What is partner consumption?
In indirect sales, partner consumption refers to the extent to which your partners utilize the products, services, resources, and support provided by your company. High partner consumption indicates that partners are actively engaging with your provided resources, effectively leveraging them to address customer demands, and contributing to overall revenue generation and customer satisfaction. However, if your partners aren’t making full use of your resources, products, or services (a low level of partner consumption), this could signal a need for additional training or support.
This metric is crucial for evaluating the success of your partner program, as it reflects the tangible impact of the partnership resources you have in place. For example, if you’re a cybersecurity company, reseller partners who actively attend your hosted webinars, go through training on your portal, and use your software will be better equipped to sell and support it to their customers. They can speak authentically about its benefits and troubleshoot potential issues.
Improving partner consumption requires a strategic approach. Here are the top ways to enhance partner consumption in your program.
- Personalized training and enablement: Offer comprehensive training programs tailored to partners’ specific needs and skill levels. Providing on-demand training modules, workshops, and certifications ensures partners understand the products thoroughly.
- Co-marketing initiatives: Collaborate on joint marketing campaigns that promote the value of your products within partners’ offerings. Co-create compelling marketing materials, case studies, and success stories that showcase real-world applications.
- Performance-based incentives: Implement incentive programs that reward partners based on their consumption levels and achievements. Offering financial rewards, bonuses, or exclusive benefits motivates partners to actively engage with your resources.
- Value-added support: Provide additional support and resources that enhance partners’ ability to integrate your offerings seamlessly. This could include technical support, implementation guidance, and access to a dedicated partner success team.
By implementing these strategies, you can create an environment that encourages partners to embrace and utilize your products and resources to their fullest, leading to increased partner consumption and mutually beneficial business outcomes.