Vendors are also getting smarter about what other vendors are doing around incentives, says Gonzalez, which means it's not really possible anymore for a partner to play one vendor off another.

"Vendors are starting to become savvy about what partners receive across different vendors," said Gonzalez. "The opportunity to play one vendor off another is minimized by the vendors seeking and learning what each other are doing."

Rather, in order to maximize your incentive potential in today's economy, Gonzalez says the opportunity for partners is to focus on a vendor and add value to the full range of products and services they offer.

"Partners should look to maximize the value they bring to a vendors products, and those that do will weigh heavier in the type and amount of incentives they qualify for," said Gonzalez.