Insight and Best Practices for Motivating Your Channel
CCI provides the channel expertise and technology top companies need to create and manage global incentive programs that motivate their partners, simplify channel management, and significantly impact their bottom line. CCI helps many of the most successful companies in the world - including Autodesk, Avaya, Brocade, Emerson, Blue Coat, Motorola, Siemens, Sony, Verizon, Xerox and more – turn their channel programs into a key competitive advantage. Founded in 1983, CCI is based in the San Francisco Bay Area, with sales and client management offices worldwide.
As 2017 gets moving, the incentive world seems to be changing daily. The new buyer’s journey, digital marketing, social media ROI, cloud-based partners, digital body language, new specialized channels – the channel world is in flux. The one thing that has not changed is the need for growth. And love it or hate it, MDF and partner enablement still play a significant role in these efforts.
A little back to basics, along with a good measure of the latest trends seems like a good place to start the year. While the core elements of a successful MDF program haven’t changed much, the increasingly dynamic context in which they are viewed and the rapidly changing landscape of the buyer’s and seller’s journey make it necessary to continue to dig deep into the details of each step of even the most historically successful program.
One thing everyone can agree on is that the “new buyer’s journey” is changing how customers buy everything from cars to firewalls. The traditional roles of sales and marketing are changing like never before. Add the complexity of selling through an indirect channel and things can start to feel pretty complicated. The good news is that there are practical approaches that help align channel marketing and sales to help smooth these seemingly troubled waters.
In this webinar, led by Kathy Contreras of SiriusDecisions, we will catch you up on the ever changing universe of channel incentives. Starting with MDF programs, we’ll identify the key challenges and highlight success criteria of traditional incentives. From there, we’ll delve into why it’s not just necessary, but imperative, that your incentive programs evolve beyond historical funding programs to the “new world” of channel incentives.
A review of MDF fundamentals, packaged around the most relevant industry trends that we see driving the necessary adjustments for success. While the core elements of a successful MDF program haven’t changed much, the ever dynamic context in which they are viewed and the rapidly changing landscape of the buyer’s and seller’s journey make it necessary to continue to vet the details of each step of even the most historically successful program.
In today’s rapid-fire market, the time has come for everyone in the channel to embrace digital marketing or suffer the consequences. It is no longer a question of whether or not to engage, but rather to what degree and how to execute. Tune in as Heather K. Margolis of Channel Maven Consulting and Steven Kellam of CCI lead a strategic discussion and offer real-world recommendations on how to drive partner engagement and success through digital marketing.
CCI’s SVP of Sales and Marketing Steven Kellam was joined by PartnerPath’s CEO Diane Krakora to present the 2015 Channel Incentive Benchmark Study. They delved into the results of the study and its relevancy to channel vendor programs in the software, hardware, and telecommunications industries.
Getting the funds you need to run and grow a channel organization can be a struggle. Often channel teams are the key path to much or all of a company’s revenue, yet are often woefully underfunded. You may a superstar at partner marketing or sales strategy, but why do you often hear ‘no’ in trying to fund what you know you need to be successful?
The good news is you don’t need to be a financial or legal expert to run and grow a program. But you do need to understand what to pay attention to, and how to measure it, and how to talk about it with the rest of the company.
The one constant in the channel is that it’s always changing. Being in the channel space for over 30 years, we’ve seen many programs evolve and grow with time. But just as often we’ve seen programs fail to keep up with technology and their business realities. Discover which channel practices are becoming obsolete and learn what you need to do to adapt and succeed.