“The role of the transaction remains relevant, but it’s not the fundamental driver for how vendors are incentivising their partners”
Vendors are now rewarding their partners for their involvement in a wide array of “moments” across the sales cycle, beyond just reselling, Omdia Senior Research Director Rachel Brindley claimed.
Brindley flashed up a slide showing the anatomy of a typical deal over a 12-month period in the AI era to illustrate her point (see above).
It showed all the “moments” that occur, from pre-sales workshops to migrations and upselling.
“Each of those steps needs to be recognised through the customer lifecycle and recognising the role the partner plays from a specialisation perspective, and from an engagement perspective, with the customer,” Brindley said.
“Modern partner programmes are focusing much more on customer outcomes, and there’s a net shift to points-based programmes,” Brindley added, pointing to Microsoft and Cisco’s new partner regimes as prime examples.
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