Marketing network alliance platform WorkSpan is pitching what it says is the industry’s first integrated “alliance automation” system.

Geared toward marketing alliance teams, the platform allows users to engage, automate and report on joint sales, marketing and other initiatives across companies.

WorkSpan only exited stealth mode last year, offering a platform for partner companies to coordinate their marketing efforts and automate workflows. The platform allows marketers to connect with trusted partners on a shared system of record to build and manage campaigns. Some of the benefits include the ability to seek marketing funds or make funds available to partners securely and to solicit or submit campaign proposals.

Today’s launch of the integrated alliance automation system builds on WorkSpan’s initial release, adding new capabilities that allow marketers across partnering companies to launch new initiatives even faster, the company said. For example, WorkSpan has introduced a new reporting feature that allows users to see what impact their partnerships are having on sales.

Meanwhile, the new alliance process automation system is designed to improve the way companies enable joint sales opportunities, market development funds and marketing campaigns. Part of this involves integrating the internal sales and marketing systems of each partnering company so users can access a comprehensive view of the data their joint campaign generates. In addition, WorkSpan said, its platform includes more engagement capabilities to enable greater collaboration and decision-making.

“Alliance professionals have long been overlooked when it comes to an integrated and shared automation system to effectively do their jobs,” said co-founder and Chief Executive Mayank Bawa. “But we see them, we hear them, and we have the right innovation for them.”

Image: WorkSpan