In a perfect world, your channel partners would be focused on your program and yours alone. But with the typical seller enrolled in 8.9 programs at once, the reality is that you’re not the only brand competing for their attention.
Partners can be selective about the programs they focus on, and while they don’t have a shortage of incentive opportunities, their heads will turn to the best ones. So, what are the best reward types, according to program participants? Which elements of the reward experience have the most influence on partner engagement?
As part of a recent Insights Study, we surveyed hundreds of channel partners across various industries to answer these questions. Let’s dive into the research so you have the intel to make informed choices about the best rewards to shape the program you and your partners really want.
Channel Partners Want...
Programs that achieve excellent performance and consistently high engagement have something in common: They understand the link between rewards and performance.
According to our study, 91% of survey respondents said incentives significantly influence their motivation to sell, and 92% of sellers say they actively keep earning opportunities in mind while performing their daily tasks. The goal is for your earning opportunities to be top of mind, every time.
Incentives are powerful. They can make or break partner engagement and rush or crush objectives like loyalty. In fact, our survey found that 36% of channel partners have disengaged with a program because the rewards weren’t compelling. But it’s not the dollar value, cool factor, or trendiness of a reward that are the most important aspects.
We asked participants to imagine they could design their ideal incentive program – one they would find memorable, enjoyable, fun, exciting and engaging. We also asked them to describe the incentives and rewards in that program.
Here were the key themes that emerged from open-ended responses:
- Customization & Relevance: Rewards tailored to individual motivations.
- Variety & Choice: A broad range of rewards to cater to diverse interests.
- Tangible & Intangible Benefits: Both material rewards (e.g., money, trips) and non-material rewards (e.g., recognition, skill development).
- Partners said: “Give options, please, not a one-size-fits-all situation.”
When you use rewards that mirror partners’ preferences and strategically reward the right behaviors, you create win-win program experiences that keep participants laser-focused on your opportunities.
The Best Reward Types, According to Partners
So, what are channel partners’ favorite rewards? Based on hundreds of participant responses, our survey revealed their preferred reward types, ranked below from most to least appealing.
Reward Preferences
To determine the most favorable reward types, we asked channel partners to rate the appeal of 15 different reward categories on a scale from 1 to5 (1 = Not appealing; 5 = Extremely appealing). Here are their responses:
Reward currency or points
4.2
Individual travel
(e.g., certificates for flights, hotels, car rentals)
4.2
Group travel
(including hosts, transportation, lodging, activities)
4.2
Gift cards/certificates
4.2
Discounts on company products/services
4.1
Choice from catalog or website
4.1
Rebates
4.1
Entertainment Tickets
4.1
Market development funds
(MDF)
4.1
Certifications or credentials
4.0
Badges or online designations
4.0
Seat on a special board or task force
4.0
Branded company items
4.0
Cooperative advertising
4.0
Charitable donations
3.9
Can you spot a theme among the highest-ranking responses?
Program participants are drawn to flexible options like points or currency, solo or group travel opportunities, gift cards or certificates or business-building rewards like product or service discounts. The best rewards tap into the sense of variety and choice partners crave.
TIP:
Flexible and meaningful reward types turn your program into a time capsule, preserving the value of participation beyond just redemption experiences. Make your program an asset to participants by presenting a mix of the reward types they remember and appreciate most.
An appealing program doesn’t just offer participants the freedom to choose a reward one time. Channel partners gravitate to programs that give them continued control over how they benefit from the partnership and earning opportunities. This kind of autonomy makes supporting your brand a smart career move for partners, helping them fast-track their personal and professional success. The more partners engage with you, the more their efforts can evolve into something greater.
Simple Rules Drive Stronger Engagement
Offering the right rewards is only the first part of your mission to engage sellers. The second half is just as important: Defining the rules to earn.
The route to reward opportunities needs to be straightforward. Otherwise, programs risk losing partners’ interest along the way. Our research found that 39% of channel partners have dropped out of a program because the rewards were too hard to earn or took too long.
Your program rules have as much influence on engagement as your reward types because they help partners visualize a path to success. This is why participants say simple, easy-to-understand rules are essential for their engagement.
Partners want to play by the rules. But they need to understand them first.
Creating earning rules across any program is a strategic and continuous process. Rule structures must be fair, well-communicated and easy to understand to keep partners engaged. They must also be aligned with your business’s goals for you to keep getting the results you want from your program.
TIP:
Top-performing programs often work closely with third-party specialists to develop earning rules that both engage partners and drive sales. Consider teaming up with program experts like Maritz to maximize the impact of your reward rule structures and boost program engagement. mix of the reward types they remember and appreciate most.
Offer the Best to Be the Best
Do your current program offerings mirror channel partners’ favorite reward types? Are you confident that your rules are doing exactly what they’re designed to do? Could they be doing more?
Program participants are clear about the variety and choices they want from their reward experiences. They also ask for simplified program rules so it’s clear how they can secure those outcomes.
Your earning opportunities are a major selling point for partners to engage with your program. Define easy-to-digest program rules, offer the reward types that partners love most, and turn program participation into an opportunity for individuals to gain and grow. When you act on partners’ preferences, you get closer to becoming their preferred program too.
Want more insights to make your program a hot spot? Read our full study to dive even deeper into the partner experience, so you can focus on the program elements that matter most for their success and yours:
Part One – Channel Incentives: Protecting Your Budget, Boosting Your Returns in 2025
Part Two – Be the Best: Defining Exceptional Channel Incentive Programs
