You are the sales and marketing leader for your emerging growth company, responsible for your company’s top line.  You and your boss, the CEO, have made the decision to use outside sales partners to accomplish the ambitious sales targets. As the person responsible for channel management, you have found the perfect sales channel partner organization.  Now, how do you make them productive?  The initial phase of this process is called onboarding.

According to Wikipedia onboarding “refers to the mechanism through which new employees acquire the necessary knowledge, skills and behaviors to become effective organizational members and insiders. Tactics used include formal meetings, lectures, videos, printed materials or computer-based orientations to introduce newcomers to their new jobs and organizations. These techniques lead to positive outcomes for new employees such as higher job satisfaction, better job performance, greater organizational commitment and reduction in stress and intent to quit.”

You have a very short honeymoon period with your new channel partner to help make them effective advocates for your product/service.  Failure will result in missed revenue targets and the pressure will make you feel like you have been water boarded.

To make the onboarding process successful, you focus on two most areas: business process and product selling.  Business process includes everything a partner would want to know in terms of how they work with your organization, including:

  • How are leads managed and distributed?Partner Onboarding
  • How are orders handled?
  • What type of service levels exist?
  • How is reporting handled?
  • How are commissions paid?
  • How do the two organizations communicate?

In other words, effective business process onboarding clearly articulates how the sales and marketing functions of your company and your channel partner’s sales and marketing systems connect, interact and communicate.

Product selling onboarding provides the roadmap to your channel partner for solution selling. This roadmap answers the following questions for channel partner:

  • What problem does the product or service address for a potential customer?
  • What is the buying process like?
  • What sales tools already exist?
  • Who are the buyers at the target companies?
  • How does your product/service compare to the competition and how is your product/service positioned in the market place vis-à-vis the competition?

You have your business process clearly mapped out and you feel confident that you have the sales and marketing story and associated materials pulled together.  Now you need a system that will enable you to educate, support and collaborate with your channel partner – you need a channel partner management system.  A robust system that allows you to effectively collaborate with your channel partners to support, develop and manage their distribution channels to increase sales, improve margins, lower service and warranty costs and increase customer satisfaction.

To learn more about onboarding and channel readiness, click here to download a white paper.

About LogicBay
LogicBay’s Partner Relationship Management (PRM) Technology is rich with best practice workflows making it easier for organizations to do business with channel partner re-sellers. The result: More engagement and Mindshare. Greater Efficiency and Cost Savings. Alignment with Channel Partners. And, Performance Improvement for the Entire Sales Enterprise.
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