Author: Cam Wayland
We often get asked to audit channel programs and incentives, in order to diagnose why channel facing staff or partners are behaving in a certain manner. In many cases, the answer comes down to the way the reward system has been structured. Partners (like staff) will always look for the easiest way to achieve target, but how they go about it may not have been what the program developer intended.
When designing a channel engagement strategy, program or promotion, the two big questions are:
- What are you rewarding (and why)?
- What are the unintended consequences of the reward system?