46%
of B2B marketing decision-
makers report that adapting
channel incentives to
motivate and reward success
in engaging new buying
centers and personas is one
of the top focus areas to
support new buyers over the
next 12 months
© Forrester Research, Inc. All rights reserved.
Reassess Overall Incentive
Strategy
• Expand balance ► establish a mix
of incentive program types
• Revisit partner incentives strategy
► plan beyond MDF/Co-op funds
• Assign incentives to reward points
of value ► aligned to the indirect
customer lifecycle
© Forrester Research, Inc. All rights reserved.
Source: Forrester's B2B Marketing Survey, 2022
