The company had long relied on e2open’s Channel Data Management and Incentives and Rebates applications, along with Birch solutions adopted in 2010, to manage channel programs, market development funds, and end‑user promotions across the EMEA region. These systems were well adopted, met business needs, and supported effective program management. However, after e2open acquired Zyme and Birch in November 2017, it introduced a new, modern rewards and funds management platform that combined the best capabilities of the acquired solutions. While the legacy applications continued to be supported, they no longer received new functionality. Despite satisfaction with the existing tools, the company faced the challenge of deciding whether to remain on stable but aging solutions or transition to the

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