What is partner enablement?
Like sales enablement, partner enablement is the process of equipping your strategic partners with the necessary tools, resources, and knowledge they need to effectively sell and support your products and services. For instance, if you’re in the healthcare industry, you may provide your partners with product demos and technical training materials. You might also offer co-branded marketing assets or even a dedicated support line for them.
Often, you’ll host these enablement resources on a partner portal that’s part of your larger partner relationship management platform (PRM). Common partner enablement activities include:
- Training and certification programs
- Sales collateral, support, and coaching
- Marketing campaign collateral and support
- Lead generation assistance
- Product knowledge sharing
- Deal registration management
- Co-marketing initiatives
- Communication and updates
- Performance tracking and reporting
- Onboarding and orientation sessions
- Technical support and expertise
- Incentive program management
Partner enablement isn’t a one-and-done deal, though. As you update your products, enter new markets, or adopt new sales strategies, you should update your enablement resources. Likewise, you should collect feedback from your partners about what they find useful and where they need more support.
When done well, partner enablement enhances your partners’ product knowledge and skills, driving more sales. However, it also boosts your partners’ confidence and ensures consistency in how your products and services are represented to customers.
Overall, partner enablement should be an integral part of your partner program, not an afterthought. The more enabled your partners feel, the better they can perform, leading to a win-win situation for you and them.