New study reveals role of incentive programs in current channel environment

The channel services firm Amazon Consulting has released a summary of its annual State of Partnering Study, revealing trends in vendor partnering challenges, spending plans and priorities. A total of 55 hardware, software and services vendors from around the world were contacted for the study.

Among other results, the study found that a significant amount of channel funding investments in the near future will likely go toward developing compelling channel incentive programs. Investments will also be used for systems that track metrics and return on investment.

“With this research, we provide a pulse on the top priorities and investment areas for the vendor community,” said Diane Krakora, CEO of Amazon Consulting. “It helps our clients benchmark their plans, sanity check their investments and understand what they’re up against in winning and maintaining channel partners’ mindshare.”

The study also found that strong growth is expected from emerging managed service providers and infrastructure or hosting partners.

A growth trend for MSPs could already be taking shape. This week, the security and data protection firm Sophos announced the Sophos Managed Service Provider Program for its channel partners. Sophos MSPs offer services outside the normal monitoring and maintenance infrastructure, allowing them to profitably increase service revenues.