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Partner Enablement Guide: How to Activate Partners with Impartner

As a channel leader, you understand the value of an effective partner enablement guide and strategy. With the evolving partnership management landscape, it is crucial to leverage the right technology to drive channel sales revenue and improve partner experience while managing the internal complexities of channel operations.

Our clients at Spur Reply often ask how they can improve their ability to activate their base of partners. It is usually a case of better using existing tools and processes with greater efficiency and effectiveness. Impartner’s partner relationship management platform is one such tool. We recommend that our clients follow eight key principles to better leverage Impartner for partner activation.

Principle #1: Improve partner relationship management

Maintaining strong relationships with your partners is crucial for long-term success. Impartner offers extensive tools to help you manage all aspects of your partner relationships, from deal registration and lead management to performance tracking and compliance monitoring.

Actionable tip: Regularly evaluate partner performance using Impartner’s reporting capabilities and usage assessments. Identify high-performing partners and offer additional support and resources to help them further succeed. Likewise, work with underperforming partners to address challenges and improve their performance.

Principle #2: Streamline partner onboarding with Journey Builder

Partner onboarding is a critical first step in building strong relationships with your channel partners. Partners must have the right knowledge, tools, and resources to effectively promote and sell your products or services.

Impartner’s Journey Builder functionality curates a personalized onboarding experience for your partners by guiding them through a customized, step-by-step process that aligns with your organization's requirements.

Actionable tip: Use Impartner Journey Builder to create custom onboarding journeys for different partner types or selling motions (e.g., resellers, distributors, service providers). Custom journeys can also be built specific to partner user type (e.g., Marketing, Seller, IT). Incorporate critical elements such as portal navigation guidance, training materials, certification programs, and sales collateral to ensure a comprehensive onboarding process.

Principle #3: Enhance partner business planning

Effective partner business planning is essential for driving channel sales revenue. Impartner’s Partner Business Planning helps you create, manage, and track detailed partner plans with the most impactful partners. It enables you to set clear expectations, monitor partner performance, and collaborate with partners to achieve mutual business objectives.

Actionable tip: Establish joint business plans with key partners, outlining specific goals, KPIs, and resource requirements. Use the Partner Business Planning module to track progress, identify bottlenecks, and adjust strategies to ensure optimal results.

Principle #4: Boost partner communication and collaboration

Effective communication ensures that partners stay informed, engaged, and motivated. Impartner provides a centralized platform for managing partner communications, including email marketing, newsletters, and announcements. This ensures your partners receive consistent, relevant, timely information to support their sales efforts.

Actionable tip: Utilize Impartner’s News on Demand and Social on Demand to send regular updates on new products, promotions, and training opportunities. Encourage partner feedback and collaboration by creating a forum for partners to ask questions and share best practices.

Principle #5: Empower partners with enablement tools and resources

Providing partners with the right tools and resources is essential for driving sales success. Impartner offers a comprehensive set of partner enablement tools, including training modules, marketing resources, and sales collateral. This helps partners build the necessary skills, knowledge, and confidence to sell their products or services effectively.

Actionable tip: Regularly update and expand your library of enablement resources within Impartner. Include a mix of product-focused content (e.g., datasheets, demos) and sales enablement materials (e.g., sales playbooks, objection handling guides) to support partners throughout the sales process. Segment your materials and content by sales motion, partner type, partner user type, geography, etc. to ensure relevant content is easy for users to find.

Principle #6: Optimize partner marketing with automation

Supporting partners with their marketing efforts drives awareness and generates leads. Impartner offers a range of tools and resources to help partners execute effective marketing campaigns. This includes customizable marketing templates, co-branded assets, and marketing development funds (MDF) management.

For more advanced teams, paid media can be incorporated to automate Google search and social media advertising, bringing partners into the digital age of advertising.

Actionable tip: Encourage partners to take advantage of Impartner’s resources by regularly promoting available assets and providing guidance on best practices. Monitor partner marketing activities and provide feedback to help optimize their efforts.

Principle #7: Drive channel partner engagement

Keeping partners engaged is crucial for maintaining their commitment to your brand and driving sales performance. Impartner offers a variety of tools to help you motivate and incentivize partners, including tier structures, leaderboards, and rewards programs.

Actionable tip: Implement a comprehensive partner engagement strategy using Impartner’s engagement tools. Consider offering incentives such as bonus payouts, exclusive promotions, or incentive opportunities to drive partner performance and loyalty. Continue to leverage Journey Builder for more advanced partner guidance. Refresh the look and feel of your portal occasionally, and regularly update content.

Principle #8: Measure success and continuously improve with analytics

To ensure the success of your partner sales enablement strategy, it is important to continuously monitor, analyze, and optimize your channel program. Impartner Analytics and reporting capabilities provide insights into partner performance, program effectiveness, and ROI.

Actionable tip: Regularly review your channel program's performance using Impartner’s analytics and leverage your Impartner Client Success Manager for additional insights and portal roadmap visibility. Identify areas of success and opportunities for improvement and adjust your strategy accordingly to drive continuous growth and success.


In today's competitive business landscape, channel leaders must leverage technology such as Impartner to build a winning partner sales enablement strategy.

By improving partner relationship management and experience, streamlining partner onboarding, enhancing business planning, boosting communication and collaboration, empowering partners with enablement tools, optimizing partner marketing, driving partner engagement, and continuously measuring success, you will be well-positioned to drive channel sales revenue, retain engaged partners, and stay ahead of the competition.

About Spur Reply

Spur Reply helps channel leaders with tailored solutions for optimized growth, enhanced performance, and streamlined experiences. Our emphasis on collaboration and a results-oriented approach ensures your organization's sustainable growth and market leadership. Learn more at

About the Author

Richard Flynn is the Founding Partner and Chief Marketing Officer at Spur Reply. Flynn is a recognized leader in channels and go-to-market business strategy and execution. A Founding Partner and Chief Marketing Officer for Spur Reply, Richard has over 25 years of go-to-market experience in sales transformation, channel management, and customer marketing.

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