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Yes, A Deal Registration Incentive Promotion Really Works

Here is a very, very quick case study showing the results of an early deal registration program. We looked at the sales cycle all the way from enablement into post-sales, starting with lead follow up on the pre-sales, deal registration, appointments setting, proof of concepts.

 

This is the impact of doing an early opportunity registration promotion as opposed to doing a closed deal registration promotion. Closed deal registration promotions are what everybody does. They pay an incentive when a deal closes. What I'm suggesting is that we do something different during that specific sales cycle length.

 

What I'm suggesting is that we take part of the incentive that you're already paying when you close a deal, and in this case this individual vendor was paying 3%. What we did is we took half a point and moved it to deal registration. Yes, we were providing $150 to partner sales reps and sales engineers for simply registering a deal. Now we pay the incentive, the $150, when that registered deal was approved and that is approved by the partner’s CAMS and PAMs. So, when that deal was registered closed, we paid the other two and a half point, the other $750. So, what did this case study reveal?

 

Well, what it revealed was that from a current state of 240 deals per month with a closing ratio of 50% that partner in vendor ecosystem was able to close 120 deals per month on an average 30,000, they were generating 3.6 million. The future state—simply by applying a behavior-based incentive on early opportunity registration—doubled the number of real deals register within two quarters and keeping the same closing ratio, doubled the number of deals closing, generating an additional $3.6 million in revenue a month.

 

Let me tell you, the cost of this promotion was barely 5% of the incremental $3.6 million. That is a clear example of the impact of behavior-based incentives.

About the Author

Claudio Ayub

Chief Strategy Officer Claudio Ayub brings over 20 years of global channel marketing experience to Perks.He has executed major go-to-market programs for a variety of vendors, including Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.

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