It’s Time to Flip the Channel: Why Traditional MDF is Failing

June 19, 2015 Claudio Ayub

It's Time to Flip ChannelWhat happens when the show you’ve been binge watching on Netflix since New Year finally ends? No more seasons, and you’re wondering what to do with all of this extra time. Well, you’re due for a switch up. It’s time to watch a bigger and better series, something that will add more value or stimulus to your daily routine. How about Mysteries at the Museum, or a documentary?

The channel partner landscape is evolving

Just like your taste in television programs, the channel partner incentives landscape is ever evolving, becoming more and more refined. Just recently, there has been a rising importance of incentive and loyalty marketers in the journey toward increased channel partner engagement and ROI. In fact, the channel is now in transition- embracing everything cloud as the pace of change from disruptive technologies increases. Given this new trend, traditional notions of a channel ecosystem are being redefined.

Personally, I believe transformative times require transformative change. The term slippery slope comes to mind when hearing about companies who attempt to fund partner marketing with traditional MDF/Co-Op approaches and tools. The transition to the Cloud has severely impacted partner profitability, so long reimbursement periods are not an option for SMB partners, and it’s more important than ever to cater to partners while still keeping the end goal in mind. Ultimately, the focus should always be on business success and ROI.

As third platform technologies drive end-customer buying behaviors, partners should be empowered with a fresh new approach to partner-led marketing, or risk becoming irrelevant. For pointers in creating the most efficient, effective, and engaging channel incentive program possible via the use of smart channel marketing packages, contact Perks l Channel today or download our latest eBook: It’s Time to Flip the Channel.

 

 

 

About the Author

Claudio Ayub

Chief Strategy Officer Claudio brings over 20 years of global channel marketing experience to Perks. He is a loyalty marketing expert with broad knowledge in strategy development, market management and channel sales planning, who has developed and executed major go-to-market programs for a variety of vendors, including AMD, Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.Claudio is a management strategist with cross-functional expertise in business, finance, sales and marketing, strategic planning, and customer relationship management; an area he has excelled at by executing complex CRM implementations, customizations, and business process re-engineering for CRM applications. He keeps current with changes in technology and is passionate about the business implications of new technology. Claudio is an avid social media user and early adopter of social CRM.

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