AchieveUnite recently partnered with Comptia to research and interview more than 20 channel executives and channel teams to understand what creates the most effective Partner Experience (PX). This deep dive delivered insight into the 4 major trends and themes most effectively driving the channel around Partner Experience. This blog post begins to delve into one of the 4 major trends found in the research.

Do your channels partners even understand you? Have fully you enabled them to effectively go to market with your solution? After all, you’ve got the product, and they’ve got the customers. You need to connect your solutions with both channel partners and customers seamlessly, without undue friction, finding mutual success. Enablement has become the new currency, and this, the year 2020,  is the “sink or swim” moment.

The era of the tried and true face to face interaction, with a proper handshake and direct eye contact is currently all but dead. The mixers and networking events? Gone. Industry trade shows with ample opportunity to connect with partners, train sales and technical, build executive rapport? All virtual. So how do we connect, how do we enable?  Have you found your adaptation to remote enablement?

We’re all seeing the same questions – What works, what doesn’t, are you having any luck, did you find the “one thing” that makes it all happen? Solving for this has proven to be a challenge every  channel pro has enthusiastically tackled head on. We’ve seen the creativity flourish, with vendors and channel pros inventing new ways of connecting the dots and making enablement work. Webinars, one to one CAM to channel seller enablement sessions, podcasts, short form video on LinkedIn, virtual happy hours, and more. Yet we’re all left wondering, did that work? Can we attribute an ROI value to the enablement activity?

The answer is yes, calibrated to a new understanding of effective enablement.

Remote interactions have an innate tendency to lack the feedback loop inherent to human nature. The subtle, body language level clues of “is Sally really paying attention?” don’t exist in a remote world. Sally may very well be uncovering the best bargain on Amazon, instead of paying close attention to your strategic discussion around best practices to uncover opportunities. Tom probably fell asleep, again, and Bob, faithfully hangs on to every word in the 90-minute webinar.

Clearly, not everyone is a Bob, and the best foundation of enablement is now based on content delivery variety.

There’s the researcher, and this persona wants to have all the info, at their fingertips, and will review it in depth when they are ready. They’ll find the content, absorb it all – but not on your schedule. There’s the quick hitter – someone that takes in content in small chunks, on a regular basis. This persona loves short form content, and no, they won’t pay attention to your 90-minute webinar. Lastly, there’s the balancer, the methodical person, who will follow along to a prescribed enablement track. What does this tell us? Variety is king. There is no one size fits all solution – the best enablement strategies create content that fits all three of these persona types. Create a playbook, make it readily available in your PRM. Host a webinar and invite all. Create a litany of short form content to tell your story, cut into easily digestible chunks. Create it, adapt it, drive it.