Channel Incentives and Your Marketing Certification Program

July 26, 2017 Claudio Ayub

Channel incentives cannot compensate for the absence of an easy to use channel marketing automation tool or competitively superior campaigns offering, however, they can be effective as part of a holistic strategy for improving partner engagement at both the organizational and individual levels.

You need only pay the individual starter incentives once per training course and per campaign, as these campaigns should yield results that will earn the partner marketing manager top recognition within the business, which in many instances is as important - if not more important - than the incentive itself.

Allocate the reward where the effort is being made to accomplish your objectives.

This is different from incenting the partner only. If you think about it, it is the partner’s employee (marketing associate) who will be doing the work to learn, configure and launch the effort on the channel marketing automation tool. Marketing certification ensures that the partner’s marketing associate gains exposure to key marketing skills that they really need, and commits them to a learning process where they must engage directly with – and in turn grow closer to – the supplier.

SiriusDecisions research indicates partners are three times more likely to respond to a demand creation program offer, after engaging in some form of marketing training.

Rewards should be issued via a point’s program, designed around learning, measurement, execution and proof of performance data.  Below is a very simple example on how to get started:
 

Marketing Activity

Learn metric

Create metric

Share metric

Content syndication

Passed quiz in Incentives Center (quiz posted with training material)

Creation within channel marketing automation platform

Implementation of the code (meaning content deployed on a website)

Landing page + email

Passed quiz in Incentives Center (quiz posted with training material)

Creation within channel marketing automation platform

Email sent to 100 contacts

Event

Passed quiz in Incentives Center (quiz posted with training material)

Creation within channel marketing automation platform

25 registered attendees

Incentive

Learn incentive:

450 points ($50)

Create incentive:

900 points ($100)

Share incentive:

1,350 points ($150)

Learn more about how to improve partner-led  demand creation with marketing certification programs. 

Download our ebook

 

About the Author

Claudio Ayub

Chief Strategy Officer Claudio brings over 20 years of global channel marketing experience to Perks. He is a loyalty marketing expert with broad knowledge in strategy development, market management and channel sales planning, who has developed and executed major go-to-market programs for a variety of vendors, including AMD, Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.Claudio is a management strategist with cross-functional expertise in business, finance, sales and marketing, strategic planning, and customer relationship management; an area he has excelled at by executing complex CRM implementations, customizations, and business process re-engineering for CRM applications. He keeps current with changes in technology and is passionate about the business implications of new technology. Claudio is an avid social media user and early adopter of social CRM.

More Content by Claudio Ayub
Previous Article
The 3 Ps You Need for Your Open Floor Plan to Work
The 3 Ps You Need for Your Open Floor Plan to Work

A blog that examines 3 different dimensions that are needed for an open floor plan to work.

Next Article
New to the idea of marketing certification? Start here.
New to the idea of marketing certification? Start here.

In this blog post we'll explain the basics of how to use a marketing certification program to increase part...

×

Want insights more often? Subscribe to our blog!

First Name
Last Name
Subscribe to our Blog
Thank you!
Error - something went wrong!