Every company offers product training – but very few do it well enough to move the needle.
In the panel discussion, three industry experts – Brett Strauss (NetExam), Jeff Campbell (Incentli), and Dan Montgomery (MontArra Consulting) – shared what it actually takes to make channel partner training engaging, measurable, and revenue-generating.
Here’s what we learned 👇
🎯 Start with What Matters: The Right Metrics
Brett Strauss kicked things off with a clear message: Success isn’t about completion rates. It’s about outcomes.
He outlined a three-tiered view:
- Micro-level: Are individuals completing the training and scoring well?
- Partner-level: Are partner companies hitting training participation goals?
- Business-level: Is training actually impacting sales?
If you can’t connect training to revenue, something’s broken. Top organizations go beyond LMS reports and connect their PRM data and sales outcomes directly to training performance. That’s how some partners can say, “Complete this course and expect a 4.3% increase in sales.” That’s not fluff – that’s measurable ROI.
🧠 Mind Share First, Market Share Follows
Our CEO, Jeff Campbell explained why many partner training programs struggle to gain traction: they’re optional, poorly marketed, and lack a compelling reason to engage.
The solution? Rethink training as part of a company-wide growth strategy with three pillars:
- Acquisition: Incentivize sign-ups and referrals to build awareness.
- Engagement: Introduce gamified elements (like virtual currency) to drive deeper content consumption.
- Advocacy: Reward partners for sharing their experiences and feedback.
This strategy has driven real results. Jeff shared that one manufacturer grew from 300 partners in the U.S. to over 50,000 globally, adding tens of millions in revenue – thanks to a training model that incentivized participation and built brand loyalty.
📚 What Makes Training Content Actually Work?
Content is king, sure – but only if it’s done right.
Dan Montgomery outlined what truly effective content looks like:
- Interactive: Incorporates polls, quizzes, and gamification to keep learners engaged.
- Diverse: Includes short videos, infographics, and bite-sized modules (no more 3-hour slide decks).
- Accessible: Delivered within the flow of work – at the moment of need.
- Data-Driven: Tracks feedback and outcomes in real time, so content can be updated and optimized.
And most importantly? Content should go beyond product knowledge. Many companies are now offering sales enablement, industry best practices, and soft skills development to help partners become better sellers overall – not just experts on your products.
🧩 Training as a Strategic Advantage
The panelists agreed: the companies winning in this space are those treating partner training as a strategic investment, not just a checkbox.
This means:
- Building systems that capture both leading indicators (like completions and scores) and lagging indicators (like sales).
- Embedding learning into everyday workflows.
- Empowering partners not just with information, but with confidence, motivation, and the ability to act.
Training isn’t just about content – it’s about behavior change. And behavior change drives business change.
▶️ Want to Dive Deeper?
The full panel recording is available now.
It’s packed with insights for anyone leading channel partner initiatives, sales enablement programs, or learning & development strategy.
Watch it. Share it. Start the conversation in your own team.
