According to Brandon Hall Group’s 2022 HCM Outlook Study, more than two-thirds of organizations say that improving sales performance is either highly or critically important as a business strategy. Nearly three-quarters say the same about gaining market share. It is critical for these organizations that their sales teams are highly effective, have up-to-date product knowledge, and possess the critical skills to make them successful. 

Organizations with extensive partner and reseller networks face a host of challenges in keeping these groups professionally trained. Typically, sales professionals are tasked with selling multiple, often competing brands and product lines. This creates a variety of complex training needs. When you consider that sales teams are often widely dispersed and typically do not work for the company as direct employees, it only adds to the complexity.

One of the things that makes Absorb a Brandon Hall Group Smartchoice® Gold Preferred Provider is their LMS (Learning Management System) platform’s ability to effectively manage training for a complex channel partner network. They see learning management software as the linchpin for successful partner training. Absorb also understands that one of the key phases of the channel partner relationship is bringing new partners on board. New partners can come from almost any background, and the LMS provides a standard, universal, and seamless way to introduce new partners to your products and services. 

The onboarding period is a critical time for channel partners to learn about your company’s voice, brand, and culture, ensuring customers receive consistent brand messaging. Channel partners typically sell multiple brands, and if the training for your brands gets off on the wrong foot, it can be difficult to cultivate new partners as advocates. When your onboarding program is effective it can impact the market’s overall perception of the brand, as well as the experience of the partner working with you.

By leveraging a purpose-built partner training platform like Absorb LMS, companies can streamline a lot of the things that can make channel partner training difficult. Many companies provide product certifications to their resellers. Leveraging an LMS ensures that both new certifications and recertifications are kept up to date. Automating the process takes one more thing off the partners’ plates, allowing them to focus on selling. An LMS can also automate any other kind of training notifications, so partners always have the latest information.

Partnerships are not one size fits all. A dynamic LMS like Absorb LMS allows companies to create custom training workflows, so each partner is getting specifically what they need. They will not be bogged down with redundant training or training on products that are not relevant to them.

One of the hardest things companies face with training their channel partners is effectively measuring the impact that training is having. An LMS can help assess training progress with customized reporting tools, helping you discover growth and learning opportunities for your channel partners. This kind of measurement is critical in the onboarding phase.

Organizations that want to supercharge their sales and partner training must recognize the unique nature of these audiences and their job requirements. A strategy designed to meet their needs and the technology to make it happen are essential. 

David Wentworth, Principal Learning Analyst, Brandon Hall Group

 About Brandon Hall Group Inc. 

Brandon Hall Group is the only professional development company that offers data, research, insights and certification to Learning and Talent executives and organizations. The best minds in Human Capital Management (HCM) choose Brandon Hall Group to help them create future-proof employee development plans for the new era. For over 28 years, we have empowered, recognized and certified excellence in organizations around the world influencing the development of over 10,000,000 employees and executives. Our HCM Excellence Awards was the first to recognize organizations for learning and talent and is the gold standard, known as the “Academy Awards of Human Capital Management.” Our cloud-based platform delivers evidence-based insights in the areas of Learning and Development, Talent Management, Leadership Development, Diversity and Inclusion, Talent Acquisition and HR/Workforce Management for corporate organizations and HCM solution providers. To learn more, visit For information on Brandon Hall Group’s research and how we can assist your organization, please visit

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David Wentworth

David Wentworth has been a senior research analyst in the human capital field since 2005 and joined the Brandon Hall Group in 2013. He has authored reports and articles on various human capital subjects with an emphasis on workforce technology. He has contributed to several reports published by ASTD, including authoring Mobile Learning: Learning in the Palm of Your Hand, The Rise of Social Media: Enhancing Collaboration and Productivity Across Generations, and Instructional Systems Design Today and in the Future. His work has also appeared in Compensation & Benefits Review and T+D Magazine.