Partner Training Programs: What They Are and Best Practices

Empowering your partners with the right knowledge is key to driving business results. Yet, many organizations struggle to provide effective partner training. Insufficient training can lead to misaligned sales efforts, poor customer experiences, and missed revenue opportunities. 

This article discusses the role of partner training programs in addressing these challenges. We'll explore what partner training programs are, the various types, and essential best practices for implementation, so you’ll have everything you need to develop a winning training strategy.

What is a partner training program?

A partner training program is an initiative to educate business partners and provide the knowledge they need to promote, sell, and support your products. These partners could be resellers, distributors, consultants, agents, affiliates, or any other third party involved in bringing your offerings to new markets. You can think of it as investing in your partners' success, which, in turn, directly benefits your business objectives.

Types of partner training

Partner training can take several forms depending on the nature of the business relationship and educational goals. Let's take a look at some of the different options.

Product training

At the core of most partner training programs is product training. Effective product training should focus on conveying the product's value proposition. Partners need to grasp how the product solves customers’ problems, addresses their needs, and delivers tangible benefits. They should understand the unique selling points that differentiate your product from competitors.

Beyond fundamental product knowledge and functionalities, product training should also include the product's target market and ideal customer profile. Partners will be more successful if they understand who the product is designed for as well as the customers’ pain points and how the product solves them. This information helps partners tailor their sales and marketing efforts to the right audience.

Sales enablement training

Sales enablement training focuses on equipping partners with the tools and knowledge to drive sales success. This includes sales methodologies, effective sales pitches, objection handling techniques, and closing strategies. It also covers market intelligence, customer segmentation, and competitive analysis. The goal is to transform new partners into skilled sales professionals capable of converting leads into customers and achieving sales targets.

Compliance training

Compliance training is essential for partners who handle sensitive customer information or operate in regulated industries. It ensures that everyone involved follows the rules and laws that protect your business and its customers. Such training often covers important topics like company policies, data privacy, and even industry regulations. When partners complete compliance training, it demonstrates their commitment to ethical business practices and helps protect your company from legal and financial consequences.

Technical training

Technical training is crucial for partners who are directly involved in the implementation, installation, or technical support of the product. This often includes hands-on practice and troubleshooting exercises to develop problem-solving skills. Partners will learn how to diagnose and resolve common technical issues, as well as escalate complex problems to appropriate support teams. Plus, technical training may cover best practices for product usage, performance optimization, and security. This knowledge helps partners ensure that customers get the most out of your product and use it correctly.

Best practices for partner training programs

Effective partner training programs are essential for fostering strong, productive partnerships that drive mutual success. Let's explore some best practices and how they can improve your training efforts:

• Align training with partner business objectives: A successful training program is a strategic tool to facilitate partner growth. Aligning training with specific partner business objectives creates a direct correlation between learning and revenue generation. For example, if a partner primarily focuses on SMB customers, training should emphasize sales techniques, product demonstrations, and customer support tailored to that segment.
  
• Create a personalized learning journey: Every partner is unique in terms of size, experience, and goals. Employ a Learning Management System (LMS) with personalization capabilities to offer customized learning paths. This can be achieved through role-based training or competency assessments. For example, a seasoned partner might benefit from advanced product training and sales coaching, while a new partner would require foundational product knowledge and sales enablement.
  
• Leverage a blend of learning formats: Effective training employs a multi-modal approach. Combine online modules, instructor-led training, webinars, and interactive simulations to cater to different learning styles. Microlearning, short bursts of focused content, is ideal for delivering timely information and reinforcing key concepts. For complex topics or skill development, instructor-led training offers opportunities for in-depth discussions and hands-on practice.
  
• Provide ongoing support: Partner training is a journey, not a one-time event, so provide continuous support through dedicated support channels and regular communication. Offer opportunities for advanced training, certifications, and specialized workshops to keep partners updated on product innovations. By investing in ongoing development, you empower partners to stay ahead of the competition and deliver exceptional customer experiences.

Steps to starting a partner training program

Getting a partner training program off the ground requires careful planning. Here are the steps you should take for success.

Step 1: Define partner training goals

Before developing a partner training program, determine the desired outcomes. What do you hope to achieve through training? Increased sales? Improved customer satisfaction? Enhanced brand awareness? Defining specific goals helps you create a focused training program that delivers tangible results. Consider conducting a partner needs assessment to understand their specific training requirements and align your objectives accordingly.

Step 2: Identify the target partner audience

Understanding your partner ecosystem is vital for effective training. Identify different partner segments (e.g., resellers, distributors, affiliates) as they will have their unique training needs. Tailor training content and delivery methods to address the specific requirements of each group. This targeted approach helps allocate training resources efficiently and maximizes the impact on partner performance.

Step 3: Develop a comprehensive training curriculum

Create a structured training curriculum that covers essential product knowledge, sales enablement, marketing strategies, and compliance requirements. Break down the curriculum into manageable modules to accommodate different learning preferences and partner roles. Then, incorporate a mix of formats (e.g., videos, interactive exercises, case studies) to cater to diverse learning styles. Remember to regularly review and update the curriculum to reflect product changes and evolving partner needs.

Step 4: Build engaging training materials

Develop high-quality training materials that are visually appealing, informative, and easy to navigate. Use multimedia elements, such as videos and interactive demos, to enhance learner engagement. Also, consider incorporating gamification elements to make training fun.

Step 5: Choose the right training delivery method

Select the most suitable training delivery method based on your target audience, budget, and learning objectives. Options include instructor-led training, online learning platforms, webinars, or a blended approach. Consider the advantages and limitations of each method to determine the best fit for your program. For example, online learning offers flexibility and scalability, while instructor-led training provides opportunities for in-depth interaction and personalized coaching.

Step 6: Implement a robust partner onboarding process

Create a smooth onboarding experience for new partners—provide clear guidelines, resources, and support to facilitate a smooth transition into your partner ecosystem. Offer introductory training modules to familiarize new partners with the company, products, and partner program. Remember, effective onboarding sets the stage for long-term partner success and retention.

KPIs for measuring partner training effectiveness

Evaluating partner training programs requires tracking various key performance indicators (KPIs). Here are the top four metrics that reveal program success.

1. Number of partners enrolled: This metric quantifies the growth of your partner ecosystem. By tracking the number of partners joining your program over a specific period, you can assess the program's success in attracting and onboarding new collaborators. A consistent increase in partner enrollment indicates a healthy and expanding partner network.You can also make it mandatory that partners enroll as part of your continued collaboration.
   
2. Partner satisfaction: Employ surveys, feedback forms, or net promoter score (NPS) to assess partner sentiment regarding training quality, support, and overall experience. A high satisfaction index correlates with partner loyalty, advocacy, and increased collaboration.
   
3. Partner program revenue: This KPI directly measures the financial impact of your partner training program. By tracking the total revenue generated by all partners over a specific period after training has taken place, you can get an indicator of the program's contribution to overall business objectives.
   
4. Per-partner revenue: Instead of a simple average, introduce the Partner Profitability Index. This metric evaluates the revenue generated per partner relative to the investment made in training, support, and resources. Segment partners based on profitability, so you can optimize resource allocation and focus on high-value partnerships.

Skilljar takes the guesswork out of partner training

Skilljar is an LMS for partner training. With Skilljar, you can create personalized learning journeys tailored to different partner segments. The platform is flexible and supports a variety of learning formats, from on-demand courses to live training sessions, so you can provide your partners with a high-quality learning experience. With built-in analytics capabilities, you can track KPIs, measure training effectiveness, and make data-driven decisions to optimize your partner training strategy.

‍Get a Skilljar demo to experience firsthand how our platform can optimize your partner training initiatives.