12 tipos de programas de incentivos para canales con ejemplos de productos informáticos
Explore 12 proven types of channel incentive programs tailored for IT products, from value-added resellers and SPIFs to loyalty rewards and co-op funding. With real-world examples and insights, this guide helps tech brands boost partner loyalty and performance.
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According to recent research conducted by Accenture, 77% of partners stated that they have more choices of providers than they had three years ago.
Con el rápido progreso tecnológico, el mundo empresarial ha asistido a un importante cambio de poder entre los grandes proveedores de tecnología y los socios estratégicos, y estos últimos disponen ahora de más alternativas.
Las dos razones principales son:
- Los clientes esperan cada vez más soluciones personalizadas
- Un amplio conjunto de proveedores/vendedores con diferentes ofertas para satisfacer las necesidades de los clientes.
Para sacar el máximo partido del programa de socios, los proveedores deben ir más allá de los modelos de asociación transaccionales y centrarse en las áreas de competencia y los momentos que importan al socio.
Las empresas/proveedores deben orquestar un ecosistema de 3C para atraer socios:
- Co-innovation: Explore co-innovation opportunities with partners using Solution funding, developer toolkit, and solution marketplaces.
- Co-investment: Rethink the co-investment approach. Think about how partner and provider contributions are assessed and tracked. Incentivize partners for meeting sales targets generating leads and referrals.
- Collaboration: Achieve cooperative relationships with partners across multiple channels by providing them training about your product and values, inviting them to webinars or events, etc.
12 Types of channels incentive programs with examples
He aquí una lista de 12 tipos de programas de incentivos de canal que pueden ayudarle a crear una estrategia de socios significativa.
1. Distribuidor de valor añadido (VAR)
According to HubSpot, value-added resellers specialize in purchasing and reselling technology products with additional software or features that are above and beyond the standalone features of the product.
For example, a VAR can develop an application for a particular hardware platform and then sell that combination as a turnkey service or tool. So if you want your VAR sales reps to push harder, reward them for their effort. According to research conducted by Ariyh, such incentive programs can increase your total sales by 6% to 9%.
Beneficios
- Increase market reach: Manufacturers and distributors can use VAR incentive programs to broaden their reach and market penetration.
- Handle complex IT projects: VARs can be incredibly valuable in handling complex IT projects that are too demanding or time-consuming for in-house employees.
Desafíos
- Trust issues: Many vendors find it challenging to trust VARs, as they are another company.
- The intermediary role of VAR: Businesses are not happy with the profits enjoyed by VARs because of their role as intermediaries. VARs might also not share customer ownership and contact.
Cisco’s Channel Partner Program is a good example of this. This award-winning program provides solutions, training, tools, and support to value-added resellers (VARs) to help them accelerate profitability and grow their businesses along with Cisco. In addition, the resellers can reinvest in their business using their rewards from selling targeted technologies.
VARs frequently collaborate with third parties to deliver a complete solution to suit the needs of their clients. These are often independent businesses that provide specialized software and expertise. These Independent Software Vendors (ISVs) typically have long-standing working partnerships with VARs.For example, HP’s ISV partner program runs two tracks for ISVs—the virtual reality track and a retail track.➼ Under the virtual reality track, HP wants its ISV partners to leverage HP’s massive product line of VR-ready devices and sell immersive solutions to the end customers.➼ Under retail track, HP aims to boost sales for its purpose-built retail platforms, which includes tablets, mobile, convertible, and fixed position solutions.HP incentivizes its partners with marketing, sales, and technical support. As a result, it becomes a win-win situation for both HP and ISV partners.
Occasionally small and medium-sized businesses (SMBs), nonprofits, and government agencies also hire managed service providers (MSPs), which are third-party companies, to remotely control their information technology (IT) infrastructure and end-user systems. These services may include network and infrastructure management, security, and monitoring.
A perfect example of incentivizing these MSPs is Google Cloud's partner program. Market research found that for every $1 of Google Cloud technology sold in 2020, partners are likely to generate $5.32 through their offerings, services, and IP globally. However, MSP processes such as billing, staffing, and response management continue to require strategic improvements.
2. Fondos de incentivos al rendimiento de las ventas (FIPV)
Los SPIF están pensados para motivar al equipo de ventas de su socio de canal, ya que estos incentivos se entregan al vendedor (en lugar de al socio). Por lo tanto, los SPIF son una forma fantástica de generar crecimiento a corto plazo o mejorar las ventas motivando a sus socios de canal, especialmente durante las temporadas bajas o los periodos de menor actividad.
Dado que los SPIF se centran en los incentivos, la elección del premio es crucial para desarrollar una estrategia de éxito. Si los participantes no están entusiasmados con su oferta, es posible que estén menos dispuestos a participar.
Hay varias formas de reconocer y recompensar el rendimiento de las ventas. Todo se reduce a desarrollar un plan de incentivos personalizable para mantener al equipo de ventas motivado y esforzándose por mejorar los resultados.
Beneficios
- Helps target key individuals: This allows you to target key individuals in the partner community to promote desirable behaviors in line with vendor goals.
- Counter competitors: Helps you respond quickly to a new competitor's program and maintain market share.
- Increases sales momentum: SPIF is a well-known motivating tool for increasing sales momentum among your channel partners.
Desafíos
- Response to unforeseen circumstances: SPIFs are often planned reactively to unpredictable market or organizational dynamics. However, poor planning or execution might have a detrimental long-term impact.
- Unclear Incentives: When sales staff can't clearly understand how they're going toward the SPIF, they won't be consistently encouraged to pursue it, limiting the impact of SPIFs.
The Vonage Channel Partner Program creates a holistic partnership experience with immense income opportunities to motivate its partners. As a Vonage channel partner, you have access to speedy in-house customer and technical assistance. Training and certifications (both live and on-demand), sale promotions funds (SPIFFs), and many more incentives.
From a SPIF perspective, Vonage allows earning up to 8X MRR (Monthly) based on the duration of the contract and the number of deals closed.
3. Fondos de desarrollo del mercado (MDF)
Los MDF son recursos que usted pone a disposición de sus socios de canal para ayudarles en sus esfuerzos de ventas y marketing. Estos incentivos pueden ser monetarios o educativos.
Aunque los responsables de marketing utilizan los MDF en sus equipos de socios de canal para diversas iniciativas, a menudo pretenden aumentar el reconocimiento local de la marca. Por ejemplo, los socios pueden utilizar MDF para adquirir anuncios de radio, financiar seminarios web, comprar espacio de exposición en una feria comercial o realizar un evento de marketing.
Beneficios
- Leverage partner market knowledge and power: No one understands your channel partners' markets and account bases better than they do. MDF provides a formal mechanism for vendors and partners to co-invest in activities that maximize partner strengths and offer the maximum potential profits for all parties.
- Generate a measurable return: MDF enables you to have a quantifiable quantity of potential new customers reached, leads produced, or lead conversions to finished agreements.
Desafíos
- "Use it or lose it" deadlines: The most prevalent issue among partners regarding MDF is that they cannot effectively prepare to exploit a vendor's MDF because the offers only last a quarter or, worse, 30 days.
- Stringent terms and conditions: To counteract fraud and MDF misuse, several vendors have developed strict rules restricting even the tiniest components of a solution provider's MDF-backed advertising or marketing campaign. This makes it difficult for resellers to develop creative activities, and if they violate the regulations, they are not rewarded.
The AWS Partner Network (APN) program enables partners to engage with AWS to drive successful customers and build their businesses. In exchange, they get access to incentives and discounts such as Marketing Development Funds (MDF) and Partner Opportunity Acceleration Funds, among others.
4. Financiación cooperativa (financiación CO-OP)
La financiación cooperativa (también conocida como financiación CO-OP) es una forma de que las empresas ayuden a sus socios de canal a cumplir sus objetivos de marketing. Además, se ganan incentivos CO-OP, que recompensan a sus socios por su fidelidad y sus continuas compras a usted.
Tradicionalmente, los fondos CO-OP se distribuían en forma de créditos en cuenta. Sin embargo, muchos fabricantes han descubierto que los créditos no siempre generan satisfacción mental a los socios. Así, una solución más reciente para distribuir los fondos Co-OP es como parte de un programa de recompensas y fidelidad.
Beneficios
- More money, more ads: Co-op enables partners with more ability to spend in areas like larger ad space and longer runtimes that they would not be able to afford otherwise. It also provides the corporate brand with a degree of local presence that they could not attain independently. It's a win-win situation.
- Opens doors to new ways of marketing: With the financial assistance of corporate co-op funds, partners will be more willing to test new marketing strategies and experiment with innovative marketing concepts.
Desafíos
- Small business, small budget: Day-to-day operations of small businesses do not have the cash to pay for Co-op marketing campaigns in advance of reimbursement.
- Put a strain on your marketing/sales team: In general, co-op finances are simply another obligation added to your marketing or sales team. Instead, a dedicated team should be working on your through-channel marketing campaign to guarantee that your co-op cash or market development funds are spent efficiently.
Microsoft's channel incentive program supports channel partners in earning cooperative marketing (co-op) funds by claiming reimbursement for activities that promote Microsoft products.
5. Incentivos al registro de operaciones
Un programa de registro de acuerdos incentiva a los socios de canal por traer nuevos clientes potenciales a un proveedor, ofreciéndoles una forma exclusiva de promocionar al cliente potencial registrado.
Por lo general, la operación se registra en línea y el vendedor examina la oferta con arreglo a criterios específicos antes de aprobarla o rechazarla. Si se acepta, el socio dispone de cierto tiempo para cerrar el trato antes de perder su incentivo. Durante este periodo, es habitual que los vendedores ofrezcan apoyo a los socios para ayudarles a cerrar el trato.
Beneficios
- Enhanced efficiency: It prevents excessive resources from being squandered on a single lead; by spreading your attention, you will acquire more leads.
- Increased partner satisfaction: If your direct sales team steals leads from your partners, you will lose trust and maybe lose partners. Deal protection demonstrates to your partners that you appreciate their contribution to your sales process and guarantees that they are compensated for their efforts.
Desafíos
- Transaction complexity: Deal registration programs provide a level of transaction complexity, inconsistency in terms of adherence to registration regulations, and technical issues with deal registration websites.
Dell Technologies Partner Program accelerates growth opportunities for channel partners by incentivizing them with several benefits like deal registration incentives, proposal-based marketing funds, valuable product & solution training, etc.
6. Incentivos de capacitación y formación
Los incentivos de capacitación y formación en ventas, también denominados incentivos conductuales, son programas diseñados para proporcionar a los representantes de ventas las herramientas necesarias para progresar hacia el objetivo final último: cerrar tratos. En cada paso del camino, los representantes pueden ser recompensados por actividades como certificaciones, participación en ferias comerciales, concursos, seminarios, seminarios web, demostraciones, propuestas, etc.
Representar una marca para una empresa matriz requiere un conocimiento profundo de sus productos y servicios, porque los socios de canal no trabajan para las empresas para las que venden. En cambio, es responsabilidad de las empresas matrices formarles. ¿Por qué? Porque los socios suelen vender cosas con las que están más familiarizados. Esto es especialmente importante cuando los socios venden diversas marcas.
Beneficios
- Lower support costs: A well-trained partner does not require regular assistance when things do not go as planned. They are knowledgeable enough to figure things out on their own. It lowers the cost of the support resources you would typically supply in such scenarios.
- New revenue stream: You can create a new revenue stream when you teach your partners. You can sell certification training programs in which channel partners can enrol.
Desafíos
- Exclusion: As channel partners are not your employees, they may feel alienated from your company's culture and values. It may also cause a rift in how your organization and its partners see business objectives and demands.
- Cultural issues: Partners are generally distributed around the globe. Cultural differences, including language and beliefs, might impede a productive working connection.
HP's Blue Carpet incentive program is truly a gem of a program that rewards partner sales representatives for selling across the HP portfolio and providing solutions to customers.
Individual partners who sign up for Blue Carpet are rewarded with digital gems, as they complete various pre-sales and post-sales activities like demos, surveys, training, etc. The reps also compete for ‘elite’ status in the GEM club.
After completing the one-year program, the top ten performing delegates from the United States and Canada receive a three-night trip to an exclusive island retreat 1 in the Bahamas in appreciation for their participation in the program.
7. Incentivos de fidelización y retención de socios
Las marcas llevan a cabo programas de fidelización del canal que se centran en sus socios de alto rendimiento, como VAR, ISV, MSP, etc. Los incentivos utilizados para fortalecer las relaciones con los socios, además del tiempo y la atención, se denominan incentivos de fidelización.
Además del volumen de ventas, las empresas también deben centrarse en el objetivo a largo plazo de mantener las relaciones que han establecido. Dicen que "hay que gastar dinero para crear dinero". Siendo fiel a esta afirmación, puedes incentivar a tus socios con mejores resultados una vez que alcancen sus objetivos de ventas. Los programas de incentivos pueden pasar de recompensar el crecimiento a retener a los talentos que no puede permitirse perder.
Para conservarlos, recompense su compromiso. De lo contrario, la competencia podría robárselos.
Beneficios
- Increases partner retention: Loyalty programs make partners feel valued, encouraging them to continue doing business with you.
- Attract new partners: A well-designed loyalty program may assist a company in attracting new partners. New partners can quickly join your partner program with points or discounts, helping you boost sales.
Desafíos
- Market saturation: Many firms use comparable loyalty programs, making it challenging to retain your top partners. Developing a unique loyalty program based on competitive advantage is difficult.
- No control over partner leaving: Despite giving incentives, partners may want to leave because of circumstances that aren't under your control. For example, they might be getting a better opportunity, network expansion, etc.
Dell's partner program incentivizes resellers for their purchases with benefits such as a loyalty program which provides an opportunity to earn marks (points) that they can exchange for e-vouchers against future Dell orders or co-branded marketing materials.
Implementing a point-based reward system may seem like a daunting task, but with Loyalife, it’s a cakewalk. Loyalife integrates with a variety of performance tracking systems for enabling rewards and incentives. Explore Loyalife integrations today!
8. Incentivos
Los incentivos de los descuentos de canal están diseñados para aumentar la demanda e influir en las preferencias de los clientes. A menudo se basan en el volumen, lo que significa que su socio debe vender un determinado número de productos para obtener el incentivo. A continuación, repercuten el ahorro en sus clientes.
You can also utilize channel rebates to gather data of potential customers that including obligatory form fills.
Beneficios
- Sales growth: This encourages your channel partners to sell your products more.
- Construir una base de consumidores: Es un enfoque excelente para construir su marca que, si se ejecuta correctamente, puede convertir a sus clientes satisfechos en embajadores de la marca.
Desafíos
- Limited bandwidth for internal implementation: It may be challenging to determine how many employees should be assigned to manage this program.
- Complexity: It might be tough to establish a rebate program with different processes to receive money back while also ensuring that customers benefit.
¿Pasa demasiado tiempo planificando y realizando el seguimiento de sus programas de descuentos? Es hora de automatizar su programa de reembolsos utilizando el robusto motor de recompensas de Plum.
Salesforce engages and rewards channel partners smartly through an ecosystem designed to optimize incentives. They increase rebate program attainment by automating rebate calculations, accruals, and payouts and provide sales teams and channel partners with improved visibility into threshold achievement.
AWS's partner program is another example of a goal-driven rebate program. This new initiative aims to transfer ISV application workloads to the platform. In addition, each cloud migration must produce at least $36,000 in annual recurring revenue for AWS within a year.
In turn, AWS will spend up to 15% of the post-migration income to assist customers in reducing expenses, with the amount dependent on workload and the complexity of the migration project.
9. Incentivos de referencia
Los socios de referencia son socios comerciales que pueden aportar un enorme valor a una empresa gracias a su sólida red de referencias. Recomiendan una empresa concreta y sus servicios a clientes potenciales, ayudando a las marcas a llegar a rincones del mercado a los que de otro modo no llegarían. Los incentivos que se dan a estos socios para recompensar las recomendaciones se denominan incentivos de recomendación.
Una tendencia creciente que las empresas de TI tienden a notar en estos días es la forma en que los socios del canal están influyendo y presentándoles oportunidades, ampliando su alcance general.
Normalmente, los socios recomendadores recomiendan a su empresa compradores que reúnen los requisitos. A cambio, usted recompensa a los socios con un mayor registro de operaciones e identificación de oportunidades. (En la mayoría de los casos, una parte de las ventas que realicen).
Points-based awards, gift cards, debit cards, and incentive travel programs are all forms of referral incentives. You may also give these quarterly or annually to encourage your partners to compete for the main prize.
Beneficios
- Clear result visibility: It is a systematic channel incentive approach since you can see your results.
- Win-win situation: It's simple to justify the investment in rewarding partners because you don't pay out until the deal is closed, making it a win-win situation.
Desafíos
- New approach: This is a relatively new approach to rewarding channel partners, and many vendors are unsure how to manage a referral program or how much they should pay out to partners.
- High costs: Referral commissions can be higher than those offered in an affiliate program.
Trello incentivizes partners by giving them credit for referrals. What makes Trello’s referral program so effective is its encouraging messages (“adding collaborators to your boards” and “start collecting free gold”) that speak the language of their users.
10. Influencer channel
Puedes ponerte en contacto con personas influyentes y pedirles que evalúen tu software en sus redes sociales. A continuación, las personas influyentes corren la voz sobre su producto o servicio en sus redes. Hacen publicidad, sugieren y recomiendan utilizando su capacidad para influir en personas potenciales.
Si alguien de su red utiliza su código para comprar, puedes enviar el incentivo a ese influencer en concreto.
Beneficios
- Brand awareness: It can shorten your sales cycle and increase brand awareness.
- Network: You can expand your network manifold.
Desafíos
- High demand for influencers: Due to the high demand for influencers, you might have to incentivize them more frequently and with high value.
Canva runs an affiliate program to incentivize partners to earn up to $36 for each new Canva Pro subscriber that signs up with their unique referral link. So any influencer on social media can share their unique affiliate links with the audience on any social media platform. Whenever someone buys a pro subscription using the affiliate link, Canva gives the influencer their promised incentive.
11. Fondos para el desarrollo de soluciones
Si vende un producto que necesita demostraciones por parte de sus socios de canal, puede plantearse crear un fondo de desarrollo de soluciones. Con este fondo, puede recompensar a los socios por crear soluciones creativas que utilicen su producto como base.
Los Fondos para el Desarrollo de Soluciones ayudan a apoyar demostraciones, pruebas de concepto (POC) y lanzamientos de productos. Esto aumenta la probabilidad de que sus socios vendan sus productos y permanezcan en su empresa a largo plazo.
Beneficios
- Aid in planning marketing: Partners may efficiently align their marketing plans to launch, raise awareness, and build demand for the co-developed solution.
- Effective for complex products: It is an effective channel incentive for products and services that have a lengthy and complex development and sales cycle.
Desafíos
- Unattractive incentive program: If partners do not find the solution development fund appealing enough to drive them, the incentive program may fail.
- Complex processes: Partners may find it difficult to engage if the regulations, lengthy approvals, and claim processes are cumbersome.
12. Dotación de personal
Los incentivos de personal son un tipo de incentivos de capacitación y formación. Un empleado a tiempo completo se incorpora a una organización asociada para enseñar a los socios y promocionar el producto en sus empresas.
Beneficios
- Improved channel partner performance: Training provides channel partners with product expertise, allowing them to effectively communicate the advantages and values your product offers to buyers.
- Brand growth: Trained, authorized, and long-standing partners contribute to brand growth.
Desafíos
- Cultural differences: Because partners are often distributed over the world, the issue of cultural differences, including language and values, might deter a productive working connection.
This gives partners additional motivation to better engage with incentive programs.
Channel incentives that boost growth
Muchas empresas han tomado medidas importantes para lograr el crecimiento en este entorno de ventas cambiante y exigente, como establecer nuevos canales digitales, incluir funciones especializadas y adoptar la venta en equipo.
Optimizar el equilibrio de incentivos, objetivos, promociones y bonificaciones para los socios de canal puede ser un motor de crecimiento. Se ha descubierto que los ajustes inteligentes del modelo de compensación influyen un 50% más en las ventas que los cambios en el gasto publicitario. La creación de incentivos para el canal con estos cinco elementos fundamentales podría ayudarle a desarrollar una relación saludable con sus socios.
1. Role-specific incentives
El concepto de "producto" ha evolucionado considerablemente en la era digital. Es menos probable que sea una cosa tangible y mucho más probable que sea un servicio que implique una conexión continua con el consumidor.
Tanto si se trata de software basado en la nube como de aplicaciones móviles, a menudo se necesitan conocimientos adicionales para ayudar a los vendedores de primera línea en el proceso de ventas.
Muchas empresas, por ejemplo, querrán arquitectos de soluciones que aporten conocimientos técnicos para productos digitales u otros productos complejos. Estos expertos tienen poder para influir en las decisiones de compra de los clientes finales. Como proveedor, puedes mantener distintos incentivos para que las personas que desempeñan distintas funciones logren un objetivo común.
2. Split incentives
Con más vendedores participando en cada operación, todos deben colaborar de la manera más eficaz y libre de conflictos posible.
Esto empieza por asignar responsabilidades específicas a los distintos miembros del equipo. Después, debe haber una estrategia para recompensar a cada individuo por sus contribuciones. Por último, también debe haber una estructura de gobierno para evaluar los esfuerzos de los miembros del equipo y resolver posibles problemas de acreditación. Una situación así fomenta la colaboración a corto plazo, interregional e interfuncional.
Muchas empresas de TI, por ejemplo, ofrecen incentivos a los vendedores de los socios de canal en función de las diferentes contribuciones realizadas por los distintos representantes en un ciclo de ventas.
3. Presales incentives
Los clientes dedican más tiempo a analizar las opciones antes de decidirse por la mejor, lo que se traduce en ciclos de venta más largos.
Un programa de incentivos por fases que respalde tanto los ciclos de ventas a corto como a largo plazo puede permitir que el personal de ventas se mantenga motivado durante periodos tan largos. Un método para ello es recompensar a los vendedores por realizar progresos intermedios en transacciones a largo plazo, permitiéndoles recibir incentivos antes del cierre de la venta y en función de su progreso en el embudo de ventas.
Companies, for example, provide deal registration incentives to channel partners in exchange for giving the lead and then offer them time to close the deal.
4. Omnichannel incentives
Con la creciente presencia en línea, los clientes interactúan más con los productos y servicios en las plataformas online.
Esto puede dar lugar a que se excluya a los socios de canal/comerciantes del proceso, especialmente durante la transacción real. Las organizaciones líderes abordan este problema buscando la forma de hacer que las ventas en línea o móviles sean un incentivo para los vendedores o socios de canal en lugar de una amenaza. Una estrategia consiste en compensar a los representantes de ventas o socios de canal por su participación en las ventas en línea.
Por ejemplo, una empresa de software basado en la nube puede ofrecer incentivos de recomendación a sus socios de canal por cada compra realizada por un consumidor utilizando su código de recomendación.
5. Analytics-driven incentives
La idea es recompensar a los representantes por la calidad de sus acciones en lugar de por su contribución a las ventas en términos de dólares. Puede utilizar los datos para obtener información detallada sobre lo que impulsa el rendimiento de un representante (por ejemplo, el uso de un tipo concreto de demostración que genera más ventas) y, a continuación, recomendar a los representantes acciones de venta. Puede desarrollar programas de incentivos de canal basados en puntos para recompensar las acciones de venta fructíferas, es decir, las que obtiene analizando los datos.
Power smarter IT channel engagement with Loyalife
Every interaction with your IT channel partners — whether it’s a VAR, distributor, MSP, or integrator — is a chance to build stronger alignment, accelerate revenue, and scale your competitive edge. But in a hyper-evolving landscape defined by subscription models, recurring revenue targets, and increasingly complex buyer journeys, managing partner incentives effectively is a serious challenge.
Loyalife is purpose-built to meet the nuanced demands of IT and tech-driven ecosystems, enabling brands to run high-impact channel incentive programs that are flexible, automated, and performance-focused.
Be it the launch of a new product line, expanding into new markets, or pushing software upgrades and service renewals, Loyalife helps you motivate the right partner actions at the right time.
Here’s how Loyalife can transform IT channel incentive management:
- Real-time partner intelligence: Get a unified view of partner performance across deal registrations, pipeline contribution, renewals, and upsells — all in one dashboard.
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- Automated engagement flows: From deal registration validations to milestone-based bonuses and training certifications — automate every engagement step while keeping it deeply personal.
- Multi-channel reward distribution: Offer a global catalog of tech-friendly rewards — digital experiences, premium gadgets, e-gift cards, travel perks — that match partner personas and geographies.
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With Loyalife, IT companies no longer need to juggle spreadsheets, siloed platforms, or one-size-fits-all rewards. Instead, they can build truly agile, loyalty-first partner ecosystems that drive strategic growth and deepen partner relationships.
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