BI WORLDWIDE launches global channel solution to boost partner motivation

BI WORLDWIDE has introduced BIW Channel Solutions, a global channel engagement proposition targeted at sales leaders and channel strategists.

This new initiative aims to tackle longstanding issues in indirect sales by addressing the problem of partner disengagement. BIW Channel Solutions seeks to connect technology with motivational strategies that improve partner performance rather than focusing solely on digital interaction metrics such as clicks and logins.

Human-centric and data-driven

The offering blends behavioural science, modern channel technologies and a range of locally tailored rewards. According to the company, this combination is designed to both engage and motivate partners in indirect sales channels on a global scale, while allowing for rapid and measurable impact across diverse regions.

Complexities in indirect distribution often result in limited insight into partner behaviour and minimal emotional attachment to brands. BIW Channel Solutions directly addresses these challenges through what it calls a human-centric design, combining years of operational experience with managed services and technology frameworks.

"The approach merges behavioural science with practical technology enablement to overcome many indirect, channel-specific obstacles, and transforms how businesses develop stronger, more profitable relationships with their distribution partners," said Phil Williams, Head of Employee Programmes at BI WORLDWIDE EMEA.

Williams added, "Crucially, BIW Channel Solutions places an emphasis on the science of motivation. Understanding what drives people enables BI WORLDWIDE to design programmes that tap into intrinsic motivators beyond transactional cash-based incentives. This approach delivers genuine value to businesses and ensures partners feel valued and aligned with brand objectives. The result is sustained engagement."

Central model and technology

At the centre of the proposition is the Channel Performance Model, which is structured to support partner engagement and achievement at every stage of their collaboration with a brand. The programme is powered by three main capabilities: proprietary technology, managed services, and regionally adapted high-impact rewards.

The core technology platform, named Channel Smart, includes a Dynamic Promotions Suite enabling the creation of custom incentive strategies that are closely aligned with business objectives. It also features a Partner Intelligence Suite, providing segmentation tools, data visualisation dashboards and targeted communications to connect brands with their partners and influence behavioural outcomes at optimal moments.

"Channel Smart features a cutting-edge tech stack that takes BI WORLDWIDE and its customers confidently into the future," said Mike Davies, CEO for BI WORLDWIDE EMEA.

Managed services and regional focus

The managed services element delivers end-to-end support using BI WORLDWIDE's consultative approach. Specialists work with clients on strategy formulation, design and implementation, supporting full-scale programme management. Offerings include creative communications and event management. An integral part of the managed services is DesignCodeTM, a methodology that combines design thinking with behavioural economics and strategic frameworks to produce channel programmes that resonate emotionally with partners.

Regionally relevant rewards are another pillar of the proposition. The rewards are curated to reflect local cultures and preferences while being accessible globally, helping brands foster greater loyalty and continued engagement among their partners. These high-impact rewards are intended to contribute to improved business outcomes by sustaining partner motivation.

Global reach

BIW Channel Solutions is being made available through the company's international network, which includes 39 locations and 18 operations, supported by a workforce of more than 1,600 associates. The new solution brings together the company's experience in channel strategy with technological developments and insights based on behavioural science, aiming to support organisations in acute business challenges associated with indirect sales networks.