As the channel ecosystem adapts to digital transformation, vendors are acknowledging that the incentives they used in the past are not guaranteed to support future growth strategies. The digitally-connected buyer, expanded routes to market, and the advancement of recurring revenue models have ushered in a new era. To succeed, vendors must motivate behaviors that contribute to the pipeline and not just the closed sale. In addition to recognizing a job well done, incentives should deepen the partner’s skills to increase sales and market share.
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