{"id":916,"date":"2024-08-02T04:06:35","date_gmt":"2024-08-02T04:06:35","guid":{"rendered":"https:\/\/www.biworldwide.com\/uk\/?p=916"},"modified":"2026-02-10T16:25:44","modified_gmt":"2026-02-10T16:25:44","slug":"measuring-the-strength-of-channel-partner-relationships","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/uk\/our-work\/blog\/measuring-the-strength-of-channel-partner-relationships\/","title":{"rendered":"Measuring the strength of channel partner relationships for sales success"},"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\/uk\/\">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=\"1024\" height=\"512\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20.png\" class=\"biw-hero__bg-image\" alt=\"\" style=\"object-position: 50% 50%;\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20.png 1024w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20-300x150.png 300w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/02\/20-768x384.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\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\tMeasuring the strength of channel partner relationships for sales success\t\t\t<\/h1>\n\t\t\t\t\t\t\t<h2 class=\"biw-hero__subtitle\">\n\t\t\t\t\tAug 07, 2024\t\t\t\t<\/h2>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__text\">\n\t\t\t\t\t\n\n<p>A strong relationship with your channel partners is key to mutual success, but how do you measure it? Learn how our first-of-its-kind research in partnership with KANTAR led us to develop a tool to better understand and measure channel partner loyalty and engagement.<\/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<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>When it comes to the relationship between a brand and its channel partners, the ultimate goal is often loyalty.&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/our-work\/blog\/sales-channel\/a-guide-to-channel-incentive-programmes\/\">Channel engagement programmes<\/a>&nbsp;are designed with this objective in mind. After all, when we achieve brand advocacy and loyalty, we see increased sales, enhanced customer experience, and many other benefits.<\/p>\n\n\n\n<p>But how do you measure success?<\/p>\n\n\n\n<p>Are all high performing channel partners motivated and engaged with the brand or is the relationship purely transactional, placing it at risk of influence of a better deal from a third party?<\/p>\n\n\n\n<p>If you had to accurately evaluate your channel partner relationship, what would your conclusion be? Is it strong, weak, or somewhere in between? Can a relationship, especially one between a brand and its distributors, retailers, and influencers truly be measured?<\/p>\n\n\n\n<p>Understanding the dynamics of channel partner relationships is crucial for driving sales success. Strong relationships can lead to increased market reach, better customer satisfaction, and higher revenue. Conversely, weak relationships can hinder growth and create barriers to achieving sales targets.<\/p>\n\n\n\n<p>In this article, based on our first-of-its-kind research conducted in partnership with KANTAR, we explore various methods and channel partner metrics to effectively assess and strengthen our clients\u2019 channel partner relationships, ensuring their brand\u2019s continued success in today\u2019s competitive marketplaces.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#The-key-to-unlocking-channel-partner-loyalty\">The key to unlocking channel partner loyalty<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#The-importance-of-channel-partner-relationships\">The importance of channel partner relationships<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#Key-metrics-for-measuring-channel-partner-success\">Key metrics for measuring channel partner success<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#Our-research-with-Kantar\">Our research with Kantar<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#The-Channel-Affection-Matrix\">The Channel Affection Matrix: A tool to measure channel partner engagement and loyalty<\/a><\/strong><\/li>\n\n\n\n<li><a href=\"#Are-your-channel-partners-engaged,-trapped,-unattached-or-vulnerable\"><strong>Are your channel partners engaged, trapped, unattached or vulnerable<\/strong>?<\/a><\/li>\n\n\n\n<li><strong><a href=\"#Strategies-for-strengthening-channel-partner-relationships\">Strategies for strengthening channel partner relationships<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\" id=\"The-key-to-unlocking-channel-partner-loyalty\">The key to unlocking channel partner loyalty<\/h2>\n\n\n\n<p>At BI WORLDWIDE, we understand that when people are emotionally invested and feel engaged, they act. And how they&nbsp;<strong>FEEL<\/strong>&nbsp;has a significant impact on what they&nbsp;<strong>DO<\/strong>&nbsp;and how they do it. When we feel emotionally connected to a task, our&nbsp;<strong>DO<\/strong>&nbsp;(our commitment and the intensity of our effort) is amplified. Therefore, if we want to take our channel partner relationships beyond being purely transactional, we need to make them&nbsp;<strong>FEEL<\/strong>&nbsp;with strategies that create emotional connections and make them \u2018want\u2019 to act.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-6.png\" alt=\"Graph showing stages of ownership vs. engagement: Awareness, Understanding, Acceptance, Adoption, Loyalty, Advocacy. Icons represent Know, Feel, and Do phases with increasing engagement, indicating progression towards advocacy.\" class=\"wp-image-2414\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-6.png 1200w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-6-300x150.png 300w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-6-1024x512.png 1024w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-6-768x384.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\" id=\"The-importance-of-channel-partner-relationships\">The importance of channel partner relationships<\/h2>\n\n\n\n<p>Engaged and motivated channel partners enable brands to build steady, long-term relationships with customers and create new revenue streams. Understanding the ambitions and aspirations of channel partners is the first step towards cultivating strong and profitable channel partnerships. But how do you spot an engaged channel partner? Deepening engagement by building emotional connections between brands and channel partners strengthens relationships and provides solid foundations for long-term sustainable growth.<\/p>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\" id=\"Key-metrics-for-measuring-channel-partner-success\">Key metrics for measuring channel partner relationships<\/h2>\n\n\n\n<p>The most obvious measure of engagement within your channel partners is their&nbsp;<strong>sales activity,<\/strong>&nbsp;including typical KPIs such as value, volume, and order frequency. However, there\u2019s a lot more going on behind the scenes to track brand engagement activity, including&nbsp;<strong>end customer acquisition<\/strong>,&nbsp;<strong>referral activity, co-marketing and promotion engagement, and training participation<\/strong>. Measuring not only the sale, but the behaviours and activities along the journey of a sale, can support enhanced outcomes. &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\" id=\"Our-research-with-Kantar\">Our research with KANTAR<\/h2>\n\n\n\n<p>BI WORLDWIDE commissioned KANTAR to conduct first-of-its-kind research to uncover what really goes on 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, it was evident we needed a highly sophisticated tool to measure the existing status of brand-channel partner association. Such a tool didn\u2019t exist, so we created the&nbsp;<strong>Channel&nbsp;Affection Matrix.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\" id=\"The-Channel-Affection-Matrix\">Introducing the Channel Affection Matrix: A tool to measure channel partner engagement and loyalty<\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-7.png\" alt=\"A 2x2 matrix titled Type of business with categories: 49% trapped, 22% engaged, 23% vulnerable, 6% unattached. Axes: Preference (vertical) and Performance (horizontal). Each category includes definitions and percentages.\" class=\"wp-image-2412\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-7.png 1200w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-7-300x150.png 300w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-7-1024x512.png 1024w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-7-768x384.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>The Channel Affection Matrix is a unique model designed to measure the strength of brand-channel partner relationships and identify the key moments and touchpoints crucial for building stronger connections.<\/p>\n\n\n\n<p>It evaluates the current relationship status based on two factors:&nbsp;<strong>\u2018performance\u2019<\/strong>&nbsp;and&nbsp;<strong>\u2018preference\u2019<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Performance<\/strong>&nbsp;is defined as extreme satisfaction with the brand, meeting all needs and expectations.<\/li>\n\n\n\n<li><strong>Preference<\/strong>&nbsp;is defined as the likelihood of channel partners continuing with the brand in the following year and their confidence in recommending the brand to industry peers.<\/li>\n<\/ul>\n\n\n\n<p>How it works:<\/p>\n\n\n\n<p>1. The \u2018<strong>performance\u2019<\/strong>&nbsp;and \u2018<strong>preference\u2019<\/strong>&nbsp;scores are derived from their correlation with&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/our-work\/blog\/sales-channel\/how-to-create-frictionless-channel-incentive-programmes\/\">eight engagement drivers<\/a>&nbsp;\u2013&nbsp;<strong>Operational Excellence,&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/global-rewards-marketplace\/\">Rewards<\/a>&nbsp;&amp;&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/sales-and-channel-incentives\/channel-incentive-programmes\/\">Incentives<\/a>,&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/sales-and-channel-incentives\/channel-incentive-programmes\/\">Recognition<\/a>, Learning, Brand Affinity, Communication, Wellbeing, and Events<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-3.png\" alt=\"\" class=\"wp-image-2192\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-3.png 1200w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-3-300x150.png 300w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-3-1024x512.png 1024w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-3-768x384.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>2. Based on these scores, the partner is placed into one of the four affection matrix quadrants<strong>&nbsp;&#8211; Engaged, Trapped, Unattached and Vulnerable.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\" id=\"Are-your-channel-partners-engaged,-trapped,-unattached-or-vulnerable\">Are your channel partners engaged, trapped, unattached or vulnerable?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Engaged channel partners<\/h3>\n\n\n\n<p id=\"are-your-channel-partners-engaged-trapped-unattached-or-vulnerable\"><strong>Engaged<\/strong>&nbsp;channel partners are satisfied with a brand and recommend it. Their scores suggest they\u2019re driven by both \u2018performance\u2019 and \u2018preference\u2019, they don\u2019t face many roadblocks in their dealings with the brand, and want to continue to work with them. Unfortunately,&nbsp;<strong>only 22% of channel partners that featured in the research were truly \u2018Engaged\u2019.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Brands should endeavour to take steps so that all their channel partners feel Engaged.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Trapped channel partners<\/h3>\n\n\n\n<p>Our research showed that&nbsp;<strong>nearly 50% of the channel partners feel \u2018Trapped\u2019 with the brand they work for,<\/strong>&nbsp;i.e. they\u2019re not satisfied with it but recommend it. The reasons could include resistance to change, a reputation-driven mindset, lack of other options to move to, and more.<\/p>\n\n\n\n<p>Driven only by \u2018preference\u2019, the brand is often replaceable for these channel partners, and it\u2019s only a matter of finding a more trusted and reliable brand.<\/p>\n\n\n\n<p>To improve this position, brands should focus on the top engagement drivers:&nbsp;<strong>Operational Excellence,&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/global-rewards-marketplace\/\">Rewards<\/a>&nbsp;&amp;&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/sales-and-channel-incentives\/channel-incentive-programmes\/\">Incentives<\/a>,&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/sales-and-channel-incentives\/channel-incentive-programmes\/\">Recognition<\/a>, and Learning<\/strong>&nbsp;to identify what\u2019s lacking and close the gaps to improve \u2018performance\u2019.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vulnerable channel partners<\/h3>\n\n\n\n<p>Some channel partners are neither driven by \u2018performance\u2019 nor by \u2018preference\u2019. They make up the \u2018<strong>Vulnerable<\/strong>\u2019 quadrant and are neither satisfied with the brand nor prefer it.&nbsp;At<strong>&nbsp;23%, this group was the second largest of those researched in terms of volume and needs the most work to transform them into Engaged partners.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Unattached channel partner<\/h3>\n\n\n\n<p>Unattached channel partners are driven only by \u2018performance\u2019 and made up only 6% of the researched group.&nbsp;<strong>Their relationship with the brand is purely transactional.<\/strong>&nbsp;Brands are dispensable to them and will be replaced at the slightest inconvenience.<\/p>\n\n\n\n<p>Brands need to&nbsp;<strong>build an emotional connection with these channel partners&nbsp;<\/strong>with initiatives such as targeted communication, strategic recognition, personalised schemes, and rewards.<\/p>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\" id=\"Strategies-for-strengthening-channel-partner-relationships\">Strategies for strengthening channel partner relationships<\/h2>\n\n\n\n<p id=\"strategies-for-strengthening-channel-partner-relationships\">Through greater understanding of the drivers of engagement and how they correlate with performance and preference, we can begin to work on strategies to move the engagement needle.<\/p>\n\n\n\n<p>We designed the<strong>&nbsp;IBC (Invest, Build,<\/strong>&nbsp;<strong>and Consider) Solution Framework<\/strong>&nbsp;to develop brand-specific solutions for maximising channel partner engagement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Invest<\/h3>\n\n\n\n<p>Invest \u2018engagement drivers\u2019 are the most critical for brands to focus on to enhance \u2018preference\u2019 and \u2018performance\u2019 and generate a positive impact on the brand-channel partner relationship. Failure to focus on these aspects leads to a greater risk of dissatisfaction amongst channel partners.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Build<\/h3>\n\n\n\n<p>Build \u2018engagement drivers\u2019 are critical for brands to focus on to enhance \u2018preference\u2019 and \u2018performance\u2019 and generate a positive impact on the brand-channel partner relationship. Failure to focus on these aspects leads to a moderate risk of dissatisfaction amongst channel partners.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Consider<\/h3>\n\n\n\n<p>Consider \u2018engagement drivers\u2019 are not so important for brands to focus on to enhance \u2018preference\u2019 and \u2018performance\u2019 as they have limited or marginal impact on the overall brand-channel partner relationship. However, considering \u2018engagement drivers&#8217; can quickly move into the \u2018build\u2019 area, so we recommend always keeping them in mind.<\/p>\n\n\n\n<h2 class=\"wp-block-heading  has-gradient-fill has-gradient-fill-orange\">Getting all channel partners engaged<\/h2>\n\n\n\n<p>Each industry and brand have a unique Affection Matrix and a unique IBC Solution Framework, meaning that specific industry or brand issues can be addressed.<\/p>\n\n\n\n<p>For example, our research showed that across all six key industries covered, the highest proportion of channel partners fell into the Trapped quadrant. Based on their scores, the IBC Solution Framework helps to identify where to direct efforts and resources to improve engagement.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-8.png\" alt=\"A graph titled Trapped partners shows a preference vs. performance chart with three main strategies: Consider, Build, and Invest. Various keywords like Wellbeing, Recognition, and Rewards &amp; incentives are marked, highlighting strategic focus areas.\" class=\"wp-image-2415\" srcset=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-8.png 1200w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-8-300x150.png 300w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-8-1024x512.png 1024w, https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2024\/08\/Landscape-graphs-and-diagrams-for-new-website-8-768x384.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>For brands whose channel partners fall into the Trapped quadrant, they should focus primarily on the&nbsp;<strong>\u2019build\u2019<\/strong>&nbsp;area\u2014a high performance, low preference area. This means building on&nbsp;<strong>recognition, brand affinity, and learning and communication strategies<\/strong> for their channel partners<strong>.<\/strong><\/p>\n\n\n\n<p>As a short-term measure, brands should look to&nbsp;<strong>invest in&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/sales-and-channel-incentives\/channel-incentive-programmes\/\">rewards and incentives<\/a>&nbsp;and operational excellence<\/strong>&nbsp;<strong>strategies<\/strong>&nbsp;due to their correlation with high performance and preference.<\/p>\n\n\n\n<p><strong>Wellbeing and&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/corporate-events\/\">events<\/a>\/promotions engagement drivers&nbsp;<\/strong>fall into the \u2018consider\u2019 area due to their low preference, low performance correlations<strong>.&nbsp;<\/strong>Whilst these drivers don\u2019t require immediate action for impact, they can quickly move from \u2018consider\u2019 to \u2018build\u2019, which is why we recommend monitoring them carefully.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\">The path to mutual success<\/h2>\n\n\n\n<p class=\"has-text-align-left\">Understanding your channel partner landscape is critical to effective programme design and optimised channel performance. Using the eight drivers of engagement, our Channel Affection Matrix helps design targeted, multi-layered incentive and loyalty programmes that reward channel partners, not just on what they \u2018do\u2019 but also on how they \u2018feel\u2019 for both short- and long-term success.<\/p>\n\n\n\n<div class=\"wp-block-group  layout-columns-10 has-global-padding is-layout-constrained wp-container-core-group-is-layout-0b5f5b40 wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-base-two-background-color has-background  has-dynamic-border-radius  layout-columns-4 has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-645d8aa7 wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--60);padding-right:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--60);padding-left:var(--wp--preset--spacing--60);background-image:url(&#039;https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2025\/03\/CTA1.png&#039;);background-position:50% 50%;background-size:cover;\">\n<h2 class=\"wp-block-heading\">Get in touch<\/h2>\n\n\n\n<p>&nbsp;Learn more about how we approach&nbsp;<a href=\"https:\/\/www.biworldwide.com\/uk\/sales-and-channel-incentives\/channel-incentive-programmes\/\">reward and recognition solution design<\/a>&nbsp;to maximise channel partner engagement and loyalty.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-secondary-fill\"><a aria-controls=\"modal-header-lead-gen\" aria-haspopup=\"dialog\" href=\"#\" modal-id=\"header-lead-gen\" role=\"button\" tabindex=\"0\" class=\"wp-block-button__link wp-element-button modal-trigger core-button-trigger\">Let&#8217;s talk<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A strong relationship with your channel partners is key to mutual success, but how do you measure it? Learn how our first-of-its-kind research in partnership with KANTAR led us to develop a tool to better understand and measure channel partner loyalty and engagement.<\/p>\n","protected":false},"author":18,"featured_media":1436,"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":[69,71],"problem-space":[75,78],"wf_post_folders":[23],"class_list":["post-916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","content-topic-incentives-and-rewards","content-topic-loyalty-and-retention","problem-space-channel-performance","problem-space-customer-loyalty"],"featured_media_global":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Measuring the strength of channel partner relationships for sales success<\/title>\n<meta name=\"description\" content=\"A strong relationship with your channel partners is key to mutual success, but how do you measure it? 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