Introducing The Forrester Partner Loyalty Framework

Most channel partners are supplier-agnostic; thus, suppliers must constantly strive to foster partner loyalty. The supplier’s goal for each partner relationship should be to gain enough favor within the partner organization to become its preferred choice. Best-in-class suppliers tune their channel value propositions based on careful analysis of partner needs and the competition. Successful partner programs tie incentives to fulfillment of loyalty goals. In this report, we introduce the Forrester Partner Loyalty Framework, which provides three sets of best practices for capturing and maintaining partner mindshare in order to build long-term loyalty.