Alex Shootman, Eloqua’s Chief Revenue Officer, told DemandGen Report that the changes were originally rolled out to the company’s partner community in January, but were formally announced today.
Shootman said drawing clearer lines between those companies representing and being compensated by Eloqua is a natural progression for the category and something that will ultimately be good for customers. “This was the best way to make sure that the customer could always be served, because this way it’s very clear that this set of companies are resellers and they’re exclusive, and this set of companies have a different kind of business relationship — they’re not exclusive resellers. Then a customer can make their own decision, when hiring a consultant, and make it known full well all of the potential financial relationships that exist between that consultant and the vendor.“
The new program breaks down Eloqua’s list of resellers and Ambassadors into five specific categories:
Global Systems Integrators: defined as those firms that “expand Eloqua’s capabilities worldwide to maximize success in demand generation strategies. These partners offer both comprehensive technical and marketing services as well as consultancy on best practices” to optimize Eloqua’s technology.
Consulting Firms and Agencies: defined as those firms that provide Eloqua customers with “creative, technical and marketing expertise to help generate revenue.”
Technology Partners: defined as firms that “extend and enhance the Eloqua platform to offer the most comprehensive demand generation solutions for Eloqua customers.”
Marketing Gurus: defined as the “movers and shakers” within the industry. “These influential and innovative marketing and sales experts help guide the industry with extensive knowledge and experience.”
Revenue Performance Management partners: defined as those firms offering “a unique perspective and skill set to help launch a company’s journey” into Revenue Performance Management.
“This partner program provides the depth and insight the market demands from an industry leader like Eloqua,” said Rob Brewster, Senior VP of Business Development at Eloqua, in a company press release. “When revenue growth is at stake, marketers deserve an unbiased view of their technology and service options. Our new program is designed to help buyers make fully informed decisions.”
