CCI conducted a study in Q4 of 2012 to assess the utilization of various incentive program types and their relative importance and/or effectiveness as perceived by both the vendor community and its channel partners. The incentive program types spanned a broad range to include: Co-op/MDF, sales performance rebates, SPIFs, opportunity management, purchase incentives, and more. Separate surveys were tailored for vendor and partner audiences with the goal of identifying similarities, as well as differences, between the two (manufacturers/vendors and their channel partners). This presentation also addresses how the perception of incentive programs has evolved since CCI's 2010 survey. The results will surprise you!