SOURCE: Channelinsight

June 05, 2012 08:00 ET

Channelinsight Latest Research Shows Channel Incentive Programs are Effective; Increase Sales as Much as 40%

Survey Results Indicate That Incentive Programs Make a Difference; Reveal Specifics on What Works, What Doesn't and What Partners Really Want

DENVER, CO--(Marketwire - Jun 5, 2012) - Channelinsight, the leader in channel sales management solutions, today announced the findings of the latest research indicating that best practice channel incentive programs have a positive effect on vendor bottom lines. Channelinsight surveyed 102 senior channel distributor and reseller executives to uncover what they believe to be the key factors for channel success.

The findings reveal that the right incentive program can increase sales through the channel. The survey reports that a majority of respondents indicated that an effective incentive program increases sales of a particular vendor's products by up to 40%. Partner survey respondents rely on channel programs as well, reporting that incentives account for as much as 14% to 18% of their total company revenue.

Employing both quantitative and qualitative research methods, Channelinsight collected and analyzed data that reflects what partners value in an incentive program, as well as partners' level of satisfaction with current vendor partners, with specific insights to what really works and what doesn't work.

  • Which incentives do partners love? Big deal discounts and performance-based payment programs carry the most weight with partners.
  • Which incentives don't work from a partner's perspective? Non-cash programs, such as prizes and points that can be redeemed for merchandise, ranked last.
  • What do partners need to succeed? Partners want clear communication and tips for success followed by accurate and rapid payment.

Survey participants sold a wide range of products (systems, sub-systems, software and components) from major vendors such as HP, Cisco, Microsoft, IBM, Dell and Apple. Individuals surveyed include owners, presidents, CEOs, VPs, directors and managers.

Daniel Hawtof, Channelinsight Vice President, Product Management will present highlights of the survey results during a webinar, "What do Partners Really Want? A Partner Perspective on Incentive Program Best Practice," taking place on June 12 at 10:00 am. In conjunction with the webinar, the company also has released a white paper available here

The webinar will provide an overview of the results from respondents that included channel partners, including distributors, resellers, system integrators and direct marketing retailers. Hawtof also will provide key insights into the state of the channel today.

"In today's environment, it's incredibly valuable to gather valid data on what really works to drive your sales through channel partners," said Hawtof. "We spent time talking to partners as well as conducting an online survey to gain insight into this audience."

Hawtof notes that data from the survey results can help build and enhance a successful channel program. "Vendors can now apply these results to the larger channel partner population and use the information to create and implement effective incentive programs that benefit both sides of the partnership," he said. "It is critical information for any channel-focused organization."

About the Survey
Channelinsight surveyed and interviewed the owners, presidents, CEOs, VPs, Directors and Managers of VARs, system integrators, distributors, and direct marketing retailers. The size of the average enterprise of the respondents was approximately 75 employees and $125 million in annual revenue. Products included systems, sub-systems, software and components, and vendors included HP, Cisco, Microsoft, IBM, Dell, Apple and Siemens, among others.

About Channelinsight
Channelinsight offers the only complete cloud-based channel sales management solution, providing technology manufacturers with visibility into every partner and every end-customer in every transaction in real-time and allowing them to gain the insight necessary to drive sales and optimize inventory. The company processes over 120 million POS and inventory transactions per year. Channelinsight is backed by Rho Ventures, Sevin Rosen Funds, Sequel Venture Partners and Vedanta Capital, with headquarters in Denver. For more information visit:

Contact Information

  • Bonnie Harris
    Emerge Media Communications