October 27, 2021

Are You Experiencing Channel Program Groundhog Day?

Many experiences that dreaded “Ground Hog Day” feeling when it comes to running a Channel Incentive Program in-house, discover how to reverse the effect.

Christine Styles

channel partner loyalty

Do you ever have that dreaded “Ground Hog Day” feeling when it comes to running your Channel Programs and sales rep engagement activities? This unescapable endless loop is something that actor Bill Murray portrayed in the 1993 movie Ground Hog Day, and it’s something that we hear far too often from companies that sell through an indirect sales channel. These feelings of being trapped often come from manual processes, such as managing incentives on a spreadsheet, mailing gift cards to reward earners and being bombarded by never-ending program questions. So, why do so many companies choose to stay inefficient and not take advantage of the technology, service and expertise provided by the $575M USD Channel Incentive Management industry? 1

 

It often comes down to having never done it before, and the uncertainty about the results that the change, release of day-to-day control, or investment will bring. Forrester’s Craig Moore wrote, “What is “known now” is a complete understanding of the consequences of choices made, actions by others, and events that transpired between “then” and “now.” Everyone wishes that they had the ability to adjust or avoid some decisions or actions based on information that was not available (or considered) at the time.”2 This is the perfect reason why best-in-class companies trust and partner with best-in-class providers, like ChannelAssist. Why take the risk yourself when you can reap the rewards of leveraging what has worked for other companies just like yours from day one. Plus, avoid their pitfalls too.

 

The Channel Program “Groundhog Day” effect is eradicated when you:

  1. Centralize channel initiatives to create a first-class destination that reps trust to invest in their sales confidence, communicate opportunities clearly and payout timely rewards, direct to rep.
  2. Gain complete visibility into campaign activities, outcomes, and their true ROI.
  3. Leverage channel engagement expertise and program automation capabilities beyond your own to action change and combat the diverse demands of a complex channel ecosystem, competitive market, and complicated buyer’s cycle.

 

Like Bill Murray’s character Phil Connors experienced, change takes work, but the outcome is worth the effort and will create a channel “best” life for you, your brand and the channel reps that choose to sell your solutions.   

 

For more insights on the pitfalls of DIY programs, check out these great ChannelAssist resources, or simply book a demo and let us show you how.

 

1 – Forrester Channel Software Tech Stack 2021, Jay McBain, Principal Analyst, January 21, 2021, https://www.forrester.com/blogs/channel-software-tech-stack-2021/

2 - ForB2B Marketers, This Is The Next Best Thing To Time Travel, a blog by Craig Moore, VP, Principal Analyst, September 13, 2021, https://www.forrester.com/blogs/for-b2b-marketers-this-is-the-next-best-thing-to-time-travel/

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Knowledge = Money.
Join the ChannelAssist community and make more money in the channel.

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Knowledge = Money.
Join the ChannelAssist community and make more money in the channel.

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