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Part 1 of Channel Partner Motivation: Starting with the Right Questions

As a starting point for reviewing your partners’ motivation and applicable incentives, take a look at your current behaviors, attitudes and systems as they relate to channel engagement to start your thought process.

Relayware Partner Relationship Management

Channel Partner Motivation Pt. 1: Starting with the Right Questions

By Simon Taylor

Partner engagement is only one piece of a successful, revenue-generating program. To successfully engage with channel partners, the most efficacious partner programs rely on a full partner lifecycle automation solution. There is so much to be said about each one of these stages. However, in this series, I will be drilling down on motivation, incentives as engagement as well as the business intelligence of profiling and scoring your partners to guide you through how to generate incremental revenue from your channel.

Channel Partner Motivation

Let me go ahead and get it out of the way that our Partner Cloud provides a full partner lifecycle automation solution and Relayware has proven ROI for its customers using its partnering automation. However, this isn’t a sales pitch.

As a starting point for reviewing your partners’ motivation and applicable incentives, take a look at your current behaviors, attitudes and systems as they relate to channel engagement to start your thought process.

How often you reward your channel for engaging in desirable behaviors and in what ways?

For many companies operating in the channel is the use of quarterly targets / incentives payments (at the person and/or company level) or marketing development funds (MDF).

Vendors often see things primarily through their own eyes:

  • I need a deal registration system
  • I need a partner portal
  • I need to automate my MDF program/li>
  • I need to pass leads to my resellers

Many Relayware customers give us a multitude of reasons for why they initially approached us – and doing all of these things are good – but really what they are telling us is that they simply want to create efficiencies.

However, we know from working with as many companies and programs as we have that creating efficiencies is not enough to see real revenue growth. Meaningful revenue increase from partners required long-term engagement.

Secondly consider, are you getting substantial returns from your partner program? When asked to think about the root of the problem that will result in more revenue and value, many channel leaders agree it’s actually very simple:

“I need my organization to be easy to do business with, and I need to provide ample motivation for my partners to regularly sell on my behalf.”

It’s this “ample motivation” that is hard to find. There are two types of motivation in the business world – financial compensation and social reward, which I will cover in my next post.

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