1. DEVELOP A PARTNER MASTERMIND GROUP

The best ideas stem from collaboration. To gather the best ideas on how to better a partner program, collaborate with actual partners to evaluate if your solution is meeting their needs and how you can improve their experience. Two styles of groups to implement to drive collaboration are:

• Partner Advisory Council, this group is reactive; the vendors will make suggestions on how to improve the partner experience and the advisory board takes it into consideration and chooses which ideas they would like to implement.
• Partner Mastermind Group, this group is proactive; this is a group of partners who make suggestions and collaborate on the changes they would like to see implemented into the program.

Both groups can have an impact on the quality of your partner program ideas because they are driven by those who will be experiencing the changes.

2. STRUCTURE YOUR INTERNAL TEAM TO BETTER SERVE FUTURE GOALS

It should be no surprise that a technology provider like Allbound strongly advocates for utilizing PRM to maximize your team’s efficiency. Yet this does not downplay the importance your partner program’s team will play in executing today’s ideas to achieve new milestones. 

Make sure you’re hiring the right people – Working in partnerships requires EQ, an appreciation for data, and a surprisingly diverse range of skills. Use these interview questions to inspire your own to ensure you extend a job offer to the ideal candidates. 

Don’t neglect the operational arm of your team – It wouldn’t be far-fetched to call Operations the unsung heroes of partner programs. The decisions directly influence the health of your relationships. Therefore, bring aboard specialized team members dedicated to scrutinizing data and bringing forth new ideas to improve partner program procedures on the whole. 

Invest in your team’s education – Give your team the available bandwidth and necessary funds to pursue outside channel sales training. Not only will they come back with fresh ideas on how to improve the partner program, but such professional growth opportunities can improve their job satisfaction. 

3. FOSTER GREATER COLLABORATION BETWEEN DIRECT AND PARTNER SALES

When Direct Sales and partner programs cooperate to achieve one another’s goals, the whole is greater than the sum of its parts. This is because the two don’t operate in separate bubbles; instead, the efforts of one can indirectly impact the other, a topic we further explore in Channel vs. Direct Sales.

Ideas for how your partner program can benefit Direct Sales:

• Partners can raise brand awareness and perceived credibility amongst new audiences previously unfamiliar with the company, benefiting future Direct Sales efforts
• Similar to the above, multinational relationships built by partners can lead to new case studies that Direct Sales can leverage in conversations with similar prospects
• Partners can grant in-depth insights into the audiences with which they regularly interact, helping to shape messaging and strategies used by both sales divisions. 

Ideas for how Direct sales can improve your partner program:

• Direct Sales can help shape training materials, sales playbooks, and enablement materials
• Direct Sales and Customer Success managers can assist with recruiting partners from prospects and existing customers
• Direct Sales can provide additional context to data analysis based on outside influences (like market changes and competitor behavior) they’re observing first-hand

4. MAKE YOUR PARTNER EXPERIENCE (PX) A COMPETITIVE ADVANTAGE

The many barriers to growth programs often face are rooted in one theme – a lackluster partner experience (PX). Fail to keep your PX in line with industry standards, and your program will have poor recruitment and retention rates. What’s more, a confusing portal experience prohibits learning, slows efficiency, and can lead to inadequate sales conversations between partners and prospects. 

Therefore, audit your existing PRM’s capabilities in comparison to what else is available. Collect survey-based feedback from existing program participants about what features they’d like to see and frequent issues. Additionally, make PX a point of conversation with trusted partners and collect ideas on how you can improve your partnership program. 

Our point? A strong partner experience based rooted in a leading PRM solution can help move the needle in numerous ways, from your partner win rate to your CAM’s ability to successfully manage relationships at scale.

5. TRIANGULATE THE TRUTH

There are three areas to focus on when creating a great partnership:

1. Technology—The product technology must be forward-thinking and market-moving. Without a product that can stand the test of time, other technologies can be brought to the market quickly and overtake your market share. Your partners are relying on the technology to make a use case for the prospect, so it’s important to make sure there is longevity in the product and the use case is clear.
2. Executive Support—Testing a partnership never works out. A strong commitment is needed from both the vendor and the partner to make it work.
3. Investment— Channels and partnerships take time. Getting a partner program up and running is not a three-month process. You must invest your time and resources into making sure your partner program is a success. In many cases, a truly successful partner program can take about 18 months to build. While you’re building your plans for a partner program consider stimulating the market by investing in tools and resources that support your partners, lead generation, skill-building, and people.

6. SUPPORT EVERY DECISION WITH DATA

As a channel pro, you tend to know what works and what doesn’t. However, resist the urge to base strategic actions on your gut rather than program data. Not only will it help you spot (and avoid) acting on your biases, but it can further support your partnership program ideas when explaining them to others. Having the necessary data involves:

• Your operational team should determine how to best document channel sales KPIs and integrate software as needed so you can see how tracked upper-funnel interactions impact lower-funnel successes. Keep in mind, much of this can be done from within your PRM.
• Audit the data to pinpoint performance trends and key comparisons. The idea is to let the data illuminate blind spots deserving of additional attention, whether that be slipping partner retention rates or one sub-group trailing all others for deal registrations. 
• Naturally, the data should lead to brainstorms and creative problem-solving. However, the implementation of new strategies is hardly the end of your journey. After all, some of your partnership program ideas will be winners and others will be . . . not-winners. It’s important to use the previous data as a baseline and monitor how specific metrics respond to your new approaches and materials. This follow-up analysis can let you know if you’re strategically heading in the right direction or if you misinterpreted the data the first time around. 

7. DELIVER DIFFERENTIATED QBR’S

Traditionally, Quarterly Business Reviews (QBR’s) are sets of reactive data that only reveal what has occurred in the past. If you want to differentiate your QBR it needs to be set up to work as a business planning tool.

During your next Quarterly Business Review, it is important to address the historical data but to also go further to define how the partnership will operate in the future and how you plan on supporting the partner in their journey. Differentiating your QBR’s will help make sure you and your partners are able to walk through the steps, tactics, and timelines to achieve the goals in place.

8. LOCALIZE YOUR PARTNER EXPERIENCES & ASSETS

While a partner program is a valuable tactic for increasing general sales, it’s particularly valuable for broaching markets in new countries. In turn, you should not only anticipate the needs of international end users, but also the partners that will promote your services by localizing:

• Battle cards to reflect relevant competitors
• Sales playbooks based on local preferences
• Marketing materials partners can co-brand
• Promotional tactics based on audiences’ preferences for media consumption
• Partner trainings 
• Partner incentives and rewards
• SPIFF campaigns to reflect localized sales cycles and seasonality

To prevent your partners from having to slog through the full extent of your program’s library, choose a PRM that enables you to pre-set who sees what.

Want another tip? Ask your program’s partners for ideas on how you can better serve their local market. After all, they bring fresh eyes and past experience interacting with the targeted demographics. 

9. AUDIT YOUR PARTNER OPERATIONS

When asked to think of auditing channel programs, our minds tend to focus on partner-driven metrics like the number of participants, deal registrations, revenue, etc. Not getting nearly as much consideration is the role of partner operations. It’s a good idea to semi-regularly assess your partner program’s processes in comparison to industry standards. Out-of-date operational practices can hurt both partner satisfaction and their ability to sell. Components to review include:

• Commission management and distribution 
• MDF claims process
• Technology stacks and integrations
• Portal security 
• Deployment of automation 

You can collect anecdotal insights from various members of your partner program team, but it’s wise to hear feedback from the partners themselves using an anonymous satisfaction survey. 

10. CREATE AIRTIGHT PROCESSES

Your programs’ procedures fall under the above-mentioned partner operations but are so important that it’s deserving of its own dedicated section. As we explore in Repeatable Processes Are the Secret to Partner Operations Success, thorough plans for handling specific scenarios help with managing partner upfront expectations, systemizing practice across your growing ecosystem, and minimizing the fall-out of common issues. 

Ideas for partner program mechanisms and to reinforce through action plans and templates:

• Deal registration and distribution
• Conflicting claims of deal ownership between partners or with Direct
• Accounting discrepancies 
• Breaches of confidentiality agreements or brand misrepresentation 

11. TEACH PROSPECTING

The number one reason for failure in sales is an empty pipeline. Long-term partnerships need to have a foundation of empowerment and the full lifecycle of that relationship needs to be considered before bringing on any new partner. As you would train a new internal employee, partners also need to be taught to be intentional with their words and actions when prospecting. Like any new skill, prospecting needs to be practiced and developed. If you’re able to coach your partners to be intentional with their conversations and gather the right information up-front, you’ll be able to successfully pre-qualify more leads at a higher velocity.

It’s crucial to have a strong prospecting strategy, after all, prospecting is like a first impression. If you’re looking to revamp your prospecting process, consider adding a multi-touch plan where your sales and marketing team reaches out to the prospect a number of times, with a variety of mediums.

The current buyer, whatever the industry, is no longer found in just one location. Having a variety of prospecting tools, strategies, and locations can help your team successfully make contact with your intended buyer.

12. AVOID THE FORGETTING CURVE PROBLEM

Partnerships rely on training and enablement, but how do you teach your reps so that they learn and retain the information? The “Forgetting Curve Problem” is the understanding that when you teach a large chunk of content, your audience will lose a percentage of the information after certain lengths of time.

• Within an hour after the content is presented, 50% of the information will be lost.
• After 24 hours, 75% of the information will have been lost.
• After 48 hours most people will have lost up to 90% of the total information presented.

How Do We Get our Reps to Remember?

Since it’s so easy for humans to forget, it’s important to reinforce the information by continuously teaching, and developing learning tracks that teach in increments. Focus on allowing your partners to learn in the way that works best for them. Just like students in school, there are different styles of learning such as visual, auditory, kinesthetic, or multimodal learners and it’s important to offer multiple styles of learning to accommodate those different learning styles. Unique opportunities for learning can include workshops, role play, webinars, peer discussions, worksheets, and downloadable resources.

13. DEVELOP CROSS-SELL/UPSELL IDEAS

You have gold in your current customer base and the ability to mine it with a strong cross-sell/upsell strategy. So many cross-selling and upselling opportunities are missed simply because representatives don’t know the depths of all product offerings, how to recognize the need, or how to start that initial conversation. Educate your partners on every possible idea to delight the customer—it’s less expensive to sell more to your current customer base than to recruit new customers.

14. CO-SELL, CO-MARKET, CO-SERVICE

Partnerships allow for an amazing opportunity to co-sell, co-market, and co-service with partners and vendors. When you have the philosophy to work together, market together, prospect together, execute service engagements together, and share information, the partnership is stronger and is more effective. In most cases, when partners and vendors work together, because of the collaboration and mutual understanding of the goals, the quality of the output is much higher than when one party executes alone.

15. CREATE MORE VIDEO

Videos have become a staple of communication in today’s market due to the high amount of content consumption via social media. According to Sales Gravy, “7 out of 10 B2B buyers claim that videos influence their buying decisions”. B2B and B2C alike, people respond well to video marketing because they want to get to know the faces behind the brand. The video should be used as a piece of your marketing strategy. Whether that strategy is to recruit partners or reach out to prospects, the need for video to effectively convey your ideas is real and immediate.

16. REFRESH YOUR SALES MESSAGING

Your message matters now more than ever. People buy products not just based on the product itself, but on the brand.

Failed companies will tell you that the number one reason why they were not successful was due to their failure to communicate their product differentiation and brand value when compared to competitors. To make your messaging resonate with the buyer, there are three main components to consider:

1. Engage With Consumers On An Emotional Level— People buy on emotions, but justify with logic. If you can tug on the consumer’s emotions enough, they can disregard their need for logic.
2. Give Them Insight and Engage Them With Curiosity—Consumers want to know enough about your product to feel safe about their purchase decision, but not enough where there is no opportunity to be delighted by the end results.
3. Demonstrate Tangible Value— Appeal to the logical side to help give grounds for purchase.

However, just like beauty is in the eye of the beholder, so is the value your content ideas bring. Ideas on how to assess your partner program’s content approaches include: 

• Collect feedback from partners by asking for input on what they’ve seen work amongst audiences and how sales prospects react to your assets, specifically
• Use your PRM to view data around which sales materials receive the most interactions and which assist with the most closed deals.
• Regularly audit your content offering, viewing it through the lens of prospects’ current priorities and shifting marketing best practices. 

17. REFRESH YOUR CASE STUDIES

A common mistake many companies make is to hold onto outdated case studies for too long. Therefore, it’s a good idea to evaluate the studies you promote, both to attract partners and to enable them to sell. Ask yourself:

• Does the measurable result fail to meet today’s standards or no longer align with prospects’ interests?
• Does the product or ideas mentioned in the case study no longer apply?
• Does the customer in the case study no longer use your services in a way that would be immediately obvious to anyone who does light research?
• Is the case study generally “old” by industry standards, inherently raising suspicions about why you don’t have more recent examples? 

18. CREATE A PARTNER NEWSLETTER

To partners, your program should offer more than merely a way to raise extra revenue and access your products. It should be a hub of professional learning and exciting opportunities. While you may not be yet ready to host partner-specific conventions worthy of international attendance, a small but impactful idea to build a culture around your program is a regular newsletter.  

Include a mix of content focused on your brand (such as product releases, leadership news, etc.), but also shine spotlights on star partners themselves. Lastly, always include thoughtful industry insights that can benefit readers’ general performance so they continue to find value and reasons to click.  

19. RELATIONSHIP, NOT DICTATORSHIP

Partnerships are all about relationships. When managing any relationship, whether that is a partner relationship or a team relationship, the communication between both parties truly defines whether the interactions will be relationship or dictatorship based.

What Causes a Dictatorship?

If you are in a leadership or management position, think of the way you interact with your team. Are you a boss or a leader? A boss will issue ultimatums, will demand, will rely on authority, take credit without giving credit where it’s due, place the blame, and live by the motto “my way or the highway”. A “boss” is not open to collaboration, which can make their employees and partners feel like they have no voice in the matter.

Alternatively, a leader listens to the needs of their team, coaches their team to learn from mistakes, that says “we” at every turn, gives credit, accepts blame, and lives by the motto “there’s strength in unity”.

If you’ve noticed that your partners are unmotivated, downtrodden, or have a high churn rate, focus on becoming a leader rather than a boss. Ask your partners what they need to be successful in their role and actually listen to their responses. When partners feel like their ideas and needs have been heard, they are likely to increase their loyalty to you, which can lessen churn.

20. ALLOW REAL-TIME DEAL ENGAGEMENT TO OCCUR

We’re in an era where technology is not only readily available but where it’s necessary to leverage technology to provide flexibility within your sales cycle. Keith Lubner from Sales Gravy states “buyers now know more than 60% of your product before they ever interact with your brand”. When customers are able to research so much information on their own, the sales cycle must be enhanced with relevant information and technology that allows for real-time engagement to occur.

When engaging with prospects, don’t simply give them the requested content, add value to the conversation. Ask what is important to them and tailor your messaging to fit their needs. A unique tailored solution will make your prospects feel heard, valued, and in many cases will play a role in helping to close a deal.

Inside the Brain of a Prospect

When a prospect meets you, they will have five questions they need to self-address before the product is pitched. These questions will define the nature and longevity of your relationship with them. The prospect will ask themselves:

1. Do I like you?
2. Do you listen to me?
3. Do you make me feel important?
4. Do I trust and believe you?
5. Do you understand me and my problems?

These are questions that every single person, in every single interaction is thinking about before they will even consider purchasing your product. As a professional, it’s important to start leveraging emotions and start locking in the people-aspect before getting into the nuts and bolts of your product. When strong relationships are established, whether that’s between vendor and prospect or partner to partner, you’re able to create a longer-lasting relationship.

Find Additional Ideas for Your Partnership Program

If you have one takeaway from this article, it should be that partner program best practices continuously advance, as does the technology that supports them. Therefore, your team must dedicate themselves to stay in touch with the industry’s ongoing learning. Below are additional resources that will help inspire new partnership program ideas: 

• 14 Partner Marketing Events to Attend in 2023 – We love our articles, but we also know that there’s no beating the excitement of meeting fellow partnership professionals. Attend these events to network, compare notes, and hear new ideas that you can bring back to your program. 

• Co-Marketing Activities and Ideas for Joint Promotion in 2023 – Marketing tactics never stagnate as companies continually seek to one-up one another. Find plenty of ideas to help refresh your partner program’s promotional tactics to best face the business realities of 2023. 

• Advanced Ideas for Increasing Channel Sales in 2023 – While the current article gave you ideas on how to improve all areas of your partner program, this next piece focuses specifically on ways to improve sales.

• Questions to Ask in Your Next Partnership Manager Interview – It doesn’t matter how many ideas you have for your partner program if you don’t have a talented team to bring concepts to life. Use this guide to vet quality candidates and make sure you put the right people in the right positions.

A Boost to Channel Programs: Allbound’s $43 Million Growth Equity Investment from Invictus Growth Partners

When building technology stacks, Sales and Marketing actively avoid tools with capabilities that heavily overlap in order to limit spending. This leads to a very common question: can I use my existing CRM platform to manage channel partners? 

The short answer? It’s not recommended to rely upon your CRM for partner relationship management (PRM). This is because it’s not equipped with specialized features that speak directly to channel partners’ needs, such as content co-branding, onboarding, and automated content curation based on group types. The lack of comprehensive yet targeted PRM functionality will force you to rely upon multiple tools in addition to your CRM, complicating processes and erecting barriers to scalable operations.

Contrastingly, a PRM is a centralized hub intended solely to help companies enable partners through a variety of features and automations triggered by user actions and customizable settings. What’s more, PRMs are increasingly essential to staying ahead of the curve, as Forrester predicts the PRM market will grow to $679M by 2023 across all industries. 

Still on the fence? Consider that PRM technology is relatively new and specifically designed to address CRMs’ insufficient abilities to service partners. 

 In this article, we’ll help you understand key differences between CRMs vs. PRMs and how to best integrate the two platforms. 

What is PRM? 

Partner relationship management software provides businesses with tools to track reseller and referral sales while also giving partners support, resources, and a portal to communicate with your business. The power of PRM comes from a personalized portal for partners where they can access documents, marketing content, market development funds (MDF), opportunities, and track deals. 

PRM is considered the 3rd evolution of SaaS tools, the first being CRM and then marketing automation. When the market started changing, PRM stepped up to fill in the gaps. 

What do PRMs offer in comparison to CRMs?

PRM software provides businesses with tools to track reseller and referral sales while also giving partners support, resources, and a portal in which to communicate with your business. When comparing it against CRM, PRM technology’s power can best be summarized by three points: 

• It centralizes most functions and content within a partner-friendly interface - Content is housed in a library with a search bar. Features like market development funds (MDF) requests, deal registration, and prospect pages are all within a single platform. This allows both partners and your management team to be more organized, as well as to identify relationships between different portal activities and subsequent conversions. 
• It grants partners controlled freedom - Partners can engage with training and quizzes when most convenient, co-brand select materials as needed, and find quick solutions using the portal’s search function. This results in partners having the autonomy necessary to be productive and achieve success on a mass scale.
• It utilizes automation to improve the partner experience - The portal micromanages partners on your behalf based on commands you set up prior to deployment. This means that you can gate some features and content from defined partner groups and map out content recommendations based on users’ past responses.

Another advantage of utilizing a specialized PRM is that it shows your partners that you invest in their success. You’re willing to spend to accommodate their needs rather than asking them to fit their square bodies into your CRM’s round hole. 

Case in point, Serko, a technology solutions provider in the travel and expenses industry, uses Allbound to support their partners who manage over 6,000 customers globally. Channel sales managers at Serko were able to showcase a world-class partner program and portal in which each partner was provided with the right sales and marketing content for their needs. Serko now has 100% partner adoption, which you can read about here.

It’s not “PRM vs. CRM”, as you will need both

Your company’s CRM is not intended for managing your partner ecosystem. However, there are CRM capabilities that are indispensable to Sales and Customer Service that a PRM simply cannot provide. 

The Value Your CRM Brings to Your Partner Program

Remember, CRM is an acronym for customer relationship management, meaning that it helps businesses track prospective and existing customers within a single system of record, regardless of whether they came from Direct or Indirect. Advantages of a CRM (in conjunction with a PRM) include:

• The ability for Customer Service to pull client information to better serve their needs
• Customer base data for easier analysis, enabling companies to create and test retention strategies
• The option to schedule emails to customers through the CRM and collect related open-rate data 
• Comprehensive pipeline views and sales forecasting, achieved by pulling data from both your CRM and PRM into a single view
• Customer segmentation for intelligent automation and more in-depth analysis

In short, your CRM is essential to keeping all the won leads your PRM helped generate. Additionally, it grants long-term insights into the quality of partners’ leads. For example, if a particular partner group consistently generates customers with high abandonment rates, this could indicate that they’re pursuing the wrong audiences or are setting false expectations, both which modified training practices can fix.

How and Why to Integrate Your PRM and CRM 

Your PRM and CRM should share real-time data with one another through integration. This will grant you:

• The ability to block duplicate deals across both platforms - when Direct Sales and a partner both lay claim to a lead, the results are messy. Avoid channel conflict by enlisting data-sharing between your PRM and CRM so both platforms will immediately notify users that the deal already exists within the sales ecosystem. 
• A fuller understanding of your pipeline and sales forecasting - Your PRM and CRM should generate reports that give you an overview of today’s (and future) performance. However, why look at two separate reports when you can dive deeper into one? 
• For data comparisons between direct and indirect sales performance - By enabling your CRM to pull data directly from your PRM, you can do side-by-side comparisons of how different audiences react to various strategies. This enables you to create better-informed hypotheses and have the sales channels learn from one another. 

Allbound’s PRM technology has standard integrations with a number of CRM solutions, such as Salesforce, Pipedrive, SugarCRM, and Hubspot. We also can do custom integrations in order to accommodate new customers’ existing technology stacks. In order to have the process go as smoothly as possible, designated integration specialists will sync up our PRM with your choice of CRM (as well as with other technologies). The end result is seamless interactions between the two software with minimal maintenance required. 

What About CRMs That Say They Offer PRM Capabilities? 

Because of the rapidly accelerating interest in channel partners, the Sales world is abuzz about PRM technology. It’s only natural that some related software companies would want to capitalize on this interest by laying claim to the PRM title, even if their products don’t quite meet the definitions. 

Remember, a true PRM acts as a centralized hub for partner management and sales prospect interactions. Read Automate, Scale, Integrate – PRM System Criteria for a fuller understanding of what features to expect, and remember that a tool that offers only a fraction cannot call itself a real PRM solution.

The Bottom Line About CRM vs. PRM 

The market has already started moving to a comprehensive partner management approach. In fact, 65% of high-tech companies have already adopted PRM tools that deliver a significant amount of company revenue. Companies that continue to manage partners in traditional ways via CRM or spreadsheets are not only missing out on new end customer sales, but also valuable insight from the data provided by channel partners. Consider creating a great partner experience to see big returns on your bottom line.

To learn more about choosing a PRM that fulfills your program’s needs, we recommend reading Partner Portal Best Practices and Design Checklist.

How does PRM work within a complex partner ecosystem? 

Channel partners are your company’s selling allies, an extension of your sales team. PRM tools give you the functionality to support a variety of partners and their end customers. 

PRM tools automatically gather and analyze performance data and metrics, with a clear focus on revenue and activity metrics. Rewarding your most profitable partners with MDFs for hitting revenue targets, or training completions, ensures that you see ROI from your investment.

PRM and tracking revenue

The revenue metrics for partner programs are unique to the indirect sales model, which is why PRM tools have extensive features to track leads and revenue including:

•  Partner portal software for easy communication and data exchange

•  Access to relevant parts of the customer database

•  Dashboards for tracking leads, deal progression, deal registration, and sales KPIs

•  Data about which partners perform well and which individuals fail to generate or convert leads

•  Integrations with contract, scheduling, expense, and content tools 

What are the benefits of PRM? 

Overseeing a partner program has traditionally involved complex spreadsheets and manual correspondence for every deal, which required switching between a CRM and other tools to fill in the gaps. This is a huge competitive disadvantage and makes it almost impossible to correlate partner activity and training to closed business. That’s why PRMs provide partner management specific features like: 

•  Business intelligence, automation, and template-based workflows

•  Visibility on the impact of 3rd parties on reaching new buyers

•  Partner segmentation for targeted experiences

•  Partner channel avoidance through clear registration processes and pipeline integrations

•  Planning, recruitment, onboarding, enablement, co-selling and co-marketing, and incentives

•  Overview that channel managers can use to track how well training and content is performing in relation to deal registrations 

Integrating your partner tool with your CRM

For a complete view of your entire revenue org, both indirect and direct, integrate your PRM with your CRM tool. Look for a PRM vendor that helps you get your integrations in order. 

Allbound let’s users bring their existing sales tools with them into the partner management process. You can pass information between your PRM and CRM to create a consolidated pipeline that is your single source of truth and stays relevant with real time updates on deal registrations. Syncing your data also avoids duplicate deal registrations, making partner conflict resolution much simpler. 

Conclusion

Guide to Implementing a Channel Loyalty Program