{"id":115379,"date":"2021-10-04T21:06:56","date_gmt":"2021-10-04T21:06:56","guid":{"rendered":"https:\/\/impartner.flywheelsites.com\/?post_type=project&#038;p=115379"},"modified":"2021-10-05T12:51:36","modified_gmt":"2021-10-05T12:51:36","slug":"podcast-ep-009-what-every-channel-professional-needs-to-know-about-customer-data","status":"publish","type":"project","link":"https:\/\/impartner.com\/project\/podcast-ep-009-what-every-channel-professional-needs-to-know-about-customer-data\/","title":{"rendered":"Podcast Ep. 009 \u2013 What Every Channel Professional Needs to Know About Customer Data"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;TITLE SECTION&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;gcid-7cb06fc6-bc99-4aa1-91c0-1daef19a6a1f&#8221; collapsed=&#8221;on&#8221; global_colors_info=&#8221;{%22gcid-7cb06fc6-bc99-4aa1-91c0-1daef19a6a1f%22:%91%22background_color%22%93}&#8221;][et_pb_row _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;f08457dd-f8ad-4840-bb38-57abe367d38d&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h1>Partnertap\u2019s CEO Cassandra Gholston Defines What Every Channel Professional Needs to Know About Customer Data<\/h1>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;gcid-1d8118ca-832f-4cf3-91da-882a18865df4&#8243; global_colors_info=&#8221;{%22gcid-1d8118ca-832f-4cf3-91da-882a18865df4%22:%91%22background_color%22%93}&#8221;][et_pb_row custom_padding_last_edited=&#8221;on|tablet&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|20vw|||false|false&#8221; custom_padding_tablet=&#8221;|0vw||0px|false|false&#8221; custom_padding_phone=&#8221;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.10.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||11px|||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>Watch Here:<\/h3>\n<p>[\/et_pb_text][et_pb_video src=&#8221;https:\/\/youtu.be\/KVKYWajOVCs&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][\/et_pb_video][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;||11px|||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>Listen Here:<\/h3>\n<p>[\/et_pb_text][et_pb_code _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<iframe loading=\"lazy\" style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/19183844\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/backward\/render-playlist\/no\/custom-color\/ffb618\/\" height=\"90\" width=\"100%\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>[\/et_pb_code][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=&#8221;on|tablet&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|20vw|0px||false|false&#8221; custom_padding_tablet=&#8221;|0vw||0px|false|false&#8221; custom_padding_phone=&#8221;&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;20px|||||&#8221; custom_padding=&#8221;1px|||||&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h3>Takeaways:<\/h3>\n<p>Sad but true: in most companies today \u2014 even big ones \u2014 most data sharing is done via email with spreadsheets. That\u2019s not the best way to responsibly put customer and partner data to use, obviously, but it is the way most companies leverage it, says Partnertap co-founder and CEO Cassandra Gholston, also a member of the Impartner Channel Chief Advisory Board (CCAB).<\/p>\n<p>As head of one of the tech industry\u2019s most influential companies that helps vendors better coordinate their go-to-market activities with partners, Gholston works with customer and partner data every day. She understands the opportunities and responsibilities vendors have when it comes to working with it. This includes data that is generated and\/or leveraged by channel automation platforms including Partner Relationship Management (PRM) software.<\/p>\n<p>With data all around them, many companies struggle when it comes to developing best practices. Gholston insists it need not be this way. In this video hosted by Impartner Channel Evangelist T.C. Doyle, Gholston offers tips and insights on maximizing data usage. This includes data that is leveraged for sales pipeline creation, co-sales activities and follow-on marketing efforts.<\/p>\n<p>If you\u2019re looking to better leverage data at your fingertips without running afoul of regulators or partners, then don\u2019t miss Gholston\u2019s examination of the DNA of business today, customer data.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;||0px|||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;20px|||||&#8221; custom_padding=&#8221;1px|||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>Subscribe Here:<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_5,1_5,3_5&#8243; custom_padding_last_edited=&#8221;on|tablet&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;|37vw|||false|false&#8221; custom_padding_tablet=&#8221;|0vw||0px|false|false&#8221; custom_padding_phone=&#8221;&#8221; global_module=&#8221;115338&#8243; saved_tabs=&#8221;all&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_5&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/impartner.com\/wp-content\/uploads\/2020\/09\/MKT_BlogPost_LFTEPodcast_SpotifyIcon-1.png&#8221; title_text=&#8221;MKT_BlogPost_LFTEPodcast_SpotifyIcon&#8221; url=&#8221;https:\/\/open.spotify.com\/show\/2tXPk1n5R20FvaV3QBodXY?si=43Nw_zG2RYiPnpxO7IVW1Q&#8221; url_new_window=&#8221;on&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; width=&#8221;65px&#8221; width_tablet=&#8221;&#8221; width_phone=&#8221;&#8221; width_last_edited=&#8221;on|phone&#8221; module_alignment=&#8221;center&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;1_5&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/impartner.com\/wp-content\/uploads\/2020\/09\/MKT_BlogPost_LFTEPodcast_AppleIcon.png&#8221; title_text=&#8221;MKT_BlogPost_LFTEPodcast_AppleIcon&#8221; url=&#8221;https:\/\/impartner.com\/wp-content\/uploads\/2020\/09\/MKT_BlogPost_LFTEPodcast_AppleIcon.png&#8221; url_new_window=&#8221;on&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; width=&#8221;60px&#8221; module_alignment_tablet=&#8221;center&#8221; module_alignment_phone=&#8221;&#8221; module_alignment_last_edited=&#8221;on|desktop&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;||0px|||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;20px|||||&#8221; custom_padding=&#8221;1px|||||&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h3>Episode Outline:<\/h3>\n<p>[00:06] Intro from T.C. Doyle<br \/>[00:40] Cassandra Gholston introduces Partnertap and the role it plays in the market<br \/>[02:22] Gholston talks about the attitudinal shift of vendors in 2021<br \/>[03:00] The competitive reason why so companies invest in PRM technology<br \/>[03:38] Why companies approach customer and partner data incorrectly<br \/>[05:06] The three data sets that are critical to driving partner revenue<br \/>[06:58] Who owns customer data: vendors or partners?<br \/>[08:50] The role trust plays in data sharing<br \/>[10:30] Double-blind customer data mapping<br \/>[11:56] Who influences Gholston\u2019s thinking today<br \/>[13:11] T.C.D.\u2019s closing remarks<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;||0px|||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.10.8&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;20px|||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3>Featuring:<\/h3>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8221;1_3,1_3,1_3&#8243; _builder_version=&#8221;4.10.8&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;19px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.10.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/impartner.com\/wp-content\/uploads\/2020\/05\/Cassandra-Gholston-copy-e1590522892229.jpg&#8221; alt=&#8221;Cassandra Gholston&#8221; title_text=&#8221;Cassandra Gholston copy&#8221; show_bottom_space=&#8221;off&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; width=&#8221;150px&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><strong>Cassandra Gholston<\/strong><br \/>Co-founder and CEO, PartnerTap<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.10.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/impartner.com\/wp-content\/uploads\/2021\/04\/TC_Doyle_BW.jpg&#8221; alt=&#8221;Dave Taylor&#8221; title_text=&#8221;TC_Doyle_BW&#8221; show_bottom_space=&#8221;off&#8221; _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; width=&#8221;150px&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.11.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><strong>TC Doyle<\/strong><br \/><span>Director of Marketing Communications, Impartner<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_3&#8243; _builder_version=&#8221;4.10.8&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Partnertap\u2019s CEO Cassandra Gholston Defines What Every Channel Professional Needs to Know About Customer DataWatch Here:Listen Here:Takeaways: Sad but true: in most companies today \u2014 even big ones \u2014 most data sharing is done via email with spreadsheets. That\u2019s not the best way to responsibly put customer and partner data to use, obviously, but it [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":110393,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":""},"project_category":[177,183,181],"project_tag":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.5.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Podcast Ep. 009 \u2013 What Every Channel Professional Needs to Know About Customer Data - Impartner PRM<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/impartner.com\/project\/podcast-ep-009-what-every-channel-professional-needs-to-know-about-customer-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Podcast Ep. 009 \u2013 What Every Channel Professional Needs to Know About Customer Data - Impartner PRM\" \/>\n<meta property=\"og:description\" content=\"Bike Repair Layout PackGlobal Presets UI Style GuideThis global presets style guide is a great way to start a new web design project! 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