Channel professionals have been using incentive models to drive behavior since the channel first emerged. Typically performance based, they aim to improve the profit, reach and mix for partners. Common incentives include Sales Performance Incentive Funds (SPIFs), Rebates, Market Development Funds (MDFs) and activity-based rewards. But as the channel continues to change rapidly, everything, including incentive models, are changing with it.
With new partners looking more like influencers, advocates, and alliances, there is a fundamental change in how incentives programs work. Consequently, Channel Programs today need to consider many different partner types to reach and serve customers.
What works for one set of partners won’t necessarily work for the next. However, brands that excel at deploying the right type, mix and level of incentives will improve profit from the channel and increase partner loyalty and stickiness.
Rob Spee is the founder and CEO of Channel Journeys Consulting, where he excels at creating visionary channel strategies that accelerate revenue growth and open new routes to market. Most recently, Rob accelerated channel revenue at SAS, growing the channel business from $10M to $65M in just 2 years. He knows what it takes to build global partner ecosystems and performance-driven channel organizations. In fact he’s done that as a vendor, a reseller, and a distributor. In addition, he hosts the Channel Journeys podcast.
Kenneth Fox is the CEO of Channel Mechanics, an award-winning Enterprise SaaS provider that has developed a suite of CIPM solutions to help vendors manage and maximize sales through their channel. An accomplished leader in the global ICT sector, Kenneth has worked for IBM, APC, Nortel and Avaya. With over 20 years’ experience in the channel, he is trusted and recognized as a leader in the global implementation of large scale technology and business transformation projects. His expertise includes Channel Strategy, Channel Enablement, Channel Program Dev and Channel Incentive Models.
Save the date and join us on Wednesday, July 17th. It promises to be an incentivizing webinar!
Can’t attend Incentive Models for the Changing Partner Ecosystem? Don’t worry, if you’d like to register, we’ll send a link to the recording afterward.
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