What is Channel Sales Enablement? [Video]

October 21, 2016 | Molly Buccini
What is Channel Sales Enablement? [Video]

By now, most companies know sales enablement is a big deal: 32% of organizations say over the next 12 months, sales enablement will be their top priority.

But as you plot out your sales enablement strategy, ask yourself: what about doing about your channel partners and distributors? Are they getting the same attention and focus as your direct sellers?

What is Channel Sales Enablement?

To answer this question, we asked Brainshark’s own Jim Ninivaggi to his thoughts, based on more than 20 years in the sales enablement research space:


As Jim reminds us, “enablement” isn’t even a word in the Merriam Wester dictionary. This means if you ask ten different business leaders to define it, you’re likely to get 10 different answers.

Here’s our definition of sales enablement:

A systematic approach to increasing sales productivity, by empowering sales organizations with the content, training, coaching and analytics they need to engage buyers within more successful sales conversations.

How Does Channel Sales Enablement Differ? 

With channel sales, Jim said the looking at enablement from a continuous standpoint is even more critical.

“You can’t look at enablement as a ‘one and done’ event,” Jim says. “With channel sales enablement you need to be there continually. Yes, you want to be there in the beginning to onboard them, and help them get started, but then you need to be there constantly top of mind, so you’re providing enablement that your competitors aren’t.”

If you can provide better enablement than your competitors, the end result is, your channel partners will be more likely to sell for YOU.

Want to learn more about channel sales enablement best practices? Check out:

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