Guest Column | June 20, 2014

Changes In The Air For Channel Incentive Programs; Resellers Stand To Gain

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Dan Hawtof, EVP of Corporate Business Development, Products and Solutions, parago

By Dan Hawtof, EVP of Corporate Business Development, Products and Solutions, parago

Last month, I hosted a webinar during which I talked about parago’s recent survey of channel marketers. One thing our research pointed out was their desire to grow beyond pure sales incentives, and start including the behaviors that support sales. But they also told us they’re having difficulty figuring out exactly how to do that.

During the Q&A portion of the webinar, an attendee asked how to go about identifying exactly which non-sales behaviors he should be incenting. It’s a great question, because it’s one of the biggest stumbling blocks channel marketers face. To layer on additional incentives that will result in a measurable bottom-line increase, marketers need to 1) know which behaviors to focus additional spending on, and 2) have a channel platform capable of handling the inherent complexities.

My suggestion to the attendee: Identify your top-performing resellers, and figure out what they do differently from the rest. That should reveal which non-sales actions his company could tie incentives to, and have a good chance of increasing program participation and, ultimately, sales.

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