Channel marketing is becoming a larger driver of growth for B2B organizations. According to Forrester’s 2025 State of Partner Ecosystems, 77% of organizations expect indirect revenue from partner-led activities to increase up to 30%.
Through-channel marketing automation (TCMA) platforms support this increase through their suite of functionalities. Yet, companies need to first leverage TCMA platforms to their full potential to successfully align global channel strategy with partner execution. That’s where a trusted partner marketing concierge like Macro comes in.
The Execution Gap: Where Partner Marketing Falls Apart [Where Strategy Fails]
A large gap often exists between having partner marketing tools and running partner marketing programs successfully. However, most challenges don’t stem from how the TCMA platform works, but rather from poor campaign execution, market development funds (MDF) allocation, and lack of partner enablement across hundreds or thousands of regional partners.
A global partner marketing concierge agency like Macro bridges this gap between strategy and execution. Over time, concierge clients view the agency as a natural extension of their team, supporting their revenue goals and long-term channel performance.
Understanding Through-Channel Marketing Automation [Understanding TCMA]
Simply put, Through Channel Marketing Automation enables organizations to scale their marketing efforts by executing campaigns through their partner ecosystem. That is orchestrating multiple marketing campaigns across regions without losing control of strategic direction or brand & message consistency.
How Through-Channel Marketing Automation Works
Within a TCMA platform, marketing teams can create localized campaigns, distribute them efficiently across partner instances, and track performance across partners. By using the platform, organizations can launch localized campaigns that meet corporate channel targets and local expectations more quickly to drive channel revenue.
Here’s a quick overview of what marketing teams can do using a Through-Channel Marketing platform:
- Store, create, and manage marketing collateral for partners
- Automatically distributes content across partner channels
- Share approved content on partners' social media channels
- Distribute ready-to-launch paid ad campaigns adapted to local markets
- Track the use of market development or co-op funds
- Score and prioritize leads for partner follow-up
- Monitor partner performance and marketing campaign results
Yet, the impact of TCMA doesn’t come from having the shiniest tech stack. Technology provides the structure for partner marketing strategies, but real results come from fostering strong partner relationships, focusing on the right partners, and creating high-quality co-marketing campaigns.
Key Benefits of Through-Channel Marketing for B2B Organizations
- Brand Consistency and Control: Through Channel Marketing Automation helps organizations keep brand identity, messaging, and values consistent across partner channels, minimizing risk as marketing scales.
- Brand Localization: Localized campaigns and co-branding assets allow partners to customize messaging to regional audiences, strengthening brand presence at the local level.
- Efficient Resource Use: Centralized marketing assets and automated content syndication help maximize ROI and streamline partner operations.
- Higher Visibility Into Partner Performance: Track partner activity, campaign usage, and results to identify high performers, spot gaps, and make data-driven MDF decisions.
- Faster Time to Market: Ready-to-use, pre-approved campaign templates accelerate local launches, helping organizations capitalize on market opportunities.
- Improved Partner Adoption and Engagement: Easy-to-execute campaigns increase partner participation and reduce dependence on central marketing teams.
- Better Governance Without Slowing Local Teams Down: Through Channel Marketing Automation balances governance with flexibility, empowering central teams to maintain control while partners localize execution.
How Partner Marketing Concierge Services Can Help Your Organization Get the Most from Your TCMA Platform [How Conciege Works]
Scaling partner marketing across multiple regions can often bring compliance, localization, and partner adoption challenges. What many enterprises quickly discover is that TCMA platforms alone can’t address these issues and a reliable agency partner is required.
Teaming up with Macro global B2B marketing agency can close execution or operational gaps and ensure brand strategy is delivered consistently across each market and partner. Macro’s global B2B marketing team works alongside partner and channel marketing teams in the technology sector to align vendor strategies with how partners can drive growth.
Our partner marketing concierge services include:
Partner Relationships Management
- Nurturing relationships between vendors and partners
- Acting as the eyes and ears in the channel
- Helping identify opportunities to advance the relationship
Platform Support
- End‑to‑end implementation for TCMA, Partner Relationship Management (PRM), and Partner Marketing management (PMM) platforms and ongoing technical guidance
- Technical configuration of the platform to be easily used by partners
- Improving platform adoption and partner engagement
Campaign Execution
- Co‑marketing campaign design and execution in collaboration with local partners
- Development of marketing plans tailored to partner needs
- Multi‑touch nurture campaigns that fuel the partner pipeline
Global & Regional Expertise
- Localized campaign support for LATAM, EMEA, APAC, and North America markets
- Over 10 languages available for partner onboarding, enablement, and support
Partner Enablement
- Ensuring partners have everything they need to drive business
- Partner onboarding and training to ensure partners are self-sufficient
- Ongoing support to help partners improve campaign performance and execution
Partner Marketing Operations
- Coordination of market development funds (MDF) planning and allocation
- Timely follow‑up on lead generation activities to keep partner programs active and productive
- Campaign tracking, performance analysis, and reporting
Overall, working with experienced concierge experts helps partner marketing teams deliver stronger localized campaigns, make data-backed decisions, and remove manual steps that slow partners down.
Case Study: [TCMA Case Study]
Atlassian Achieves 10x ROI with Macro Partner Concierge Services
Atlassian, a global software company specializing in team collaboration and productivity tools, sought external expertise to expand its partner network. Key priorities included improving lead nurturing and lead tracking for channel partners and scaling partner marketing across multiple regions, languages, and partners.
Macro’s global partner marketing concierge team helped the team at Atlassian leverage the full capabilities of their TCMA platforms to run co-marketing campaigns, track leads and partner attribution, and increase partner adoption across North America, APAC, and EMEA.
This long-term partnership delivered impressive results for Atlassian: a $100K investment generating over $1M in partner-driven revenue and up to $3M in closed partner-sourced deals from concierge-enabled campaigns.
‘Working with the team at Macro, we have achieved great results over the last year and a half. In that time, the global team has run hundreds of marketing activities with dozens of partners and achieved nearly $3M in closed deals from the leads generated.’
- Senior Channel Marketing Manager, Atlassian
Turn Your TCMA Investment into Channel Results with the Macro Concierge [TCMA Investments Results]
Achieve Outstanding Global Partner Marketing Results
Explore which partners from which regions should be supported by Macro’s concierge team. We can work together to find the right level of support for you and how much effort should be dedicated to each partner tier.
Leverage TCMA Artificial Intelligence (AI) Capabilities
As we move further into 2026, partner ecosystems will continue to drive more revenue influence. Despite the TCMA platforms offering a variety of AI capabilities, B2B marketing execution will still rely on human oversight and effective orchestration across tools, partners, and channels.
Supercharge Your TCMA Platform for Optimum Performance
TCMA platforms create the most value when human expertise guides how the platform is used. AI alone doesn’t ensure results. That’s why the organizations that invest in a human partner marketing concierge to leverage Through Channel Marketing Automation technology will be best positioned for success.
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