B2B Channel Incentive Benchmark Study

2012 Channel Incentive
Benchmark Study
Steven Kellam, Vice President of Sales and Marketing
Do Vendors Really Understand What Partners Want?
A Comparison of Vendor and Partner Attitudes Towards Incentive Programs

Why We Understand
Channel Incentive Programs

www.channelmanagement.com
info@channelmanagement.com
Complete Incentive Solutions
Professional Services
At Every Step
 Program Design
 Program Development
 Program Evolution
Highly Configurable
SaaS Application
 ROI Metrics
 Multi-currency/lingual
 Fund allocation
 New fund set up
 Approval workflows
 Partner and Activity –
add, deletes, changes
 Email alerts
Program Management
 Available follow-the-sun
support
 Claim administration
 Payments
 Program administration

Comprehensive Solution Set
Distributor Reseller Sales Reps Consumer
Co-op/MDF
Streamline management of joint marketing programs  
Marketing Planner
Plan marketing programs, forecast and measure ROI  
SPIF
Run short- and long-term incentive programs    
Sales Performance Rewards
Reward channel partners for attaining sales goals  
Trade-In Rewards
Manage incentive programs requiring physical return of goods  
Opportunity Management
Deal Registration, Lead Management, Referral Rewards and Special Pricing   

Baseline Definitions
Co-op Programs
• Marketing allowances are accrued as a percentage of past sales
• Guidelines are well defined, with comprehensive proof-of-performance
requirements
• May require minimal pre-approval requirements fostering ease-of-use
• Lend themselves to expense accounting
MDF Programs
• Discretionary funds, not ‘owned’ by partners
• The available funds are often not announced in advance, but are
negotiated to achieve specific goals
• Often require less complete proof-of-performance documentation than
traditional Co-op programs, and pre-approval is required
• Lend themselves to contra-revenue accounting

Survey Focus
• Perceived effectiveness across a variety of program types
o Including gap in vendor/partner perceptions
• Deeper insight into MDF and Co-op practices
o Overall
o Inclusion of social media and Integrations
• Areas of focus from 2012 (incentive programs and more)
o Pain points in 2012
o Key initiatives for 2013

7250 Redwood Blvd. Suite 214
Novato, CA 94945
Phone 415.427.5100
• Co-op/MDF/BDF
• Sales Rebates – stretch goals
• SPIF and Loyalty Programs
• Deal Registration
• Referral Rewards
• Trade-In Programs
• End User
Incentive Programs Questions Included

Methodology
• Quantitative, multiple-choice questionnaire
• Where possible, many questions were “mirror image” to compare
perceptions between vendor/partner audiences
• Focus on B2B Technology
o Hardware
o Software
o Office Automation
o Telecommunications (hardware and services)
• Results are indicative of trends and attitudes

Survey Purpose
• Share
• Think
• Ask questions
• Do things better

Survey Conclusion: Rainbows and Unicorns?

Responder Profile: Manufacturer/Vendor Responses
Profile: Manufacturers/Vendors
• 64% Channel sales and marketing positions
• Primary regional scope: North America, Global
• Sell a majority (80%+) of their products through the
channel

2012 2010
North America 34.2% 46.4%
Global 36.0% 37.1%
Europe/Middle
East/Africa (EMEA)
14.4% 10.3%
Japan/Asia
Pacific/India
11.7% 4.1%
Latin America 3.6% 2.1%
Responders were split between North America and global positions.
Global
36%
North America
34%
Europe/Middle
East/Africa (EMEA)
14%
Japan/Asia
Pacific/India
12%
Latin America
4%
What is the regional scope of your responsibilities?
Trend Alert:
APAC
becoming
more
strategic for
growth

Audience Participation
In regard to program funding models, which
selection best represents discretionary funding
spend vs. accrual?
a) 21%
b) 31%
c) 44%

44%
31%
22%
3%
What best describes your program funding model(s)?
Discretionary
Accrual per partner
Contractually committed
Other (please specify)
Discretionary funding almost 50%
Trend Alert:
Movement to
MDF (Market
Development
Funds)

0% 10% 20% 30% 40% 50% 60% 70%
OEM and Alliance Partners
Influencer/Referral Partners
Newer partners with a growth sales trajectory
Well established partners with a track record of sales
With what type of partner is the largest percentage of your partner marketing budget
(marketing with and marketing through) being spent?
Actions around established partners, conversations around growth partners.

Profile: Partners
Trend Alert:
While
majority of
partner
responders
considered
themselves
“VARs,”
managed
services
providers
represent
growth
trend
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
OEM
Hosting/Infrastructure Provider
Direct Marketer
Consultant
Independent Software Vendor
Systems Integrator
Retailer
Managed Services Provider
Distribution
VAR
Which of the following categorizes your organization?

Profile: Partners
0% 5% 10% 15% 20% 25% 30% 35% 40%
$3.0-$8.0 Million
$8.0-$20 Million
< $1.0 Million
$1.0-$3.0 Million
> $20.0 Million
What is the approximate annual sales volume of your organization?
Nice mix – while largest partners are a big group, majority still in $1M to $20M.

What percentage best represents partners
with 15+ vendors?
a) 14%
b) 26%
c) 43%

Profile: Partners
More than 15
39%
9-15
21%
4-8
26%
1-3
14%
Approximately how many Vendors do you work with as an Authorized Reseller?
In most cases – you are not alone.

Conclusions: Profile
• Vendors
o Many moving to discretionary
spending
o Some even leaving Co-Op behind
• Partners
o Partners continue to work with
many, many vendors

Program Usage: Manufacturers/Vendors
2012 2010
0-10% 42.6% 39.8%
11-20% 26.7% 20.5%
21-30% 10.9% 12.5%
31-40% 6.9% 12.5%
41-50% 3.0% 8.0%
More than 50% 9.9% 6.8%
More than 69% of the responders spend less than 20% of budget on
incentive programs.
0-10%
42%
11-20%
27%
21-30%
11%
More than 50%
10% 31-40%
7%
41-50%
3%
Which figure best represents your entire investment in channel
incentive and reward programs as a percentage of your entire
channel/partner budget?
Trend Alert:
Many
Vendors have
to do more
with less

Sales and Marketing Training for Channel Partners 55.7%
Joint Marketing Planning/Joint Business Planning 50.5%
Co-op/MDF 46.4%
Technical Training 44.3%
Opportunity Registration/Management Programs 32.0%
Lead management to channel partners 25.8%
Volume Rebate Programs 19.6%
Partner Sales Rep-targeted SPIF Programs 18.6%
Provisioning/Pricing/Customer Quote Tools 16.5%
Marketing Resource Center 14.4%
Referral Reward Programs 7.2%
In the context of all program types, incentive programs at large fall just behind
sales and marketing training in importance.
Referral Reward Programs
Marketing Resource Center
Provisioning/Pricing/Customer Quote…
Partner Sales Rep-targeted SPIF…
Volume Rebate Programs
Lead Management to Channel Partners
Opportunity Registration/Management…
Technical Training for Channel Partners
Co-op/Marketing Development Funds
Joint Marketing Planning/Joint Business…
Sales and Marketing Training for…
Select the MOST important programs that are critical to
achieving channel program success?

Program Usage: Partners
Co-op/MDF 55.6%
Deal Reg./Opportunity Management 48.6%
Technical Training 36.1%
Sales and Marketing Training 36.1%
Volume Rebates 36.1%
Receiving leads from vendors 29.2%
Vendor-sponsored SPIF Programs 27.8%
Joint Marketing Planning/Joint Business
Planning
12.5%
Referral Rewards Programs 12.5%
Provisioning/pricing/customer quote tools 8.3%
Partners feel that incentive programs are more important than sales & marketing training
with Co-op/MDF and deal registration/opportunity management programs leading.
0% 10% 20% 30% 40% 50% 60%
Provisioning/pricing/customer quote tools
Vendor-Sponsored SPIF Programs
Receiving leads from vendors
Volume Rebates
Sales and Marketing Training
Technical Training
Deal Registration/Opportunity Management…
Select the three (3) vendor-provided programs that contribute
the MOST to your success?

Referral Reward Programs 40.0%
Provisioning/Pricing/Customer Quote Tools 37.9%
Partner Sales Rep-targeted SPIF Programs 29.5%
Volume Rebate Programs 28.4%
Opportunity Registration/Management Programs 14.7%
Co-op/MDF 13.7%
Technical Training for Channel Partners 12.6%
Lead Management to Channel Partners 11.6%
Sales and Marketing Training 7.4%
Joint Marketing Planning/Joint Business Planning 5.3%
Vendors see minimal results from referral programs.
Sales and Marketing Training for Channel…
Lead Management to Channel Partners
Technical Training for Channel Partners
Opportunity Registration/Management…
Volume Rebate Programs
Partner Sales Rep-targeted SPIF Programs
Provisioning/Pricing/Customer Quote Tools
Select the LEAST important programs that are critical to
achieving channel program success?
Trend Alert:
Seeing
Referral
going by the
wayside at
major players

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Technical Training
Deal Registration/Opportunity Management Programs
Vendor-Sponsored SPIF Programs
Sales and Marketing Training
Volume Rebates
Receiving leads from vendors
Joint Marketing Planning/Joint Business Planning
Provisioning/pricing/customer quote tools
Select the three (3) vendor-provided programs that
contribute the LEAST to your success
Referral Rewards programs were ranked the LEAST effective vendor-provided tool,
followed closely by provisioning/ pricing/ customer quote tools and marketing
resource center.

Sales readiness and analytics are key.
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Cumbersome or slow partner payment and reimbursement processes (for…
Managing channel conflict (between partners)
Managing channel conflict (between channel and direct sales)
How to engage with/leverage influencers
Complex or cumbersome processes
Help partners migrate to new business models (cloud)
Ineffective sales and marketing capabilities from channel partners
Poor channel communication/interaction
Improve alignment of business goals and investments with partner…
Poor analytics tracking ROI for channel programs
Sales and marketing readiness from channel partners
What are the major issues that currently concern you about your channel program?

0% 10% 20% 30% 40% 50% 60% 70%
Vendor help with migration to new business models (cloud)
Sales and marketing readiness support/training
Improve alignment of business goals and investments with Vendors
How to engage with/leverage other partners in vendor/partner community
Managing channel conflict (between partners)
Ineffective sales and marketing capabilities from channel partners
Poor analytics / data to help determine ROI
Cumbersome or slow partner payment and reimbursement processes (for…
Managing channel conflict (between partners and Vendor direct sales)
Poor partner communication/interaction
Complex or cumbersome processes
What are the major issues that currently concern you about the
vendor/partner programs you participate in?
No real surprise here – partners want simplicity and clarity.

Conclusion: Program Usage
• Connected
o Co-op/MDF, Rebates are very important to success
o Referral is ranked as least important
• Disconnected
o Vendors prioritize ROI and sales readiness
while partners want simplicity, clarity, and
communications

Co-op/MDF: Manufacturers/Vendors
Trade Show and Conference Attendance 43.4%
Customer Seminars/Road Show/
Floor Day/Webinar
41.0%
Event Sponsorship 37.3%
Newsletters/Email Campaigns 34.9%
Sales Incentives (SPIF, rewards, contests) 32.5%
Telemarketing/Marketing List Expenses 24.1%
Sales and Technical Training/Certifications 22.9%
End-User Promotions 21.7%
Literature/Collateral/Case Studies 19.3%
Direct Mail 18.1%
Demo Equipment 16.9%
Biz Dev efforts are considered to be the most effective use of funds—at the expense of
traditional marketing programs.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
For your Co-op/MDF program, which reimbursable
activities that you currently offer to your partners
represent the MOST significant contribution in
building business for you and your partners?

Co-op/MDF: Partners
Preferred activities parallel that of vendors – partners believe that incentive programs
and Biz Dev activities are the best use of funds to help build their business.
Demo Equipment 46.9%
Customer seminars/ road show/
floor day/ webinar
32.8%
Website Development and management 28.1%
Event Sponsorship 25.0%
Telemarketing/ marketing list expenses 23.4%
Sales and technical training /certifications 21.9%
Trade Show and Conference Attendances 20.3%
Funded Headcount/Brand Champion expense 20.3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For your vendor-provided Co-op/MDF programs, which are the
MOST important reimbursable activities for your business?

Traditional advertising efforts are losing favor among vendors.
Print Advertising 37.8%
Broadcast Advertising 34.1%
Direct Mail 22.0%
Product Catalogs 22.0%
Telemarketing/Marketing List Expenses 17.1%
Online Advertising - Display 15.9%
Social Media 15.9%
Corporate Memberships 15.9%
Public Relations 14.6%
Online Advertising (Google
Pay Per Click or similar)
13.4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
For your Co-op/MDF program, which reimbursable
activities that you currently offer to your partners
represent the LEAST significant contribution in
building business for you and your partners?

Co-op/MDF: Partners
Again, print-based activity seems unpopular as does all traditional promotional activity.
Broadcast Advertising 38.7%
Print Advertising 37.1%
Direct Mail 25.8%
Thought Leadership
content development
24.2%
Product Catalogs 24.2%
Social Media 22.6%
Corporate Memberships 22.6%
Online advertising (Google
Pay Per Click or similar)
21.0%
Demo CD / flash demo/ video 21.0%
Public Relations 21.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
For your vendor-provided Co-op/MDF programs, which are the LEAST
important reimbursable activities for your business?

Improve analytics and ROI 50.0%
Improve marketing support/program planning 46.3%
Improve marketing execution by partners 42.7%
Improve partner support and issue resolution 25.6%
Closed-loop process tied to POS data and/or
deal registration
18.3%
Integration with SFA/CRM system 17.1%
Revise guidelines to better reflect company
goals
17.1%
Streamline administration 14.6%
Overlay/ tie back sales data to
Co-op/MDF spend
13.4%
Faster payment process 12.2%
Global standardization 8.5%
Vendors are most interested in improved analytics
with a strong lead programs
0% 10% 20% 30% 40% 50%
Global standardization
Faster payment process
Overlay/ tie back sales data to co-op/MDF…
Streamline administration
Revise guidelines to better reflect company…
Integration with SFA/CRM system
Closed-loop process tied to POS data and/or…
Improve Partner support and issue resolution
Improve marketing execution by partners
Improve marketing support/program planning
Improve Analytics and ROI
What would you MOST like to change regarding
your Co-op/MDF program
Trend Alert:
1) ROI is hitting
marketing
departments
2) “Partner
Love” Portal

Co-op/MDF: Partners
Simplified guidelines and
administration
60.7%
Joint marketing planning for
optimal program usage
39.3%
Faster payment and
reimbursement
32.8%
More predictable allowances 32.8%
Marketing assistance 29.5%
Faster turnaround of funding
requests/prior approvals
26.2%
Improve program support and
escalation processes
23.0%
Partners feel that vendors need to streamline their programs.
0% 10% 20% 30% 40% 50% 60% 70%
Improve program support and escalation
processes
Faster turnaround of funding requests/prior
approvals
Marketing assistance
Faster payment and reimbursement
More predictable allowances
Joint marketing planning for optimal program
usage
Simplified guidelines and administration
Which areas do you think most vendors should focus on to
improve their Co-op/MDF programs?

Conclusions: Co-op / MDF
• Connected
o Biz Dev activities like events, seminars and
trade shows, ranked highest
o Traditional advertising and print falling out
of favor
o Referral is ranked as least important
• Disconnected
o Vendors want ROI data, partners want
simplicity
o Demo equipment very high for partners and
very low for vendors

PureChannels Slide insert

Do majority of vendors currently
reimburse partners for social media
(via MDF)?
a) No
b) Yes

Social Media: Manufacturers/Vendors
68% of vendors
do not support
their partners’
social media
efforts. Of those
that do, most
only supply
content.
Only 7% of
vendors
reimburse for
social media
activity through
Co-op/MDF.
0% 5% 10% 15% 20% 25% 30% 35% 40%
We reimburse for social media in our Co-
op/MDF program
Yes. We provide content for our partners to
use in supporting social media, but we don’t
reimburse for it in Co-op/MDF
No, because our partners haven’t expressed
interest in social media
No, but we intend to
Do you support your partners though social media marketing?

Social Media: Partners
Yes
18%
No
82%
Is your social media effort funded by vendor
Co-op/MDF allowances (at least in part)?
Most vendors are still not supporting partner efforts.

Social Media: Partners
Partners’ use of social media has flipped since 2010.
2012
2010
60%
42%
40%
58%
Do you currently use social media to build
business and generate leads?
Yes No

Conclusions: Social Media
• Connected
o Not too much
• Disconnected
o Partners growing their efforts
o Vendors are trying to catch up
 Why the disconnect?

SFA/CRM Integration: Manufacturers/Vendors
SFDC continues to
be the most
extensive SFA/CRM
application used by
prospects at 46%.
Within our client
base, there is an
80% use of SFDC.
I don't know
4%
Oracle
6% Siebel
6%
Microsoft
Dynamics CRM
6%
SAP
9%
Other
23%
Salesforce.com
46%
What CRM/SFA solution is your company currently
using (or considering)?

SFA/CRM Integration: Partners
36%
I don’t know
20%
Microsoft Dynamic CRM
16%
Salesforce.com
13%
SAP
7%
Oracle
4%
NetSuite CRM+
4%
Siebel
0%
What CRM/SFA solution is your company currently using (or considering)?
Partner not as
committed to
SFDC, many use
integrated helpdesk
systems like
Tigerpaw and
Connectwise

SFA/CRM Integration: Manufacturers/Vendors
71% of responders
value integrating
some or all
incentive programs
into their SFA/CRM
solution.
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don't know
Not currently and no plans to do so
Yes, we are currently managing one or more programs
on our CRM/SFA solution
Yes, data integration only but they are managed on
separate systems
We are evaluating this option
Do you incorporate your channel incentive programs within your CRM/SFA
solution?

Conclusions: Integration
• Desire is on the rise
o In every conversation we have
with clients and prospects
o Different perspective between
vendors and partners, SSO
and CRM/ERP integration
o Goes back to ease of use vs. analytics
• Aspired to by all, the throttle seems to be budgets

Looking Forward: Manufacturers/Vendors
Analytics is the # 1
priority for vendors
in 2013, followed
by sales technical
support and
enhancing the
number and quality
of leads.
Provide more opportunities for Partner collaboration…
Revise/replace partner portal and PRM capabilities
Modify/launch Opportunity Management Program
Streamline partner payment processes (for Co-Op/MDF…
Engage/support Influencer-type partners
Aligning/unifying partner communications (’marketing…
Consolidate back office systems and partner portal
Offer more incentives
Enhance marketing materials /marketing support for…
Modify/launch Sales and Marketing Training to channel…
Begin or expand Joint Marketing Planning with partners
Enhance number/quality of leads provided to partners
Provide more sales and technical support/education
Improve channel analytics, reporting, and ROI
Which best represent your primary initiatives for 2013?

Looking Forward: Partners
Partners are
concerned about
vendors taking
more direct deals,
competition from
other resellers,
and reduced leads
from vendors.
0% 5% 10% 15% 20% 25% 30% 35%
Lack of marketing skills or resources
Cloud computing, and the impact of it on your business model
Lack of sales skills or resources
Adapting a Managed Services business model
Decreasing MDF availability
Decreasing incentives
Tightening credit terms
Stiffer competition from other resellers
Reduced leads from vendors
Vendors taking more deals direct
What are your biggest business concerns for 2013?

Retailer
Hosting/Infrastructure Provider
Direct Marketer
Agents/Master Agents
Independent Software Vendor (ISV)
Consultants
Alliance/OEM Partners
Managed Service Providers (MSP)
Distributors
System Integrators (SI)
Value Added Resellers (VAR)
What types of partners will be most key to your
go-to-market strategy in 2013?
VARs still
lead the
way.

Most vendors expect
their channels to
carry a higher
percentage of total
sales for 2013.
3%
31%
66%
As a percentage of total company sales, how do you expect your channel sales
revenue to change in 2013 vs. 2012?
Lower percentage of total
About the same
Higher percentage of total

Correspondingly,
vendors expect to
recruit more partners
in 2013. We hear a
lot about “value” vs.
“volume.” 56%31%
13%
What are your plans for revising your channel partner
population base for 2013 vs. 2012?
Increase our total number of partners
Keep it about the same
Reduce our total number of partners

Which selection best represents % of vendors
who expect to grow program budgets in 2013
a) 7%
b) 11%
c) 23%
d) 31%
e) 44%
f) 49%

Half the
audience
expects their
channel
budget to
grow.
49%
44%
7%
Independent of staffing, what are your anticipated changes
in channel program budgets for 2013?
Increase the budget to support the channel
Maintain the current budget level
Decrease the budget to support the channel

Despite an expected
growth in total channel
sales and partner
population, less than half
of the vendors expect to
grow their channel
management teams.
56%
39%
5%
What are your plans for internal staffing to support
your channel programs for 2013?
Maintain the current level of staffing
Increase the level of staffing to support the channel
Decrease the level of staffing to support the channel

Conclusions: Looking Forward
• Connected
o Leads are important to everyone
Partners are particularly focused
on leads
• Disconnected
o Sales and marketing skills ranked much higher
by vendors
o Vendors expect revenue, program growth with
limited staffing

7250 Redwood Blvd. Suite 214
Novato, CA 94945
Phone 415.427.5100
The Big 3
1. Analytics/ROI – driving everything
• But remember – partners care about simplicity, clarity
2. Partner engagement/leads – Through-Partner Marketing
• But remember – partners have not bought in yet
3. Focusing on the right partners: Value vs. Volume
• But remember – accurately scorecarding partners really matters
Majority of results line up with what we hear from vendors.

THANK YOU!
Questions?
Steven Kellam
Vice President, Sales and Marketing
CCI: Channel Management Solutions
steven.kellam@channelmanagement.com

B2B Channel Incentive Benchmark Study

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