The Future of Digital Distribution with Jen Anaya

Channel Journeys Podcast

Cloud marketplaces have gotten a ton of buzz, but what’s going on in distribution? How are the classic value add distributors (VADs) responding to the rapid growth of the AWS, Azure, and Google marketplaces? One VAD who’s not resting on their laurels is Ingram Micro.

Ingram is rolling out a new digital platform that is a game change for partners and vendors. Today’s guest, Jennifer Anaya, is Ingram’s SVP of Global Marketing. Jen shares the new norm of distribution driven by Xvantage, their digital experience platform enhanced with AI and machine learning.

KEY TAKEAWAYS

Here’s what I learned is possible in the new norm of digital distribution with Xvantage:

• A new digital experience. Xvantage is Ingram’s new digital experience platform that is aimed at providing a seamless, unified experience for partners and vendors, removing complexity and freeing up more time to service customers.
• New buyer data. There are six different brands on every purchase that is made by partners from Ingram Micro. Ingram is capturing this data that tells the story of what products partners and their end customers are buying together.
• More personalization. Xvantage is powered by a global real time data mesh containing years of transactional data, with proprietary engines enhanced by artificial intelligence (AI) and machine learning for a personalized experience.
• A single pane of glass for partners. Partners get faster configure / price / quoting, recommendations on what else to include in the order, automated order tracking, and view across all their business with Ingram in a single pane of glass.
• Greater visibility for vendors. Vendors gain visibility to quote and order status, recommendations on other vendors to work with, and the ability to do more personalized and integrated marketing at scale.
• Targeted marketing automation. Xvantage helps vendors achieve 3 marketing objectives: acquire new partners, acquire net new logos, and engaging partners to gain more mindshare and loyalty. Make sure you know what you’re looking to accomplish.

LINKS & RESOURCES

• Connect with Jennifer on LinkedIn
• Hear Frank Vitagliano on How to Use Distribution to Drive Innovation
• Try Impartner Partner Management

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