Establishing A Successful Enterprisewide Partner Enablement Strategy

Suppliers are under constant pressure to increase partner competencies to achieve full productivity. While enabling partners is a high priority, organizational accountability for enablement is often lacking. Channel marketing, channel sales, portfolio marketing and other functions have important roles in designing and delivering partner enablement. A lack of coordination leads to continued random acts of enablement, a duplication of efforts, and diluted, inconsistent messages and positioning. In this report, we outline the mix of functional interlocks with a supplier’s product, marketing, and sales teams that channel marketing must orchestrate to enable partners to achieve full productivity.