Zift Solutions, a channel marketing automation provider, and Relayware, a partner relationship management (PRM) software provider, have reached a merger agreement. Pricing details of the intended merger were not disclosed.
The companies stated that the merger will position them to offer current and prospective customers enterprise channel management technology and services via Zift’s Channel as a Service (CHaaS) platform. Relayware clients can integrate new capabilities for digital marketing, content syndication and social media syndication provided by Zift.
The merger will also enable Zift users to use partner relationship management (PRM) solutions and gain access to new training and sales enablement functionality, more service offerings and deeper support resources.
Maria Chien, Service Director of Channel Marketing Strategies for SiriusDecisions, commented that there is increased need and opportunity for platforms like this specifically aimed at managing channel marketing. “The emergence of platforms and applications purposely built for channel marketing and channel sales have offered a vast improvement over forced-built or customized approaches,” said Chien.” As channel organizations look to simplify the way their partners drive success, investing in channel platforms to support the complex challenges of a supplier-partner relationship is becoming a necessity.”
With the merger, Relayware’s CEO Gordon Rapkin will take the lead as CEO of Zift Solutions. Zift’s current CEO, Ken Romley, will remain an integral part of Zift’s executive leadership team, The combined company will operate under the Zift Solutions name.
“As a combined entity, Zift and Relayware have the end-to-end enterprise channel management technology, services and strategic insight modern B2B organizations require to simplify channel management and maximize profitability from their entire channel ecosystem,” said Romley.
Rapkin added that with both companies’ combined resources, integrated technology and thought leadership, “we are dramatically changing the face of channel technology and how it’s delivered through Channel as a Service.”