5 Reasons for Maintaining Flexible and Adaptable B2B Incentive Programs
Channel partner incentive programs are a big part of what we do at Motivation Excellence. We pride ourselves on helping clients develop dynamic incentives that maximize results, often because they remain flexible and adaptable. We don’t use SaaS products. Each program is custom designed for the needs of our clients. And we build in measurements throughout the program life so if any tweaks need to be made, we can do them in real time.
Here are five reasons for making sure your next B2B loyalty or incentive program is the opposite of rigid:
1. Business and Market Needs Change
If there is one thing we can count on in modern business, it is change. Business is subject to ongoing evolution and churn. North American businesses are tied to global trends now more than ever. Supply chain issues and international trade situations can pop up overnight. Therefore, everything from business goals to market conditions to customer preferences can change rather quickly. Flexibility in how a rule structure is written makes it possible to adapt incentive and loyalty programs to current conditions.
2. Partner Needs Are Diverse
Channel partners come in all shapes and sizes. Some might be looking for training on your product. Another might want you to provide general business growth strategies as an add-on value. One might be brand new to the market, while another has a long history. The amount of time, resources and product needed is different for each partner. Ensuring incentive programs are flexible and adaptable makes it easier to meet diverse needs while allowing your team to meet each participant where they are now and help them get to where they want to be. We often suggest offering different ways a partner can earn rewards. Highest percentage of growth over goal and greatest revenue growth over goal allow small and big players to earn rewards based on their performance, instead of the bigger fish always overshadowing the small ones.
3. Flexibility Encourages Innovation
In the 40 years we have been working with clients on incentive programs, we have discovered something interesting about flexibility: it encourages innovation. When program creators have the freedom to be flexible, they tend to think outside the box. This fosters new ideas and strategies. Combining risk mitigating features with imaginative elements can really make a program stand out among competitors. For instance, if your company selects a group travel reward destination that’s more intriguing than “the other guy’s” destination, you have a better chance of luring engagement your way.
4. Adaptability Improves Partner Retention
Rigid programs that fail to meet partner expectations lead to disengagement and attrition. When you can catch this trend early on, you’ve got time to fix it. Programs designed at Motivation Excellence build in regular metrics and communication elements so our clients can see in real time what’s working and what needs to be adapted to increase participation.
Participants want to feel like they’re being seen and heard. Adaptable incentive programs show partners that their engagement truly matters, which leads to building a strong base of loyal participants.
5. Both Make Use of Performance Insights
Designing a flexible program that has room for changes as needed allows our team to make sure our clients are getting the results they want (or better) while keeping their risk low. Using performance tracking metrics at regular intervals gives our clients business intelligence they can use to adjust how the program is being run. This allows them to give certain aspects a boost, add new categories to the incentive or pull back on elements that are not seeing activity at all. Flexible and adaptable channel partner incentives can be adjusted as insights indicate.How are you doing with your current B2B loyalty and incentive programs? If you are struggling to achieve stated goals or keep your participants motivated to keep out-performing themselves year after year, maybe it’s time to change things up a bit. Perhaps your program need a bit more flexibility and adaptability injected in. We can help. Contact us to learn more about Motivation Excellence and our approach to custom built B2B programs.
The 4-Step Process for Measuring Channel Incentive ROI
Your organization invests in channel incentives for a reason. Channel incentive programs are not merely vehicles for spending money. You want something in return for every dime you spend. And how do you ensure you’re getting what you want? By measuring return on investment (ROI).
ROI can be measured in any number of ways depending on how the principle is applied. When it comes to channel incentives, keeping things as simple as possible is the name of the game. Unnecessary complications only make it more difficult to get a clear picture of channel incentive effectiveness.
The 4-Step Process
Your organization may have its own way of measuring channel incentive ROI. But if not, here is a common 4-step process used by organizations in a variety of industries:
Step #1: Define Objectives and Metrics
The first step is to define objectives and metrics. They should be clear and well aligned with your organization’s business strategy. But be careful. Without a clear understanding of what you are trying to achieve, you can end up chasing objectives and metrics that don’t matter.
What do you hope to achieve with your incentive program? What KPIs will clearly demonstrate success or failure? Common examples above channel incentive goals include revenue, lead generation, cost per lead, and conversion rate. There is plenty more to consider.
Step #2: Calculate the Cost of Your Program
The two basic components of ROI are cost and benefit. Therefore, the second step is to calculate the total costs of your incentive program. Total costs include:
- Partner incentives
- Training and support
- Deployment and administration
- Infrastructure expenses
Calculating costs may not be an exact science, especially when multiple incentive programs overlap. For instance, you might have the same group of people administering multiple programs. The administrative costs related to the work they do may not be consistently spread across all programs. You may have to estimate.
Step #3: Calculate the Benefits
Next is calculating the financial value of program benefits. One of the benefits might be increased revenue from partner sales. It is easily measured. Other benefits could include cost savings, customer acquisition, or even a broader market reach.
Some of the perceived benefits may not easily be quantified with a monetary value. Nonetheless, understanding the true ROI of a channel incentive program requires numbers as accurate as you can come up with.
Step #4: Do the Math
The fourth and final step is simple math. The basic formula for calculating ROI begins with subtracting your total costs from your total benefits to arrive at a number that represents your return. Then you divide that number by your total costs and multiply it by 100. Here it is in a nice, neat formula: ROI ratio = (benefits – costs) / costs x 100%.
If your calculated ratio meets or exceeds your target, the channel incentive program has been a success. If not, any further action is largely dictated by how far off the ratio is. Missing the target by a little isn’t the end of the world. Missing it by a lot suggests it might be time to rethink how you approach channel incentives.
Are You Measuring ROI?
How you measure channel incentive ROI is less important than the fact that you do it. If your organization utilizes channel incentive programs and you are not measuring their ROI, it is time to change things up.
Measuring ROI tells you everything you need to know about whether your channel incentives are working. You need them to work, or your organization is essentially throwing money down the drain. That’s not a very good business objective.
We DRIVE the Results Our Clients Want
A lot goes into a successful B2B incentive or loyalty program. There are many moving pieces to planning and executing an engaging company meeting or event. When the aforementioned go well, it’s not by accident.
At Motivation Excellence, we know the elements that make up the best incentives, travel programs and events and we’ve giving them a name: DRIVE. Each letter stands for something critical to the overall success.
“We’ve been providing these elements to our clients for a long time. We see what works and use that knowledge to guide them to the best possible path to success. Not everyone uses every component, but the more they can incorporate, the better the results,” says Bob Graham, President & CEO of Motivation Excellence.
D is for Data
Industry trends, sales numbers, company history and forecasts all play into program design. The more data our clients have to share, the better we can mitigate risk while developing a performance-based rule structure that brings successful, measurable results.
For participants, being able to easily see where they’re tracking toward goal is the primary objective of our custom performance websites. Creative activity tracking gauges animate in real time, while in-depth dashboards drill down to a variety of levels for managers overseeing a program.
Using data before, during and after a program creates a robust narrative our clients can use for future success.
R is for Rewards
If the reward isn’t motivational for participants, an incentive or loyalty program fails before it launches. And what’s worth working toward for one person, may not be the same for someone else. That’s why we offer a wide variety of reward options from group travel to lifestyle upgrade packages to special event tickets.
We work with our clients’ participants to make sure they’re being rewarded in the best way possible. That could mean new solar panels on a house, paying tuition fees or securing a vacation home for a family getaway!
I is for Intelligence
Data-driven analytics creates better understanding of business potential. We use defined metrics to track, measure and adjust elements in an incentive or loyalty program in real time. Gathering specific information prior, during and after a meeting or event allows us to guide content and plan for specific calls to action.
We often hear from our clients that we provide business insights they truly didn’t know they were missing.
V is for Value
A well-designed incentive program can pay for itself with incremental sales. An aspirational group travel experience can be planned within a set budget. Our team at Motivation Excellence is filled with experts who have intimate knowledge of this industry and the best ways to mitigate risk, while providing exceptional elements.
When you work with us, you become part of our inner circle and we look out for your best interests. Your partners at Motivation Excellence stay with you from day one to build a relationship of trust and mutual respect.
“It’s much more than a transaction when we work with clients. We become part of their team and they rely on us to interpret their data, interact with their participants and make insightful suggestions to move their programs or events forward,” states Graham. “We offer a full compliment of services that goes beyond what’s expected which adds to the value of working with us.”
E is for Engagement
Building excitement, maintaining the flow of information and providing white-glove service for participants is all part of keeping them engaged. From building custom performance tracking websites to being an extension of our clients’ marketing team, we offer a variety of ways to keep initiatives top of mind and dynamic.
“One of the hiccups we see hinder success, is a lack of steady communication. Often, our clients’ marketing teams have their plates full with the day to day operations, so the campaign gets forgotten or underused,” says Graham.
“Our team is a dedicated resource making sure touchpoints go out. We also track engagement rates so we know the best times and ways to communicate to each person,” he adds.
We are flexible too, so we can take the steering wheel on any or all of the DRIVE components. Our mission is to match our clients’ needs with the best resources for maximum success, with minimal risk. Are you ready to hop in and go for a ride?
Get to ME with Candy McCray
We love to highlight a different employee each month as part of our Get to Know ME series. This month, it’s Candy McCray, our Creative Program Manager for clients using performance tracking and marketing enhancements as part of their incentive program. Read on to learn more about what makes her laugh and how she tackles short and long-term goals. Thanks Candy, for participating in this month’s Get to Know ME!
What’s your current title and how long have you been in the incentive industry?
My current title is Creative Program Manager, and I’ve been in the industry for 27 years as of 2025.
What do you like about your job?
This is my second stint with Motivation Excellence, so I really enjoy working with old friends again. In addition, I like to be able to share my knowledge/experience with my colleagues who are newer to the industry or Motivation Excellence.
What’s something you want to share about the people you work with at Motivation Excellence?
Our team is filled with highly skilled people who are passionate about doing a great job and being collaborative in nature. We have a lot of fun together.
What’s a specific moment in your history that always stands out as a defining moment, and why?
When I started my own marketing business. I learned so much and gained tremendous confidence in my skills and abilities.
What motivates you to accomplish things in your life (work or personal)?
My son – he’s made me a better person. I work hard to give him the things I didn’t have growing up. As a parent, I now truly understand the value of being in a constant state of learning and growth, and I try to instill that in him as well. Being a parent has also taught me a whole new level of communication and connection that I don’t think I understood prior.
What do you enjoy doing outside of work?
I like to socialize with friends, spend time with my son, and travel (we’re going to NY over spring break and planning a trip to Scotland this summer).
One thing that always makes you laugh is?
Watching AFV (America’s Funniest Videos) with my son. We love the ridiculous things people do and always get a good laugh!
What’s a bucket-list item you can’t wait to cross off?
I have two that I’m most excited to achieve: seeing the Northern Lights (ideally in Iceland) and an African Safari.
Do you make New Year’s resolutions? Why or why not and care to share any?
No, I don’t create New Year’s Resolutions anymore.
For day-to-day goals, I use habit stacking instead. I believe developing small habits a little at a time is more effective than setting a big goal once a year. Plus, why wait until New Year’s to start to work toward a goal? When you decide you want to do something differently, or achieve something new, start right away when you have the motivation!
For larger, long-term goals, I’m learning about using vision boards and manifesting techniques to help me identify and work toward those goals.
Motivation Excellence Names Solo CEO and Adds CFO Title to Management Team
As Motivation Excellence celebrates its 40th year in the incentives and meetings industry, the company announced new roles on the management team. In 2024, after owner David Jobes passed away, the Board of Directors named Bob Graham, VP Client Solutions, and Michelle Ebner, VP Finance, as co-Presidents/CEOs.
After a successful transition period, the Board decided to name Ebner as the CFO and Graham as the sole President and CEO.
“We appreciate the collaboration Bob and Michelle demonstrated during a difficult time. They were pillars the rest of the company could count on. We’re confident their new roles will highlight their strengths and solidify the positive track Motivation Excellence is on,” said Denise Jobes, Motivation Excellence Owner and Board Member.
Both Graham and Ebner are excited about the future of Motivation Excellence and their respective roles going forward.
“It was an honor to step into the co-CEO role with Bob at the time, but focusing on the financial security and growth of the company is really where I can offer the best guidance,” said Ebner regarding her new title as CFO.
Graham has been with Motivation Excellence since 2001, and in the performance improvement industry even longer. The Board believes his particular skills with data analytics and mapping projected outcomes for clients will serve him well as the big picture driver at the company.
“I care deeply about the success of Motivation Excellence, our team and our clients. I look forward to continuing our level of service, while exploring new efficiencies and expanding our internal team in 2025,” said Graham.
The new titles were effective January 1, 2025 with employees being told at their January company-wide meeting. Other leadership team members are Brad Hecht, Sr VP Travel & Chief Travel Strategist, Kelli Robb, VP Travel Operations and Rhonda Brewer, VP Sales.
Our 2025 Airfare Outlook; What You Need to Know & How You Can Try to Save Money
At Motivation Excellence, we book thousands of airfares every year for the participants who earn group travel experiences through our incentive programs and attend conferences that we organize for our corporate clients. We know a thing or two (or 12) about airfare trends and expectations. In the overall budget for our programs, air is the one thing that can fluctuate the most, so knowing when the best time to lock in tickets is critical.
We’ve seen airfares rise steadily since COVID, and we believe that trend will continue in 2025. Inflation, strong demand, and limited capacity all contribute to this, with the latter two really allowing airlines to flex their pricing power.
A recent Wall Street Journal article titled, “Airlines Are Charging Higher Fares and Are Confident You’ll Pay Up,” supports our position. Adding to the equation, delivery of new aircraft has been limited due to production problems at Boeing and Airbus.
“Just in January we’ve seen airfares rise 12%. Spring and summer travel will likely boost this by another 5%,” says Brad Hecht, Senior Vice President of Travel and Chief Travel Strategist at Motivation Excellence.
Airlines continue to prioritize profitability according to United Airline’s Chief Commercial Officer who was quoted in a New York Times article published January 22, 2025. Both Delta Airlines and United have projected their profits in 2025 to be exceptional, with Delta saying they expect their 2025 profit to be the best in their history.
What can the average consumer do to try and mitigate soaring ticket prices?
“As always, fares depend heavily on where you are flying and when you are flying. Flying to the south/Caribbean in winter/spring will guarantee higher fares and limited availability for the high season,” says Hecht.
For consumers looking to get the best fares, try to
- Book more than two weeks in advance
- Check prices at multiple airports; it might be worth driving to an airport farther away if you can save money
- Be flexible with your travel dates
- Consider alternate destinations that offer similar experiences, but may not be as popular for the masses
For our group travel incentive clients, we’ll continue to use our hybrid model of combining free-sold flights with blocked space and charters to help manage their air travel spend. We are diligent in checking price trends and guiding our clients about when the best time to purchase is to help control this part of their budget.
Motivation Excellence uses high-end travel and merchandise incentives, meetings and events to help our clients Inspire Extraordinary Performance among the people who mean the most to the success of their business. Through data-driven metrics we create customized solutions that minimize risk and maximize results while providing business intelligence companies often don’t realize they’re missing.
Navigating Travel Requirements for US Citizens in 2025
There will be some travel changes for Americans this year, so let’s dive into what you need to know before you head to the airport.
REAL ID in the USA
Starting May 7, 2025 you will need REAL ID-compliant identification from your state, or a valid passport to fly ANYWHERE. Yes, that means travel within the United States too. Earlier this month, the TSA published their “final rule” on the deadline and enforcement of this law that was passed back in 2005 as a result of 9/11 security flaws.
“You know if your state ID is compliant if there’s a star in the upper right corner,” says Joe Reise, Director, Travel Purchasing, Planning, and Supplier Relations at Motivation Excellence.
To find out how to get a REAL ID in your state visit usa.gov/real-id. You’ll be required to bring in certain documents to verify your social security number, identity and address.
“Homeland security has an FAQ website that provides all the information travelers need to know. The bottom line though is if you don’t have a valid REAL ID or valid passport you won’t get past security at U.S. airports as of May 7, so take action now if you plan to travel domestically this year,” warns Reise.
REAL IDs will be required to enter a military base or other secure federal facilities after May 7, as well.
ETA in the UK
United States citizens traveling to or through the UK (England, Scotland, Wales and Northern Ireland) are now required to get an Electronic Travel Authorization (ETA) before you fly.
“The key thing with the ETA is that it applies to layovers too,” Reise says. “The application process can take up to 72 hours, so it needs to be on your to-do list the week before your planned travel if your flight is taking you into a UK airport.”
The fastest way to apply is through the UK ETA app which is available for iPhone and Android users through the App Store or Google Play Store. You’ll need your actual passport, an email address and a digital way to pay like a credit card, Apple Pay or Google Pay.
ETIAS for European Travel
We first wrote about Americans needing to add a visa-like travel document to U.S. passports for European travel more than a year ago, but the requirement deadline is still fuzzy. According to the Travel Europe website, the European Travel Information and Authorization System (ETIAS) will be operational six months after the automated Exit/Entry System (EES) is up and running.
“We hear that EES and then the subsequent ETIAS travel authorization for non-EU nationals will come into play sometime in 2025, but we haven’t heard a definite date yet,” Reise states.
Reise suggests US travelers check the US Department of State for the latest information and requirements you need to know before international travel.
Motivation Excellence makes sure our clients and their participants are aware of extra hoops to jump through well in advance of our incentive group travel programs, whether domestic or international. We hope this blog will help guide you to a safer and happier travel adventure in 2025!
Why Your Approach to Sales Incentives Matters to the Results
You already know that sales incentives are rewards designed to motivate the sales team to achieve specific goals or objectives. You also know that incentives can be applied individually or team wide. But did you know that your approach to sales incentives matters to the eventual results?
Sales incentives are more than just the incentives themselves. An organization’s motivation is another big part of the equation. What does the company want to achieve? Introducing sales incentives could be about:
- Increasing revenue.
- Spurring new company growth.
- Introducing a new product.
- Encouraging channel partners to choose your product over a competitor.
Being very intentional about your goals is the first step to creating a successful sales incentive rule structure. Making sure your management team is hyped about the program is another step. When you get both aligned your odds of success increase dramatically. Create a simple and achievable set of rules that benefits your bottom line and motivates your participants and you’re on the right track from the start.
Sales Incentives Can Be Personalized
A good way to frame an organization’s approach to sales incentives is to look at the incentives themselves. Of course, there are monetary incentives that organizations have been relying on for decades. These include things like cash bonuses, gift cards, and stock options. But monetary incentives are not the be all and end all. Often an extra check gets spent on groceries or gas and is forgotten at the end of the month.
Incentives can be highly personalized. They can go above and beyond monetary reward. Here are just a few examples:
- Individual travel packages
- Group travel with a significant other and company executives
- Personalized lifestyle upgrade packages
- Award points that can be redeemed for nearly anything
- Tickets to high-value events or once-in-a-lifetime experiences
Sales incentives can even be packaged as professional development opportunities. For instance, we have worked with organizations that rewarded their channel sales teams with customized training programs and career development courses.
Anything You Want It to Be
It’s time for organizations to get beyond static sales incentives that don’t push the boundaries. Your organization’s sales incentives do not have to be the same incentives as your predecessors were using 10-20 years ago. The incentives you choose for 2025 can be anything you want them to be.
So, how do you come up with sales incentives that actually work? You start with establishing your goals. Put yourself in the shoes of the people who mean the most to the success of your business. Think about what motivates them. Think about what you can offer them they can’t get on their own. Are competitors offering a sales incentive or loyalty program to your shared distribution channel? What do you know about it? How can you do something more appealing?
Working with an experienced team like Motivation Excellence makes all of these questions easier to figure out and answer. We’ve got 40 years’ experience creating successful programs for our clients and their target audience.
The ‘Whatever It Takes’ Approach
This all boils down to being willing to do whatever it takes to motivate your sales team. If your approach to sales incentives is to simply do what everyone else did before you have done, plan to achieve the same results. If you want different results, you will have to approach sales incentives differently.
Your approach to sales incentives really does matter. It dictates how your internal and external sales teams will respond. And in the end, their response determines whether sales goals are achieved. It is really no more complicated than that.
Performance by Design; How We Develop the Best Customized Solution for Your Business
Successful business initiatives don’t often happen by accident. Planning an impactful B2B loyalty or incentive program is a very intentional process at Motivation Excellence. For us, it all starts with a consultative approach we call Performance by Design.
“It’s really about being able to create a financially balanced and metrics-driven reward program designed specifically for a client’s data, goals and participants,” says Bob Graham, CEO & President of Motivation Excellence.
When our clients can share pertinent internal data, like sales figures, inventory, distribution models and historical trends, we can offer benefits like:
- Risk reduction
- Meaningful analytics and insights
- Financial models
“The best program results happen when we are able to take that deep dive not only into a client’s history, but also the industry and their competitors. The more a client can share, the better it is for our team to build a rule structure with ROI built in, and determine the best metrics to track toward success,” says Graham.
One of the best results we see repeatedly for clients through this approach is the ability to bring their data to life in a way they haven’t seen before.
“Sometimes, it’s because different departments warehouse their records separately. Our process pulls it all together in one big picture for greater business intelligence. It’s so rewarding to hear that we’ve done something for a client they weren’t able to do internally.”
Starting an incentive or loyalty program is a big undertaking and one that can likely feel overwhelming without an experienced partner by your side. Did you know that a well-designed program can pay for itself through the incremental performance it motivates? That’s one of the biggest benefits of working with our team. After 40 years in the industry, we know how to build programs that match your needs.
While Performance by Design is a great way to begin your partnership with us, it’s not a mandatory part of the journey. If you don’t have access to the elements needed for this type of foundational process, it’s OK. We can still apply our expertise and work with you to build a customized solution to fit your needs.
Our goal is to help our clients Inspire Extraordinary Performance with the people who mean the most to the success of their business. We do this through customized incentive and loyalty programs, global meetings & events, aspirational group travel experiences and personalized rewards. Explore all of our solutions on our website and click on Let’s Connect to get started today!
Get to Know ME with Alyssa Chomiczewski
It’s time to get to know Alyssa Chomiczewski from our Traverse City location. Alyssa started with Motivation Excellence halfway through 2024 and fell in step with the team instantly. She’s kind, open and ready for adventure. Read below, and watch her short video, to learn more about her favorite sports team (despite the family drama) and at least one potential wedding gift idea (she gets married later in 2025). Thanks, Alyssa, for participating in our Get to Know ME segment this month!
What’s your current title and how long have you been in the incentive industry?
I am a Technical Project Manager, and I joined the incentive industry, and Motivation Excellence, about 7 months ago (July 2024).
What do you like about your job?
As a project manager, I enjoy problem-solving and keeping projects on track. Organization has always been a skill I value and rely on in my professional life. The problem-solving aspect keeps the work interesting and is especially rewarding when I overcome a complex challenge or learn something new in the process.
What’s something you want to share about the people you work with at Motivation Excellence?
I feel very fortunate to have joined a team that is not only welcoming (and fun!) but is also filled with smart, genuine people who have become friends with one another. The sense of camaraderie on my team, and with everyone I’ve met at Motivation Excellence so far, was obvious from the start and I feel lucky to get to be a part of it.
What’s a specific moment in your history that always stands out as a defining moment, and why?
The summer after I graduated from college, my car broke down while I was driving back to my internship. It suddenly stopped in the middle of the road, leaving me stranded and broke. At the time, my plan was to stay in Michigan and start interviewing for post-grad jobs in some of the state’s bigger cities. However, my dad was living in the suburbs of Chicago, so I made the decision to forgo buying a new car and move to Chicago instead. That choice led me to a role in Commercial Property Management, and I ended up having the time of my life living in one of the country’s largest cities.
What’s an unknown or odd talent you have?
I got a unicycle for my 12th birthday, and for a time, I was pretty good at riding it. It’s been over 15 years since I last tried, but I’m sure I could pick it up again with some practice.
What motivates you to accomplish things in your life (work or personal)?
I’m always striving to grow and improve, both personally and professionally. Learning or trying new things gives me a genuine sense of accomplishment. Ultimately, my goal is to spend as much meaningful time with my family and friends as I possibly can.
What do you enjoy doing outside of work?
I love anything that gets me outside! Hiking, backpacking, kayaking, snowboarding. If I have free time, you’ll usually find me outside. When I’m indoors, I enjoy reading, puzzling, or building with Legos.
One thing that always makes you laugh is?
My funny friends and family.
What’s a bucket-list item you can’t wait to cross off?
Traveling internationally (besides Canada). Other than a couple parks in Canada, I’ve never left the US.
Do you make New Year’s resolutions? Why or why not and care to share any?
No official resolutions, but I am participating in Dry January and No Frivolous Spending January.
