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Channel Automation, Incentives to Personalized Experience | EP. 85


Forrester currently lists Channel Automaton at the top of the vendor priority list, with Incentive Automation leading the way. But how important is automation in todays Channel? Is it a real competitive advantage? What are the challenges? Where does data play into this strategy? Why is it harder than is sounds?

There are a lot of questions that need to be addressed, however one thing is clear according to Jay McBain, Principal Analyst Channels, Partnerships and Ecosystems at Forrester, the ones who get automaton right, from Incentives to personalization, will be the winners. Please listen in as Jay and I discuss the value of not just committing to channel automation, but the upside of doing it right.



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About the Author

Steven Kellam Senior Vice President, Marketing and Alliances Steven is a respected leader in channel incentives and marketing with a comprehensive end-to-end understanding of what it takes for brands to succeed selling through complex sales channels. He has over twenty years of executive management experience combining leadership, vision and execution applied to sales, marketing, business development and operations. At 360insights, Steven drives growth through alliance building, thought leadership marketing and collaboration with the sales team. Steven is a strong strategic leader with a passion for growth and operations excellence. Prior to joining 360insights Steven served as President of CCI (now E2Open’s incentive business). At CCI, Steven led efforts to form alliances across the channel software market, grew its MDF and co-op advertising business, and expanded its solutions offering across its product suite to include rebates, sales incentives and APIs to support strategic partnerships. Steven studied Economics and Marketing at Virginia Commonwealth University and Hampden-Sydney College, respectively. Steven lives in San Francisco and is a competitive athlete, participating in triathlons and open water swims including the Escape from Alcatraz, Golden Gate Bridge and the Kona Ironman in Hawaii.

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