The channel continues in a state of flux on its long transition toward embracing everything Cloud. During this time of business model transformation, incentive and loyalty marketers must lend a helping hand to partners.When innovation was linearly paced, the channel ecosystem was effective. However, as the pace of change from disruptive technologies increases, traditional notions of a channel ecosystem need to be redefined.
Enter Channel Marketing…
The evolution of the buyer’s journey is leading to enormous change in the channel, and marketing now owns a much larger piece of the lead-to-revenue cycle. Why? Third platform technologies are driving a whole range of behavioral alterations between vendors, partners and end-customers-especially when dealing with how end-customers obtain information and purchase products.
The new paradigm: A Marketplace
With that said, how wonderful would it be for you, the channel marketer to have immediate visibility to program ROI? And just how pleased would your partners be to know that they no longer need to wait months to get paid and that they have easy access to campaigns with a proven track record?
Marketplaces brings immediate ROI into how and where money is spent. In a traditional MDF/Co-Op model, partners choose any agency they want to work with and spend MDF/Co-Op money as they like, across various marketing mediums.
Prepare for Shifting Business Models
Overall, channel marketers will have to consider these shifting business models when designing and structuring their incentive and loyalty programs for a recurring revenue model where engagement is up.
It is all because there is a better way to engage with partners.
About the Author
Deb Broderson comes to Perks with 30 years of diverse experience leading channel marketing, marketing operations and program management teams within the technology industry. Deb has provided strategic direction to Fortune 500 clients, developed and executed global, multi-channel, go-to-market strategies and created worldwide field marketing organizations. Deb has worked on both the agency and client-side of the business, providing a well-rounded perspective to client challenges. Deb was honored as one of the Top 50 Channel Chiefs in North America by CRN.More Content by Deb Broderson