition. The client’s through-partner marketing team emerged with:

• Clear objectives aligned to partner experience and business impact.
• Targeted recommendations grounded in user needs.
• A roadmap that enabled their implementation team to optimize the new platform for content adoption and performance measurement.

This strategic alignment positioned the team to move beyond activity-based success metrics and toward measurable business contributions.