Even if you are the 800 pound gorilla in your market (think Microsoft, HP, Google), you need to get into your partners’ heads to maximize the potential of your channel. If you are not an 800 pound Gorilla, the stakes are much higher. You need to know what makes your partners tick? What pays their bills? What keeps them awake at night? Who are their main competitors? What do their customers care about? Only when you truly understand their needs and aspirations can you fine-tune the elements of your partner program to ensure their success.
Post Category: High Tech
Promotional allowance programs (MDF, Co-op) can be one of the most effective tools in a channel marketer’s toolkit. However, they often also represent the largest expense in their channel marketing budget. This combination makes them a true high risk/high reward proposition requiring the right strategies to deliver successful programs.
Okay, I might be biased, but let’s address a common misconception: visualization is just about making things look pretty. Over the last 10 years I’ve found visualization to be an increasingly important means for discovering insights, not simply making things look good.
The Cloud requires a new method of incenting partners and their teams.
In these times of business model transformation to the cloud, incentive and loyalty marketers must redesign their incentive programs to support more than deals won and quarterly revenue goals. When designing and structuring incentive and loyalty programs for a recurring revenue model, channel marketers need to realize that incenting closed deals only, will not help attain the desired performance improvement.
Companies across different industries – Technology, Consumer Products, Life Sciences, Automotive, etc. – are experiencing pain points in today’s rapidly evolving markets. During the recent Vistex VISTAS conference, I shared some of the challenges our clients face and revealed how Vistex helps them tackle their Go-to-Market (GTM) challenges. In this context Go-to-Market is defined as contracts, pricing, and incentive programs, such as rebates, promotions and Co-op/MDF that motivate distribution partners to sell a vendor’s products.
If you’ve spent any time in corporate America you realize that The 80/20 rule can be applied to pretty much anything – candy consumption, crop yields, tenant complaints, software features – the list is endless. It should come as no surprise then that this “Pareto Principle” can also be applied to channels of distribution.