Providers must ensure that their co-investments are offered beyond the reseller community and made available to other partner types that influence the customer journey. They should incent their independent software vendors (ISVs) for generating leads and referrals with
- Joint business planning for alignment on goals, funding and timeline to meet sales targets
- Prioritization of funds on key areas of the customer journey that drive the most revenue
- New incentives and measurements to maximize the value of the partner ecosystem