How Sales Enablement and Partner Enablement Can Work Together

Organizations constantly seek ways to optimize their sales processes and expand their market reach. Two critical strategies have emerged as powerful growth drivers—sales enablement and partner enablement.

While these concepts share similarities, they each play unique roles in driving an organization's overall performance and the success of your company’s products. 81% of businesses agree that sales enablement improves efficiency in revenue teams. Additionally, almost 50% of companies made at least 26% of their revenues through partner sales (or channel sales). So, what happens when you join these forces together?

Let’s explore how sales and partner enablement can help you meet your bottom line, reach potential customers, and close deals. Here’s how they can work together to create a robust revenue growth and partner ecosystem to improve profits and customer satisfaction.

Understanding the Essentials of Sales and Partner Enablement

First, let’s get the essentials out of the way. Both sales and partner enablement aim to improve sales performance and customer satisfaction. By recognizing these shared objectives, organizations can develop strategies that leverage the strengths of both approaches to create a more cohesive and practical revenue generation approach.

What is Sales Enablement?

Sales enablement is a strategic approach that equips sales teams with the tools, resources, and knowledge they need to engage effectively with prospects and close deals more efficiently. It encompasses a wide range of activities and resources designed to support the sales process from start to finish. Here are the three core pillars of sales enablement:

1. Training Programs

A cornerstone of sales enablement is comprehensive training programs. These programs are designed to enhance the skills and knowledge of sales reps, ensuring they are well-equipped to handle various sales scenarios. Training may cover product knowledge, pricing, sales techniques, customer engagement strategies, and industry-specific insights

2. Sales Collateral

Sales collateral is the various materials and resources sales teams use to support their efforts. This can include product brochures, case studies, white papers, presentations, and digital content. Quality sales collateral provides valuable information to prospects and helps sales representatives articulate the value proposition of their products or services, allowing them to sell well! Sales collateral can also be used as marketing collateral.

3. Performance Metrics

Organizations rely on performance metrics to gauge the effectiveness of sales enablement efforts. These metrics help track key performance indicators (KPIs)such as conversion rates, average deal size, sales cycle length, and overall revenue growth. By analyzing these metrics, companies can identify areas for improvement and refine their sales enablement strategies accordingly.

What is Partner Enablement?

Partner enablement builds, cultivates, and nurtures strong partner relationships, such as resellers, distributors, and service providers. What’s the difference?

• Resellers: Companies that purchase products to sell to end customers

• Distributors: Businesses that buy products in bulk and distribute them to retailers or end customers

• Service Providers: Organizations that offer services related to the company's products

The goal is to equip these partners with the knowledge, tools, and resources they need to represent and sell the company's products or services effectively. This is usually done through partner training, which is a part of many partner enablement programs and a part of building strong partnerships. Partner relationship management also helps improve partner enablement programs.

How to Build a Solid Partner Enablement Strategy

A comprehensive partner enablement strategy typically includes:

1. Partner Onboarding

This foundational step involves introducing new partners to the company's products, services, and processes. Providing essential information and resources sets the stage for a successful partnership.

Effective partner onboarding is crucial for setting the stage for a successful partnership. This process should include:

• Comprehensive product training

• Introduction to company culture and values

• Clear explanation of expectations and goals

• Familiarization with support systems and resources

2. Ongoing Support and Partner Relationship Management

Continuous assistance through partner relationship management ensures partners have access to the latest information and can resolve any issues that arise during their sales efforts. This may mean regular training sessions and webinars.

3. Training Materials

Training material should provide in-depth product knowledge, pricing, sales techniques, and market insights to help partners represent the company effectively. Please ensure your partners have the most up-to-date product information and marketing materials.

4. Partner Portal or Learning Management System

A dedicated online platform, like Partnero, where partners can access resources, training materials, and sales tools that streamline communication. Choose a user-friendly one! This also provides easy access to support teams for quick issue resolution.

5. Partner Incentives

A well-structured incentive program motivates partners to achieve sales targets and rewards their efforts in promoting and selling the company's products or services. The main elements of an effective partner incentive strategy include:

• Tiered reward structures: Different rewards based on partner performance encourage partners to strive for higher sales targets and deeper engagement.

• Performance-based bonuses: Additional financial incentives for exceeding sales quotas or achieving specific milestones can motivate partners and improve their performance.

• Non-monetary rewards: Recognition programs, exclusive events, or priority access to new products can complement financial incentives and foster a stronger sense of partnership.

Read ‘Partner Incentives: 9 Strategies That Boost Collaboration, Loyalty, & Sales’

Importance of a Tailored Partner Enablement Strategy

Partners often have unique needs and challenges that differ from those of internal sales teams and other partners. A well-crafted partner enablement strategy considers these differences, providing partners with the tools and resources they need to succeed in their respective markets. Think account-based marketing (ABM) for partners.

What Sets Sales Enablement Apart from Partner Enablement?

Here are five key differences between sales enablement and partner enablement:

1. Target Audience

Sales enablement primarily equips and supports an organization's internal sales team. It provides sales reps with the tools, resources, and training necessary to engage with prospects and close deals effectively.

Partner enablement, on the other hand, is geared towards external partners such as resellers, distributors, and service providers. It aims to empower these partners with the knowledge and resources they need to represent and sell the company's products or services.

2. Scope of Training and Support

Sales enablement typically involves more comprehensive and in-depth training on the company's products, services, and sales methodologies. This training is often ongoing and tailored to the specific needs of the internal sales team.

Partner enablement, while still providing product and sales training, may focus more on broader market knowledge, competitive positioning, and how to represent the company's brand effectively. The training for partners is often more standardized and less customized than that for internal sales teams.

3. Resource Allocation and Accessibility

Sales enablement resources are usually more readily available and integrated into the daily workflows of internal sales teams. These resources include CRM systems, sales automation tools, and real-time access to product information and marketing materials.

Partner enablement often involves creating separate infrastructure, such as partner portals or dedicated support channels, to provide partners with the necessary resources. These systems may have different levels of access and functionality than those used by internal sales teams.

4. Performance Metrics and Management

Sales enablement typically involves more direct oversight and management of individual sales performance. Metrics such as conversion rates, sales cycle length, and revenue per rep are closely monitored and used to refine sales strategies.

Partner enablement metrics often focus more on overall partner performance, such as partner-generated revenue, deal registration volume, and partner satisfaction scores. The management approach is usually less direct, focusing on nurturing the partnership rather than direct supervision.

5. Incentive Structures

Sales enablement often involves more traditional incentive structures, such as individual and team-based commissions, bonuses, and performance-based rewards directly tied to sales outcomes.

Partner enablement incentives are typically more diverse and may include co-marketing funds, tiered partnership levels, exclusive access to particular products or markets, and other non-monetary rewards that strengthen the partnership and motivate partners to invest in the relationship.

Bridging the Gap: Integrating Sales and Partner Enablement

How do you combine your sales enablement and partner enablement forces? Here are eight steps to integrate sales and partner enablement:

1. Unify Goals for Revenue Growth and Customer Satisfaction

By aligning the objectives of sales and partner enablement, organizations can create a more cohesive approach to revenue generation. This unified strategy ensures that internal teams and external partners work towards common goals, maximizing overall performance.

2. Unify Training Programs and Knowledge Base

Develop comprehensive training programs catering to internal sales teams and external partners. These programs should cover product knowledge, pricing, sales techniques, and industry insights relevant to both groups. Organizations can ensure consistent messaging and approach across all sales channels by creating a shared knowledge base or learning portal.

3. Integrate Relationship Platforms

Implement a centralized platform, such as a partner relationship management (PRM) system integrated with the company's CRM, to provide internal sales teams and partners access to relevant sales materials, product information, and marketing resources. This unified approach streamlines content distribution and ensures all stakeholders have access to the most up-to-date information.

4. Streamline the Onboarding Process and Sales Training for New Partners

Integrating sales and partner enablement can lead to more efficient onboarding processes for new partners. Organizations can ensure consistent messaging and product knowledge across all sales channels by leveraging and adapting existing sales training materials for partner use.

5. Collaborative Content Creation

Involve sales teams and partners in creating sales and marketing materials. This collaborative approach ensures that content addresses the needs of both groups and incorporates valuable insights from partners' market experiences.

6. Make Sales Enablement More Effective with Partner Insights

Case studies, use cases, and marketing materials are essential in messaging and selling. Tailoring sales enablement content to meet can improve the sales cycle and partner cycle. Adapting sales enablement content to address partners' needs can also lead to improved sales cycles and higher conversion rates. This tailored approach ensures that partners have the most relevant and practical tools.

7. Joint Performance Metrics

Develop a set of shared key performance indicators (KPIs) that measure the success of both internal sales efforts and partner-driven sales. This unified approach to performance measurement encourages collaboration and allows for a more holistic view of the organization's overall sales effectiveness.

8. Cross-Functional Feedback Loops

You can establish regular communication channels between internal sales teams and external partners to exchange insights, best practices, and market intelligence. This ongoing dialogue can help identify areas for improvement and drive innovation in sales strategies.

Measuring Sales and Partner Enablement Success for Continuous Improvement

Use these metrics to fine-tune initiatives for partner enablement and sales effectiveness:

Partner-Generated Revenue

This KPI measures the total revenue generated by partners over a specific period. It's a crucial metric that directly reflects the financial impact of your partner program.

Partner-generated revenue can be broken down further:

• Revenue by partner tier

• Revenue by product or service category

• Year-over-year growth in partner-generated revenue

Tracking this KPI helps identify top-performing partners and assess the overall health of your partner ecosystem.

Partner Engagement Rates

This metric measures how actively partners interact with your company's resources, training materials, and marketing initiatives. Higher engagement often correlates with better performance.

Partner engagement can be measured through:

• Frequency of logins to the partner portal

• Participation in training sessions or webinars

• Usage of marketing materials or sales tools

• Attendance at partner events or conferences

Monitoring engagement rates helps identify which partners may need additional support or motivation.

Deal Registration Volume

Deal registration volume tracks the number of potential sales opportunities partners are bringing to the table. It indicates how proactive partners are in identifying and pursuing new business.

This KPI can be analyzed by:

• Total number of deal registrations

• Percentage of qualified deal registrations

• Deal registration trends over time

A high deal registration volume suggests that partners actively promote your products or services.

Partner and Customer Satisfaction Scores

This KPI measures how satisfied partners and customers are with your company's partner program, customer service, support, and overall relationship. It's typically gathered through surveys or feedback sessions.

Partner and customer satisfaction can be assessed based on:

• Overall satisfaction rating

• Satisfaction with specific aspects (e.g., training, support, product quality)

• Net Promoter Score (NPS) for partners

High partner satisfaction often leads to increased loyalty and better performance.

Sales Cycle Length

This metric measures the average time it takes to close a deal, from initial contact to final sale. Tracking partner sales separately from direct sales is essential.

Analyzing sales cycle length can reveal the following:

• Differences in efficiency between partners and direct sales

• Areas where partners might need additional support or training

• Impact of new sales enablement tools or processes

A shorter sales cycle generally indicates more efficient sales processes and better-prepared partners.

Conversion Rates

Conversion rates measure the percentage of leads or opportunities that result in sales. This KPI is crucial for partner performance because it helps partners understand how effectively they move prospects through the sales funnel.

Key aspects to consider:

• Lead-to-opportunity conversion rate

• Opportunity-to-win conversion rate

• Conversion rates by partner tier or type

Higher conversion rates suggest that partners are effectively qualifying leads and closing deals.

By tracking these KPIs, organizations can gain a comprehensive view of their partner ecosystem's performance and sales processes, identify areas for improvement, and make data-driven decisions to optimize their partner enablement and sales enablement strategies.

Build Successful Partnerships Through Integrated Sales and Partner Enablement Efforts with Partnero

Refining and integrating sales and partner enablement strategies is key to joining both forces. It is also key to recognize the unique strengths of both approaches while leveraging their combined power to drive growth and achieve sustainable business success.

Read more: 9 Ways Partnership and Sales Teams Can Work Together to Boost Revenue

Organizations must remain agile in their approach to sales and partner enablement. This involves:

• Regularly reassessing and updating enablement strategies to meet changing market demands.

• Cultivating a culture of continuous learning and improvement among both internal teams and external partners

• Maintaining open lines of communication to identify and address emerging challenges or opportunities quickly

• Embracing new technologies and tools that can improve collaboration and performance.

On that note, Partnero can help. Ensure your sales and partner enablement teams are on the same page by integrating Partnero into your tech stack. Want to see all of this in action? Sign up for a free trial.