How important is partner enablement? Ultimately, partner trust, mindshare, loyalty, and channel revenue performance depend on how well you deliver on expectations set during the recruitment phase.
Deliver On Expectations
Following a successful recruitment campaign, how will you jumpstart new partner relationships? Just as your organization has a number of steps and modules for on-boarding new employees into your organization to help them be successful in their role, you will also need to establish a formalized partner on-boarding and enablement process. How important is partner enablement? Ultimately, partner trust, mindshare, loyalty, and channel revenue performance is dependent on how well you deliver on expectations set during the recruitment phase and how well you equip and nurture new partners with training, tools, resources, and human support throughout the relationship.
Filtered and Focused Enablement
With the depth and complexity of the partner enablement and marketing toolkits today, deciding what content, tools, platforms, processes, and resources to focus on can seem overwhelming. What demand generation programs will you implement? How will you train partners? Will you provide partner certification, testing, and accreditation? What incentives and recognition programs will you provide? What type of jumpstart program will you make available to new partners? How will you map the partner enablement process and expectations to the speed or bandwidth of your partner? At TallacPeak, we filter through the options and focus on what’s truly important to your partners.
Partner Digital Marketing
Digital transformation has created both new opportunities and challenges for vendors to educate, enable, and support channel partners. While there is still a place for offline and traditional channel marketing activities like co-op advertising, MDF programs, and event marketing, the new B2B buyer journey now requires an emphasis on partner digital marketing. Since many partners are not equipped or trained in digital marketing, it will be largely up to you to influence your partners to adopt a multi-channel digital marketing approach through targeted demand generation, inbound marketing, social selling, and content marketing. The good news is that here at TallacPeak, we’re well-equipped to help create a partner digital marketing strategy to be sure your partners are attracting buyers wherever they are in the awareness-consideration-decision stage.
