Growing revenue through the channel you don’t control.
I am Australia’s only independent B2B loyalty and channel incentives architect. I design programs that reshape partner behaviour, increase product focus, and grow margin — always Strategy First, Technology Second.
Clients with better trade customers, a longer tail and effective sales & marketing ecosystems across all B2B sectors
Years in marketing, loyalty and channel sales
Purely B2B loyalty expert in Australia
Fee for 3 months channel deep-dive
One Month. No Payment. No Contract. No Risk.
Two hours of my time each week — free — to diagnose your channel challenges, sharpen your strategy, and show you exactly how B2B Loyalty grows revenue.
You experience the value before you ever have to pay anyone for it.
B2B Loyalty is not the “smaller cousin” of B2C loyalty.
It is a completely separate discipline — a channel sales engine built to change how dealers, distributors, resellers, franchises and reps think, choose and sell your products or services.
Where B2C loyalty drives consumer engagement, B2B Loyalty drives revenue. It typically influences the 40–60% of a manufacturer’s turnover that flows through indirect channels — the brokers, wholesalers, distributors, partners, trade networks and commercial buyers who decide which products win in the market.
B2C loyalty
Consumer engagement
- Points
- Members
- Customer rewards
- Consumer benefits
B2B loyalty & channel incentives
A channel sales engine
- Channel behaviour
- Product focus
- Partner engagement
- Margin
- Product mix
- Sell-through
- Advocacy
- Revenue growth
This is not ‘consumer’ growth strategy or loyalty benefits. This is business‑to‑business sales growth, delivered through loyalty mechanics designed specifically for channel behaviour change.
- Your businessManufacturer / supplier
- The channel you don’t controlWho decides which products winDistributorsWholesalersDealersResellersFranchisesTrade networksBrokersTerritory reps
- The buyerTrade & commercial buyers
Where B2B Loyalty creates the most impact
If your business sells to businesses or consumers AND relies on dealers, distributors, wholesalers, trade/service partners or other fragmented indirect networks or customer groups to reach them, I help influence what they buy/sell, how they buy/sell it, and why they should continue to be loyal to you and not your competitors.
Manufacturing and industrial distribution
Where product mix, margin, and channel influence matter.
Trade environments
Anywhere tradies purchase product and brand choice is made at the counter.
Account‑based sales
Where customers buy “on account” and the business owns the purchasing relationship.
Indirect channel networks
Wholesalers, distributors, resellers, brokers, stores, franchises, and dealer networks — anywhere sales rely on partners, not consumers.
Five ways I help sales and marketing leaders grow revenue
Engagements start with a diagnostic and finish with an always‑on incentive eco-system — one that aligns sales and marketing around the behaviours that drive B2B customer behaviours and revenue across fragmented sales channels.
B2B Loyalty & Incentive Design
Reward, recognition and incentive structures engineered for channel partners. Build new programs or reshape existing rebates, loyalty mechanics or travel incentives — all designed around the behaviour you need and the margin that pays for it.
Read moreVendor Selection & Technology Advisory
Requirements, shortlists, vendor introductions and scoring. RFP development and execution. Your pocket SME — guiding you through frameworks, integrations, data strategy and best‑fit technology without vendor bias.
Read moreChannel Partner Activation & Growth
Last 3-feet, segmentation, communications and training that keeps distributors, dealers and reps choosing you over the alternative beside you. Activation that builds product focus, advocacy and repeat behaviour.
Read moreProgram Optimisation
Ongoing optimisation of your loyalty or incentive program — mechanics, tiers, rewards, communications, data and partner behaviour. Ensure your new or existing program continues to grow revenue, margin and engagement. If not, develop the change strategy and roadmap to get there.
Read moreAdvisory & Interim Leadership
Business case, Project or Program leadership, executive advisory and coaching. Your B2B Loyalty SME through scoping, development, governance and launch — ensuring momentum, clarity and confidence.
Read moreNot sure where to start?
A discovery call sharpens your thinking and gives you clear pathways for channel sales growth. No sales pitch — just independent advice shaped by 20 years of B2B loyalty, incentives and channel behaviour design.
Book a conversationFour stages, no mystery. No cost.
Diagnose
Two to three weeks on your pain points, channel sales/account data, economics, and systems
Free monthDesign
Mechanics, model and roadmap, pressure-tested with your sales, marketing, finance and/or legal teams.
Technology
Introduce you to viable partners. Hands-on through build and launch, keeping project and team on track
Hand over
Documentation, training and a team that no longer needs me. Whether that is an existing team or one I help you build.
Through 2026 I am providing one FREE month of consulting to every client with a channel pain point. Up to 8 hours of FREE advice and expertise. See how I work
Independent advice. No predetermined solution.
For more than 20 years I worked inside loyalty businesses, constantly navigating the tension between what was best for the client and what was best for the company. No matter how hard I tried, the client’s needs were never truly the priority — the commercial agenda of the organisation always came first.
That’s why I created B2B Loyalty.
Read my WHYRecommendation
- Paid by the technology vendor they represent
- Their job is to sell a platform
- Strategy moves at a vendor’s ‘sales pace’
- Shackled to one platform, vendor or partner
Recommendation
- No commissions. No vendor bias. No sales path.
- Design the behaviour you need from dealers, distributors, resellers and reps
- Engineer the mechanics that pay for it
- Stay with you until your team can run the program confidently without me
What behaviour do you need from the people who sell on your behalf — and what is that behaviour worth?
- Tabcorp
- Crown Casino
- FUJIFILM
- Helloworld Travel
- Bridgestone
- James Hardie
- Cruiseco
- Royal Caribbean
- Boehringer Ingelheim
- AUSREO
- Qantas Loyalty
- AMEX
- The Sands Corporation
- PPG
- Burson
- Bapcor
- Elanco
- Nulon
- Brother
- dormakaba
- Stealth Group
- Taubmans
- Ridley Corporation
- Dymocks
- Kennards Hire
- Workwear Group
The numbers those programmes produced.
The verdict from the people paying the invoice.
His independence, clarity and ability to keep both Tabcorp and the technology vendor aligned to scope were invaluable. The program launched successfully across 3,500 venues, and Mark’s expertise ensured the vendor treated Tabcorp as a true priority partner. His contribution was instrumental to the program’s launch in July 2026.
Head of Retail Development, Tabcorp
Every other ‘expert’ or company arrived with a platform to sell. Mark arrived with questions, then told us to fix our partner data before we spent a cent on software or rewards. Five years on and the program was designed and built in such a way that it is relevant and used to counter any reactive channel pain points and opportunities.
Marketing Director, Fuchs Lubricants
Mark was the expert we chose to team up with for our B2B partner initiatives. His strategic thinking and ability to really listen to business problems, find solutions and go the extra mile ensures his clients are more than satisfied. His wealth of experience, solid commercial acumen and passion for B2B loyalty and growth speak for themselves.
Marketing Director, Brother International (Australia)
Let’s talk about growing your channel sales.
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.