Stop Avoiding layered Incentives (and Learn to Love Them)
Sales and Marketing Management
NOVEMBER 21, 2014
'Issue Date: 2014-11-21. Author: Dan Hawtof, Parago Executive Vice President. Teaser: Most channel marketers have a dysfunctional relationship with layered incentives. They know that incenting sales-driving behaviors, such as training and product demo, can make a partner feel more personally invested in selling their products. At the same time, they fear what they see as the cumbersome process of providing incentives for anything but straight sales.
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