The channel continues in a state of flux in its long transition toward embracing everything dealing with the cloud and IoT. As the pace of change, much of it bred from disruptive technologies, increases, traditional notions of a channel ecosystem need to be redefined. Channel marketers must consider these shifting business models when designing and structuring their channel enablement and channel incentive programs because the transition to the cloud has severely impacted partner profitability and cash flow. These business model shifts make long reimbursement periods a financial burden for small and medium business (SMB) hybrid and born-on-the-cloud partners. Moreover, SMB partners lack the marketing resources to plan and execute effective marketing campaigns. It is evident that the way the channel has always nurtured and quantified partner-led marketing is no longer effective. Vendors can no longer attempt to fund partner-led marketing with old-school MDF/co-op approaches and tools.
In Chapter 1 of our 3-part series, we address why co-pay is now an important element of your channel incentives, the advantages of implementing a co-pay model and compares the funding models of MDF, co-op and co-pay.
About the Author
Perks WW Channel provides services and software to help you engage your B2B and indirect channel partners to improve sales effectiveness. With a listing on the Salesforce AppExchange and a global user base exceeding 9.25 million users, Perks WW Channel takes the guesswork out of channel incentives and loyalty programs. Our solutions empower leading global enterprises with the sales and marketing programs they need to produce a competitive advantage through their indirect sales channels. The available solution set encompasses the three most critical areas to optimize indirect channel performance: marketing enablement, incentive management and global managed services. We provide these services to some of the most influential companies in the world, all backed and supported by years of expertise and our Science of Motivation™ methodology.More Content by Perks WW Channel