What is partner motivation? Where channel engagement addresses what action you want to incentivize, channel motivation focuses on why partners are compelled to act. The more difficult question, however, is “What motivates?” This question is among the most challenging facing channel professionals, and there is no single answer. The key to channel motivation rests in incentives—actions taken to drive partner performance. Incentives take many forms, and achieving the right mix is easier said than done. In reality, no single incentive will motivate your entire channel, as motivators vary on a partner-by-partner basis.
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