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The Future of the Channel Software Industry

Over the last decade, the amount of software vendors in the market increased significantly, making it fastest-growing segment of the technology industry.

While there are many platforms that moved to the front of the pack, the opportunity for competition across horizontal and vertical markets makes the landscape ever-changing. Additionally, the rise of acceptance of Software-as-a-Service (SaaS) among buyers continuously changes the way technology is used.

Today, there are approximately more than 100,000 Independent Software Vendors (ISVs) around the world. Luckily, Forrester Research put together a channel software stack that highlights 83 companies - among them Bridgeline Digital -  that vendors leverage as a means of conducting and improving partner programs, compliance, revenue and loyalty. These 83 channel technologies range from Fortune 500 companies to small, point-based solutions. Channel technologies focus on making difficult or tedious projects easier (think marketing automation or inventory management), as well as measure the impact of various activities within an organization.

Bridgeline Digital's product is categorized as a a through-channel marketing automation software, allowing users to provide consistent brand experience that generates demand and increases brand awareness. This includes marketing automation, campaign management and microsite development. 

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Below are some key facts about the companies in the stack: 

  • The average age of the companies is 18 years, with only five being less than five years old.
  • The channel technology industry employs more than 10,00 people.
  • 81 percent of the companies are headquartered in the United State, with over a quarter of the U.S-based companies in California, with New York, Illinois and Texas coming in at second, third and fourth place.
  • More than 120 rounds of financing and $600 million are being invested in this space.


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