B2B loyalty & incentive design
Reward structures for dealers, resellers, reps and end customers — built around the behaviour you need and the margin that has to pay for it.
Read moreB2B Loyalty & Channel Incentives
Growing revenue through the channel you don't control.
I'm Mark Farrell — Australia's independent B2B loyalty and incentives advisor. I help manufacturers, distributors and brands change what their dealers, resellers and reps actually do: strategy first, technology second, execution without vendor bias. There is no platform in my back pocket.
- B2B and B2C programmes delivered
- 50+
- Years in loyalty and channel sales
- 20
- Commission taken from vendors
- Zero
Brands and programmes worked on
- Tabcorp
- Crown Casino
- FUJIFILM
- Helloworld Travel
- Cruiseco
- Royal Caribbean
Profile
Independent advice, in a market paid by commission.
Most people advising on loyalty and incentive technology in this country are paid by the platform they recommend. I'm not, which is why the answer is sometimes to fix your data and keep what you already have.
Over fifty B2B and B2C loyalty programmes sold, designed, built and managed for banks, airlines, pharma, retail and manufacturing — including major Australian brands such as Tabcorp and Crown Casino. Before advising, I spent six years as Sales & Partnerships Director at 212F building sales strategy, pipeline, enablement and new-logo revenue from a zero baseline, and ran distribution, sales and a $3M marketing budget for Cruiseco's global charter products with Royal Caribbean.
The work almost always comes down to one question: what behaviour do you need from the people who sell on your behalf, and what is that behaviour worth? Mechanics, platform and communications follow from the answer — not the other way round.
What I do
Five ways I help marketing teams perform.
Engagements usually start with a diagnostic and end with a team that can run the programme without me — and without a consultant on retainer to the vendor.
Partner engagement & enablement
Segmentation, communications and training that keep distributors, dealers and reps selling you rather than the alternative on the shelf beside you.
Read moreChannel sales growth
Partner recruitment, pipeline and last-three-feet execution at the point where the sale is really won or lost.
Read moreTechnology selection, without bias
Requirements, shortlists and vendor scoring from someone who takes no commission from any platform on the list.
Read moreAdvisory & interim leadership
Fractional channel and partnerships leadership, board advisory, and coaching for sales leaders who have just inherited an indirect model.
Read moreNot sure which you need?
Most channel briefs start blurry. A short discovery call usually sharpens it into something scopeable.
Book a conversationNext step
Tell me what your channel is rewarded for today.
Thirty minutes, no deck, nothing to sell you. If I'm not the right person you'll leave with a recommendation for someone who is.