One of the most impactful means of optimizing channel sales is having a well-planned and executed channel sales enablement strategy. After all, partner sales reps sell what they know. So, no matter how innovative the product or service, if your partners’ sales reps are more familiar with a competitor’s offering over yours, they’re going to revert to selling the competitor’s. The challenge is getting partner sales reps to take advantage of the training – especially because they have many vendor lines at their disposal to sell – all of which are also vying for their time and effort.
SiriusDecisions clients are making progress in driving channel sales training adoption and completion through tactics such as video training and micro-learning sessions to address short adult learner attention spans. They are also expanding the focus of incentive programs to include revenue-generating activities such as training and accreditation/certification. However, a key mistake that we see even the most progressive channel organizations making is not investing in technology; specifically, technology that enhances the partner training experience and automates administrative training tasks such as course enrollment and management and tracking a new partner’s onboarding progress. Sure, most larger organizations have a learning management system (LMS) in place. However, these solutions are usually designed for internal usage and not to meet the needs of a diverse and independent channel partner ecosystem.
Whether the technology is derived from a purpose-built partner enablement platform, an extended enterprise LMS, or a partner relationship management (PRM) solution that includes core LMS functionality, it is time to recognize that these solutions should be the cornerstone of a channel organization’s sales strategy. Here are some of the key benefits provided by these types of solutions:
When channel sales training is well-built, dynamic and accessible, channel partners can confidently represent an organization’s brand in the marketplace, resulting in more successful partnerships that contribute significantly to business growth. Before selecting technology to support partner sales enablement initiatives, keep in mind that not all channel learning management solutions are equal. A channel LMS selection process should start with documenting and prioritizing the organization’s needs and defining the requirements by which all potential solutions should be evaluated. Completing these proven practices, followed by a thorough vetting and evaluation of potential vendors and their solutions, leads to the selection of a channel LMS that best addresses the organization’s needs.
If you’d like to learn more about how channel LMS drive improved channel sales productivity, building a business case for these types of solutions, and choosing the best one to meet your organization’s needs, contact us.
Stephanie Sissler is a Senior Research Director of Channel Sales Strategies at SiriusDecisions. Stephanie is a results-oriented professional with more than 25 years of experience working for and with resellers, solution providers, two-tier distributors and manufacturers of high-tech products and services. She has expertise in all aspects of channel strategy, development and management, including building go-to-market strategies, partner program design, partner and channel account manager enablement, and designing and executing sales growth tactics. Follow Stephanie on Twitter @SiriusSissler.