Your partners are one of your strongest growth engines—but only if they have the technology, tools, and professional support to market with confidence. For years, Through Channel Marketing Automation (TCMA) solutions helped brands share co-branded, localized, and compliant materials with distributors, resellers, and franchisees. That model worked when channels were simpler and customer journeys were linear.
But the landscape continues to change and evolve.
Today’s partner marketing ecosystems include resellers and retailers—but also influencers, agencies, alliances, managed service providers, and more. Buyers move across digital and physical touchpoints with ease. Leaders expect clear ROI from every dollar and all of this calls for a broader, smarter approach.
Enter the Partner Marketing Automation Platform (PMAP). It builds on TCMA’s foundation and adds the end-to-end capabilities partners need to plan, execute, and measure marketing that drives revenue.
What is a Partner Marketing Automation Platform (PMAP)?
A PMAP builds on the foundation of TCMA but goes further, empowering all partner types—not just traditional channels—with the tools, workflows, and data to run on-brand, performance-driven campaigns. While TCMA focused on distributing assets, a PMAP orchestrates the full lifecycle of partner marketing.
Key capabilities you should expect from a PMAP:
- Support for every partner model: distributors, retailers, franchisees, influencers, agencies, alliances, and MSPs
- Omnichannel execution: digital, social, print, signage, events, direct mail, and promotional kits
- Native integrations: CRM, ERP, and marketing automation for better data alignment and smoother handoffs
- Analytics and ROI tracking: performance visibility for every partner, campaign, and market
In short, a PMAP doesn’t just hand partners brand-approved assets. It equips them to plan, launch, and optimize campaigns—at scale—so you and your partners can grow together.
Why the shift from TCMA to PMAP?
The move to PMAP is driven by several market realities:
- Broader partner ecosystems: Companies now work with more than just resellers and distributors. Alliances, influencers, managed service providers, and non-traditional partners all need marketing enablement. A PMAP meets each partner where they are, with flexible access, permissions, and content controls.
- Omnichannel customer journeys: Customers move between email, social, search, events, stores, and mailbox—often in the same week. A PMAP lets partners run integrated campaigns across channels without sacrificing brand consistency.
- Example: A franchise can combine geo-targeted social ads, localized landing pages, in-store signage, and direct mail—managed in one place.
- Demand for ROI transparency: Executives want clear reporting on marketing spend and impact. PMAPs integrate campaign tracking so brands can measure partner contributions to pipeline and revenue.
- Need for personalization at scale: Buyers respond to local relevance. A PMAP makes it simple for partners to customize campaigns—names, offers, images, locations—while your brand standards remain intact.
- Example: Lock critical brand elements and content, while allowing partners to tailor copy and offers to their market.
Benefits of a PMAP
When you evolve from TCMA to PMAP, you streamline operations and improve performance across your partner network.
- Centralized brand control: Keep every asset on-brand while giving partners freedom to localize content.
- Faster partner activation: Reduce onboarding time with ready-to-launch campaigns and pre-approved assets.
- Consistent customer experience: Deliver a unified brand story across digital and physical touchpoints, regardless of partner type or location.
- Data-driven decisions: Use analytics. And custom dashboards to refine partner marketing strategies for better ROI.
- Scalable execution: Launch coordinated campaigns across hundreds (or thousands) of partners with minimal effort.
Why OneTouchPoint is the right choice for a PMAP
OTP has supported partner ecosystems for decades. We understand the complexity of managing brand, content, and production across diverse networks. Our difference: we combine technology, services, and physical production under one roof – along with the ability to connect into any of your systems or other preferred partners, enabling you to go from strategy to execution without friction.
Here’s how we help you win with a PMAP approach:
- OTP One Platform Integration: Centralize everything—assets, campaigns, personalization rules, and reporting—in a secure, easy-to-use hub. Your partners get 24/7 access to what they need. You get governance, visibility, and control.
- Granular permissions and role-based access
- Template locking with flexible fields for compliant localization
- Automated approvals and workflows
- Multichannel Execution—Digital and Physical: Most platforms stop at digital. OTP bridges digital and physical to meet customers wherever they are.
- Digital: email, social, paid media assets, landing pages, marketing automation workflows
- Physical: print, signage, direct mail, point-of-sale kits, promotional items, event materials
By uniting channels, your partners can run integrated campaigns that convert—and you can track performance end to end.
- Fulfillment and Logistics, Built In: We don’t just generate orders; we fulfill them. Our Centers of Excellence in print, warehousing, and kitting handle production and distribution to partners or directly to customers.
- On-demand and batch printing to control costs and reduce waste
- National footprint for speed-to-market and postage optimization
- End-to-end kitting, packaging, and delivery
- Scalable Personalization with Brand Compliance: Give partners the flexibility to localize offers, images, and details—without risking your brand.
- Smart templates with locked brand elements
- Dynamic fields for pricing, locations, and language
- Automated checks to enforce compliance
- Reporting That Proves Value: Track usage, engagement, and ROI across partners, campaigns, and geographies. See which assets drive pipeline, where budgets perform best, and how to scale success.
- Dashboard views for leaders, marketers, and partners
- Campaign attribution and cost reporting
- Exportable insights for strategy and planning
- Connect your entire martech stack: OTP One and our back-office solutions are modular, ensuring that you can plug-in and play across your entire tech-stack. Your org picks and chooses what you need with OTP, then connect your tech-stack with APIs to integrate data, leverage your own 3rd party supplier(s), and more. A true partner ecosystem.
Partner Marketing is the Future
The evolution from TCMA to PMAP reflects a bigger truth: partner ecosystems are now central to brand growth. The brands that win will be the ones who enable their partners with the right tools, campaigns and data delivered through a single, integrated platform.
With OTP, you don’t just get technology – you get the people, process and production power to make partner marketing easy, scalable and effective.