{"id":8629,"date":"2020-12-22T13:14:52","date_gmt":"2020-12-22T12:14:52","guid":{"rendered":"https:\/\/gotoclient.com\/?page_id=8629"},"modified":"2026-02-19T16:44:20","modified_gmt":"2026-02-19T15:44:20","slug":"the-channel-loyalty-program-definitive-guide","status":"publish","type":"page","link":"https:\/\/gotoclient.com\/en\/guides\/the-channel-loyalty-program-definitive-guide\/","title":{"rendered":"The Channel loyalty program definitive guide 2025"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading\" id=\"h-the-channel-loyalty-program-definitive-guide-2023\"><strong>The Channel Loyalty Program Definitive Guide 2025<\/strong><\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><a href=\"https:\/\/landingpages.gotoclient.com\/channel-loyalty-guide-2025\" class=\"block-button\" target=\"_blank\">\n    Download the PDF document<\/a>\n<style type=\"text\/css\">\n    #button-block_099246dd3f7e0c9cf16c98090ecaa169 {\n        background: ;\n        color: ;\n    }\n<\/style>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:83px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Based on our extensive experience with channel programmes, we&#8217;ve developed <strong>The Definitive Guide to Channel Loyalty Programmes<\/strong> to equip marketing professionals with insights to design and execute successful channel strategies. <\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This advanced guide targets marketers who already understand the basics but seek actionable insights for improving their channel performance.<\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>First, let&#8217;s see some relevant statistics. According to McKinsey, <strong>94% of B2B decision-makers say the current omnichannel model is as effective or more effective than before COVID-19, but only 52% of marketers are using three to four channels consistently in their campaigns.<\/strong> McKinsey also states that multichannel approaches are 3.2 times more effective at boosting sales than relying on a single channel. The most used platforms to communicate with customers are video calls, e-commerce websites, live chat, and increasingly, mobile apps, according to McKinsey. <\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The most common reasons why marketers struggle to develop strong multichannel strategies are the complexity of managing multiple channels, integration issues with customer data, and challenges around budget allocation, as Deloitte points out.<br>In addition, McKinsey highlights that <strong>B2B customers now regularly use ten or more channels to interact with suppliers, showing an evolution from just five channels in 2016. Finally, companies delivering the best omnichannel experiences are improving their market share by at least 10% annually. <\/strong>Some other interesting statistics about channel loyalty and customer behaviour:<br><br>Companies that invest in personalisation tools for multichannel strategies see significantly higher customer retention rates, sometimes reaching up to 89%. <strong>Multichannel shoppers tend to have a customer lifetime value 30% higher than those using only one channel.<\/strong><\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So, whilst there is an <strong>increased understanding<\/strong> from seasoned marketeers that multichannel strategies are important, there is still <strong>very little marketing that focuses on a specific distribution channel<\/strong>. Making <strong>channel entities<\/strong> (distributors and resellers) the focal point of your strategies can bring several benefits:<\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>89% of B2B companies believe customer obsession is essential for driving revenue<\/strong> and profitability. (<a href=\"https:\/\/www.digitalcommerce360.com\/2024\/10\/21\/forrester-customer-obsession-is-key-to-b2b-revenue-and-profits\/\">Digital Commerce 360, 2024<\/a>).<\/li>\n\n\n\n<li><strong>50% of B2B companies plan to increase investments in partner ecosystem technology<\/strong> and processes. (<a href=\"https:\/\/www.forrester.com\/blogs\/predictions-2024-b2b-marketing-sales-product\/\">Forrester, 2024<\/a>).<\/li>\n\n\n\n<li><strong>30% of organisations report bandwidth demands increasing by over 50% annually, driven by growing data generation<\/strong> and traffic between cloud and on-premises applications. (<a href=\"https:\/\/business.comcast.com\/community\/docs\/default-source\/default-document-library\/idc-futurescape_-worldwide-future-of-connectedness-2024-predictions.pdf\">IDC FutureScape, 2024<\/a>).<\/li>\n\n\n\n<li><strong>Companies implementing structured engagement strategies can boost customer retention rates by up to 40%.<\/strong> (<a href=\"https:\/\/moldstud.com\/articles\/p-top-loyalty-program-software-providers-in-the-market\">MoldStud, 2024<\/a>).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So, whilst there is an <strong>increasing understanding<\/strong> from seasoned marketeers that multichannel strategies are key, there is still <strong>very little marketing targeted to your actual distribution channel<\/strong>. Putting the <strong>channel entities<\/strong> (distributors and all kind of resellers) in the centre of your strategies can have several benefits:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>There are many quick wins<\/strong>. Whilst acquiring new clients, whether those are consumers or businesses is costly, activating a channel programme can usually make the difference where demand also exists! Typically, channel programmes will increase your market share in the selected channel.&nbsp;<\/li>\n\n\n\n<li>It&#8217;s a <strong>step beyond traditional channel programmes<\/strong>. Most companies operating with direct distribution channels, are already using sales channel programmes, typically consisting of back-end rebates and training. Typically, those channel programmes, which tend to be tier-based, are based on the channel readiness need from the brand, rather than on loyalizing channel resellers.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Why this guide?<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Learn how to build a channel program.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Understand the key aspects of channel loyalty programs and apply them to your strategy<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In this guide, you&#8217;ll find:<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>High-quality information<\/strong> about channel loyalty programs.<\/li>\n\n\n\n<li><strong>\u00b7 Hacks <\/strong>to build an effective channel program.<\/li>\n\n\n\n<li><strong>\u00b7 How to build a channel program that becomes a case study<\/strong>.<\/li>\n\n\n\n<li><strong>\u00b7 Free resources<\/strong> to help you with your programs.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1\"><strong>1. <strong><strong>The basics: the importance of Market Development Funds (MDF) and Co-Op funds<\/strong><\/strong><br><\/strong><\/h3>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The Market Development Funds (or MDF) and Co-Op funds are both <strong>key strategies for distribution channels<\/strong>. According to the most recent <a href=\"https:\/\/www.slideshare.net\/GleansterResearch\"><strong>Gleanster<\/strong><\/a> reports:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>83% of brand marketers believe MDF and Co-Op programs have an impact.<\/strong><\/li>\n\n\n\n<li><strong>The average MDF annual spend is 12% of the overall marketing budget.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>What are the differences between these two concepts? Which one should you use?<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-market-development-funds-mdf\"><strong>Market Development Funds (MDF):<\/strong><\/h4>\n\n\n\n<p>The Market Development Funds are based on channelling monetary funds to channel partners against the execution of marketing activities. The key benefits are:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When used correctly, as a brand, there is clarity on the KPIs. Your channel becomes an extension of your marketing team.<\/li>\n\n\n\n<li>Being upfront negotiations against the execution of critical activities, when used with the right level of strategy, brands can drive the demand through MDF.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A great example is Palo Alto Networks\u2019 MDF programme in EMEA, which allows partners to access digital campaign templates and automated tracking dashboards. One campaign increased lead conversion by 35% in under 6 weeks.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-co-op-funds\"><strong>Co-Op Funds:<\/strong><\/h4>\n\n\n\n<p>Typically, Co-Op funds are for<strong> channel partners<\/strong> who <strong>have already sold <\/strong>the product or service. These funds are usually <strong>based on a percentage of prior sales. They are marketing-based rebates<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Co-Op funds can act as a sales driver, gaining higher revenues.<\/li>\n\n\n\n<li>\u00b7 Sometimes, they can effectively replace sales rebates.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In order to better understand the difference between both concepts, here&#8217;s <strong>a comparison table:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"188\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m.-700x188.png\" alt=\"\" class=\"wp-image-8806\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m.-700x188.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m.-250x67.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m.-768x206.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m.-730x196.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m.-120x32.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m.-372x100.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.09-p.-m..png 793w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><\/div>\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Marketing funds, whether those are MDFs or Co-ops, are the first layer in channel loyalty programmes. Should you not have those, think<strong> about your goals to define which scheme works better.<\/strong> In any case, here are some <strong>best practices<\/strong> for both programs:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Make your program simple:<\/strong> Your partners must understand the rules, goals and expectations. An online portal where partners can manage their account and keep tabs on their status is a good idea.<\/li>\n\n\n\n<li><strong>Engage with your partners: <\/strong>Make sure your partners know they are the centre of the program. It&#8217;s advisable to provide training and have active and ongoing communication with them.<\/li>\n\n\n\n<li><strong>Track results: <\/strong>This will help you find any shortcomings and compare the real-time results with your estimates.<\/li>\n\n\n\n<li><strong>Have a process for monitoring and implementation: <\/strong>You must have a process to keep track of your partners, i.e. if they are running sales. Consequently, it is essential to have an optimal implementation tracking system.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\" id=\"2\"><strong><em><strong><em>Focus on making your program easy to understand and keep track of!<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:84px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-the-process-of-creating-a-channel-loyalty-program\"><strong>2. <strong><strong>The process of creating a channel loyalty program<\/strong><\/strong>&nbsp;<br><\/strong><\/h3>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe loading=\"lazy\" class=\"lazy-loaded\" width=\"560\" height=\"315\" data-lazy-type=\"iframe\" data-src=\"https:\/\/www.youtube.com\/embed\/PbzeTjsavzI\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/PbzeTjsavzI\" style=\"\n    height: 316px;\n\"><\/iframe>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Let&#8217;s take a deep dive into the program setup process:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-pick-the-channel-program-that-suits-your-business\"><strong><strong>Pick the channel program that suits your business<\/strong><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Decide which kind of channel programme you need<\/strong><\/p>\n\n\n\n<p>According to your goals and needs, you should implement one or another programme. There are two significant types of <strong>channel loyalty<\/strong> programs.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Based on the breadth goal: <\/strong>In this case, the main idea is to <strong>extend the channel in order to increase the overall run rate<\/strong>. The idea behind this is enlarging your channel pyramid.<strong>run rate<\/strong>. This will enlarge your channel pyramid.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1652\" height=\"802\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2.png\" alt=\"\" class=\"wp-image-8634\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2.png 1652w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-250x121.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-700x340.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-768x373.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-1536x746.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-1020x495.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-730x354.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-1280x621.png 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-120x58.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-2-372x181.png 372w\" sizes=\"auto, (max-width: 1652px) 100vw, 1652px\" \/><\/figure><\/div>\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Based on the depth goal: <\/strong>The goal is getting more <strong>market share in existing channel partners<\/strong>, <strong>extending their turnover<\/strong>. Therefore, as a <strong>key difference<\/strong> to the previous goal, here, the idea is to <strong>obtain the best results from the current channel partners.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1558\" height=\"756\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3.png\" alt=\"\" class=\"wp-image-8638\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3.png 1558w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-250x121.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-700x340.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-768x373.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-1536x745.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-1020x495.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-730x354.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-1280x621.png 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-120x58.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-Channel-loyalty-program-3-372x181.png 372w\" sizes=\"auto, (max-width: 1558px) 100vw, 1558px\" \/><\/figure><\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><strong><strong>According to the programme key goal, channel programmes will have operational differences as follows:<\/strong><\/strong><\/strong><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"260\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m.-700x260.png\" alt=\"\" class=\"wp-image-8810\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m.-700x260.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m.-250x93.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m.-768x285.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m.-730x271.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m.-120x45.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m.-372x138.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.20.26-p.-m..png 794w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-define-which-type-of-qualified-channel-partners-you-want\"><strong>Define which type of qualified channel partners you want:<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When you consider implementing a loyalty programme, it&#8217;s essential to <strong>choose qualified channel partners<\/strong> that will help you to expand your business. In order to get qualified partners, consider <strong>collecting the following information<\/strong> from partners:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Are they familiar enough with your brand \/ value proposition?<\/li>\n\n\n\n<li>Current engagements with competitor companies.<\/li>\n\n\n\n<li>Commitment level they can show.<\/li>\n\n\n\n<li>Knowledge about the service or product you sell.<\/li>\n\n\n\n<li>The average product or service volume they sell per month \/ year.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-think-about-training\"><strong>Think about training implementation<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After choosing your partners, you should <strong>evaluate the need for the training<\/strong> to your channel partners. But first, you need to answer the following questions:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Are your partners currently offering similar products or services to yours?<\/li>\n\n\n\n<li>Are they implementing marketing and communication strategies?<\/li>\n\n\n\n<li>Are they evaluating their performance continuously?<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If <strong>all or some answers are &#8220;no&#8221;,<\/strong> you should <strong>reinforce the necessary areas<\/strong> with your partners in order to <strong>obtain efficient loyalty programme results.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The more you know about your product or service, the better they will be able to sell them. And so, with the other points. Consequently, it&#8217;s an essential investment in your program.<\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-setting-your-channel-program-goals\"><strong>Setting your channel program goals<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As in any loyalty programme, to make them successful, you first need to <strong>set objectives<\/strong>. Those should be <strong>SMART<\/strong> goals <strong>(Specific, Measurable, Attainable, Relevant, Time-bound).<\/strong><\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>On the other hand, consider what KPIs provide a better measurement of your goals:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Registrations rate:<\/strong> Getting new members is critical to generate revenue, especially of course, in the breadth type of programs.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Channel partner lifetime value: <\/strong>The lifetime amount of money each partner is expected to spend on your business during your relationship.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Channel partner average lifetime value<\/strong>: Average order value x number of iterations per year x average retention time (years)<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Of course, you should consider seasonality when identifying the average order value.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Channel retention rate: <\/strong>The percentage of channel partners that are staying with your company. There&#8217;s no specific formula for that, but <a href=\"https:\/\/www.inc.com\/jeff-haden\/best-way-to-calculate-customer-retention-rate.html\" target=\"_blank\" rel=\"noreferrer noopener\">Jeff Haden on Inc<\/a> has provided an accurate way of measuring the Customer Retention Rate, which can be extrapolated to channel partners as follows:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Channel partner retention rate = ((CE \u2013 CN) \/ CS)) x 100<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Where:<\/p>\n\n\n\n<p><em>CE = Number of <\/em>channel partners <em>at the end of the period<\/em><\/p>\n\n\n\n<p><em>CN = Number of new <\/em>channel partners <em>acquired during the period<\/em><\/p>\n\n\n\n<p><em>CS = Number of <\/em>channel partners <em>at the start of the period<\/em><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Channel partner<\/strong> <strong>redemption rate: <\/strong>It shows a comprehensive overview of how relevant the program to the end consumer is. The redemption rate is calculated as on the below:<\/li>\n<\/ul>\n\n\n\n<p>Redemption rate = Number of coupons redeemed \/ Number of coupons issued<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Repeat purchase rate: <\/strong>If your goal is breadth and you want to run sales, this metric will be essential for the program. It helps you to know the consumers&#8217; loyalty level. In addition, with this formula you can estimate your sales volume. This is calculated as follows:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Repeat purchasing rate = Number of channel partners who have shopped more than once \/ Total Number of channel partners<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.netpromoter.com\/know\/\" target=\"_blank\" rel=\"noreferrer noopener\">Net promoter score<\/a>: <\/strong>This metric calculates your clients\u2019 experience to estimate your company\u2019s growth. Here, you have to develop some key questions and answer them using a 0-10 scale. When you have the responses, you will be able to classify your customers in the following groups:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Promoters (score 9-10): <\/strong>Users who are extremely likely to recommend your company.<\/li>\n\n\n\n<li><strong>Passives (score 7-8): <\/strong>Users who are satisfied, but they&#8217;re not going to recommend your company.<\/li>\n\n\n\n<li><strong>Detractors (score 0-6): <\/strong>Unhappy users who may hurt your company&#8217;s reputation.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-choose-the-right-channel-loyalty-platform\"><strong>Choose the right channel loyalty platform<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Working with a platform is a must.<\/strong> Only in the case of <strong>depth-based<\/strong> channel programmes, where you work with a <strong>limited amount of channel partners<\/strong> (for example, less than 10), <strong>excel files can be the right support<\/strong>. Otherwise, when <strong>working with many partners<\/strong>, not running the programme on the right kind of platform can <strong>quickly cause loss of control<\/strong>.<\/p>\n\n\n\n<p>In case you conclude you need a platform, in section 4 we attach <strong>a list with the most important ones.<\/strong><\/p>\n\n\n\n<p>Best Practices<\/p>\n\n\n\n<p>Update your MDF and Co-Op processes by following these modernised best practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Set measurable objectives<\/strong> from the start.<\/li>\n\n\n\n<li><strong>Track ROI and attribution<\/strong> using analytics or CRM integrations.<\/li>\n\n\n\n<li><strong>Align sales and marketing<\/strong> teams on expected outcomes.<\/li>\n\n\n\n<li><strong>Standardise pre-approved campaigns<\/strong> for speed and scalability.<\/li>\n\n\n\n<li><strong>Educate partners<\/strong> on how to use funds for maximum impact.<\/li>\n\n\n\n<li><strong>Use digital platforms to streamline approval<\/strong> and reporting.<\/li>\n\n\n\n<li><strong>Automate ROI tracking<\/strong> to reduce manual work and increase visibility.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>See section 4 for our <strong>list of recommended platforms.<\/strong><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-retain-ongoing-communication-with-partners\"><strong>Keep an ongoing communication with partners<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Communication is a crucial element of any channel loyalty programme. Our recommendations are:<\/p>\n\n\n\n<p><strong>Direct communication: <\/strong>In addition, it&#8217;s important to communicate separately with your partners, either face-to-face or online to build a closer relationship.<\/p>\n\n\n\n<p><strong>Develop a cohesive and proactive communication strategy: <\/strong>You can improve your communication effectiveness by considering:<ul><li>Develop the message definition you want to say to your partners.<\/li><\/ul><\/p>\n\n\n\n<p>Plan your communication frequency.<\/p>\n\n\n\n<p><strong>Segment your partners: in case the programme is broad, <\/strong>it is essential to adapt your communication to each type of partners in order to make your message relevant.<\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\" id=\"3\"><strong><em><strong><em><strong><em>Talk directly with some of your partners! Be close to them.<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:82px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-channel-loyalty-incentive-types\"><strong>3. <strong><strong>Channel loyalty incentive types<\/strong><\/strong>&nbsp;<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>There&#8217;re several loyalty programme incentives to choose in your programmes. Let&#8217;s explain each of them with some key recommendations:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-channel-sales-incentives\" style=\"font-size:19px\"><strong>Channel sales incentives<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is the <strong>most common incentive<\/strong>. Partners are <strong>rewarded according to their sales volume, margin or achieved goals.<\/strong> Incentives often take the form of <strong>gift cards, entertainment tickets, lunch tickets, tech gadgets<\/strong>, among others.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendation:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Be realistic with your sales incentives: <\/strong>Have a very clear picture of how much you can invest and set the parameters accordingly.<\/li>\n\n\n\n<li><strong>Update your sales incentives: <\/strong>For example, if your company is growing, you can reward your partners by increasing the value of the incentives on offer.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Don&#8217;t forget to budget and set realistic incentives<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-channel-spiffs-sales-performance-index-funding-formula\" style=\"font-size:19px\"><strong>Channel SPIFFs (Sales Performance Index Funding Formula)<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In this case, partners receive a <strong>percentage of the volume sale<\/strong>. Channel SPIFFs are more <strong>short-term incentives<\/strong> compared to others as they receive the cash automatically.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Build your SPIFFs strategically: <\/strong>Focus your rewards mainly on the solutions that are working best.<\/li>\n\n\n\n<li><strong>Make sure partners are funded quickly: <\/strong>Be quick when paying them.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-channel-rebates\" style=\"font-size:19px\"><strong>Channel rebates<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Pay on the net price: <\/strong>If you offer multiple channel incentives, you must calculate the rebate accurately. That&#8217;s why it\u2019s good practice is to pay a volume rebate on the net price.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Don&#8217;t mix discount and rebate concepts: <\/strong>You must avoid the word &#8220;discount&#8221; as partners will assume the programme as an incremental discount. So, make sure you keep the conversation about rebates and not discounts.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-referral-incentives\" style=\"font-size:19px\"><strong>Referral incentives<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here the main goal is to <strong>expand companies&#8217; reach<\/strong>. So, partners are rewarded for <strong>deal registration<\/strong> and <strong>new opportunities identified<\/strong>. These incentives can also be gift cards, debit cards, etc.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Amplify your incentives beyond your partners: <\/strong>Other businesses not included in your channel loyalty programme may also be recommending your company. If you find new opportunities thanks to a website that&#8217;s mentioning your business, provide the owners&#8217; website with a referral too. But, in this case, you should offer simpler incentives, and if they want to start a formal collaboration with you, then you can give them higher value incentives. As a result, you&#8217;ll avoid your current partners feel less valued.<\/li>\n\n\n\n<li><strong>Make sure your partners are not only focused on the incentives: <\/strong>Partners must feel motivated, but it&#8217;s important the motivation is not only to receive the incentive. Consequently, if you decide to give a less attractive type of incentive, the pace of work of your partners will decrease.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Consider providing incentives to those<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>who show the best commitment.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>You can make them even more loyal to your company.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-warranty-registrations\" style=\"font-size:19px\"><strong>Warranty registrations<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Warranty registrations your channel partners can <strong>replicate to their customers<\/strong> are a <strong>type of incentives you can provide.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Give your channel partners an incentive: <\/strong>When partners gather new customer data, we recommend offering them an incentive. You can offer them discounts, gift cards, etc.<\/li>\n\n\n\n<li><strong>Say thank you for their efforts: <\/strong>People want to feel they\u2019ve made a difference. Call them or send an email to recognise their work. This will keep them motivated and engaged.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-empowerment-and-training-incentives\" style=\"font-size:19px\"><strong>Enablement and training incentives<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In most cases, partners <strong>work with more than one company<\/strong>, and of course, your competitors. That&#8217;s why providing <strong>enablement and training as an incentive is a good practice<\/strong>. You can offer <strong>quizzes, certifications, tickets<\/strong> to attend <strong>conferences or tradeshows<\/strong>, among others.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Don&#8217;t focus on conventional training: <\/strong>Is not usually attractive training where partners only listen to information for an hour. Investigate the most original and based on participation types of training to motivate your partners.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Ask what they want to learn about: <\/strong>Maybe you are focusing on topics that they already know or are not interested in. That&#8217;s why we recommend asking what they prefer in order to make the learning enriching.<\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-activity-based-incentives\" style=\"font-size:19px\"><strong>Activity-based incentives<\/strong><\/h4>\n\n\n\n<p>Like Co-ops or MDFs, <strong>reward partners according to the activities they manage.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Don\u2019t reward equally all activities equally: <\/strong>It\u2019s essential to reward according to the importance of the activity. The more difficult the activity is, the more important the reward will be.<\/li>\n\n\n\n<li>\u00b7 <strong>Develop activity-based incentives with specific tasks: <\/strong>Make a list of the activities that should be rewarded.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Partners with lower engagement don&#8217;t<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>&nbsp;have high expectations of incentives.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Activity-based incentives are a good option for them.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:83px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-channel-loyalty-software-platforms\"><strong>4. Channel loyalty software platforms<\/strong><\/h3>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-360insights\" style=\"font-size:19px\"><a href=\"https:\/\/www.crworldwide.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><\/strong><\/a><strong><a href=\"https:\/\/www.360insights.com\"><strong>360insights<\/strong><\/a><\/strong><\/h4>\n\n\n\n<p>CR Worldwide is a complete platform that includes <strong>channel programs, employee recognition, sales incentives, customer loyalty, online learning<\/strong>, among others. It helps you <strong>engage with your channel partners<\/strong> and enables you to <strong>build an easy-to-use platform for you and your partners. <\/strong>They also offer<strong> several resources<\/strong> to help companies make<strong> loyalty programs.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-apex-loyalty\" style=\"font-size:19px\"><a href=\"https:\/\/www.apexloyalty.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Apex loyalty<\/strong><\/a><\/h4>\n\n\n\n<p>Apex loyalty provides <strong>tools to help you interact and engage with partners, alongside program segmentation and customisation of incentives and communications.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-loyaltyxpert\" style=\"font-size:19px\"><a href=\"https:\/\/www.loyaltyxpert.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LoyaltyXpert<\/strong><\/a><\/h4>\n\n\n\n<p>LoyaltyXpert is a <strong>comprehensive package <\/strong>that helps you develop <strong>customer loyalty programs, influencer loyalty programs and channel loyalty programs. <\/strong>It offers Loyalty programs for <strong>specific industries<\/strong> such as <strong>eCommerce, FMCG, Education, Automotive, Electrical, Paint, Employee and NBFC loyalty programs.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-channeltivity\" style=\"font-size:19px\"><a href=\"https:\/\/www.channeltivity.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Channeltivity<\/strong><\/a><\/h4>\n\n\n\n<p>Channeltivity is for <strong>deal registration, requests, channel management, training and co-branded<\/strong> activities. It integrates <strong>with HubSpot CRM and Salesforce.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-allbound\" style=\"font-size:19px\"><a href=\"https:\/\/www.allbound.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Allbound<\/strong><\/a><\/h4>\n\n\n\n<p>Allbound is a <strong>channel collaboration platform<\/strong> that offers <strong>real-time access to sales enablement, marketing tools and resources<\/strong>.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-impartner\" style=\"font-size:19px\"><a href=\"https:\/\/www.impartner.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Impartner<\/strong><\/a><\/h4>\n\n\n\n<p>Impartner is a <strong>SaaS PRM that integrates with a number of CRM systems.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-logicbay\" style=\"font-size:19px\"><a href=\"https:\/\/www.logicbay.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LogicBay<\/strong><\/a><\/h4>\n\n\n\n<p>LogicBay combines a<strong> channel technology stack with a proprietary channel profit-centre<\/strong> methodology.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-magentrix\" style=\"font-size:19px\"><a href=\"https:\/\/www.magentrix.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Magentrix<\/strong><\/a><\/h4>\n\n\n\n<p>Magentrix provides channel loyalty programs portals.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-zinfi\" style=\"font-size:19px\"><a href=\"https:\/\/www.zinfi.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Zinfi<\/strong><\/a><\/h4>\n\n\n\n<p>Zinfy allows <strong>partner relationship management, partner marketing management and partner sales management<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-elioplus\" style=\"font-size:19px\"><a href=\"https:\/\/elioplus.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Elioplus<\/strong><\/a><\/h4>\n\n\n\n<p>Elioplus offers a complete platform with <strong>lead distribution, deal registration, partner directory, onboarding and library services.<\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-point-shop\" style=\"font-size:19px\"><a href=\"https:\/\/pointsshop.com.au\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><a href=\"https:\/\/pointsshop.com.au\/\"><strong>Point<\/strong><\/a><strong> Shop<\/strong><\/strong><\/a><\/h4>\n\n\n\n<p>Point Shop helps you increase sales with their channel loyalty software. They work across many industries: <strong>utilities, technology, construction, manufacturing, finance and professional services.<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-solvereglobal\" style=\"font-size:19px\"><a href=\"https:\/\/pointsshop.com.au\/\"><\/a><a href=\"https:\/\/www.solvere.global\/channel-loyalty-programs\/\"><strong>SolvereGlobal<\/strong><\/a><\/h4>\n\n\n\n<p>This platform helps you develop an <strong>incentive structure<\/strong>, and it also helps you create an emotional connection with your partners through experiences. In addition, it also includes <strong>coupons\/QR codes, gamification and social media integration.<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-capillary\" style=\"font-size:19px\"><a href=\"https:\/\/pointsshop.com.au\/\"><\/a><strong><strong><strong><a href=\"https:\/\/www.capillarytech.com\/\">Capillary<\/a><\/strong><\/strong><\/strong><\/h4>\n\n\n\n<p>Capillary is there to help you build <strong>stronger relationships with partners<\/strong>.It also provides analytics for the sales team.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-runrunpromos\" style=\"font-size:19px\"><a href=\"https:\/\/www.runrunpromos.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>RunRunPromos<\/strong><\/a><\/h4>\n\n\n\n<p id=\"5\">Finally, <strong>RunRunPromos, our own platform<\/strong>, helps you build<strong> B2B &amp; B2C promotions<\/strong>, but also <strong>channel loyalty programs<\/strong>. You can create a <strong>customised site<\/strong>, <strong>make changes at any time, get real-time metrics, have an incentive panel and communicate with fully customisable automated emails<\/strong>. All this in 20 different languages.<\/p>\n\n\n\n<div style=\"height:73px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-checklist-steps-to-launch-a-channel-loyalty-program\"><strong>5. [Checklist] Steps to launch a channel loyalty program<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To recap the learnings from this guide:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Think about MDF and Co-Op funds as the first layer.<\/strong><\/li>\n\n\n\n<li>Make sure you <strong>understand the difference between MDF and Co-Op funds.<\/strong><\/li>\n\n\n\n<li><strong>Define a clear goal for your channel loyalty program.<\/strong><\/li>\n\n\n\n<li>Define and offer the <strong>incentives that best fit your business and goals.<\/strong><\/li>\n\n\n\n<li><strong>You will probably need a software platform<\/strong>, so take your time to <strong>choose the right one<\/strong>.<\/li>\n\n\n\n<li>Plan the launch of your channel loyalty program in great detail.<\/li>\n\n\n\n<li><strong>Update your program based on your channel partners&#8217; feedback.<\/strong><\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, in order to build a complete Channel loyalty program, you can <a href=\"https:\/\/landingpages.gotoclient.com\/need-to-create-a-channel-loyalty-program-download-our-checklist-template\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>download <\/strong><\/a>our checklist for free!If you have any questions, don&#8217;t hesitate to contact us!<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-channel-1\"><strong class=\"schema-faq-question\">What is a channel loyalty programme?<\/strong> <p class=\"schema-faq-answer\">A channel loyalty programme is a strategic system to reward resellers and distributors with incentives\u2014like MDF, Co\u2011Op funds, rebates, SPIFFs or referral bonuses\u2014to strengthen engagement and boost market share via the channel.It operates on clear goals, measurable targets and ongoing communication.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-channel-2\"><strong class=\"schema-faq-question\">Why are channel loyalty programmes effective today?<\/strong> <p class=\"schema-faq-answer\">Multichannel B2B buyers now use 10+ channels to interact with suppliers, and companies with mature omnichannel programmes grow market share by 10%+ annually \u2013 multichannel strategies are 3.2\u00d7 more effective than single\u2011channel approaches.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-channel-3\"><strong class=\"schema-faq-question\">What are MDF and Co\u2011Op funds?<\/strong> <p class=\"schema-faq-answer\">MDF (Market Development Funds) are budgeted marketing funds for partner\u2011led activities. Co\u2011Op funds are rebates tied to actual sales. Brands using both can track ROI and treat partners like marketing allies.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-channel-4\"><strong class=\"schema-faq-question\">Which types of incentives are most impactful?<\/strong> <p class=\"schema-faq-answer\">Key incentives include: \n\u2022 Sales incentives (gift cards, gadgets)\n\u2022 SPIFFs (short\u2011term cash rewards)\n\u2022 Rebates\n\u2022 Referral bonuses\n\u2022 Warranty registrations\n\u2022 Training &amp; enablement rewards\n\u2022 Activity\u2011based incentives tied to strategic tasks.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-channel-5\"><strong class=\"schema-faq-question\">When should you use a channel loyalty platform?<\/strong> <p class=\"schema-faq-answer\">For programmes with many partners or depth\u2011oriented goals, using a dedicated platform (e.g., Channeltivity, Allbound, Impartner, RunRunPromos) ensures scalability, automated tracking and visibility; small depth\u2011only setups (&lt;10 partners) can use Excel.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-channel-6\"><strong class=\"schema-faq-question\">What are the key steps to launch a channel programme?<\/strong> <p class=\"schema-faq-answer\">Steps include: choosing goals (breadth vs depth), selecting partners, defining SMART objectives, selecting incentives, choosing a platform, designing launch plan, training partners, setting up tracking, and iterating based on feedback.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-channel-7\"><strong class=\"schema-faq-question\">What metrics should be tracked?<\/strong> <p class=\"schema-faq-answer\">Track metrics like partner registration rate, average partner lifetime value, retention rate, redemption rate, repeat purchase rate, and partner NPS \u2013 all important to prove ROI and adjust strategy.<\/p> <\/div> <\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>Need a B2B professional?<\/strong> Let Gotoclient help you drive real business growth!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading has-text-align-center has-medium-font-size\" id=\"h-contact-us-here\"><a href=\"https:\/\/gotoclient.com\/en\/contact_gotoclient\/\"><strong>Contact Us Here<\/strong><\/a><\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"142\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-700x142.png\" alt=\"\" class=\"wp-image-17874\" style=\"width:236px;height:47px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-700x142.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-250x51.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-768x156.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1536x312.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-320x65.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1680x342.png 1680w, 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class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Channel Loyalty Program Definitive Guide 2025 Based on our extensive experience with channel programmes, we&#8217;ve developed The Definitive Guide to Channel Loyalty Programmes to equip marketing professionals with insights to design and execute successful channel strategies. This advanced guide targets marketers who already understand the basics but seek actionable insights for improving their channel [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":9172,"parent":2098,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8629","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Channel loyalty program definitive guide 2025 - Gotoclient<\/title>\n<meta name=\"description\" content=\"Discover the definitive Channel Loyalty Program guide to boost partner engagement, increase sales, and grow market share \u2014 includes free templates and tools.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/guides\/the-channel-loyalty-program-definitive-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Channel loyalty program definitive guide 2025 - 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