Digital Transformation is Taking Over the World. Are you enabling your B2B channel to survive?
By Richard Merry
Technology is now defining the route which companies need to take in order to stay relevant and is changing at a rate so fast that organisations and to some extent, society is struggling to keep up.
And whilst digital transformation can start with the introduction of new tech, business transformation is inevitable, which can mean a complete overhaul in a company's products, positioning and ultimately, business goals.
Artificial Intelligence (AI) is becoming intelligent enough to promote itself in your social media feeds using your search history or conversations, but it hasn’t yet figured out how to close a sale. For that the channel is still the main driver of revenue.
According to a recent CRN / Redhat study, only 22% of channel partners consider themselves fully equipped to help end users with digital transformation projects and nearly 60% of partners declared that they had “...difficulty in resourcing areas such as the cloud and IoT”.
So how are companies going to ensure their products get cut through and stay relevant in the brand agnostic world of the channel?
Hiring staff with a current understanding is not going to be a cost effective solution given the pace of the the digital revolution. Channel partners need to be enabled to keep up with this growth, as their customers are there already.
Statistics show that engaging with partners on a regular basis in bite-size digestible modules, coupled with social media and gamification techniques have greater success in engagement and result in a higher amount of completions and first time passes. (Source: Motivforce R&D)
Read more about enablement successes with Motivforce and how we can help keep you in the game here.
By keeping your partners informed, you will ultimately stay relevant; don’t get left behind.
Choosing a B2B loyalty provider? Look past the RFP and the demo. Here’s what separates a strategic loyalty partner from an order taker.
A shiny platform demo or an expansive reward catalog can easily impress, but technology alone will not solve channel challenges. Sustainable B2B loyalty requires driving genuine behavioral change, integrating cleanly with complex sales workflows, and proving incremental commercial impact.
Before signing with a vendor, look beyond the software. These seven essential questions examine strategic alignment, true B2B sales expertise, actionable reporting, and verified case studies to help you choose a partner that measurably moves the needle on profitability.
Ask a salesperson what they did with last year's bonus and most people draw a blank: it went toward groceries, petrol, new tyres, and merged into the normal flow of a paycheque. Ask that same person about the trip they earned, and they'll tell you exactly where they stayed, who they sat next to on the flight, and what the leaderboard looked like the week before they left.
That gap is the whole case for incentive travel, and it's one most finance departments underestimate.
Most channel programs get built around the reward. The ones that drive real channel partner engagement get built around the partner instead.
A strong launch isn't the win it feels like. Here's the four-stage framework, the benchmarks, and the diagnostic habits behind real loyalty program optimisation after go-live.
ROI alone can't tell you if a B2B loyalty program is working. Here's how to define success, choose the right loyalty program metrics, and avoid the mistakes that keep programs stuck at “fine.”
Motivforce welcomes Paul Haynes as Global Commercial Director, strengthening our global leadership. CEO Lincoln Smith notes Paul's expertise is key to scaling our impact and delivering greater value to clients and partners worldwide.
We’re thrilled to announce an exciting milestone: Lincoln Smith has been appointed Global CEO of Motivforce.
Lincoln is no stranger to our team, having previously served as an executive advisor with two decades of industry experience. This leadership evolution reflects both continuity and growth. Our client-first culture remains unchanged as we add more leadership depth to drive innovation and scale.
In times of economic uncertainty, channel partner engagement becomes more critical than ever. Incentive and loyalty programs help B2B brands stay top of mind by offering structure, motivation, and measurable value. Whether through simplified sales tools, non-cash rewards, or actionable insights, a well-designed partner incentive program builds trust and long-term loyalty. The key? Consistency, adaptability, and showing your partners you’re committed to their success — even when budgets are tight.
A successful B2B loyalty program goes beyond rewards—it drives customer engagement, strengthens brand loyalty, and maximizes ROI. Expert agencies leverage data-driven strategies, gamification, and personalized incentives to boost participation and avoid common pitfalls. With the right expertise, businesses can implement scalable, high-impact loyalty programs that sustain growth, enhance channel partner relationships, and deliver long-term value.
