When you invest in incentives, through channel marketing, and partner programs, you are not just buying technology or rewards. You are trying to change behaviour in your channel and get more revenue through the door.
Extu sits right in the middle of that work. Their Partner Experience Platform brings together incentives, through channel marketing, and data attribution so you can run programmes that engage partners and connect activity to results. But there is a catch. To prove what worked and to pay people accurately, Extu needs one thing it cannot create on its own.
Your sales data.
Deals, units, revenue, rebates earned, claims approved, performance by partner or dealer, all live in your systems. CRM, ERP, dealer management systems, distribution reports, ecommerce platforms, and sometimes spreadsheets from the field. Unless that reality is flowing into Extu in a clean and consistent way, you never get the full benefit of the incentives and campaigns you are running.
This is where Integrate.io fits. We pull sales and results data from wherever it lives, transform it into Extu ready records, and send it into the Extu environment so you and your partners can finally see a clear link between programmes and performance.
Why sending sales results to Extu matters
Extu’s Partner Experience Platform is built to give you a single view of channel performance. It combines marketing, incentives, rewards, and data attribution across first, second, and third party signals so you can understand what is driving revenue and what is wasting budget.
That promise depends on one thing: having accurate sales data in the mix.
Without sales data, you can see that a partner opened emails, clicked through campaigns, logged into the portal, and claimed rewards. You can see that they were engaged. What you cannot see is whether that engagement turned into booked revenue in your channel.
Sending sales results into Extu unlocks questions that actually matter to the business:
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Which partners grew sales after they enrolled in a new incentive programme
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Which campaigns drove real sell through, not just clicks
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Which promotions produced profitable behaviour and which only shifted orders forward a quarter
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Where rebates and rewards are going, and how closely they track to the performance you want
If sales data arrives late, inconsistently, or in a format that is hard to reconcile, everyone suffers. Channel teams and Extu’s programme managers spend their time chasing files and cleaning spreadsheets. Partners get frustrated if rewards and rebates do not match what they think they earned. Finance has to guess when calculating cost and return.
When you send Extu clean, structured sales data on a predictable schedule, their platform and services can do what they were designed to do. Incentives, campaigns, and partner activity can be tied directly to the sales line, and your team finally has a trustworthy story about what is working in the channel.
Most organisations do not start with a perfect integration between their sales systems and an incentive platform. Instead, they follow a familiar path.
At first, sales operations or channel managers pull manual reports from systems like Salesforce, an ERP, or a dealer management system. They massage the data in Excel, line it up with the format Extu expects, and send it over by email or a secure file transfer. Extu ingests the file, aligns it with programme rules, and uses it for payouts and reporting.
Then complexity grows.
New regions are added. New product lines launch. Different distributors or dealers send their data in different ways. Some partners report weekly, others monthly. Internal systems evolve, fields are renamed, logic changes. To cope, people build quick scripts and one off jobs that drop CSV files on an SFTP location for Extu to pick up.
Over time, the cracks appear:
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File layouts drift and no longer match what Extu expects
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Different business units apply different logic to what counts as a qualifying sale
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A single missed field or broken script delays payouts and erodes trust in the programme
Eventually, you end up with a fragile web of exports, macros, and scripts that only a few people really understand. Every new incentive or campaign raises the same question.
Can our data process keep up with what we want to do in the channel?
Integrate.io exists to turn that improvised web into a proper data pipeline.
Where Integrate.io fits in your Extu ecosystem
You can think of Integrate.io as the data engine between your sales reality and Extu’s Partner Experience Platform.
Rather than asking your team to maintain ad hoc exports and scripts, you define a clear flow that everyone can understand.
1.Pull from the systems that matter
Integrate.io connects to your core systems of record for sales and results. That might include Salesforce or another CRM, ERP and billing systems, dealer management systems, distributor feeds, ecommerce platforms, or a central data warehouse. We can treat all of these as inputs to a single pipeline.
2. Transform sales data into Extu-ready records
Inside Integrate.io, you standardise and enrich the data. That can include mapping product codes to programme categories, aligning regions and territories, normalising partner and dealer identifiers, converting currencies, and attaching any attributes that Extu uses in its logic, such as partner tier or incentive eligibility.
This is also where you apply data quality checks. You can flag and hold back records with missing identifiers, incorrect dates, or negative values that do not make sense, instead of letting bad data flow into Extu and create confusion.
3. Encode your business rules
Together with your channel, sales ops, and finance teams, and with input from Extu where useful, you capture the rules that govern your programmes.
- Which products qualify for which incentive
- Which partners are eligible for a given promotion
- How to handle returns and credits
- How to attribute a sale across overlapping campaigns
Those rules become part of the pipeline, not just documentation in a slide deck. When programmes change, you update the logic in Integrate.io rather than rewriting scripts from scratch.
4. Send data to Extu on a predictable schedule
Typically, that means generating files in the layout Extu expects and sending them to a secure SFTP location that Extu reads from, on a schedule that matches your reporting and payout cadence daily, weekly, or monthly.
Integrate.io keeps a full history of runs and deliveries, so you know exactly what was sent, when, and why. If something fails, you have clear logs instead of a mysterious broken script.
5. Adapt without breaking the pipeline
When you add a new region, launch a new product family, or stand up a new incentive, you adapt the pipeline. The structure of the flow remains the same, which makes change less risky and much easier to test.
In practice, the result is simple. Integrate.io pulls sales data from wherever it lives, turns it into Extu ready input, and delivers it reliably so you can measure and reward performance with confidence.
A real world example: a tire brand and its dealer network
To make this concrete, consider a global tire manufacturer working with Extu to run incentives and marketing programmes through an extensive dealer network.
This brand invests heavily in programmes to increase sell through:
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Spiff and rewards programmes for dealer sales reps
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Volume based incentives for dealers and distributors
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Co funded promotions tied to specific product lines
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Training and enablement content delivered through partner channels
Extu provides the partner experience and incentive infrastructure. Their platform and services keep dealers informed, surface promotions, track participation, and manage rewards and rebates. The missing piece was a reliable way to bring dealer sales data into Extu so that rewards and reporting actually reflected what was happening on the ground.
Originally, the manufacturer relied on a patchwork of dealer exports and internal reports. Different systems tracked sales by dealer, region, and SKU. Some data lived in Salesforce, some in a legacy sales system, some in distributor feeds. Regional teams pulled spreadsheets, cleaned them up, and sent them over periodically. Extu did what it could with what arrived, but everyone knew it was less than ideal.
They turned to Integrate.io to create a clean feed into Extu.
Now, Integrate.io connects to the manufacturer’s internal systems, including Salesforce and other sales reporting tools. On a regular schedule, the pipeline:
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Pulls new and updated sales transactions across all relevant systems
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Normalises dealer identifiers, product codes, and geography so that the same dealer or product is recognised consistently
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Applies incentive logic to tag transactions with the programmes and promotions they qualify for
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Generates an Extu ready file of dealer sales results and sends it securely to an SFTP location for Extu to pick up
Extu’s team then loads that file into their platform and uses it to calculate rewards, track rebate performance, and feed dashboards that show which partners, regions, and products are responding to incentives.
The benefits are clear:
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Dealer incentives and rewards line up with actual sales records, which builds trust in the programme
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Channel and marketing teams can see which promotions are driving incremental volume, not just activity
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Finance has a cleaner view of incentive cost and return at the programme and partner level
From the manufacturer’s perspective, they have one source of truth for the data they send to Extu, even though the raw information still lives in multiple internal systems.
This pattern works across industries
Although this story is set in the automotive and dealer context, the underlying pattern is the same for many Extu customers.
- A building materials company wants to see which contractors actually buy more after a rebate offer.
- A technology manufacturer wants to connect reseller incentives to booked revenue.
- An HVAC or plumbing brand wants to understand which distributors and contractors respond to which promotions.
In each case, Extu provides the partner experience, incentive management, and attribution layer. You hold the sales systems that know which deals closed, for how much, and through which partner. A robust data pipeline, powered by Integrate.io, is what connects those worlds so you can tell a complete story.
Where to go from here
If you are working with Extu today and any of this sounds familiar manual exports, inconsistent dealer or partner files, home grown scripts that drop CSVs in an SFTP folder it may be time to step back and look at how your sales data gets to Extu.
A useful starting question is:
How does sales and results data travel from our systems into Extu right now, and who is touching it along the way?
Once you map that out, the opportunities to simplify and strengthen the flow usually become obvious. Integrate.io can help you replace fragile handoffs with a single, automated pipeline that pulls from your existing systems, applies your business rules, and sends Extu the data it needs in a format it can use.
The result is not just cleaner files. It is an incentive and channel programme where everyone can see the link between what you did, what partners did, and what was sold.
Ready to automate loading data to Extu? Schedule a time with our team today to get started and learn about how we can serve you.
