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Aligning Incentives to the Evolved Partner's Journey

Maria Chien, VP, Practice Leader, Channel Marketing Strategies of Forrester | SiriusDecisions and Perks WW Chief Strategy Officer, Claudio Ayub, define and depict the seven stages of the evolved partner’s journey.

Comprehensive channel strategies are based on the needs of partners throughout their relationship with the supplier. Defining and depicting the partner’s journey from the partner’s perspective is a critical component of a comprehensive channel strategy. Understanding and mapping the partner’s journey is fundamental to other areas of channel success (e.g. partner recruitment, partner enablement, partner engagement, partner incentives partner experience, partner demand generation etc.).

B-to-b suppliers use channel incentives to support and accelerate their partners throughout their journey. In order to select the best incentives for motivating partners, channel leaders must consider the needs of relevant partner types and the key decisions they make during each phase of the evolved partner’s journey.

In this session, learn about the seven phases of the SiriusDecisions Evolved Partner’s Journey, a framework that guides suppliers in building their knowledge of the partner’s viewpoint to enable ongoing partner engagement, commitment and loyalty. And receive key considerations and strategies for deploying channel incentives during each partner’s journey phase to accelerate that journey.

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