Custom channel incentive programme increases pipeline sales by 35%

Programme objectives

  • Launch a UK channel programme with global reach
  • Create better visibility of the sales pipeline
  • Encourage partners to increase incremental sales pipeline
  • Convert sales opportunities quicker
  • Enhance loyalty with channel partners
  • Incentivise partners to sell Nuance software to their customers

The solution

Vendor Nuance Imaging (capture & workflow, print management and PDF solutions) operates in an indirect channel sales motion in partnership with a robust network of partners. For a high proportion of Nuance partners, software is fast becoming a core focus in order to protect install bases, and drive through sales of hardware.
Nuance Imaging is a market leader in all major segments in which they operate, however competition is fierce, formidable and they can’t take anything for granted.

To help create mindshare and influence in the channel we recommended launching an online channel loyalty programme, designed to focus partner activity to align to business needs. Partners would be incentivised to log sales opportunities and drive conversions through the sales process. For incremental sales, partners would be awarded for fulfilling objectives with desirable rewards, making repeat behaviour more likely.

iMac, iPad and iPhone screens showing the Nuance / MyRewards implementation

What we did

Using our MyRewards® technology we built an online channel portal called ‘Nuance Intelligent Rewards.’ Partners were incentivised to log opportunities and convert deals, receiving points for approved claims along the stages of the sales process, from opportunity to win, which could be redeemed within the reward catalogue.

The platform included links to the Nuance University designed to educate and provide product knowledge to help partner confidence in promoting the brand and selling Nuance Imaging products. For all online training courses partners took part in, they received points allocated to their individual online account. By demonstrating their commitment to wanting to learn and maximise their sales capabilities, encouraged success to be awarded.

To help the sales team see opportunities from partners earlier on in the sales funnel and assess the future of the sales pipeline, we developed and created a bespoke dealer registration form where partners could log opportunities and receive points for approved claims. When opportunities are logged, a Nuance Field Marketing Manager allocates a Regional Sales Manager (RSM) to assign the claim to. The RSM inputs the opportunity into Salesforce, then hands back to the partner to proceed to sales.
The RSM have the visibility of all opportunities so can support the partners to close the deal, help to influence the outcome and get the sales converted quicker.

Once the deals logged are converted to closed sales, using the custom claims form, points were awarded to partners to reward them for fulfilling desired behaviours and outcomes. A guidelines matrix positioned on the portal, indicated the banding for points levels to be rewarded, based on the revenue of the sale.

Points earned could be redeemed for prizes within the reward catalogue, built into the channel programme. The global reward catalogue included a desirable reward to suit everyone; partners could choose from over 5,000 carefully selected products from leading brands.

With the incentive of receiving a reward for each opportunity followed through on and closed, motivated partners to be focused on their performance and help to drive incremental sales.

Through the online dashboard reporting provided by our MyRewards® technology, along with monthly insights provided by our Client Services team, Nuance senior management were able to have better clarity and understanding of the position of the company performance within the channel.

They had the awareness of how many deals were in the pipeline, the likelihood of conversion into tangible sales revenue and if they needed to incentivise partners and make them work harder to find more opportunities.

The stats showed that the programme had 70% active users, with the majority in the UK market. Which provided an opportunity for future growth and emphasis in the global markets.

‘Nuance Intelligent Rewards’ provided a platform to communicate with channel partners, build confidence amongst the partner network and to focus on increasing sales and demonstrating loyalty towards the brand in the future. By providing the opportunity for Regional Sales Managers to support and work closer with their partners helped to achieve a 129% increase in average pipeline revenue year on year, 57% increase in average pipeline revenue closed and 35% of sales converting.

The results

35%

35% of pipeline sales are converted

+129%

+129% $Avg pipeline YOY

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