What Is a New Logo Incentive?
A new logo incentive rewards a partner for bringing a net-new customer to a vendor - an account that hasn't bought the vendor's products before. It pays a bonus or enhanced rebate on first qualifying sales to that customer, because acquiring new accounts is more valuable to the vendor than repeat business with existing ones.
Why it matters to IT channel partners. New logo bonuses can materially lift the margin on prospecting work partners already do, but they hinge on correctly identifying and registering the account as net-new. Partners who don't flag new logos against the program rules can win the customer yet miss the incentive attached to it.
Related terms
FAQ
Usually a customer with no prior purchase history of the vendor's products within a defined window. The program sets the exact definition.
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