Global channel sales teams face an increasingly complex challenge: keeping up with a rapidly expanding channel go-to-market (GTM) ecosystem.
As new technologies, markets, and sales strategies emerge, the traditional methods of engaging and motivating channel partners may no longer be enough. This expansion of partner networks—ranging from VARs (Value-Added Resellers) and MSPs (Managed Service Providers) to cloud solution providers—has made it harder for sales teams to maintain strong relationships and ensure alignment with brand goals.
Read below to see how channel sales teams are struggling with this growing ecosystem and how channel engagement and incentive programs can help drive engagement, boost sales, and create positive brand experiences with partner reps.
The Growing Complexity of the Channel Ecosystem
The channel sales landscape has evolved significantly over the past few years. What used to be a straightforward network of partners and resellers has now transformed into a highly diversified and specialized ecosystem. This includes:
• New Partner Types: The rise of cloud, SaaS, IoT solutions and expanded paths to customer has brought new types of partners into the fold, such as systems integrators, cloud service providers, hyper-scalers, influencers and marketplaces.
• Geographic Expansion: Many organizations are expanding into new geographic regions, adding further complexity to managing a global partner network.
• Specialized Solutions: Partners are increasingly offering niche solutions tailored to specific industries or customer needs, requiring channel teams to manage a broader set of expertise and support systems.
For global channel sales teams, this expansion can feel overwhelming. Keeping track of all the moving pieces—engaging the right partner reps, providing consistent support, and driving partner loyalty—is no easy feat. As the number of partners and the diversity of offerings grow, teams are stretched thin, struggling to provide the level of attention each partner needs.
Why Channel Engagement is Crucial
Without strong engagement, channel partners can easily feel neglected or disconnected from the brand. They may struggle to stay motivated, and their ability to deliver the best possible sales outcomes can diminish over time. Channel engagement ensures that partners:
• Feel Valued: Engaged partners are more likely to feel valued by the brands they work with, fostering loyalty.
• Stay Informed: Active engagement keeps partners up to date on the latest products, services, and strategies, improving their ability to sell effectively.
• Align with Brand Goals: Engaged partners are more likely to stay aligned with a brand’s vision and messaging, delivering a more consistent experience to customers.
So, how do global channel teams overcome the hurdles of managing an increasingly complex ecosystem? This is where a well-structured and managed channel engagement and incentive program can make all the difference.
How Channel Incentive Programs Can Create Coverage To Drive Engagement
A well-executed and strategically designed channel incentive program doesn’t just reward sales—it drives engagement across the ecosystem by keeping partners motivated and invested in their relationship with the brand. Here's how:
1. Serves A Positive Brand Touchpoint
Not all partners or their sales teams need one-on-one interaction to meet business goals. While the top 20% of partners drive 80% of sales and require more hands-on support, the long tail of the channel typically seeks access to relevant information, recognition for their efforts, and responsive support when needed. An easy-to-use channel incentive program, supported by a dedicated support center, relevant communication, and timely payouts, can effectively meet these needs, save channel resources and drive incremental results.
Why it Works: This model is effective because it offers a centralized, always-available point of contact where partners can track incentive earnings, learn how to boost sales, and access knowledge to close deals faster. In a world where self-service is preferred, it allows them to engage with the brand at their convenience, driving productivity and success. Plus, having a dedicated program support team ensures confidence that they can get help when needed.
2. Consistent Learning and Development
It is mathematically impossible for Channel teams to train everyone, so a Channel Program is an effective low-cost way to share knowledge on both product and sales skills on an ongoing basis, plus incentivize it. Knowledge is power when it comes to sales success, and partners that feel empowered with the right training and certifications are more likely to succeed. Offering rewards for completing training modules, attending webinars, or earning product certifications. This not only incentivizes reps to become more skilled at selling your products but also strengthens their loyalty to your brand.
Why it Works: Offering learning-based rewards shows that you are invested in their long-term growth. It builds a more competent partner rep force that is more capable of effectively selling your products, and the reps feel more confident and connected to your brand. By using your program platform, the reps are already familiar and engaged because of the sales incentives you offer. Also, they can access it at their convenience, and no one misses out because they were on vacation, closing a deal or not yet hired.
3. Measuring and Rewarding Engagement & Advocacy
A strong engagement program recognizes and rewards partner reps not only for hitting sales targets but also for showing consistent engagement with your brand. This might include attending training courses, participating in marketing campaigns, submitting success stories or sharing feedback on products and services. By tying rewards to engagement, you incentivize partner reps to stay involved, even between big sales pushes.
On the flip side, it eliminates the guess work on a partner’s engagement, right down to the rep, so that advocacy can be rewarded, or disengagement can be caught quickly and corrected.
Why it Works: A Channel Sales Incentive Program helps vendors with limited channel coverage teams engage partners by offering self-service tools for partners to track rewards, access training, and receive support. It fosters motivation and loyalty through personalized incentives, timely payouts, and gamified experiences, all while reducing the need for hands-on management and maximizing the vendor’s reach and partner success. Partners no longer feel neglected by a limited vendor team, receive ongoing brand engagement and are formally rewarded for their advocacy.
Conclusion: The Power of Engagement and Incentives
As global channel sales teams navigate an increasingly complex ecosystem, engagement and incentives are key tools for driving partner performance, loyalty, and satisfaction. By offering a comprehensive well-managed Channel Engagement and Incentive Program, brands can build deeper connections with even their longtail partner reps, ensuring that they feel motivated and appreciated.
When channel partners feel connected and engaged, they’re more likely to put in the extra effort to represent your brand well, driving not only higher sales but also positive brand experiences for end customers. In this ever-evolving landscape, keeping your channel partners motivated and aligned with your brand through strategic incentive programs is more important than ever.
By leveraging these engagement tactics and incentives, your global channel sales teams can effectively overcome the challenges of limited channel resources in an ever-expanding GTM ecosystem to unlock new levels of success.
About ChannelAssist
For over 25 years, ChannelAssist has helped organizations drive billions in revenue by optimizing indirect channel sales rep engagement with our end-to-end development and management of channel incentive programs.
ChannelAssist is a channel-focused engagement, incentive innovator, and customer-obsessed team behind industry-leading companies. Book a Demo to learn more!
