How do you go about designing effective incentive programs that incorporate best practices, achieve transformational goals and positively impact channel behavior? At our recent webinar, Channel Transformation: Influencing Behavior with Incentives, presenters, Maria Chien, Service Director, Channel Marketing Strategies @SiriusDecisions, Lisa Penn, Chief of Staff, Global Partner Marketing @SAP, and Steve Kellam, VP of Global Alliances @360insights outline key tactics on how to do this.
September 26, 2018
CHANNEL TRANSFORMATION ROLE OF INCENTIVES
+ Speaker Introductions
+ The Channel Transformation Challenge
+ Role of Channel Incentives
+ Core Incentive Planning Components
+ Q & A
Hello – A Brief Introduction of Your Presenters
Channel Marketing Strategies
Maria is an industry thought leader in b-to-b channels with more than 20 years of
experience defining and implementing marketing and channel strategy. She is
experienced in a variety of disciplines including channel marketing, channel
readiness, partner enablement, partner program design and field marketing, and has
expertise in leading and executing innovative go-to-market strategies to and through
Chief of Staff
Global Partner Marketing
Lisa brings over 20 years as an executive leader responsible for the development and
execution of business-critical channel initiatives driving innovation and best practice
across the global SAP partner eco system. She specializes in change management,
channel marketing & sales, business operations and results-based management.
Steven is Vice President of Global Alliances at 360insights. Steven has decades of
experience and is a respected leader in channel incentives and marketing and has a
comprehensive end-to-end understanding of what it takes for brands to succeed
selling through complex sales channels.
WHICH MACRO TREND HAS HAD THE
BIGGEST IMPACT ON YOUR CHANNEL?
Emergence of New
Change in Buyer’s
Key Channel Transformation Challenges
Insights about how buyers
want to purchase b2b
offerings are essential for
driving growth and go-to-
market strategies aligned to
the buyer’s journey
Suppliers continue to struggle to
apply incentives, resulting in a
lack of effectiveness and ROI
Incentives often focus on past
performance, rather than on
influencing future behavior
Changing factors – such as
new routes to market,
emerging partner types and
new technology offerings –
are altering the way
incentives are created and
Many partner programs have
not been transformed or
adapted to expanded routes to
market or to consolidate
Suppliers must modernize
programs and incorporate
organizations struggle to
establish channel partner
programs that can support
their channel strategy and
LACK OF PROGAM
ALIGNMENT TO BUYER’S
WHICH CHANNEL TRANSFORMATION
CHALLENGE IS MOST IMPORTANT TO YOU?
Lack of Program
Alignment to the New
Incentives Decision Matrix
Planning, Implementation & Program Management
Presented by Lisa Penn
Positioning an incentive program
Planning the Right Incentive Program for Your Company
ALIGNMENT EXISTING EFFORTS
FUNDINGS EXECUTIVE SPONSORS TIMELINE
Do you have critical KPIs that
would benefit from an incentive
to drive awareness and
Are your stakeholders (regional
or global) currently delivering
incentives? Best practice?
Extend & enhance?
Can you secure budget to fund
the start up, the maintenance
and the programs? Can the
region, product teams, sales or
marketing teams share
Every program that is partner
facing and requires budget,
MUST have an executive
sponsor. This leader often owns
the budget for the program.
What is the best time to launch
the program? New product
launch? Annual Kickoff?
Digital marketing enablement
End of quarter? (consider a
Are there partner behaviours
you need to drive? Do they
differ by partner type? By
location? By certification level?
Identify Implementation Guidelines for Your Company
TAX & COUNTRY
PILOT, LAUNCH &
Define ownership for
the management of
tax & country game/
is required; it may define
lengths and award
Define owners for overall
Sponsorship from your
regional leadership is
required to secure
adoption and establish
goals & targets
When working with
PLANNING & IMPLEMENTATION GUIDELINES
Ongoing Focus is Required
Program Management Ensures Program Longevity
SALES MARKETING PRODUCT ENABLE SALES SALES SALESMARKETING
DESIGN DESIGN DESIGN DESIGN DESIGN DESIGN DESIGN DESIGN
Understand your business and how the program
supports current and future strategic efforts.
Expand use to grow program ‘stickiness’.
Update your executive stakeholders on a regular
cadence. Report results and highlight successes
to a broad base of stakeholders.
Ensure your programs are integrated into annual
planning processes. Position incentives for critical
efforts requiring behavioral transformation.
HOW IMPORTANT ARE INCENTIVES
TO DRIVING CHANNEL TRANSFORMATION?
Very Important Important So-So Less Important Not Important
Core Incentive Planning Components
What are you trying
Which channel segments
are you targeting?
What the best incentive for
the persona & behavior?
What behavior needs to
GOALS PARTNERS INCENTIVEBEHAVIORS
Incentive Planning starts with a clear goal, a target audience and behavior, and a
program designed to achieve the goal through behavioral change.