It is a strategic process that provides channel partners (such as resellers and distributors) with the resources, tools, and knowledge needed to effectively sell a company's products or services.
Partner Enablement, or channel sales management, is the process through which skills and resources are provided to channel partners, such as resellers and affiliates, to enable them to successfully sell the company's products or services.
Beyond mere information transmission, Partner Enablement includes developing a brand vision, aligning with the company's strategy, and empowering partners to effectively represent the company. The primary reasons why Partner Enablement is crucial for business success include:
Increased sales and building a stronger brand.
Reduced need for support from the company in all stages of partner enablement.
Creation of a stronger and more performant partnership.
Constructing an effective Partner Enablement strategy requires careful planning and systematic implementation through a structured pathway, including:
Partner introduction: The first and most critical step in enablement, introducing partners to the brand and preparing them to become active participants in the sales channel.
Goal alignment: It's important to share KPIs and gauge partner commitment to increase the likelihood of achieving established objectives.
Product or service training: Partners need continuous training on the company's products and services to ensure accurate information delivery to the end customer.
Sales and marketing training: To successfully market and sell, partners need to know more than just product specifications; they need instruction on the most effective marketing and sales methods.
Providing tools to partners: Offering tools that serve training and data retrieval functions is essential for keeping partners updated on company policies related to partnerships.
Partner feedback: Partner enablement should be a two-way process, involving the collection of valuable feedback from partners during the training process.
Partner enablement involves finding concrete solutions to address common pain points, including:
Misaligned goals: There might be a misalignment between the company's objectives and those of its partners.
Training and knowledge gaps: Partners may lack the necessary knowledge and skills to effectively promote the company's products or services.
Competitive conflicts: Partners may represent multiple companies, including their own competitors.
Resource constraints: Partners may lack the resources needed to effectively market and sell their products.
Qualifying new and existing partners requires different approaches for each business sector, as these groups have varying needs in terms of training and resources.
For new partners, providing comprehensive onboarding support is necessary to familiarize them with the organization's products or services, processes, and program. They may also require specialized training to meet the organization's standards and objectives. It's important to establish and configure a dedicated communication channel to facilitate ongoing communication between the organization and new partners.
Regarding the enablement of existing partners, providing ongoing training is important to keep them updated on new product releases, features, and market trends. Additionally, they may require personalized support based on their specific needs or market segments, while also encouraging collaboration among them to share best practices, insights, and strategies for success.
Once adopted, the partner enablement strategy requires continuous improvement. Here are some suggestions for doing so:
Conduct a needs assessment of partners before implementing a partner enablement strategy to understand what resources and support they need to succeed.
Develop a clear communication plan to ensure that partners are aware of the program and available resources.
Offer comprehensive training covering product knowledge, sales techniques, and marketing strategies.
Create a feedback loop to gather partner input on the effectiveness of training and the validity of shared tools and content, to ensure continuous improvement.
Establish performance metrics to measure the success of the partner enablement program, such as partner satisfaction, generated revenue, content adoption, and customer retention.
Encourage collaboration among partners to share best practices, strategies, and insights.
In conclusion, a Partner Enablement strategy represents a key element for the success of any company that relies on partners to positively impact sales and achieve business goals. By providing the necessary resources and support, a win-win situation can be created in which both parties benefit.
It is a strategic process that provides channel partners (such as resellers and distributors) with the resources, tools, and knowledge needed to effectively sell a company's products or services.
Aim to increase sales through the distribution channel by improving partner expertise and aligning their sales and marketing strategies with those of the company.
Through ongoing training, sharing marketing resources, technical and sales support, and facilitating constant feedback to improve sales and marketing strategies.
