A Reward Program That Rewards All Involved

SonicWALL secures the right solution

Channel Management Insights speaks with Ted Hulsy of SonicWALL Inc.

Ideally, a reward program should provide benefits for the channel marketer and its partners. But for this to happen, the channel marketer can't just implement an "off-the-shelf" solution. The company must first determine what it hopes to accomplish with the program, the type of reward(s) it should provide, and the wants and needs of its channel partners.

Also, the vendor must remember that what worked 10 years ago, or even last year, may not be the best program for today or tomorrow. So, the channel marketer must revisit the program periodically to update its elements to meet the demands of the marketplace and stay ahead of competitors in growing business and partner loyalty.

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Partner reward programs ... Partner business plans ... Vanishing ROI 

The right reward programs can help channel marketers increase sales and visibility by maintaining and extending existing partner relationships. But what is the right program? That's something each company must determine based on its own goals and other relevant factors. In this month's feature article, Ted Hulsy of SonicWALL Inc. provides food for thought. He discusses the new reward program his company recently introduced and how it's working.

In our previous issue's survey, we asked readers for input on partner business planners and how they implement them. Your peers share their insights. This month, a reader would like some help with a problem -- how to freshen up a reward program with diminishing ROI. What do you think?

Please respond to this dilemma. Or tell us what you think of our newsletter so we can make it more relevant to you. In return for your time, we'll enter your name into a drawing for a $100 Visa gift card. Congratulations to Cassandra-Ashley Wiliams, marketing manager at IBM, for being this issue's winner!

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