How are the seismic shifts to the cloud, to subscription services, and to ecosystem models significantly changing the way that compensation is distributed across partners?
A revolution is underway upending the traditional partner compensation models across the technology industry. The three forces of cloud, subscriptions, and ecosystems compel companies to expand their focus from discrete transactions and to reckon with the full customer journey and how partners influence different moments within it. From building awareness and influencing the transaction to helping drive adoption and renewals, partners will play an ever-more-vital role for technology vendors. Incenting and rewarding them along that continuum will be critical to every company’s long-term success “creating, delivering, and capturing value at the customer.”
Download the pdf of this article appearing in the Q4 2021 issue of Strategic Alliance Quarterly, with Lorin Coles’ contribution to the analysis of this vital change affecting channels, alliances, and ecosystems.