{"id":815,"date":"2023-05-30T13:19:23","date_gmt":"2023-05-30T07:49:23","guid":{"rendered":"https:\/\/www.biworldwide.com\/en-in\/?p=815"},"modified":"2025-06-18T13:35:02","modified_gmt":"2025-06-18T08:05:02","slug":"engaged-or-unengaged-where-does-your-channel-partner-relationship-stand","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/","title":{"rendered":"Engaged or Unengaged -Where does your channel partner relationship stand?"},"content":{"rendered":"\n
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\n\t\t\t\tEngaged or Unengaged -Where does your channel partner relationship stand?\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t
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Curious about the strength of your brand\u2019s relationship with channel partners? As Galileo said, \u201cMake measurable what is not so.\u201d This whitepaper provides actionable insights to help you measure and strengthen those relationships, driving long-term business success.<\/p>\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

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TOOL FOR MEASURING CHANNEL PARTNERSHIP STRENGTH<\/h2>\n\n\n\n

BI WORLDWIDE commissioned KANTAR to conduct a first-of-its-kind research
to uncover what really goes behind the scenes to drive channel partners\u2019 loyalty and engagement. From our extensive qualitative and quantitative research findings, based on in-depth interactions with 700+ channel partners in India, it was evident that we needed a highly sophisticated tool to measure the existing status of brand-channel partner association. Since such a tool didn\u2019t exist, it became imperative to build one. Hence, the Affection Matrix<\/strong> was created.<\/p>\n\n\n\n

\"A<\/figure>\n\n\n\n

Developed jointly, the Affection Matrix is a unique model to measure the strength of brand-channel partner relationship and understand the moments and touchpoints crucial in building stronger relationship.

The Affection Matrix measures the current relationship status, based on two factors: \u2018performance<\/strong>\u2019, defined as extreme satisfaction with the brand while meeting all the needs and expectations; and \u2018preference<\/strong>\u2019, defined as the likeliness of channel partners to continue with the brand in the following year and their confidence in recommending the brand to peers in the industry.

The \u2018performance\u2019 and \u2018preference\u2019 scores are in turn derived from their correlation with a set of 19 parameters that the research identifies as top factors influencing channel partners\u2019 relationship with a brand. These 19 parameters, though exhaustive in nature, were further clubbed under eight clusters or drivers, which in order of importance are \u2013 Operational Excellence, Rewards & Incentives, Recognition, Learning, Affinity towards Brand, Communication, Well-being, and Events.

Basis all the above correlated factors, channel partners are placed in four different quadrants of engagement of the Affection Matrix \u2014 Engaged, Trapped, Unattached and Vulnerable.<\/strong><\/p>\n\n\n\n

Are your Channel Partners – Enaged, Trapped, Unattached or Vulnerable?<\/h2>\n\n\n\n

Engaged<\/strong> channel partners are satisfied with a brand as well as recommend it. Driven by both \u2018performance\u2019 and \u2018preference\u2019, they do not face many roadblocks in their dealings with the brand and want to continue to work with it the next year. Unfortunately, only 22% of channel partners in India feel truly \u2018Engaged\u2019.<\/strong> Brands should endeavour to take steps so that all of their channel partners feel Engaged.

In fact, nearly 50% of the channel partners feel \u2018Trapped\u2019 with the brand they work for<\/strong> i.e. they are not satisfied with it but still end up recommending it. The reasons might vary from a tendency to resist change, reputation-driven mindset, lack of other options to move to, or more. Driven only by \u2018preference\u2019, the brand is often replaceable for these channel partners, and it is only a matter of finding a more trusted and reliable brand. Brands should identify what is lacking in the top drivers such as Operational Excellence, Rewards & Incentives, Recognition and Learning and close the gaps to improve \u2018performance<\/strong>\u2019 for this quadrant.

Some channel partners are neither driven by \u2018performance\u2019 nor by \u2018preference\u2019. They make up the \u2018Vulnerable<\/strong>\u2019 quadrant and are neither satisfied with the brand nor prefer it. At 23%, these channel partners are the second highest in terms of volume and need the most work to transform into Engaged partners.<\/strong>

6% of channel partners are driven only by \u2018performance\u2019, and their relationship with the brand is purely transactional.<\/strong> They form the \u2018Unattached<\/strong>\u2019 quadrant. Brands are dispensable to them and will be replaced at the slightest inconvenience. Brands need to build an emotional connection with these channel partners, probably through targeted communication, strategic recognition, personalised schemes and rewards, etc.<\/p>\n\n\n\n

Framework for Strengthening Channel Partnerships<\/h2>\n\n\n\n

How can we enhance brand-channel partner relationship, once its existing status is identified? How can we transform Trapped, Vulnerable, and Unattached partners into Engaged partners? In an endeavour to move all the channel partners to the Engaged quadrant, we designed a unique IBC (Invest, Build,<\/strong> and Consider) Solution Framework<\/strong> that helps devise brand-specific solutions for maximising channel partner engagement.

Brands need to map the 8 drivers of engagement on the 4 different quadrants of the Affection Matrix \u2013 Engaged, Trapped, Unattached and Vulnerable. This way, they can leverage the IBC Solution Framework to identify which drivers to Invest in, which to Build on, and which ones to Consider. Hence, the three solution areas \u2014 Invest, Build, and Consider,<\/strong> are the three key actions brands can take in their dealings with channel partners.<\/p>\n\n\n\n

Invest<\/h2>\n\n\n\n

Invest \u2018drivers\u2019 are the most critical for brands to focus on for enhancing \u2018preference\u2019 and \u2018performance\u2019 that results in a positive impact on the brand-channel partner relationship. Failing to do so leads to a greater risk of dissatisfaction amongst channel partners.<\/p>\n\n\n\n

Build<\/h2>\n\n\n\n

Build \u2018drivers\u2019 are critical for brands to focus on for enhancing \u2018preference\u2019 and \u2018performance\u2019 that results in a positive impact on the brand-channel partner relationship. Failing to do so leads to a moderate risk of dissatisfaction amongst channel partners.<\/p>\n\n\n\n

Consider<\/h2>\n\n\n\n

Consider \u2018drivers\u2019 are not so important for brands to focus on for enhancing \u2018preference\u2019 and \u2018performance\u2019 as they have limited or marginal impact on the overall brand-channel partner relationship. However, Consider \u2018drivers\u2019 can quickly move into the Build area, that\u2019s why we recommend keeping them in mind.<\/p>\n\n\n\n

Getting all partners engaged<\/h2>\n\n\n\n

Each industry and brand has a unique Affection Matrix and an equally unique IBC Solution Framework, that enables addressing the specific issues of that brand or industry. For example, our research uncovered different percentages of Trapped channel partners across six different industries. Superimposing the drivers of engagement on the IBC Solution Framework will help brands across these industries see where they need to direct their efforts and resources to engage their Trapped channel partners.<\/p>\n\n\n\n

\"Graph<\/figure>\n\n\n\n

Clearly, for the\u00a0Trapped<\/strong>\u00a0quadrant, brands need to focus the most on the\u00a0Build<\/strong>\u00a0area\u2014a high \u2018performance\u2019 and low \u2018preference\u2019 area\u2014to convert Trapped channel partners into Engaged channel partners.

Similarly, for the\u00a0Vulnerable<\/strong>\u00a0channel partners, brands need to focus significantly on the\u00a0Invest<\/strong>\u00a0area. They need to\u00a0Invest<\/strong>\u00a0in Operational Excellence, Rewards & Incentives and Learning; and Build on Recognition, Affinity towards Brand, Well-being and Communication. There are no drivers in the\u00a0Consider<\/strong>\u00a0area, which is a low \u2018preference\u2019 and low \u2018performance\u2019 area.<\/p>\n\n\n\n

\"A<\/figure>\n\n\n\n

For channel partners in the\u00a0Unattached<\/strong>\u00a0quadrant, brands need to\u00a0Invest<\/strong>\u00a0in
Operational Excellence and Rewards & Incentives; Build on Recognition, Affinity towards Brand, Communication and Learning; and\u00a0Consider<\/strong>\u00a0Well-being and Events\/Promotions.<\/p>\n\n\n\n

\"Graph<\/figure>\n\n\n\n

The IBC Solution Framework is designed to build solutions considering the challenges and opportunities specific to a brand. Further, it provides both long-term and short-term solutions to help enhance existing channel partner loyalty programs as well as build profitable channel partnerships. \u201cOur IBC Solution Framework is designed for brands that operate in highly complex, diverse, and layered markets in India. We want to equip these brands with the right solutions which consider their unique position and specific challenges. While the IBC Solution Framework is built using sophisticated scientific processes, the solutions it helps derive are easily implementable and highly effective for brands,\u201d said Sukesh Jain, CEO, BI WORLDWIDE India. <\/strong><\/p>\n\n\n\n

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Download Whitepaper NOW<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n
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Looking to build engagement and loyalty for your brand?<\/h2>\n\n\n\n
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Let’s talk <\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Curious about the strength of your brand\u2019s relationship with channel partners? As Galileo said, \u201cMake measurable what is not so.\u201d This whitepaper provides actionable insights to help you measure and strengthen those relationships, driving long-term business success.<\/p>\n","protected":false},"author":48,"featured_media":822,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"associated_experts":[],"featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[63],"problem-space":[41],"class_list":["post-815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","content-topic-channel-engagement-research","problem-space-channel-performance"],"featured_media_global":[],"yoast_head":"\nAssessing Channel Partner Engagement<\/title>\n<meta name=\"description\" content=\"Learn how to measure, understand, and improve your channel partner relationships with practical engagement tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Assessing Channel Partner Engagement\" \/>\n<meta property=\"og:description\" content=\"Learn how to measure, understand, and improve your channel partner relationships with practical engagement tips.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/\" \/>\n<meta property=\"og:site_name\" content=\"India (English)\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-30T07:49:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-18T08:05:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/banner-1-engaged-unengaged.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"720\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"anju\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"anju\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/\",\"url\":\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/\",\"name\":\"Assessing Channel Partner Engagement\",\"isPartOf\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-in\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/banner-1-engaged-unengaged.jpg\",\"datePublished\":\"2023-05-30T07:49:23+00:00\",\"dateModified\":\"2025-06-18T08:05:02+00:00\",\"author\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-in\/#\/schema\/person\/ec6e18b8418ac68c10a3e6fa625c90c6\"},\"description\":\"Learn how to measure, understand, and improve your channel partner relationships with practical engagement tips.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.biworldwide.com\/en-in\/our-work\/blog\/engaged-or-unengaged-where-does-your-channel-partner-relationship-stand\/#primaryimage\",\"url\":\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/banner-1-engaged-unengaged.jpg\",\"contentUrl\":\"https:\/\/www.biworldwide.com\/en-in\/wp-content\/uploads\/sites\/12\/2025\/03\/banner-1-engaged-unengaged.jpg\",\"width\":720,\"height\":630,\"caption\":\"A man in a red shirt is smiling while looking at his phone in a workshop. 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