Channel Partner Programs don’t matter unless you target your Partner’s Sales People

POI Book CoverI know many of us in the Move the Channel community tend to focus on Channel Partner Programs that deal in Partner-level or firm-level benefits. Now don’t get me wrong, these can certainly act as critical foundations for the formal partnership between you and your supply chain partners. BUT these types of programs don’t always differentiate you from your competitors, and they often don’t move the channel or grow market share as well as you might like. The exception here would be if your Channel Partners are made up of small companies, where the principal also happens to be the salesperson. You see this with many companies that sell through small contractors, dealers, or consultants. In these cases, the firm-level benefits are actually targeting the firm’s salesperson, which, I will argue, is really where you can strike with your program.

What are these important but industry standard firm-level benefits?

  • Quarterly & Annual Rebates
  • Manufacture Development Programs
  • Pricing Discounts Schedules
  • Registration & Demo Programs
  • Training Minimums and Requirements

I know these kinds of benefits are not easy things to design, and they can certainly be a lot of work to manage and articulate. But at the end of the day,

Miguel Carerea POI

Miguel Cabrera POI

90% of your Partner/Firm-Level Programs are actually made of the same components. Sure your discount might be more exciting or your MDF program might be appreciated, but even if your program is superior to your competitor’s, it’s probably only a month or so away from being matched by the competition.

So where do we see real impact?  How do we actually MOVE THE CHANNEL? The biggest impact and most measurable movement can be realized when you effectively target, engage, and incentivize performance at the Point of Impact (POI). Also known as the Point of Influence, the POI is the person in the channel that can best influence the sale—to YOUR END USER. Believe it or not, the POI is almost always your channel partner’s salesperson or sales engineer. It is the individual who interfaces with your end customers, the person with influence who can take advangtage of THEIR relationship with YOUR end customer. Each Industry and every company has its own vernacular for this person, but we at Move the Channel have coined this strategic player the POI.

Behaviors you may want to impact at the POI

  • Increased Deal Registration
  • Training Completions
  • Individual Sales and Goals
  • Target Prospect Engagements
  • Customer Introductions
  • POC or Evaluation Placements

When you design a program and performance incentive strategy around the POI, you are engaging at the most valuable touch point in the channel—the Point of Influence. Programs that can engage and motivate at this level are much more difficult to duplicate, and thus they have a more profound impact on the sale and overall market share.

Make sure your Partner/Firm-Level benefits are top-notch, but also quickly turn your marketing genius and resource to the people in the channel that have the real influence you are looking for . . . the POI.

Move the Channel,


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