Using Certification & Training Incentives to Meet Shifting Customer Expectations

How one leading tech brand tapped into engagement tactics like demos, labs, training, workshops and more to stay ahead of the pack amidst shifting customer expectations.

certification and training incentive program platform

As this technology brand grew globally, it began shifting away from one-off sales of large, costly equipment to a recurring revenue model of subscription software and services. This change reflected a larger shift in the tech industry, in which customers sought software to manage cloud-based administration and needed experts to ensure they were getting the right products for their needs.

 

 


 

Equipping Partner Engineers With Deep Technical Knowledge & Future Preparedness

Our client relies on channel partners around the globe whose engineers play a huge part in achieving go-to-market success. They needed the partner engineers to fully understand the business outcome of their products and services so they could better assess and fit the needs of customers. The way incentives were ran also needed to change. Our client’s current programs focused on activities associated with network assessments and sales revenue, and they offered limited reward options. This didn’t provide the training or motivation partner engineers needed to transition from large hardware purchases to subscription-based revenue software sales and acting as an expert for their customers.

Rewarding Training Created Global Product Experts

Together, we created a training and certification program that combined their incentives and drove a unified mindset across all initiatives. The updated program now rewarded training achievements instead of sales, motivating participants to learn about the brand’s products and services and make expert recommendations. Amazing participation and ultimately revenue-impacting success flourished by allowing pooled points for more meaningful awards and using a flexible technology platform that housed all incentives and promotions in one place. The non-sales audience was motivated to engage with the new program through a mix of one-time travel experiences, localized merchandise awards for global participants and strong communications about the program.

The new platform also supported additional product promotions and two-way communication between channel teams and partner engineers, allowing them to upload and share their expertise for feedback and awards.

On-Site Recognition Leads to Sought-After Status

Motivating participants isn’t just about extrinsic motivators; they’re eager for status and recognition among their peers. Adding a status element to our client’s program allowed partner engineers to be publicly recognized for their expertise and certification levels by their essential peer group at a live partner event.

A Strategic Partnership for an Ever-Changing Tech Market

For our client to continue to stay ahead of the market, they need to be both proactive and reactive. As their strategic partner, we support them to do both. 

They can adjust fast when unexpected changes in the market happen. And ongoing reporting and analytics ensure they better understand the incentive programs and partners to develop promotions that steer the organization in the right direction.


This was the single most innovative partner initiative this year. It incentivizes partner engineers to work more with [us], resulting in a 70% ROI.

VP GPO Strategy

Results

$70M sales pipeline generated by the program in the first six months

$209M sales pipeline generated by the program over the next three years

89 participating countries