The document discusses the role of incentives in channel transformation, highlighting the importance of understanding buyer behavior and aligning marketing strategies to meet partner needs. Key speakers, including Maria Chien and Lisa Penn, share insights on implementing effective channel marketing initiatives that drive engagement and performance. It emphasizes the need for modernizing channel incentive programs to address changing buyer journeys and emerging partner types, ultimately aiming to enhance partner relations and achieve strategic growth objectives.

1. September 26, 2018
CHANNEL TRANSFORMATION ROLE OF INCENTIVES

2. AGENDA
+ Speaker Introductions
+ The Channel Transformation Challenge
+ Role of Channel Incentives
+ Core Incentive Planning Components
+ Q & A

3. Hello – A Brief Introduction of Your Presenters
Maria Chien
Service Director,
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
the channel.
Lisa Penn
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 Kellam
Vice President,
Global Alliances
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.

4. © 2018 SiriusDecisions. All Rights Reserved
The Reality in B-to-B Buyer Behavior
The need for sales and marketing transformation

5. SiriusPerspective:
@siriusdecisions 5 © 2018 SiriusDecisions. All Rights Reserved
The Primary Driver: Buyer Behavior
Organizations need to understand how buyers are likely to behave, and then how
buyers actually respond to your organization’s offerings and tactics.
Loosening of
the Status Quo
Committing to
Change
Exploring
Possible
Solutions
Committing to
a Solution
Justifying the
Decision
Making the
Selection
1. 2. 3. 4. 5. 6.
SolutionEducation Vendor Selection

6. SiriusPerspective:
6 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
The Digital Imperative: The Reality of Buyer Behavior
Information gathering and other activity via digital channels is consistent throughout
the buying process.
66% 67% 66%
34% 33% 34%
Early Mid Late
Buyer Interaction Pattern
Online Offline

7. SiriusPerspective:
7 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Top Business Challenges for Sales and Partners Today
Many of these challenges can be addressed through buyer-centric enablement and
demand programs that focus on competency gaps.
72%
Inability to connect offerings
to buyer needs and
challenges
69%
Inability to differentiate
offerings from competition
or status quo
65%
Poor content quality or
inaccessibility
Source: SiriusDecisions Command Center™

8. SiriusPerspective:
8 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
The SiriusDecisions B-to-B Buying Decision Process Framework
Decision making is a cognitive process defined by psychologists as the selection of a
course of action from multiple alternatives.
Education SelectionSolution
Period of Status Quo
The buying entity is
not a current client
of any provider
Period of Customer
Experience
The buying entity is a
current client
Period of Competitor
Experience
The buying entity is
a current client of a
competitor
Decision is
made that
there is a
reason for
change
Why? Decision
is made
on the
approach
on how to
change
Decision is
made on the
vendor of
choice
How? Who?

9. SiriusPerspective:
9 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
What Content Asset Types Are Most Valuable to Buyers?
Content asset type is the receptacle for sharing information with a buyer to progress
the journey to purchase.
Analyst Report
32%
Sales Presentation
27%
Case Study
23%
Published Article
21%
Interactive Brochure
21%
Most Popular Content Asset Types
Source: 2017 Buying Study
Static Brochure
Promotional Video
16% (tie)

10. 10 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Aligning Content to Buying Cycle Stages
Loosening of
the Status
Quo
Committing
to Change
Exploring
Possible
Solutions
Committing to
a Solution
Justifying the
Decision
Making the
Selection
1. 2. 3. 4. 5. 6.
SolutionEducation Vendor Selection
We might have a
problem, or we are
conceiving a vision.
• Virtual Events
• Social Media
• Trade Shows
• White Papers
• Blogs
Thought
Leadership
• Web Site/SEO
• Webcasts
• Self-Guided
Demos
• Product
Collateral
We understand the
problem and how it
connects to our
business.
Your solution
applies to
our need.
• Sales
Presentations
• Webcasts
• Live Events
• Case Studies
• Internal Blogs
Your solution will
have the greatest
impact on our
business.
• Trials
• Proofs of
Concept
• Competitive
Tools
• SME Access
The business case
is justified
internally.
• ROI Tools
• TCO Tools
• Business Case
• Financial
Presentation
• Live Events
We are confident
on moving
forward.
• Executive
Briefings
• Analyst Reports
• Customer
References
Solution Category
Knowledge
Value
Story
Solution
Differentiation
Financial
Justification
Decision
Validation

11. © 2018 SiriusDecisions. All Rights Reserved
The Evolution of Channel Incentive Programs
Don’t take a one-size-fits-all approach – consider partner types, business
models and personas

12. SiriusPerspective:
12 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Channel Incentives in the Rearview Mirror
Past performance is not an indicator of future growth – suppliers must look beyond
sales rewards and develop incentives that drive future performance.

13. SiriusPerspective:
@siriusdecisions 13 © 2018 SiriusDecisions. All Rights Reserved
Why Channel Incentives Are Important
Channel incentives keep the partner ecosystem engaged and motivated to drive
demand and sell the organization’s offerings.
• Recognize and reward partner
contribution and performance
• Enhance partner experience
• Strengthen partner relationships and
increase loyalty
• Establish and maintain partner
mindshare
• Drive desired partner behavior

14. SiriusPerspective:
14 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Aligning Incentives to Fuel Performance
What growth goal
are you are trying
to achieve?
Growth
G
Type
What partner types
are you trying to
influence?
T
Persona
What partner
personas would
you like to target?
P
Behavior
What behavior
would you like
to see?
B
Channel leaders should start by identifying overarching goals, then apply incentives
based on the behaviors they want specific partner types to follow.

15. WHICH MACRO TREND HAS HAD THE
BIGGEST IMPACT ON YOUR CHANNEL?
A.
Emergence of New
Partner Types
B.
Change in Buyer’s
Journey
C.
Born-in-the-Clouds
Resellers
D.
Other

16. 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
executed
Many partner programs have
not been transformed or
adapted to expanded routes to
market or to consolidate
disjointed programs
Suppliers must modernize
programs and incorporate
best practices
Best-in-class b2b
organizations struggle to
establish channel partner
programs that can support
their channel strategy and
growth objectives
PROGRAM GROWTH
ALIGNMENT
LACK OF PROGAM
TRANSFORMATION
ALIGNMENT TO BUYER’S
JOURNEY
INCENTIVE
EFFECTIVENESS
NEW INCENTIVE
METHODS

17. WHICH CHANNEL TRANSFORMATION
CHALLENGE IS MOST IMPORTANT TO YOU?
A.
Program Growth
Alignment
B.
Lack of Program
Transformation
C.
Alignment to the New
Buyer’s Journey
D.
Incentive
Effectiveness
E.
New Incentive
Methods

18. Incentives Decision Matrix
Planning, Implementation & Program Management
Presented by Lisa Penn

19. 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
behavior?
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
funding?
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
pilot)
OBJECTIVES
Are there partner behaviours
you need to drive? Do they
differ by partner type? By
location? By certification level?
DECISION MATRIX

20. Program Requirements
Identify Implementation Guidelines for Your Company
TAX & COUNTRY
GAME RULES
CORPORATE
COMPLIANCE
RULES OF
ENAGEMENT
PILOT, LAUNCH &
COMMUNICATE
REGIONAL &
LOCAL LT
SPONSORSHIP
Define ownership for
the management of
tax & country game/
program guidelines
Corporate compliance
is required; it may define
program parameters,
lengths and award
amounts
Define owners for overall
program management,
program development,
comms and
reconciliation
Sponsorship from your
regional leadership is
required to secure
approval, drive
adoption and establish
goals & targets
When working with
incentive programs,
proper timely
documentation is
mandatory
PLANNING & IMPLEMENTATION GUIDELINES

21. Ongoing Focus is Required
Program Management Ensures Program Longevity
PROGRAM MANAGEMENT
STAKEHOLDER MANAGEMENT
SALES MARKETING PRODUCT ENABLE SALES SALES SALESMARKETING
DESIGN DESIGN DESIGN DESIGN DESIGN DESIGN DESIGN DESIGN
DEVELOP
LAUNCH
DEVELOP
LAUNCH
DEVELOP
LAUNCH
DEVELOP
LAUNCH
DEVELOP
LAUNCH
DEVELOP
LAUNCH
DEVELOP
LAUNCH
DEVELOP
LAUNCH
BUSINESS NEED
Understand your business and how the program
supports current and future strategic efforts.
Expand use to grow program ‘stickiness’.
SPONSORSHIP
Update your executive stakeholders on a regular
cadence. Report results and highlight successes
to a broad base of stakeholders.
FUNDING
Ensure your programs are integrated into annual
planning processes. Position incentives for critical
efforts requiring behavioral transformation.

22. HOW IMPORTANT ARE INCENTIVES
TO DRIVING CHANNEL TRANSFORMATION?
Very Important Important So-So Less Important Not Important

23. CONCLUSION

24. Core Incentive Planning Components
What are you trying
to achieve?
Which channel segments
are you targeting?
What the best incentive for
the persona & behavior?
What behavior needs to
be influence?
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.

25. QUESTIONS?
WE HAVE ANSWERS.