Back-end rebates top partner-programme wish list

Canalys research ranks the channel programme elements most important to partners

Back-end rebates and deal registration are the two most important elements of vendor partner programmes to resellers, according to Canalys research.

The analyst surveyed 130 global partners, which collectively scored the importance of vendor programmes at eight on a 10-point scale.

Respondents were asked to rank their top-five most important partner programme benefits, the results of which were placed in a league table.

Back-end rebates and deal registration topped the table, with lead generation, dedicated account management and front-end discounts accounting for the rest of the top five. MDF, training and partner-portal facilities were ranked as the next most important factors respectively, followed by specialisations and finance offerings.

The way a vendor brands its programme – for example, Gold, Silver and Bronze – was among the least important elements for partners, along with marketing collateral, partner events and individual sales rewards.

Canalys said vendors must pay as much attention to their partner programmes as they do their products.

"We've seen more than a dozen big vendors make significant changes to their programmes in the past 18 months to remain competitive in the marketplace," said Canalys' senior channel analyst Alex Smith. "Product innovation never stops, and neither does programme innovation.

"The results highlight that in addition to good products and services, vendors need to invest in programmes to have a successful go-to-market strategy."