Zift Solutions Merges with Relayware to Enhance Channel Marketing Solutions

Durham, N.C.-based Channel as a Service (CHaaS) provider Zift Solutions, and Redwood Shores, Calif.-based partnership relationship management (PRM) software provider Relayware have agreed to merge.

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The two industry leaders say the merger will position them to offer current and future customers enterprise channel management technology and services via Zift’s CHaaS platform. Relayware, backed by Amadeus Capital Partners and Albion Capital Group, will offer its clients new solutions such as digital marketing, content syndication and social media syndication provided by Arrowroot Capital and SSM Partners-backed Zift. As a result of the deal, Zift will enhance its PRM solutions with a new training and sales enablement functionality, as well as provide more service offerings and deeper support resources.

The merged entity will continue to address the growing need for platforms and applications built specifically to manage channel marketing and channel sales.

“As a combined entity, Zift and Relayware have the end-to-end enterprise channel management technology, services and strategic insight modern B2B organizations require to simplify channel management and maximize profitability from their entire channel ecosystem,” said Zift’s current CEO Ken Romley, who will reportedly remain an integral part of Zift’s executive leadership team as Relayware CEO Gordon Rapkin takes the helm at the combined entity operating under the Zift Solutions name.