What Is a Lifecycle Incentive (LAER)?
A lifecycle incentive rewards a partner at each stage of the customer lifecycle, commonly framed as LAER - Land (win the customer), Adopt (drive usage), Expand (grow the account), and Renew (retain it). Instead of paying only on the initial sale, the vendor pays across the relationship, aligning partner rewards with recurring-revenue success.
Why it matters to IT channel partners. LAER programs spread incentive value across four distinct stages, each with its own milestones, rules and timing. Partners focused on the initial land can miss adopt, expand and renew rewards entirely. Tracking the customer's position across the full lifecycle is how partners capture every stage.
Related terms
FAQ
Land, Adopt, Expand, Renew - the four stages of the customer lifecycle that a lifecycle incentive rewards.
Track incentives across the full LAER lifecycle → Explore Rebates-On