14 / 24
The‘Fast 90’
By
Peter
Radizeski
Keys to channel sales enablement
W
hat exactly is channel sales enablement? It is im-
proving the channel program experience for both
partner and vendor. It involves partner selection,
on-boarding, messaging, engagement and sales
tools. It isn’t a fancy portal with collateral. It is about getting
partners up and selling for you – the “Fast 90.”
What is the Fast 90? The Fast 90 is on-boarding a part-
ner and getting their first sale within 90 days of signing an
agreement. In multi-level marketing (MLM, think Am-
way), the model is to drive sales within 90 days while
the enthusiasm is fresh. It is a way to demonstrate
how simple it is to work with the vendor.
The messaging is a significant element. Be-
fore, during and after on-boarding, the brand
and messaging around it has got to be con-
sistent, clear, concise and repeated. (Even in
co-marketing pieces, the messaging has to be
consistent.) If it is consistent and repeated, the
partner will remember it. It will be clear who ben-
efits from your services and why.
Partner criteria is a double-edged sword.
In my experience, despite a partner criterion,
channel executives want quantity over qual-
ity. Some of this has to do with a mentality of
more is better. It is this same mentality that
also believes that all revenue is good. (It isn’t.
Profitable sales are good. Selling underwater
14
THE CHANNEL MANAGER’S
PLAYBOOK