How partner, reseller, and influencer education can radically drive revenue

Partner education is dedicated training for external stakeholders, such as independent vendors, resellers, franchise owners, consultants, agents, key opinion influencers, and distribution partners. It aims to empower them with the knowledge, skills, and resources to effectively recommend, market, and sell an organization’s offering. Partner education can be instructor-led and/or on-demand via eLearning, which is essential to their ongoing success. 

“A recent Forrester study found that effective partner education can lead to 2x revenue growth as skilled and knowledgeable partners bolster awareness and drive sales,” said Michael Gullan, CEO of G&G Advocacy, an eLearning consultancy that provides innovative partner education programs to organizations. 

Partner‍ education can include product information, category and evidence-based news and insights, continuous professional education, compliance, and certification. “No partner training is the same because every organization has a unique offering, set of objectives, third-party partners, communication criteria, and ways of doing business,” added Gullan, who provided some examples frequently included in Partner Education programs. 

‍1. Product and services education 

Product education ensures third-party stakeholders have an in-depth understanding of an organization’s product and services, so they’re empowered to confidently make credible recommendations. It should keep them updated on market conditions, product developments, changes in benefits, new evidence, and key differentiators. “Partner Education should use microlearning so it’s effective for busy, distracted adult professionals,” shared Gullan. Courses should be interactive and include video, audio, walk-throughs, and quizzes to increase recall and application. Easy search tools and downloadable resources, such as FAQs and Key Facts Notes, are essential to ensuring partners’ success. 

2. Continuous learning 

Many industries, such as healthcare, pharmaceutical, and financial services, are highly regulated, which includes marketing, messaging, and how organizations work with their external partners. For example, depending on the category, healthcare manufacturers are restricted by how and what they communicate to their prescribers (healthcare professionals (HCPs)) and the end-user (patients). “When it comes to the healthcare industry, we’ve had phenomenal success with continuous professional education via robust eLearning, webinars, videos, and events that add value to the HCP’s practice while enhancing their patient care,” said Gullan.  

‍3. Brand and compliance 

As external partners are removed from the organization, they may not have access to the latest product and compliance guidelines, such as templates, brochures, procedures, and policies. “Take a franchise network, for example. Online franchise education ensures that the franchisees and their teams are skilled and knowledgeable and that the latest resources are available. It ensures the whole network is aligned to meet customers’ expectations,” said Gullan. Partner education bolsters an organization’s reputation by reducing misunderstandings and ensuring consistent and accurate customer communication. 

4. Certification 

‍Partner certification is a way to ensure your external partners comply with the organization. After completing a course or series, certification shows that the partner has successfully acquired the knowledge, skills, and standards set out by the organization. “Partner certification empowers partners to go out into the marketplace with the knowledge, skills, and confidence they need to earn trust and build loyal customer relationships,” said Gullan. “All of which increases sales and drives revenue.”  Certification can include course series, quizzes, practical exams, and other knowledge checks that raise the standard. 

With the right program, external partners representing an organization and/or their products and services are empowered with expert-level product and business knowledge, enabling them to recommend more effectively. It also increases partner loyalty as the organization invests in its success, which fosters a substantial partner ecosystem. “The best Partner Education programs go beyond onboarding to comprehensive training and certification to develop an army of advocates to drive sales and revenue,” concluded Gullan.