Trying to run a channel partner programme in-house is often overwhelming. The business value of your incentive programme can get overshadowed by the resources and time it takes to get it right.
The best channel partner programmes analyse their effectiveness on a regular basis. If your organisation is experiencing any of the following challenges, it might be time to explore outsourcing your channel partner incentive programme.
- Struggling with unsatisfied partners and you’re not sure why
- Overspending on programme administrative costs
- Competing with marketing, sales and product department priorities
- Finding only a small percentage of partners are meeting programme requirements
- Needing to modernise a partner programme that hasn’t been updated in the last 3 years
- Lagging behind competitor partner programmes
- Lacking access to meaningful programme data and performance metrics
Working with a trusted vendor can alleviate these pain points and turn a stagnant programme into a successful channel partner programme.
Hiring channel partner solution specialists who are focused on how to best optimise programme results helps organisations stop wasting effort. The partnership frees up internal teams to concentrate on their core strengths while still benefiting from all the programme has to offer.
The right channel partner should deliver the following business benefits that make working with them an obvious choice.
Access to channel partner programme expertise
One of the most significant advantages of outsourcing your channel partner programme is gaining access to experienced channel experts. Look for a team of professionals who understand the complexities of managing a channel partner programme. The right partner will know how to help you navigate:
- Channel programme design and strategy
- Programme data
- Fraud management
- Partner marketing
- Rewards and incentives
- Channel platform performance
When it’s time to choose a partner, remember the best vendors are those familiar with industry best practices and have the expertise to help you develop a programme that aligns with your business goals. They’ll help you differentiate externally and show programme impact, ROI and provide actionable insights through data.
Channel partner programmes cost savings
A common misconception around outsourcing is that working with an outside vendor will compromise your budget. But the expenses that come with managing a programme in-house can also add up. Outsourcing your channel partner programme can save you the cost of hiring and training a team of professionals. Vendors can divert your attention from in-the-weeds tactics to programme strategy, partner relationships and enablement materials. By outsourcing, your limited resources can work on the business instead of in the business and you pay for only the services you need.
Working with a vendor can also help stretch your budget. Their programme design and strategy expertise ensures you’re investing only in behaviours that drive real results.
Even though outsourcing can often save you money, be careful of hiring a vendor based on the budget factor alone. Brands with the best channel partner programmes recognise working with channel solution experts is an investment. An effectively managed channel partner programme will grow numbers, make progress and hit goals. Think of it as “what can I gain?” versus “what can I save right now?” And, of course, evaluate proposals accordingly.
Improved channel partner performance
It’s difficult to measure a programme’s impact on partner performance without the right information. A good vendor will help you establish key performance metrics that can be measured, monitored and optimised to help you achieve your core business goals. With effective tools in place and analysis applied to each situation, you can prove programme worth, generate business growth and confidently decide where to act.
Beyond making an impact on your performance, using data in your partner programme can differentiate your brand with partners. Giving them a more tailored and relevant partner experience will inspire loyalty.
Freedom to focus
There are so many tasks that can distract organisations from their core business functions. Leading brands don’t let maintaining a channel partner program get in the way of what they do best. They strategise and check-in with a channel incentives vendor, but delegate programme management. Vendors should be able to handle:
- Processing and validating claims
- Fulfilling rewards
- Managing partner portals
- Updating communications
- Analysing programme data
By outsourcing to a third-party vendor, your team can concentrate on other business areas that demand attention. The freedom to focus where your time matters most can help grow your business and increase profitability. Exceptional channel partner solution providers make it their mission to make your job easier.
Personalised programme solutions
You might be concerned that you’ll get an off-the-shelf solution when outsourcing your channel partner incentive programme. However, successful channel partner programmes stand out by offering solutions and workflows that uniquely align with your business needs and channel partners.
On the technology front, ask about options that integrate seamlessly with other systems and tools that your business uses. This can include CRMs, ERPs, marketing automation tools, etc. Streamlining those functions allows your organisation to shift the focus from managing spreadsheets to driving strategies.
Personalisation improves channel partner engagement by providing a more tailored participant experience. Designing a solution that meets the needs of your partners creates a more engaging and rewarding programme.
Lastly, personalisation is about finding the right relationship fit when it comes to making sure your objectives are met. Throughout the proposal process, you should feel comfortable working with your vendor team. They should guide you through a clear discovery process and show up prepared to offer evidence-based ideas. Here’s what one ITA Group client said about our team’s client-centred approach.
“Our two favourite phrases are ‘value added’ and ‘configurable’. ITA Group came through and continues to come through with creative ways to improve processes with consideration for budget costs.”
—Manager, Sales Effectiveness, Telecommunications