Channel partner programs can boost growth and propel reach. But let’s face it, success hinges on how well-equipped your partners are. This is where training comes in, supporting your enablement initiatives, speeding up onboarding and building a network of knowledgeable, high-performing partners.
High-quality eLearning content is an essential component of a revenue-focused partner program. According to Forbes, the Research Institute of America determined that eLearning boosts retention rates by 25% to 60%, compared to retention rates of 8% to 10% with traditional training.
In this blog, we’ll discuss why first-rate eLearning content is the foundation of a successful channel partner training program, and share real-life examples and proven strategies.
The Core of Good Training Content
It’s Not Just Delivering Information
Dumping a pile of information on your partners won’t cut it. Good training content needs to engage and should be clear, concise, and interactive. Use quizzes, videos, and scenario-based learning to keep them hooked. Partners are more likely to retain information when they actively participate in the process.
Customisation is Key
One-size-fits-all training rarely works so it’s important to tailor your content to fit different roles and needs. For example, sales teams need product knowledge, while technical teams may require detailed troubleshooting guides. Personalised training ensures everyone gets the knowledge they need to excel.
Audience-Specific Training Strategies
Channel partners often have diverse roles, each with unique needs and challenges. To ensure your training program delivers value, you should create distinct learning paths tailored to these roles.
Sales Teams
Sales teams thrive on training that enhances their ability to position products effectively. Provide partners with role-playing exercises and objection-handling scenarios that simulate real-world interactions to give them a head start and the opportunity to practice what they’ve learned. For example, interactive modules focusing on product benefits and competitive differentiation can help them close deals more confidently.
Technical Teams
Technical teams require deep dives into product functionality and troubleshooting. Offer in-depth resources like step-by-step video tutorials or interactive tools for product configuration. By doing this, you ensure they’re equipped to handle complex customer queries and provide high-quality support, in turn reducing the burden on your internal teams and increasing customer satisfaction.
Marketing Teams
Marketing teams play a critical role in amplifying your brand and generating leads. Provide training on co-branded marketing materials, campaign strategies, and customer personas. Modules on using marketing tools, analysing campaign performance, and optimising lead generation strategies can help them execute more effective campaigns and remain aligned with your overall channel goals.
Customer Success Teams
Customer success teams focus on retaining clients and ensuring satisfaction. Equip them with training on upselling strategies, handling customer objections, social and people skills, and maintaining long-term relationships. Role-playing scenarios where they practice resolving customer issues or recommending upgrades can be particularly valuable. These teams are essential for driving loyalty and recurring revenue.
By addressing the specific needs of these roles, you can create a training program that empowers every level of your partner organisation to excel.
Related Reading: Creating Tailored Learning Pathways for Channel Partner Success
Examples of Effective eLearning Content
Real-Life Scenarios
Scenario-based learning for tech products can be highly effective when it mirrors real-world troubleshooting or implementation challenges. For instance, partners could engage in an interactive module where they simulate setting up a complex software solution for a customer.
In this scenario, the training walks them through:
- Identifying customer requirements: Asking the right questions to understand the client’s needs.
- Configuring the software: Selecting the correct features and settings for the customer’s specific use case.
- Troubleshooting: Diagnosing and solving a common issue, such as connectivity errors or incorrect permissions.
- Customer communication: Explaining the solution clearly to a non-technical customer.
Utilising this approach helps technical teams build confidence and prepares them for high-pressure customer interactions.
Bite-Sized, Mobile-Friendly Content
Microlearning is perfect for busy partners. Short videos or quick tutorials can be accessed on the go. For example:
- A two-minute video highlighting key product features.
- Quick troubleshooting guides accessible via a mobile app.
- Flashcards or one-minute tips that partners can review between meetings.
A study by the Association for Talent Development (ATD) found that microlearning can increase retention rates by up to 20%.
Gamification and Leaderboards
Adding a competitive element can work wonders. A points system for completing training modules or quizzes can motivate partners. Combine this with leaderboards to encourage friendly competition. For example:
- A rewards-based program where points earned for completing modules can be redeemed for perks or prizes.
- Gamified simulations where partners compete to solve customer challenges the fastest.
- Tiered leaderboards to recognise top performers, boosting morale and engagement.
(Source: https://financesonline.com/gamification-statistics/)
Interactive Simulations
Interactive simulations replicate complex scenarios, allowing partners to practice in a risk-free environment. For example:
- A supply chain simulation where partners learn logistics workflows.
- A cybersecurity module that simulates handling a data breach, teaching best practices for prevention and response.
- A product configuration lab where partners experiment with different setups to match customer requirements.
Common Pitfalls to Avoid
Overloading Partners with Information
Too much information at once can overwhelm your partners. They’re likely to tune out if the content feels like a high-speed train. Focus on the essentials and provide deeper resources for those who want to explore more. The optimum is learning chunks of 7-10 minute topics. Not hours of long, one-tone learning in one go with no breaks.
Ignoring Feedback
Training should never be a one-way street. Ignoring partner feedback can lead to content that misses the mark. Regularly ask for their input and adjust your training materials accordingly, ensuring the training stays relevant and effective.
Failing to Update Training Content Regularly
Outdated training materials can lead to misinformation and decrease partner confidence. Make sure content is reviewed and updated to reflect the latest product updates, market changes, or company strategies.
Lack of Clear Objectives
Without specific goals, training can feel aimless. Each training module should have clear learning outcomes, such as improving product knowledge, enhancing sales techniques, or boosting customer service skills, that are communicated from the start. Objectives can also cover the learning pathway, for example, complete this course to unlock the next one.
Assuming One-and-Done Training is Enough
Training should be an ongoing process. Partners need regular updates, refreshers, and advanced learning opportunities to stay sharp and competitive. This should be built into the initial training program strategy to ensure the program doesn’t go stale after the initial launch.
Neglecting Cultural and Regional Differences
If your partners span multiple regions, a one-size-fits-all approach may not resonate. Consider local languages, market conditions, and cultural nuances to make training more relevant.
Not Measuring Training Effectiveness
Without tracking engagement and training outcomes, it’s impossible to know if your training is working. Use metrics like completion rates, knowledge assessments, and performance improvements to evaluate success.
Measuring Success: The ROI of Good Training
Key Metrics to Track
Success is measurable. Start by looking at engagement metrics. Are your partners completing the training? Next, assess performance. Are they selling more or providing better customer service? These numbers reveal the true impact of your training.
The Long-Term Payoff
Good training saves money in the long run. Partners need less support when they’re well-trained. It also reduces churn by keeping your partners engaged and loyal. Most importantly, it boosts revenue and strengthens your program’s foundation. For example, Microsoft’s Partner Growth Initiative: Microsoft Surface launched a VIP partner selection, training, and sales support program to empower partners in selling ‘device-as-a-service’ – an approach that delivered millions of dollars in revenue and achieved 135% partner growth.
Related Reading: The ROI of a Channel Partner Program: 5 Key Metrics
Why Training Matters for Channel Partners
Increasing Revenue
Better training equals better results. Partners who are confident in what they’re selling can identify more opportunities and are also more likely to upsell and cross-sell effectively. For example, Denave’s partner enablement strategy resulted in a 250% increase in revenue contribution from dormant channel partners, translating to USD 2.7 million in a single year.
Learn How a Managed Channel Partner Training Program Boosted Partner Sales by 750%
The Competitive Edge
Training gives your partners the tools they need to sell effectively. It helps them understand your products and services inside out. When partners are knowledgeable, they make fewer mistakes and close deals faster – offering a competitive edge that can make all the difference.
Building Robust Relationships
Investing in your partners makes them feel valued. Quality training shows you’re committed to their success, building loyalty and strengthening partnerships.
Related Reading: How to Motivate Channel Partners
Training isn’t just an operational task, it’s a strategy for success.
If you’re ready to transform your channel partner training program, we’re here to help.
Contact our team today to explore how we can deliver customised training solutions that drive results.
