thebiginterview
Gamification in the channel
Barb Huelskamp, SVP Global Partners & Alliances at Alteryx explains how employing gaming strategies within the partnership ecosystem is more aligned than it might at first appear.
Alteryx revamped its partner program in 2022. What drove this need to change? At Alteryx, we have a highly differentiated data analytics platform, and our enhanced go-to-market motion built on the pillars of enterprise, partners, and customer success enables us to capitalise on this opportunity. Alteryx has had a growing partner base dating back to 2013. While
the program consistently averaged 30% YoY growth for years, we wanted to integrate the partner ecosystem into our evolving go-to- market strategy more tightly. 2022 was a year of many larger strategic narratives for Alteryx, including acquisitions, leadership changes and new unified cloud offerings. Updating the Alteryx channel program to leverage the power of
the channel partner landscape has enabled the company to scale our market reach to decision-makers in larger enterprises more efficiently – it has provided an opportunity to further differentiate in today’s increasingly competitive market. With businesses needing to make more informed decisions, data-driven decision intelligence is the foundation they need to succeed. Tis combined shiſt to more partner-centric sales motions and expansion of the company’s global reach across solution providers, global system integrators (GSIs), technology partners, and original equipment manufacturers (OEMs) has empowered our joint customers to discover the valuable analysis they need to drive their business forward.
What strategies have you implemented to ensure the Alteryx partner program differs from others in the channel community, and how does it stand out? Te last year has seen Alteryx focus on a partner-centric strategy
18 | June 2023
as a company. We recognise partners’ deep and broad customer relationships and domain expertise in addressing our customers’ pain points. Tis is why we designed our programme in a way that engages with our partners, provides them with different incentives and motivates them to deliver the best value to customers. To achieve this, we used one simple but powerful tool – gamification. Designing a channel strategy with gamification might make you
think the leadership team is spending too much time on their console, but the gamification model has more in common with channel strategy than you think. In the same way that one would run, jump, collect power-ups, and progress to the next levels, gamification strategies within our channel program help motivate partners by ensuring those that deliver the most value to customers also secure a higher level of focus, attention, and resource from the vendor. Te new program includes role-based training and certifications,
upskilling partners through known use cases, and free solution blueprints for common or complex workstreams. By putting resources across the business to support the partner ecosystem with additional training and enablement, marketing and sales engineering resources and financial incentives, the company now provides partners with the tools needed to achieve higher growth and bigger deal sizes. Partners at each tier – registered, select and premier – are rewarded with progressive benefits. • Registered: Partners receive a range of benefits building your Alteryx sales and technical competencies, including training. You can also access ready-to-use marketing assets to build your pipeline faster and accelerate your path to that first customer win.
• Select: At this stage, partners unlock new program benefits reflecting their achievements and commitment. Tis includes higher
www.pcr-online.biz
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
