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.
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.
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
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
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.