Best Practice Report

Aligning Partner Incentives To The Customer Lifecycle Framework

Reimagine Partner Incentives To Drive Momentum Through The B2B Customer Journey

November 29th, 2023
Hannibal Scipio, Principal Analyst
Hannibal Scipio Principal Analyst
With contributors:
Maria Chien , Kathy Contreras , Stephanie Sissler , Amy Bills , Kiri Bartels , Arianne Burnette

Summary

B2B organizations use partner incentives to motivate desired behaviors and reward performance that accelerates value delivery throughout the customer lifecycle. To select the most applicable incentives to motivate and reward partners, partner ecosystem leaders must evaluate the needs of their customers and align partner activities and outcomes to progress customers through the respective lifecycle stages. This report describes considerations for deploying partner incentives during each stage of the customer lifecycle to support progression and velocity.

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