We’ve all heard the phrase “content is king.” But when it comes to channel partner training, that king better be wearing some pretty compelling armor—or it’s going to get ignored.
In a recent panel, these partner training experts tackled the big question: What makes training content actually engaging for channel partners?
The conversation went far beyond “make it pretty.” Here’s a recap of the insights—and the practical takeaways you can apply.
1. Engagement Starts With Strategy—Not Slides
Dan Montgomery opened with a truth many L&D teams feel but struggle to fix: content often gets created in a vacuum.
“Too many leaders think content is just PowerPoint slides with a few specs and a voiceover,” Dan said. “But that’s not learning—it’s a reputation killer.”
Instead, Dan urged organizations to build content as part of a clear strategy, backed by leadership alignment and business goals. That’s the foundation.
2. The Four Essentials of Engaging Content
Dan outlined four pillars that define high-impact partner training content:
✅ Interactivity – Use quizzes, polls, and simulations—not just to break up the monotony, but to collect meaningful data about learner comprehension.
✅ Gamification – Points, badges, and leaderboards create motivation loops, especially for competitive partner sellers.
✅ Format Diversity – Short videos, infographics, clickable activities—today’s learners (especially younger ones) need variety and speed.
✅ Accessibility & Convenience – Make content easy to find and consume in the flow of work. Clunky portals and hard-to-navigate repositories are engagement killers.
3. Microlearning Isn’t a Trend—It’s a Requirement
Brett Strauss built on this by highlighting the shift to microlearning—and why it matters now more than ever.
“We’re in a TikTok economy,” Brett said. “People are used to 15-30 second bursts of information. You can’t ask partners to sit through a three-hour deck anymore.”
Brett shared how NetExam now offers embedded training within SaaS applications—bite-sized videos that pop up exactly where the learner needs help. No login, no search, just a quick how-to and back to work. That’s what “learning in the flow of work” really looks like.
4. Make Content Conversational and Contextual
Another emerging trend? AI-driven conversations. Instead of asking learners to memorize product specs, Brett explained how AI avatars can simulate conversations—coaching partners to respond to real-world objections or customer needs.
“It’s not about regurgitating facts anymore,” he said. “It’s about listening, responding, and solving problems. That’s how you drive real partner performance.”
5. Go Beyond Product Training—Teach Them to Sell
Here’s a surprising shift that’s gaining traction: more vendors are offering general sales training—not just product training—to help partners become better sellers overall.
“Not every partner rep is a natural salesperson,” Brett said. “Helping them with fundamentals like how to ask good questions or close a deal… that benefits everyone.”
Jeff agreed, pointing out that this kind of industry or professional training builds credibility and positions your brand as a trusted advisor—not just a vendor pushing SKUs.
6. Tie Content Back to Business Outcomes
And of course, content isn’t valuable if you can’t measure its impact. Dan emphasized the need for real-time feedback mechanisms—track which questions trip people up, identify weak points, and adapt fast.
“It’s not just about completions,” he said. “It’s about proving that training drove the business outcomes you set out to achieve.”
7. Engagement = Mind Share. Mind Share = Market Share.
Partners aren’t just engaging with your training—they’re weighing it against every other vendor fighting for their attention.
“If your training is too long, irrelevant, or buried in a portal,” Jeff warned, “they’re skipping it. And they’re selling someone else’s product.”
But when your training is quick, helpful, easy to access—and actually makes them better at their job? You win their loyalty. You win their mind share. And eventually… you win their market share.
Key Takeaways:
- Design for the learner, not the content creator.
- Use interactivity, gamification, and microlearning to increase relevance and motivation.
- Offer soft-skill and industry training to build trust and capability—not just product knowledge.
- Embed training into the flow of work for max convenience.
- Track and adapt content using real-time feedback and learner behavior.
Because in the end, “content is king” only works if your king knows how to rule—smartly, strategically, and with the learner in mind.
Want help turning your partner training into a growth engine? Let’s chat. We’re always happy to help companies make content that works with your partners—not against their time, attention, or trust.
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