A cooperative sales incentive program is a unique strategy used by UK-based cloud computing service company, Attenda. The program provides reward incentives to account managers for encouraging or guiding clients to partnered associations.
In an article posted on Yahoo News, Attenda’s VP of service strategy and marketing Simon Hansford explained that “if one of our customers told an account manager that they were looking to deploy SAP, they would put them in touch with a partner who could help.” He added, “If a partner wins business on the back of that introduction, we would then pay our salespeople an incentive."
Delegating business to partners puts Attenda in a ‘good light’ with those partners. While Attenda doesn’t initially benefit monetarily, it’s good business to create solid and loyal connections that this type of incentive can foster. In addition, helping partners to grow will eventually boost Attenda’s revenue.
“Hansford added that the unique program is a primary reason why 80 percent of the company's new business comes through channel sales.” Continuing with this business strategy, Hansford expects to see more channel sales, thereby boosting the company’s bottom line and expansion.