Rethinking Channel Incentives for the Ecosystem Economy In pursuit of excellence, vendors are dedicated to uncovering and implementing cutting-edge incentives that boost channel sales performance and deepen partner engagement. The modern shift toward an interconnected ecosystem economy—fueled by artificial intelligence, cloud computing, and the evolving digital buyer’s journey—is transforming the channel business landscape. In this...
Appointment Bolsters Optime’s Global Growth and Solution Delivery Strategy. Weston, FL – September 15, 2025 – Optime, a pioneer in channel marketing innovation and automation, has announced the appointment of Claudio Ayub as Chief Revenue Officer. With over 25 years of expertise in partner engagement and loyalty management, Ayub brings a wealth of industry knowledge...
Effective marketing development fund (MDF) and through-channel marketing automation (TCMA) collaboration is the bedrock of channel success in the 21st century. As businesses recognize the pivotal role that channel partners play in their go-to-market strategy, the symbiotic relationship between MDF and TCMA emerges as a critical enabler of demand generation and revenue growth. Just as...
For over a decade, Through-Channel Marketing Automation (TCMA) platforms were the go-to solution for vendors aiming to empower their partners with demand generation prowess. They promised scale, consistency, and co-branded campaigns delivered through centralized portals. But somewhere along the way, the promise unraveled. Currently, TCMA platforms experience persistent underutilization, with average partner adoption rates at...
The landscape of B2B channel marketing is undergoing a significant transformation. For years, organizations have relied on Through-Channel Marketing Automation (TCMA) platforms to empower their partners. However, these traditional systems often fall short, struggling with low partner adoption and an inability to deliver the dynamic, personalized experiences modern buyers expect. A new model is emerging...
Why a Point-Based Partner Program Amid rising competition and the need for efficiency in partner ecosystems, many technology, media, and telecom vendors are moving away from traditional metal-tier programs (gold, silver, bronze) toward point-based systems. Unlike metal tiers that mainly reward resellers, point-based programs recognize the broader ecosystem, including non-transacting partners who influence opportunities, customer...
Market Development Funds (MDF) are powerful incentives that vendors allocate to support channel partners’ marketing efforts—from local events to digital campaigns. When distributing these funds, vendors have several models to choose from, each offering unique advantages and challenges. Distribution Models: Direct vs. Distributor Pass-Through 1. Direct MDF In a direct model, vendors manage all aspects...
When selecting the right vendor for your rewards or SPIF program, a thoughtfully crafted Request for Proposal (RFP) ensures you attract partners that align with your program goals and infrastructure. Here’s a comprehensive toolkit combining key RFP clauses, question templates, and strategic guidance to elevate your vendor selection process. 1. Purpose & Scope Clause Purpose:...
Creating and managing Market Development Funds (MDF) and Co-Op programs can supercharge channel marketing—but not without navigating a web of compliance obligations. Here’s a streamlined legal checklist to help you run global MDF programs with confidence. 1. Understand the Core Laws Robinson–Patman Act Requires fairness: MDF and Co-Op funding must be offered equitably across competing...
In today’s fast-evolving digital marketplace, buyers are more empowered, informed, and digitally savvy than ever before. Meanwhile, the AI revolution is reshaping every stage of how buyers engage with vendors. To keep pace, sales enablement must evolve—aligning more closely with the AI-driven buyer journey, ensuring every interaction is both timely and valuable. 1. Understanding the...
