Enabling and retaining partners who can meet the demands of modern B2B buyers remains a challenge for vendors. In this week’s blog, we share some insight from Larry Walsh, CEO of The 2112 Group. According to Larry, his poll of channel chiefs indicated that 48% are challenged in enhancing partner’s sales performance.
And considering that more than 90% of companies generate some of their revenue through the channel, the competition to recruit the most effective partners can be steep. According to the 2019 State of Partnering Study, a report by the channel consulting firm PartnerPath, recruiting and onboarding new partners is a top priority for channel leaders.
Offering a robust channel sales enablement program, said Walsh, can boost a vendor up the list of brands-to-represent.
“One of the things that partners will want to know, or potential partners will want to know is, do you have the tools that will enable them to succeed? Do you have through-channel marketing and sales materials? Do you have the training programs and reference materials that helped sales and engineers and technicians understand the value proposition and the mechanics of a product?”
Enabling partner sales reps with the materials to tell their customers compelling stories that will get them interested in buying the product is vital, said Walsh. “And how easy it is to access and act upon that information is hugely critical.”
In short, it all boils down to providing your channel partners with relevant, accessible sales and marketing materials, at the right time. Interested in learning how you can do this for your channel partners? Check out Mindmatrix playbooks. Mindmatrix allows you to do this through its dynamic playbooks, which provide a scalable, repeatable base for sales and marketing conversations. Learn more here.
