Frequently Asked Questions
Answers about Partner Marketing Automation Platforms (PMAP), through-channel marketing automation, integration with your existing stack, and getting started with Structured.
PMAP, TCMA, and what Structured is
What is a Partner Marketing Automation Platform (PMAP)?
A Partner Marketing Automation Platform (PMAP) is enterprise software that enables B2B companies and their channel partners to plan, execute, personalize, and measure co-marketing activity at scale. PMAPs serve enterprise partner ecosystems including resellers, MSPs, distributors, and system integrators. Forrester defined the PMAP category in 2025 with the publication of The Forrester Wave™: Partner Marketing Automation Platforms, Q2 2025, which named Structured a Leader.
What companies need a PMAP?
Any enterprise B2B company generating 30% or more of revenue through indirect channel partners benefits from a purpose-built PMAP. This typically includes global technology vendors, telecommunications companies, and enterprise software businesses with reseller networks of 500+ partners across multiple markets. Companies in the Fortune 500 with complex, multi-tier partner ecosystems see the clearest ROI from a dedicated PMAP.
Is Structured a through-channel marketing automation (TCMA) platform?
Structured is the next generation of through-channel marketing automation. In 2025, Forrester separated the legacy TCMA category into two distinct markets: B2C TCMA, which serves franchise and dealer networks, and B2B Partner Marketing Automation Platforms (PMAP), which serves enterprise partner ecosystems. Structured is purpose-built for the B2B PMAP category and was named a Leader in The Forrester Wave™: Partner Marketing Automation Platforms, Q2 2025.
How is PMAP different from TCMA?
PMAP and TCMA were a single category until 2025, when Forrester separated them. TCMA (through-channel marketing automation) primarily serves B2C franchise and dealer networks, where local marketing happens at the storefront level. PMAP (Partner Marketing Automation Platform) is built for B2B enterprise partner ecosystems, with multi-tier partner structures, global localization requirements, and enterprise-grade compliance.
Why did Forrester split the category?
B2B and B2C partner marketing have fundamentally different needs. A B2C franchise running a local promotion has different requirements than a B2B enterprise running a multi-tier global partner program with resellers, MSPs, and distributors across 30 countries. Forrester recognized that the same platform couldn’t serve both well, so it separated the markets in 2025 to give buyers clearer category guidance.
Is Structured a PRM?
No. A Partner Relationship Management (PRM) platform manages the partner relationship: onboarding, training, tier status, deal registration, and partner records. Structured is a Partner Marketing Automation Platform (PMAP) that activates partners as marketers: co-branded content, campaign execution, localization, and partner activity tracking. PRMs and PMAPs solve different problems and complement each other.
How is a PMAP different from a PRM?
PRMs and PMAPs solve different problems. A PRM is the system of record for the partner program: who your partners are, what tier they’re in, what training they’ve completed, and which deals they’ve registered. A PMAP is the execution layer that activates partners as marketers: generating co-branded content, automating campaigns, localizing across markets, and showing channel leaders what’s working. Most enterprise channel programs need both, working together.
Capabilities and use cases
What languages does Structured support?
Structured includes 19 native language user interfaces and AI-powered localization across more than 130 languages. The platform’s localization engine accounts for regional context, idiom, and tone, so localized content reads as native rather than translated. Translation happens in seconds.
How does Structured ensure brand and compliance control?
Structured’s AI is trained exclusively on your brand-approved documentation, marketing assets, and approved URLs. There are no external data sources. The platform includes locked sections, terminology rules, edit-zone restrictions, role-based permissions, and asset-level controls. Co-branded materials stay compliant by design rather than by review cycle.
What kind of AI does Structured use?
Structured uses an agent-based AI architecture with 20+ specialized AI agents working together across content generation, campaign automation, translation, and performance insights. The AI is enterprise-grade, trained only on customer-approved content, with no external data sources. This is fundamentally different from consumer AI tools that scrape the open internet.
Which marketing channels does Structured support?
Structured supports multi-channel campaign execution across the channels enterprise B2B partners use most. (Marketing note: verify current integrated channel list with product before publishing. The sales sheet references LinkedIn, Facebook, Instagram, and WordPress.)
Is Structured a content management system?
Structured includes content management capabilities, but it’s more than a content management system. The platform aggregates content from your existing DAM, corporate sites, and vendor repositories, then layers AI-powered personalization, co-branding, and localization on top. The output is co-branded, market-ready content that partners can launch into live campaigns. Traditional content management systems organize content; Structured activates it.
How does AI change partner marketing automation?
AI-native PMAPs like Structured replace the navigation-based portal model with intent-based execution. Instead of requiring partners to find templates and manually customize campaigns, AI generates market-ready, personalized content directly from vendor-approved assets — at scale, across languages, and tailored to each partner’s audience. This drives significantly higher partner adoption and faster time-to-market than traditional TCMA approaches.
Learn How to Evaluate a PMAP
The right questions separate purpose-built PMAPs from PRM suites with a marketing module bolted on. Use these as your evaluation framework.
How Structured fits with your existing stack
Does Structured replace my existing PRM, CRM, or DAM?
No. Structured integrates with the partner marketing technology stack you already have. The platform connects to PRMs (for partner profile and tier sync), CRMs like Salesforce (for lead pass and deal registration), and DAM systems (for asset ingestion and version control). Structured adds the partner marketing execution layer that these platforms were not designed to provide.
Which PRMs does Structured integrate with?
Structured supports SSO and integration with leading PRM platforms used by enterprise B2B channel programs. Specific integration scope varies by deployment. Request a demo and our team will walk through your specific PRM integration requirements.
How does Structured connect to Salesforce or other CRMs?
Structured integrates with Salesforce and other major CRMs to pass leads from partner campaigns into your sales pipeline, sync partner profiles, and route deal registration. The integration is bidirectional: Structured generates and tracks partner-led activity, and your CRM owns the lead lifecycle and revenue attribution.
Can Structured pull content from our DAM?
Yes. Structured aggregates approved content from corporate sites, DAM systems, and vendor digital repositories. The AI makes everything discoverable and surfaces the right material for each partner based on their tier, market, vertical, and campaign goal.
Does Structured work with our internal AI assistants like Watson, Copilot, or Gemini?
Yes. Structured integrates with major enterprise AI assistants including Watson, Copilot, and Gemini. The platform’s AI is trained only on your approved content and works alongside your internal AI tools rather than replacing them.
Security, deployment, and getting started
Is Structured compliant with enterprise security and accessibility standards?
Yes. Structured is SOC 2 certified, GDPR compliant, and ADA compliant. The platform supports SSO integration, role-based permissions, asset-level controls, and partner-tier personalization. Structured’s AI is trained exclusively on customer-approved content with no external data sources, designed to meet the requirements of IT, legal, and security teams at the enterprise level.
How long does it take to deploy Structured?
Most enterprise customers go live in a guided deployment that includes discovery, integration with existing systems, and a controlled pilot with priority partner segments. Timelines vary by program complexity, but most enterprises move from contract signing to active partners within several weeks.
How long does partner onboarding take?
Once the platform is live, partners onboard through AssistantAI, which guides them through the platform in context with their first campaign. Partners can launch their first campaign without a separate training session. Most partners are active within their first session.
Which companies use Structured for partner marketing?
Structured is trusted by global enterprise partner programs at ServiceNow (since 2016), IBM (since 2019), Google (since 2020), Microsoft, Dell, Zoom (since 2021), HPE, Ingram Micro, and TD SYNNEX, among others.
What size companies does Structured serve?
Structured is purpose-built for B2B enterprises with multi-tier global partner programs. Most customers are Fortune 1000 or large enterprise organizations with complex partner ecosystems including resellers, MSPs, distributors, and system integrators. The platform is designed for enterprise-grade scale, security, and compliance requirements.
How is Structured priced?
Structured is priced based on the size and complexity of your partner program, the scope of solutions activated, and integration requirements. Request a demo for pricing tailored to your program.