How to: Engage your channel partners

Ian Horsham, divisional director, promotions and incentives at The Grass Roots Group, offers five pieces of advice to engage your channel partners

With research suggesting that on average just five per cent of marketing budgets are set aside for partnership marketing, brands could be missing a trick by not doing more to engage and motivate a valuable channel to market. With customers exposed to more choice and options than ever before, converting sales has become more competitive meaning brands need to work harder with their partners to seal the deal. As such, channel partners require the most competitive incentives and bonus initiatives to ensure their successful input continues to grow and develop with the company.