Observed Signal · Jul 15, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Informa TechTarget and The Sherpa Group Launch Partner Demand Assurance
Informa TechTarget and UK-based partner marketing agency The Sherpa Group announced the launch of Partner Demand Assurance (PDA), a joint partner engagement and enablement solution intended to increase transparency, accountability and outcomes for B2B partner programs. PDA combines Informa TechTarget’s permissioned audience data and demand-generation capabilities with The Sherpa Group’s partner enablement expertise and EdisonAI platform. The service offers three core components—Partner Capability Assurance, Partner Marketing Support, and a Partner Engagement Platform for lead-status tracking—plus optional custom services to validate partner readiness and improve partner follow-up and conversion. The announcement cites Omdia by TechTarget research that 96% of IT deals are influenced by partners.
Combines a major publisher's proprietary B2B audience and demand-generation capabilities with an agency's partner enablement platform to improve partner program transparency and ROI; meaningful for B2B channel marketers but not industry-shifting.
Track Informa TechTarget Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Informa TechTarget announced the launch of Partner Demand Assurance (PDA) in collaboration with UK-based partner marketing agency The Sherpa Group.
- PDA combines Informa TechTarget’s permissioned audience ecosystem and demand-generation capabilities with The Sherpa Group’s partner enablement expertise and EdisonAI platform for lead handling transparency.
- The solution offers three core services: Partner Capability Assurance, Partner Marketing Support, and a Partner Engagement Platform (lead status tracking via EdisonAI).
- The announcement cites Omdia by TechTarget research claiming 96% of all IT deals are influenced by partners, with as many as 6–7 different partners at 28 moments in the B2B customer journey.
- Gary Nugent (CEO, Informa TechTarget) and Tom Perry (CEO, The Sherpa Group) provided quoted statements endorsing the partnership and solution.
Connected Companies & Entities
4 Entities mapped“Informa TechTarget, an indispensable partner for B2B intelligence, media, and marketing solutions, announced the launch of Partner Demand As...”
“This is of critical importance to B2B enterprise tech companies, as 96% of all IT deals are now influenced by partners—as many as 6 or 7 dif...”
“MarTech Series published the announcement (Author: Business Wire) on its site covering marketing technology news and insights....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
PI LIVE BuildLab Launches to Build Next‑Gen Partnership Tools
Hello Partner's newsletter announces the launch of PI LIVE BuildLab, an initiative at PI LIVE Europe this September aimed at architecting next‑generation partnership tools. Impact.com is announced as a supporter of the first edition. The newsletter also highlights industry stories including new research showing LLM chatbots struggle to find discounts, VideoAmp cutting 20% of its workforce amid an AI push (including the CTO role), and PubMatic rolling out a 'guardrail architecture' for agentic advertising. The edition includes a limited‑time Boutique Agency Pass offer for PI LIVE and practical advice for affiliate managers.
Trade Desk and PubMatic Revolutionize Deal ID Management
The Trade Desk and PubMatic announced an API-based integration for managing deal ID campaigns built atop The Trade Desk's Price Discovery and Provisioning (PDP) API, a feature first revealed earlier this year. The PDP API, a technical lift that enables input of critical contractual data into the workflow, is being positioned as the standard for deal-based transactions. PubMatic is the first supply-side platform to adopt the PDP specs and offer a commercial product. The companies expect the PDP API to become the default method for running deal-based campaigns, addressing the long-standing issue that many deal IDs do not scale and that a large majority of PMPs never materialize beyond verbal agreements. A key concept is “commitment deals,” which lock in budget and campaign parameters in the system to ensure executability. Industry executives highlight that many deals are still based on phone calls and emails rather than the deal ID itself, and the API aims to formalize and simplify this process.
Sublime Security Launches Channel Partner Program
Sublime Security announced the launch of a channel partner program and that the company is now operating as a 100% channel-led organization under the leadership of Timm Hoyt, VP of Worldwide Partners & Alliances. The program includes partner-first go-to-market alignment, predictable recurring margins and incentives, dedicated partner leadership and enablement resources, technical accreditation/training, and co-marketing/demand-generation support. The announcement cites recent momentum: a $150M Series C raise (announced in November) to accelerate agentic AI capabilities and the April–September 2025 release of two AI agents — Autonomous Security Analyst (ASA) and Autonomous Detection Engineer (ADÉ). GuidePoint Security, Myriad360 and Bytes Software Services provided partner perspectives in support of the program.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.