Executive Summary
AnyDesk's reseller network spans 500+ partners across 15 countries, the kind of distribution footprint that should be a competitive advantage. Instead, recognizing a reseller milestone meant a manual chain of sourcing, emailing, customs paperwork, and follow-up that consumed hours nobody had budgeted for. Event merch ran through a different vendor per conference. HR kits were someone else's problem. By moving everything to a single system: one annual production run, automated redeem flows, centralized stock. AnyDesk turned merch from a coordination burden into something that mostly runs without anyone touching it.
About the Client
AnyDesk makes remote access software. Their go-to-market runs largely on resellers and dealers: partners who sit between AnyDesk and the end customer and shape purchasing decisions more than any direct sales rep ever could. In competitive software categories, the reseller who actually likes your brand recommends you first. Rewarding that loyalty, systematically, is worth serious money.
The Challenge: Scaling a Rewards Program
The problem was that doing it looked like this: someone notices a reseller hit a milestone, spends 20 minutes finding a vendor who ships to that country, coordinates the design, handles the customs documentation, emails a tracking number, follows up when it doesn't arrive. Across 500 contacts spread across 15 countries, that's either a lot of hours or a lot of dropped balls. Usually both.
