Overall Channel Trends

Written by Craig Galbraith
February 9, 2021

Well over half of B2B respondents and 46% of B2C respondents plan to increase their incentive budget in 2021. However, even as spending increases, only 30% of B2C channel leaders and 26% of B2C leaders are leveraging a single platform to execute, manage and visualize their incentive efforts.

“I would say that the most surprising finding from the survey is that so few organizations are still not really committing to better user interface (UI)/user experience (UX) as part of partner/dealer experience, especially (based on the results) when channel leaders know how critical it is to success,” Kellam said.

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Craig Galbraith

Craig Galbraith is the editorial director for Channel Futures and Channel Partners, joining the team in 2008. Before that, he spent more than 11 years as an anchor, reporter and managing editor in television newsrooms in North Dakota and Washington state. Craig is a proud Husky, having graduated from the University of Washington. He makes his home in the Phoenix area.