{"id":924,"date":"2023-06-03T11:19:55","date_gmt":"2023-06-03T05:49:55","guid":{"rendered":"https:\/\/www.biworldwide.com\/en-in\/?post_type=insights-lab&#038;p=924"},"modified":"2025-06-18T13:34:52","modified_gmt":"2025-06-18T08:04:52","slug":"channel-partner-engagement-research-2023","status":"publish","type":"insights-lab","link":"https:\/\/www.biworldwide.com\/en-in\/our-work\/insights-lab\/channel-partner-engagement-research-2023\/","title":{"rendered":"Channel Partner Engagement Research 2023"},"content":{"rendered":"<div class=\" has-content-align-left has-overlay has-overlay--dark alignwide wp-block-biw-block-theme-hero\">\n\t<div class=\"biw-hero__grid\">\n\t\t\t\t\t<div class=\"biw-hero__breadcrumbs\">\n\t\t\t\t<div id=\"breadcrumbs\" class=\"breadcrumb-nav__wrapper\"><span class=\"breadcrumb-nav\"><span><a href=\"https:\/\/www.biworldwide.com\/en-in\/\">Home<\/a><\/span><\/span><\/div>\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<div class=\"biw-hero__media has-dynamic-border-radius\">\n\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__overlay overlay-dark\"><\/div>\n\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"630\" src=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/Blog_hero-banner.png\" class=\"biw-hero__bg-image\" alt=\"A smiling man with a mustache is on the cover of a brochure titled Drivers of Channel Partner Engagement to Enhance Brand Preference by Kantar Worldwide, with a blurred background.\" style=\"object-position: 50% 51%;\" srcset=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/Blog_hero-banner.png 720w, https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/Blog_hero-banner-300x263.png 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"biw-hero__content\">\n\t\t\t\t\t\t<h1 class=\"biw-hero__title\" style=\"line-height: 1.2\">\n\t\t\t\tTurn Channel Partner Engagement Insights into a Tailwind for Business Growth\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__text\">\n\t\t\t\t\t\n\n<div class=\"wp-block-button is-style-secondary-fill\"><a aria-controls=\"modal-header-lead-gen\" role=\"button\" class=\"wp-block-button__link has-base-color has-action-background-color has-text-color has-background has-link-color wp-element-button modal-trigger core-button-trigger\" href=\"#\">Let&#8217;s Talk<\/a><\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group  layout-columns-8 has-global-padding is-layout-constrained wp-container-core-group-is-layout-fce79bf6 wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group  layout-columns-8 has-global-padding is-layout-constrained wp-container-core-group-is-layout-fce79bf6 wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\">A First-Of-Its-Kind Channel Partner Engagement Research in India<\/h2>\n\n\n\n<p>The channel distribution network, covering distributors, dealers, retailers, and influencers, is a very critical sales channel for top trade marketing brands, contributing to as high as 70-80% of their annual sales.<\/p>\n\n\n\n<p>Top trade marketing brands are ferociously competing to increase the share of wallet for both value (sales) and volume (market size) by constantly pushing multiple brands, products, sales schemes, post-sales services, promotions, rewards, and so on to the channel partners\u2019 community.<\/p>\n\n\n\n<p>The area where brands stumble is understanding what makes channel partners stick in terms of loyalty and engagement. There is a lot to be looked at from channel partners\u2019 perspective to understand what drives engagement, what wins their trust and commitment, and their overall experience with brands to develop a strong association and drive profitability at the same time.<\/p>\n\n\n\n<p>Understanding these challenges,<strong>&nbsp;BI WORLDWIDE<\/strong>&nbsp;and&nbsp;<strong>KANTAR<\/strong>&nbsp;conducted an in-depth study &nbsp;on&nbsp;<strong>Channel Partners Engagement in India<\/strong>, focusing on what lies on the other side \u2013 channel partners\u2019 perspectives, aspirations, and ambitions. The research endeavours to identify the gaps that exist in brand-channel partner relationships in India and comes up with unique solution frameworks that enable brands to measure and optimise channel partner engagement to address those gaps.<\/p>\n\n\n\n<h3 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\"><strong>Key Research Insights:<\/strong><\/h3>\n\n\n\n<p>The research uncovers key statistics and insights that brands should consider when designing and implementing their channel loyalty and engagement programs to drive better ROI. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The state of channel partner engagement in India<\/strong><br>A staggering <strong>78% of channel partners in India are disengaged.<\/strong> Only 22% are truly \u2018Engaged,\u2019 while the rest fall into the \u2018Trapped,\u2019 \u2018Vulnerable,\u2019 or \u2018Unattached\u2019 quadrants.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What drives channel partner engagement? <\/strong><br>The study identifies <strong>eight key drivers<\/strong> shaping strong channel partner relationships: <br>1. <strong>Operational Excellence<\/strong><br>2. <strong>Rewards &amp; Incentives<\/strong><br>3. <strong>Recognition<\/strong><br>4. <strong>Learning<\/strong><br>5. <strong>Brand Affinity<\/strong><br>6. <strong>Communication<\/strong><br>7. <strong>Well-being<\/strong> <br>8. <strong>Events<\/strong> <br>Among these, <strong>Recognition and Learning<\/strong> stand out as critical across industries and partner profiles.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>How can brands measure and improve channel engagement?<\/strong><br>BI WORLDWIDE-KANTAR\u2019s <strong>Affection Matrix<\/strong>, a unique measurement framework, provides a structured approach to measuring engagement, categorising channel partners into four engagement quadrants &#8211; Engaged, Trapped, Vulnerable and Unattached. To maximise engagement, brands should adopt the <strong>IBC (Invest, Build, Consider) solution framework<\/strong>\u2014a strategic approach to fostering long-term loyalty<\/li>\n<\/ul>\n<\/div>\n\n\n\n<p>In India\u2019s dynamic and complex market, brands that leverage these insights and optimise their <strong>channel loyalty programs<\/strong> will <strong>strengthen partner relationships, enhance engagement, and drive business growth.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-font-size is-style-fill has-xl-font-size\"><a class=\"wp-block-button__link has-action-background-color has-background has-text-align-center wp-element-button\" href=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/BIW-Kantar-Channel-Partner-Engagement-Research-Report-eBook.pdf\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">Download the Full Research eBook<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\">Watch the Research Launch Sessions On-Demand<\/h2>\n\n\n\n<div data-animate=\"true\" data-animation-direction=\"up\" data-child-animation=\"stagger\" class=\"wp-block-group alignfull  layout-columns-12 has-global-padding is-layout-constrained wp-container-core-group-is-layout-9e09659d wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-643ced6b wp-block-columns-is-layout-flex is-reversed-direction-on-mobile\">\n<div class=\"wp-block-column has-global-padding is-layout-constrained wp-container-core-column-is-layout-346627ba wp-block-column-is-layout-constrained\">\n<div style=\"--image-aspect-ratio: 16\/9;--video-aspect-ratio: 16\/9;\" class=\"wp-block-biw-block-theme-video-block\"data-modal-id=\"modal-69e1627b41b0d\">\n\t<div class=\"video-block__content-wrapper\">\n\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-1.jpg\" class=\"video-block__image has-dynamic-border-radius\" alt=\"Text on image reads: Channel Partners\u2019 Engagement Research - Unveiling the First-of-Its-Kind Channel Partner Engagement Research in India. Logos of BI Worldwide, Kantar, and ET Brand Equity are visible on a blurred background.\" style=\"object-position:50% 50%;\" srcset=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-1.jpg 1280w, https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-1-300x169.jpg 300w, https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-1-1024x576.jpg 1024w, https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-1-768x432.jpg 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>\t\t\t\t\t<button \n\t\t\t\tclass=\"video-block__play-button video-popup-trigger\" \n\t\t\t\taria-label=\"Play video\" \n\t\t\t\taria-haspopup=\"dialog\"\n\t\t\t\taria-controls=\"modal-69e1627b41b0d\"\n\t\t\t>\n\t\t\t<span class=\"button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"33\" height=\"32\" viewBox=\"0 0 33 32\" fill=\"none\">\n\t\t\t\t\t<path 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src=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-2.jpg\" class=\"video-block__image has-dynamic-border-radius\" alt=\"A promotional image for Closing the Brand-Channel Partner Engagement Gap webinar with six panelists, their names, titles, and affiliations displayed below their photos, along with the logos of BI Worldwide, Kantar, and ET BrandEquity.\" style=\"object-position:50% 50%;\" srcset=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-2.jpg 1280w, https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-2-300x169.jpg 300w, https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-2-1024x576.jpg 1024w, https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2023\/06\/thumb-2-768x432.jpg 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>\t\t\t\t\t<button \n\t\t\t\tclass=\"video-block__play-button video-popup-trigger\" 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class=\"video-block__container\">\n\t\t\t<button \n\t\t\t\tclass=\"video-block__close\" \n\t\t\t\taria-label=\"Close video\"\n\t\t\t\ttype=\"button\"\n\t\t\t>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\">\n\t\t\t\t\t<path d=\"M18 7.05L16.95 6L12 10.95L7.05 6L6 7.05L10.95 12L6 16.95L7.05 18L12 13.05L16.95 18L18 16.95L13.05 12L18 7.05Z\" fill=\"currentColor\"\/>\n\t\t\t\t<\/svg>\n\t\t\t<span class=\"screen-reader-text\">Close video<\/span>\n\t\t<\/button>\n\t\t\t\t\t\t<div \n\t\t\t\tclass=\"video-block__content\"\n\t\t\t\tid=\"dialog-desc-modal-69e1627b4262a\"\n\t\t\t\tdata-video-id=\"814877372\"\n\t\t\t\tdata-video-type=\"vimeo\"\n\t\t\t\tdata-autoplay=\"0\"\n\t\t\t\tdata-controls=\"1\"\n\t\t\t>\n\t\t\t\t<div id=\"videoPlayer\"><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/dialog>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A first-of-its-kind in-depth research on channel partner engagement, conducted by BI WORLDWIDE and KANTAR, uncovers what truly drives partner loyalty. The study reveals key engagement drivers, critical gaps, and offers a strategic framework to help brands build stronger, more profitable channel relationships.<\/p>\n","protected":false},"featured_media":920,"template":"","meta":{"associated_experts":[],"featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[63],"problem-space":[41],"class_list":["post-924","insights-lab","type-insights-lab","status-publish","has-post-thumbnail","hentry","content-topic-channel-engagement-research","problem-space-channel-performance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2023 Channel Partner Research Hub<\/title>\n<meta name=\"description\" content=\"Explore BI WORLDWIDE\u2019s latest research on trends, behaviors, and loyalty drivers among channel partners.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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