How can our partner marketing certification program demonstrate enough value to partners that they will allocate the time and resources to this type of certification?
In short, the value of a marketing certification program is that improved marketing skills will increase your partners’ demand generation, increase closing ratios, and shorten time to revenue. Of course, this is easier said than done, so you’ll need to support your value statement with facts that demonstrate how, where, and why these results can be achieved with a marketing certification program.
Start by telling your partners how the lack of alignment between their sales process, in comparison to the buyer's journey, is negatively impacting their closing ratios. You’ll have to back it up, and you will find substantive information to do so in our blog, “The Buyer’s Journey Sales Process.”
You also need to show partners that, by learning to identify demand type and align messaging to demand type - together with learning about the design and execution of multi-touch buyer-focused campaigns, they will increase pipeline and consequently the number of net-new opportunities.
Finally, I would say that by learning how to identify high-probability buyers within their target markets, and then aligning messaging to the buyer's journey stages, partners will shorten time to revenue and increase closing ratios.
Remember, a partner’s biggest challenge is new customer acquisition. You teach them how to fish using your fishing rod, and they will be productive, active, loyal partners.
About the Author
Chief Strategy Officer Claudio Ayub brings over 20 years of global channel marketing experience to Perks.He has executed major go-to-market programs for a variety of vendors, including Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.More Content by Claudio Ayub