Channel partner training has always been a bit of a paradox: companies invest heavily in content and platforms, only to watch participation lag. So why do some programs thrive while others flounder?
That’s exactly what a recent panel tackled head-on.
They came together to explore one powerful solution that’s gaining traction: incentivized training.
Here’s what they had to say—and what you should take away.
The Problem: Great Training, No Takers
Jeff Campbell started with the blunt truth: many channel training programs fail because they’re invisible or uninspiring.
“Most of the time,” Jeff said, “training is treated like a cost center. It’s handed off to the training department with no cross-functional support, and there’s no real marketing strategy behind it.”
And since partners aren’t employees, you can’t force them to take your training. They’re busy. They’re being courted by competitors. If they don’t see immediate value, they’ll skip it.
So how do you make training matter to them?
The Solution: Turn Training Into a Strategic Advantage
Jeff laid out a framework that repositions training from obligation to opportunity—and it starts with reframing the entire approach around three strategic pillars:
- Acquisition – Use incentives to grow your partner base and draw them into your training ecosystem. That might mean offering rewards just for signing up or referring others.
- Engagement – Once they’re in the LMS, reward the behaviors that drive value: completing courses, hitting milestones, or reaching top-performer status. Gamification elements like virtual currency, leaderboards, and tiered rewards help boost consumption.
- Advocacy – Turn trained, loyal partners into brand champions. Incentivize them to leave testimonials, share success stories on social media, or contribute case studies.
All of this builds a feedback loop that not only lifts training adoption but keeps your brand top-of-mind. As Jeff put it: “Mind share equals market share equals revenue.”
The Sales Enablement Bonus: Give Reps Something Positive to Say
An unexpected benefit? Incentivized training gives your internal teams a powerful message to share.
“It becomes a feel-good story for sales reps to tell their partners,” Jeff explained. Instead of pushing dry learning content, reps can say, “Hey, we’ve got this great program where you’ll earn rewards while sharpening your skills.” That message travels well—across teams, borders, and cultures.
Metrics That Prove the Value
Brett and Dan joined in to talk about outcomes. As Dan noted, sellers are naturally competitive. Give them clear goals, visibility into their performance, and meaningful recognition—and they’ll engage.
But incentives aren’t just about participation—they help you tie training to performance.
Jeff mentioned an example of a global manufacturing client that started with just 300 partners. With an incentivized strategy, they scaled to over 50,000 partners in 20+ countries, adding tens of millions in revenue along the way.
Even better? They’re now analyzing revenue-per-course-completion and customer lifetime value by training track. As Brett emphasized, this isn’t just engagement—it’s measurable business impact.
Final Takeaways
Here’s the big picture the panel painted:
- Training without incentives struggles to compete for partner attention.
- Incentivized learning isn’t bribery—it’s strategy. It builds loyalty, confidence, and revenue.
- Gamification fuels engagement and gives you the data to connect learning with results.
- Happy, educated partners sell better—and tell your story for you.
So if your channel training program is stalling, it might be time to shift your mindset. Instead of asking “How do we make them take training?” ask:
👉 “How can we make them want to?”
That’s the power of incentives.
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