Lenovo Elevate wins IMA Excellence Award for ‘Dealer/Distributor Incentive’
Lenovo and Motivforce have been recognised with one of the most prestigious accolades in the incentive marketing industry. The Lenovo ‘Elevate’ program, created and managed by Motivforce, was named the recipient of the Incentive Marketing Association (IMA) 2021 Excellence Award for ‘Dealer/Distributor Incentive’
IMA is the leading organization representing suppliers from all segments of the incentive marketplace. Founded in 1998, IMA’s membership consists of nearly 800 individuals and groups engaged in providing goods and services for incentive buyers and suppliers. The Association’s highly-respected Excellence Awards identify and recognise outstanding examples of successful customer and employee incentive programs designed to help drive business. Both the company and the incentive marketing partner are acknowledged for effectively designing and implementing incentive programs to motivate their employees and win customers. Entries are judged on creativity, execution and results.
The Excellence Award for ‘Dealer/Distributor Incentive’ recognised Elevate’s success in targeting Lenovo Data Center Group (DCG) Authorized Partners in EMEA, incentivising them to embrace a Lenovo loyalty program, grow their sales and revenue and ultimately convert to higher tier Business Partners.
Elevate rewards Authorized Partners with quarterly paid cash rebates based on their Lenovo Data Center sales achievements. Resellers self-enrol in the programme via a bespoke website www.lenovoelevate.com, or via Lenovopartnerhub.com during each quarter and select their sales target from the table of options across two revenue bands. Resellers also select the Distributor with whom they anticipate doing most of the Lenovo Data Centre business with, enabling sales data to be shared with that Distributor
There is a body of research that shows programs that allow participants to select and own their own target drives superior performance of Lenovo's featured products and services. Elevate draws on this motivational phenomenon by allowing participants to select their target each quarter (and a multiplier higher performance reward). The simplicity of the program’s design combined with creative mechanics such as personalised Progress Trackers and tactical ‘Elevate Accelerator’ promotions were other key factors in making the program so successful.
Elevate’s growth in 2020 was extraordinary with firm participation growing by 39% over the course of the year. Overall total revenue generated by participants was six times (6X) higher than targets, delivering ROI of 974% for Lenovo. Elevate also successfully converted 43% of participating firms to Lenovo’s Silver Business Partner level.