Getting new resellers productive quickly is critical for channel growth. A drawn-out onboarding process doesn’t just delay revenue, it actively damages partner enthusiasm and increases churn. We’ve seen firsthand with Australian SMEs that a streamlined, yet comprehensive, onboarding experience is the difference between a thriving reseller network and a costly experiment. So, what’s the sweet spot for an optimal timeline?
We recommend aiming for ‘revenue-ready’ resellers within 30-45 days. This isn’t about rushing things, but about prioritising the activities that directly impact sales. A phased approach works best, focusing on knowledge, tools, and then support. Here’s what that looks like:
- Phase 1: Foundations (Days 1-7). This is about ‘product fit’ and initial training. Focus on core value propositions, target customer profiles, and competitive differentiation. Deliver this via self-paced modules – short videos and downloadable resources are ideal. Avoid overwhelming them with technical detail at this stage.
- Phase 2: Sales Enablement (Days 8-21). Now we equip them to sell. This includes access to sales collateral (presentations, case studies, pricing sheets), lead generation resources, and a clear understanding of your marketing fund policies (if applicable). Crucially, provide a dedicated point of contact for questions.
- Phase 3: Go-to-Market & Support (Days 22-45). This is where they start actively selling. Joint business planning is vital here – agree on realistic sales targets and a plan to achieve them. Regular check-ins, access to marketing support for campaigns, and prompt response to technical queries are essential.
A common mistake is treating onboarding as a one-time event. It’s not. Continuous enablement – ongoing training on new features, updated sales materials, and best practice sharing – is vital for long-term success. Think of it as an investment in their growth, which directly translates to your growth. We’ve observed that resellers who participate in regular training events consistently outperform those who don’t.
To optimise your reseller onboarding, analyse the data. Track time-to-first-sale, average deal size from new partners, and partner satisfaction scores. This will highlight bottlenecks and areas for improvement. Don’t be afraid to iterate and refine your process based on these insights. A well-executed onboarding program isn’t just about getting resellers up and running; it’s about building a strong, profitable, and long-lasting channel partnership.
Your next step? Map out your current onboarding process and identify the areas where you can streamline and prioritise activities that drive revenue.
