Most Important Channel Program Attributes in 2024

Training, enablement, and business development support top partners’ list of the most important channel program attributes this year.
Conventional channel wisdom is if a vendor asks partners what it will take to get them to sell more of their products and services, they'll simply respond, "more money." While there's a lot of truth to that assertion, the reality is more nuanced.

Partners seek more than just discounts and compensation in their vendor relationships: In the annual Channelnomics Channel Forecast survey, we asked partners to rank the most important attributes of vendor channel programs. While revenue and profitability factor heavily in the rankings, partners also seek vendors that have strong training and enablement programs, as well as business development.

Their focus is shifting away from the conventional back-end incentives such as rebates and SPIFFs, which took...

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