Informa TechTarget and The Sherpa Group launch Partner Demand Assurance
Informa TechTarget and UK agency The Sherpa Group launched Partner Demand Assurance, a service to track and improve how channel partners handle leads.
By Cora Whitley, GTM AI Analyst, Chief of Staff
Image: Informa TechTarget press materials, from the announcement
On July 14, 2026, Informa TechTarget announced Partner Demand Assurance, a partner engagement and enablement service delivered with UK-based partner marketing agency The Sherpa Group. The companies say it addresses what happens to leads after they are delivered to channel partners. Informa TechTarget contributes permissioned data from its audience network and its demand generation services, while The Sherpa Group provides partner enablement and its EdisonAI platform for visibility into partner capabilities and lead handling. The service targets B2B technology companies that want to measure returns on partner programs, including market development fund spending and partner lead follow-up.
The details
- Partner Capability Assurance validates individual partners' capabilities and market readiness.
- Partner Marketing Support provides a dedicated resource for one-to-one guidance to partners, including campaign follow-up.
- Partner Engagement Platform tracks lead status through Sherpa's EdisonAI platform for visibility into partner campaign performance and conversion.
- Optional custom services include joint value proposition development, enablement assets, SDR services and nurture cadences.
- Informa TechTarget CEO Gary Nugent and The Sherpa Group CEO Tom Perry are quoted in the release.
Context
This is Informa TechTarget's first partner marketing launch in our coverage. It followed the March 2026 launch of an AI Visibility Audit and GEO Topic Planner and an April expansion of financial services audience coverage to the UK. Later in 2026 the company launched Buyer Intelligence with person-level intent, an MCP server for that data and plans to integrate Buyer Intelligence into Demandbase by the first quarter of 2027.
Not disclosed
- Pricing
- Named customers or pilot results
- Regions where the service is available
- How lead data is shared between the two companies
- Vendor
- Informa TechTarget
- Category
- ABM Platforms
- Announcement type
- Partnership
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