Customer data infrastructure outfit, Segment has launched Segment Select, a new programme to help Channel and Technology Partners easily build and implement solutions for their customers that use Segment’s Customer Data Infrastructure (CDI).
Segment Select provides partners with technical certification, sales training, dedicated technical support, and personalized co-marketing opportunities.
Peter Reinhardt, CEO and co-founder at Segment said: “The category leaders of tomorrow will be defined by their ability to turn raw, first-party data into consistent and tailored customer experiences. Segment delivers the data infrastructure that helps companies put their customers at the heart of every decision. Segment Select helps our customers do this by deepening our engagement with trusted partners, broadening support options, and making it easier to architect, implement, and build on their first-party customer data.”
He said consumers expect companies to provide relevant, contextualided experiences wherever they interact with a business. But companies struggle to meet these expectations because they can’t integrate their first-party data effectively.
“Instead, they rely on legacy CRM and a patchwork of integrations and data pipelines to try to understand and interact with their customers. This failure to consolidate and activate first-party data has real business impact: Accenture estimates that poor personalization and lack of trust from consumers costs U.S. organisations $756 billion annually.”
According to Reinhardt, Segment uses this problem with Customer Data Infrastructure (CDI), a complete and flexible architecture for businesses to gather, manage, and route their customer data to any business unit and any application with just a flip of a switch. As companies look for better ways to integrate their customer data, CDI is set to be a major growth area for system integrators and development firms, and Technology Partners.
Segment Select helps partners tap into this market opportunity by equipping them with the certification, tools, and expertise they need to help customers implement Segment and its multiple product offerings. The program is open to two types of partners:
Channel Partners, such as growth and analytics consultancies, development firms, and system integrators – will be able to grow their revenue by helping clients implement or build on Segment to deliver exceptional experiences informed by first-party customer data. Segment Select empowers channel partners to succeed by providing a comprehensive program of sales training, technical support, and certification.
Technology Partners are companies that directly integrate with Segment’s product. Segment Select gives Technology Partners access to technical certifications and support, including a fully-featured sandbox to test software applications. These partners will also have the opportunity to collaborate on sales and marketing initiatives with Segment’s in-house teams.
