IMPARTNERCON 2022 — Impartner unveiled a new SaaS version of its channel management platform during day one of ImpartnerCon 2022. It’s the company’s first live conference since the start of the COVID-19 pandemic.

The theme of Impartner 2022 is “odyssey.” The conference, in Salt Lake City, Utah, includes presentations from channel chiefs and leaders from Google, Splunk, TD Synnex, T-Mobile, Vertiv and more.

Impartner’s solutions help companies worldwide manage their partner relationships. They drive demand through partners, and accelerate revenue and profitability through indirect sales channels.

Building Out Go-to-Market

Dave Taylor is Impartner‘s CMO. He said the theme of odyssey is “all about the journey of people building out their indirect go-to-market (GTM) model.”

Impartner’s Dave Taylor

“Odyssey kind of implies an ongoing progress, but it also has a lot of discovery and renovation, and what’s new along the way,” he said. “We’ve absolutely seen changes in that we’ve been in business now for eight years as a company, and 20 years before that under a different brand. But in that time, we’ve seen real growth of the concept of ecosystems, rather than, ‘Here’s my reseller program’ or ‘Here’s my MSP program.’ Now it’s much more, ‘I’ve got referrals, I’ve got influencers, I’ve got resellers, distributors and service providers. So honestly for us odyssey captures that journey of expansion and leveraging that GTM model of indirect.”

That expansion creates new challenges for Impartner‘s customers, Taylor said.

“One of the big challenges that our customers end up struggling with is how to embrace each of those new vectors of the GTM model through indirect channel,” he said. “Not everybody that has been working through distribution channels understands how to spin up an MSP channel. So they’re very different skill sets, and terms and conditions. But in our opinion, it’s a much more vibrant and fulfilling GTM model now than it ever has been. It’s just there’s a lot of kind of nuances between the different models.”

See our slideshow above for more about ImpartnerCon 2022.