COVID-19 amplified channel partners' challenges.

Edward Gately, Senior News Editor

February 10, 2021

5 Slides

A new 360insights channel survey highlights encouraging trends and shortcomings for partners in the evolving pre- and post-COVID-19 world.

More than 200 senior executives from a variety of industries globally participated in the Channel Pulse Report: 2021 Trends. The channel survey reveals how channel leaders are approaching channel incentive management as a whole. It also shows which strategies and programs they’re leveraging to connect and engage with their consumers on a deeper level.


360insights’ Steven Kellam

Steven Kellam is senior vice president of alliances and marketing at 360insights.

COVID-19 obviously presented challenges to channel leaders last year and into this year,” he said. “But based on the results of the survey, it didn’t add anything new that didn’t already need to be addressed. What COVID-19 did was amplify those challenges and add a sense of urgency, especially when it comes to rapidly accelerating digital transformation.”

Organizations of all sizes and verticals are attacking the market, Kellam said. They’re doing so with not just an increased push in sales rewards, but are heavily investing in leading indicator initiatives.

“From customer and partner experience (CX to PX) improvements, to digital sales and marketing enablement, well-orchestrated, data-driven incentives will play a key role in channel success,” he said.

Most of the results of 360insights survey highlight the many opportunities for channel leaders that are still available to take full advantage of, Kellam said. These are:

  • More incentive investment in 2021 for many organizations.

  • An increased shift to behavior modification rewards, which is key to growth in a digital world.

  • A push for better data and better data analysis. This results in a better understanding of what incentives are doing in the past in order to better forecast for the future.

Go more in-depth with the survey results in our slideshow above to see how they might impact your business.

About the Author(s)

Edward Gately

Senior News Editor, Channel Futures

As news editor, Edward Gately covers cybersecurity, new channel programs and program changes, M&A and other IT channel trends. Prior to Informa, he spent 26 years as a newspaper journalist in Texas, Louisiana and Arizona.

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