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3 Ways to Optimize Your Channel Sales Enablement Strategies
July 7, 2016
3 Ways to Optimize Your Channel Sales Enablement Strategies


It’s a common misconception that channel partners automatically create demand for the product they are selling. While this is certainly the end goal, channel partners must be empowered to represent the interests and future of your brand.

You probably already know that partnerships are the core of your success. Likewise, you understand that managing channel sales enablement is critical to the success of your organization. That said, it’s up to you to boost your sales enablement strategies.

Without effective strategy, you’re wasting precious resources. To help, consider these three ways to optimize your efforts.

1. Know the Needs of Your Channel Partners

One of the first steps in successful channel sales enablement is knowing exactly what your partners need in order to make a sale. And sometimes, it’s best to just ask them what would be the most helpful for them. Think about it. It’s their jobs to work with customers daily—so it goes without saying that they have the best idea of what will speak to your customers.

Equally important is understanding the mindset of your partners delivering the message. We’ve said it once, and we’ll say it again: Yours is not the only products or solution they are selling. And sometimes, it’s your job to enable salespeople with relatively little technical expertise to sell highly specific solutions.

That’s why it’s critical to ensure that your partners understand why they should push your product. Get to know the demands and preferences of your partners. And go the extra mile and explain not only the what but also the why and overall value of the products they are selling.

2. Empower Them To Speak Your Customer’s’ Language

Sound obvious? It is. But you’d be surprised how many organizations ignore this implicit, yet important, step. Ultimately, it all boils down to the aforementioned importance of understanding your clientele and providing your partners with content tailored around their specific needs.

Let’s consider the difference between CFOs and CEOs. While the former is numbers-obsessed, the latter is more concerned with growth and scalability. Equipping your partners to effectively communicate with different personas can make or break a sale.

With this in mind, it becomes clear that no two pieces of marketing content are created equally. That’s why it’s critical to empower your partners to speak your customer’s language—or more specifically, equip them with the tools to employ the right tone, voice, value propositions, and marketing messages.

Effective content enablement allows your partners to personalize content to fit around the needs of both your clients and your company.

3. Leverage Automation Tools

Does collaboration with your partners feel impossible in the digital age? It isn’t, thanks to automation software.

As you know, when you and your channel aren’t working in harmony, roadblocks to mutual success are inevitable.  Ineffective communication leads to scattered sales. Too many tools create confusion. And conflict between channel and direct reps can demoralize internal affairs, isolate potential partners, and drain your sales cycle.

That’s where sales acceleration tools step in. Sure, automation tools systemize important aspects of your organization’s internal processes. However, these tools equally optimize your channel partners by providing them with the right support, in-app collaboration tools, training methods, and sales tools to adopt and embrace your engagement model.

Leveraging automation tools not only saves your organization time and money, it increases your channel sales enablement efforts.

Ali Spiric