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: are your channel partners and distributors getting the same attention and focus as your direct sellers?

What is Channel Sales Enablement?

Channel sales enablement, also known as partner enablement, is the concept of equipping indirect sales partners with the training, coaching and content they need to bring your products and services to market more effectively. 

If you can provide better channel sales enablement than your competitors, your partners will be more likely to sell for you.

For more context around 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.”

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

Transform Your Sales Onboarding
Every company needs to prepare new reps to sell. Check out this cheat sheet for 11 ways to improve your sales onboarding program.
BTG’s Sales Enablement Success Story
Learn how Brainshark helped BTG execute its best product launch ever in this 2-minute video.
Get More Done as a Solo Sales Enabler
Sales enablement teams of one have a lot on their plates. This e-book shares 9 best practices for doing more with less.