3 Partner Training Misconceptions

Updated May 26, 2023
Published in Channel Management, Channel Success, Indirect Sales Channel, Partner Lifecycle

Today, we’re going to clear up three common misconceptions that get in the way of creating an effective partner training program.

Effective training is at the core of partner success. The key to that success is knowing what type of training partners need and the most efficient way to deliver it. Let’s start by clearing up some common misconceptions about partner training:

Misconception #1: Internal training equals partner training

The first misconception about partner training is about reusing internal training materials.

Partners come with unique skillsets this is one of the key reasons partnering makes so much sense. If you needed to invest the same amount of time and money in training partners as you did direct sales, well, channel wouldn’t make sense. So why are you trying to train the channel the same way you train internal teams?

Partners need training that takes into consideration their existing knowledge and efficiently aligns your offering. Partner training needs to be just that, partner training. Analyze your existing training and boil it down to the specifics that will be useful to your partners.

Misconception #2: Partners have an endless amount of time

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The second misconception is that partners love to spend time going through your massive training programs.

Put yourself in your partner’s shoes and imagine being hired to sell 10 different products. And each of the products has a curriculum of content, videos, exams and certifications that the partner has to complete to compete.

While proper training is a key component of a good channel program we must take into consideration the partner’s time. Think about the things you would absolutely need in order to be successful selling and supporting your product offering. Make sure the training you create is concise and only include essential information.

Training materials need to be bite-sized, making it easy for partners to learn what they need quickly. Remember partners are free agents that only get paid when they close business for you. Their time is valuable so make it count, less is more.

Misconception #3: You need a complex LMS (Learning Management System)

The last misconception is about the platform you use to deliver your partner training.

LMS platforms can be powerful training tools and can come with a hefty price tag. But most are overly complex for the actual training needs of a channel program. Ninety percent of channel programs do not have the need for the complexity and costs of a standalone LMS, so save your time and money.

In addition, keeping your training and certification program within your partner relationship management solution keeps all your data in one place, making it easier to report on partner performance across multiple areas.


To recap, enabling partners with good training is a critical piece of a strong channel program, but only if you avoid the misconceptions above and follow these guidelines:

  • Don’t overcomplicate your partner program with training that isn’t partner specific.
  • Your partner’s time is valuable so make sure that every minute they spend with you is effective.
  • Leverage your existing partner portal technology, like Channeltivity’s built-in partner training functionality, to deliver integrated training within the tool partners are already using.

For more details on how to put together a partner training program, read our best practices article and download our newest free ebook: How to Create an Effective Partner Training Program (That Partners Want To Use)


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