Getting new resellers productive quickly is critical for channel growth. A rushed or overly lengthy onboarding process can lead to disengaged partners and lost revenue. We’ve seen firsthand that the ‘sweet spot’ for reseller onboarding typically falls within the 30-60 day range, but the specifics depend on your product complexity and reseller sophistication. It’s about balancing speed to revenue with ensuring genuine competence and enthusiasm.

Many businesses make the mistake of treating onboarding as a one-time event. It’s not. It’s a phased program designed to build capability and confidence. Here’s what we recommend focusing on:

• Phase 1: Foundations (Days 1-14). This is about ‘quick wins’. Focus on product basics, key selling points, and access to essential marketing collateral. Think short, digestible online modules and a welcome call from your channel manager. The goal is to enable resellers to have initial customer conversations confidently.
• Phase 2: Deep Dive (Days 15-30). Now we move into more detailed product training, competitive analysis, and sales process specifics. This could involve webinars, case studies, and access to a dedicated support portal. Crucially, this phase should include a ‘sandbox’ environment where resellers can practice using your product or service.
• Phase 3: Revenue Enablement (Days 31-60). This is where we focus on generating leads and closing deals. Provide co-branded marketing materials, sales scripts, and access to marketing development funds (MDF). Regular check-in calls with the channel manager are vital to address roadblocks and provide ongoing support.

Don’t underestimate the power of certification. A formal reseller certification program, completed within the 60-day window, not only validates their knowledge but also demonstrates commitment to your partnership. We’re seeing increased demand for this from resellers, particularly as they look to differentiate themselves in a competitive market.

Finally, remember to continually analyse your onboarding process. Track key metrics like time to first sale, deal registration rates, and reseller engagement with training materials. This data will help you refine your program and ensure it’s delivering maximum impact. A well-executed onboarding process isn’t just about getting resellers up to speed; it’s about setting them up for long-term success – and accelerating your channel’s growth into 2026 and beyond.

To determine the optimal onboarding timeline for *your* reseller program, we recommend conducting a thorough assessment of your product complexity and reseller profile. Let’s discuss how we can help you build a program that delivers measurable results.