Informa TechTarget and Sherpa Group Launch Partner Demand Assurance
Informa TechTarget and The Sherpa Group have introduced Partner Demand Assurance to provide visibility into partner lead handling and MDF returns for B2B technology companies.
Informa TechTarget and The Sherpa Group launched Partner Demand Assurance, a solution that addresses the gap in partner marketing regarding what happens to leads after they reach partners. The offering combines Informa TechTarget’s permissioned audience data and demand generation with Sherpa’s EdisonAI platform to deliver visibility into lead follow-up, MDF returns, and partner conversion.
Solution Components
Partner Demand Assurance includes three core services. Partner Capability Assurance validates individual partner capabilities and market readiness. Partner Marketing Support assigns a dedicated resource for one-on-one guidance, including campaign follow-up best practices. Partner Engagement Platform provides lead status tracking through Sherpa’s EdisonAI platform.
Additional custom services such as joint value proposition development, enablement asset creation, SDR services, and nurture cadences are available. The solution aims to help B2B technology companies maximize and prove ROI from partner program investments.
Market Context
According to Demand Gen Report, 96% of all IT deals are now influenced by partners, with as many as 6 or 7 different partners involved in major tech purchasing decisions at 28 moments along the B2B customer journey. The new solution extends Informa TechTarget’s existing portfolio of Partner and Channel Marketing services.
Strategic Partnership Details
The alliance pairs Informa TechTarget’s channel expertise and audience capabilities with The Sherpa Group’s data-driven partner engagement and EdisonAI platform. According to Demand Gen Report, the partnership delivers full-funnel transparency and accountability for partner marketing programs. It also enables reach into new markets and regions through improved partner campaign performance tracking.
According to Demand Gen Report, the joint solution generates high-quality leads through proprietary data and insight-driven campaigns while ensuring partners have the capabilities and support needed for conversion.
