In Episode Three of Train to Gain, hosts Erin Raitt and Katie Merrill explore how to empower your indirect sales teams effectively through targeted, impactful content. They discuss the critical role of choosing the right delivery platforms—such as knowledge bases, Learning Management Systems (LMS), or Partner Relationship Management (PRM) software—to maximize content accessibility and effectiveness.

Katie shares valuable insights on the importance of robust feedback loops and accountability systems, highlighting how understanding what leads to successful deals can significantly refine your sales enablement strategy. Erin emphasizes the necessity of continuously updating and adapting content based on performance data and direct feedback from sales teams.

Additionally, Katie offers practical advice on avoiding overly promotional jargon, instead recommending substantial examples and clear connections to real sales scenarios. She also underscores the importance of showcasing your company's unique processes, particularly outstanding customer onboarding experiences, as a key differentiator in competitive markets.

Key Takeaway: Effective sales enablement combines the right platform, continuous data-driven improvements, and practical, relevant content that directly empowers sellers to boost revenue.

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Hi everybody! Welcome back. This is Episode Three of Train to Gain, hosted by B-Lynk. I'm Erin Raitt, joined by Katie Merrill. I think every time I point, I point the wrong way! We're your hosts, and today we're discussing empowering your sales teams with impactful content specifically in an indirect sales model.

We wanted to focus on how the content you use to train your sales teams typically needs to live on some type of platform. The most basic platform we often see is a knowledge base, a website, or something like WordPress that's maybe password-protected—a partner or sales portal. From there, you might progress to a learning management system (LMS), offering courses and certifications for your sales team. The third type of platform we frequently encounter is Partner Relationship Management (PRM) software. We're seeing PRMs more often, as they effectively house robust content for sales education.

Today, we're exploring these delivery mechanisms. Are you using a knowledge base, LMS, or PRM? And within those platforms, what types of content are most effective?

That's a big question! I've worked with sales content for many years, and at B-Lynk, one of our strengths is deeply understanding salespeople—their challenges, needs, and what helps them communicate your product’s value effectively. People frequently ask, "Katie, your content is great, but how do I know if it’s actually working?" That’s where tracking comes in.

Some customers have sophisticated PRM platforms that automate content delivery, ensuring sellers always have relevant resources. Others are just starting and might simply deliver a PowerPoint via email. Regardless of the stage you're in, your go-to-market strategy should include strong feedback loops with your partners. Creating accountability with partners—such as tracking content usage and training completion—is essential. Partners asking you for resources should also provide feedback, ensuring the content stays fresh, effective, and revenue-driving.

Exactly. This can feel overwhelming for businesses. Investing in a platform like a PRM or LMS requires ongoing attention to ensure content remains relevant, informed by both data and direct feedback. Companies often put significant effort into producing initial sales enablement content but forget to pivot based on performance insights. Typically, it’s not just the platform or content alone, but the combination of both and how responsive you are to data-driven feedback that determines success.

Absolutely. There’s also a strong human element in sales engagement. Understanding why a significant deal closed—what factors led to success—can provide valuable insights. Incorporating direct feedback from sellers into future content helps replicate success. Essentially, it's about tying the deal’s outcomes back into your content strategy.

That’s exactly why we call this podcast Train to Gain. These discussions and insights aim to help drive revenue. The indirect sales model is especially beneficial due to increased sales coverage. Continually supporting sellers through targeted content and education boosts performance and revenue.

Any other takeaways for our listeners today?

One final note: whether content creation is internal or outsourced, it’s crucial to avoid overly marketing-centric jargon. Sellers need substantial examples and clear connections to actual sales opportunities. Another tip: highlight your unique processes, especially excellent customer onboarding experiences. In competitive markets, your processes can differentiate you significantly. Make sure your sellers are fully equipped to communicate these unique value points clearly.

Great points, Katie. That wraps up our conversation for today. As promised, we're keeping episodes short and digestible.

A quick note: We’ll be off next week since I'll be vacationing at my favorite beach—a spot I've visited since I was one year old! Also, a fun personal update—I just celebrated a big milestone birthday: turning 30 (again)!

Thank you all so much for tuning into Episode Three. Follow, like, and listen, and we'll see you soon on Train to Gain. Take care!

Bye-bye!