How to Build a Channel Certification Pogram by BlueVolt & Talented Learning
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The document discusses the development of a channel certification program, highlighting its significance in enhancing sales and operational efficiency among external sales channels. It presents various case studies that illustrate the positive business impacts of certification and provides a framework for building such a program through strategies like content assembly, LMS deployment, and measurable outcomes. Key recommendations include ensuring the LMS meets specific features suitable for channel users and creating pathways for learning and certification management.
How to Build a Channel Certification Pogram by BlueVolt & Talented Learning
- 1. How to Build a Channel Certification Program November 19, 2014 With special guest: 1
- 2. Today’s Presenters Kelley Shirazi Lunceford Director of Sales BlueVolt John Leh CEO & Lead Analyst Talented Learning 2
- 3. •Extended enterprise (EE) learning news, research and consulting •Founded in 2014 --Independent analysts •Experts on the business of training •Research vendors, technology and best practices •Weekly blog and webinar on all things EE Learning Who is Talented Learning? 3
- 4. Today’s Agenda •Introductions •Channel Certification Overview •Business Impact of Certification •3 Channel Certification Case Studies •Building Your Channel Certification Program •Q&A 4
- 5. A Channel by Any Other Name •Dealers •Resellers •Wholesalers •Manufacturing representatives •Distributors •Franchises •Agents •Retailers Who’s Your Channel? 5
- 6. What is Channel Certification? •External sales and distribution channel •Knowledge assessment •Many forms from ILT to manuals •Combination of marketing and education •Product, features, benefits, procedures •Measurement of business impact RamanathanKathiresan, Flikr 6
- 7. Training vs. Certification? Training Certification Website orportal Learning ManagementSystem (LMS) Instructor-led eLearning and multi-medium Self-service Prescriptivelearning paths No tracking Knowledge assessment Unmeasurable Impacts the business 7
- 8. Business Impact of Channel Certification •Increase channel partner sales •Create a new revenue stream from selling certifications Make Money Save Money Shorten Cycle Times •Decrease training costs with greater efficiency •Decrease customer support calls •Decrease time to market on product launches •Decrease time to proficiency for channel partners 8
- 9. Three Types of Channel Employee Uncaptured Captured 9
- 10. External Channel vs. Employee Learners Must value content Purchase content Multiple content sources Unknown access points Do not hate taking content Channel Take assigned content Content is due Corporate LMS Single sign on Content is worth hating Employee 10
- 11. Case Study 1:Industrial Buyers Consortium A dynamic national buying and marketing group for independent distributors and manufacturers of industrial, construction and manufacturing supplies. Channel Type: Buying Group Business Challenge: Show value-add to distributor members and suppliers; demonstrate growth and profitability for both groups through IBC University online course usage. Their Solution: Using data from IBC University, they tracked a distributor members purchases from a preferred supplier, both before and after that distributor completed suppliers training courses. Implementation Impact: •The distributor was able to increase 2ndquarter purchases 86%. •After taking online courses posted by the supplier, their purchases increased in late Q2 and Q3 by 476%! •IBC verified this massive increase with the supplier 11
- 12. Case Study 2:BroanNuTone Leading HVAC manufacturer providing cutting edge, forward-thinking residential ventilation products, customized climate, communications and storage solutions Channel Type: Manufacturer with multiple channel partners Business Challenge: To meet stringent code requirements, they developed a revolutionary new fan, ULTRA. With a fast production time and multiple distributors to train, they needed to get information to their channel quickly. Their Solution: Instead of demos and lunch-n-learns, Broan-NuTone’sULTRA training program was delivered through a series of 12 webcasts over nine days, effectively reaching more than 1,800 people. Implementation Impact: •Broan-NuTone commanded a sold-out position shortly after the launch due to unexpected demand for their product •More profitable sales results 12
- 13. Case Study 3:IDC-USA Cooperative owned by local independent distributors in MRO and power transmission Channel Type: Co-op Business Challenge: Helping independent distributors remain competitive in the changing technology landscape, become a valued business partner to manufacturers and suppliers, and capture greater shareholder value. Their Solution: Implementation Impact: •IDC Preferred Suppliers experienced a 23% increase in sales during the first six months following the launch of their first IDC University Online training module. •They continue to see growth and shared prosperity as a result of online training 13
- 14. Three Steps to Channel Certification •Assemble sales and marketing content One Two Three •Deploy via a Learning Management System (LMS) •Create a measurable business case 14
- 15. Assemble Sales and Marketing Content •Leverage internal sales and product content •Use everything you have in every medium •Formal and informal learning •Virtual classrooms are one of the easiest •Create assessments •Group content by job, product, competency •Invest in an authoring tool 15
- 16. Can I Use an Employee LMS for the Channel? •Maybe! •Does your LMS have the needed features? •Politically, can you get it prioritized? •Is it affordable? •Is there sharing of content? •Is it secure? 16
- 17. What Do We Need for Voluntary Users? Top 10 Channel LMS Features 17
- 18. #10: Easy to Use •50% marketing / 50% Learning •Like Amazon, eBay and Facebook •Easy-to-use or won’t come back •Fast •Obvious •Globalized 18
- 19. # 9: Cloud-Based •No set-up •Start small •Guaranteed service levels •No internal IT costs or involvement •Pay for what you need •Automatic upgrades •Grow ecosystems 19
- 20. #8: API Integration •APIs to integrate into existing ecosystem •LMS is not an island nor a destination •Content and functionality in other systems •CRMs, ERP, customer support applications, product •Virtual tools, social networks, taxation, content •Accreditation bodies LMS CRM Portal Virtual Social ERP Content Reporting 20
- 21. #7: Mobile Delivery •Voluntary users are on laptops, tablets and smartphones •Mobile responsive changes layout •Mobile display provides a streamlined experience •No squinting and scrolling! •Content plus LMS need to be mobile 21
- 22. #6: Rewards •Educational approach to motivate students •Entice users to return •Accumulate points, awards and rewards •Conduct promo campaigns •Gift cards, debit cards, products or content •Gamification awards are nice –awards you can spend are better! 22
- 23. #5: Dynamic Grouping •Create groups of users based on: −User profile fields −Consumed content −Manufacturing representative •Move in and out of groups automatically •Assign or recommend content •User for marketing and cross-selling purposes •Foundation for measurable business case Dynamic Group Products Purchased Profile Fields Content Taken 23
- 24. #4: eCommerce •Domain segmentation •Bulk purchases and user uploads •Credit/debit/POs/Vouchers •Subscriptions and bundles •Shopping carts, checkout, payment gateways •Discounts and promotional pricing •Browsing and searching •Organization pricing 24
- 25. #3: Reporting •LMS completion data reporting •Sortable by user, group, location… •And custom fields •Dynamic groups •Combine with available business reports •Selling more or less when −Untrained −Trained −Certified LMS Reports Business Reports Measurable Business Case 25
- 26. #2: Blended Learning Paths •Create paths for different user types •Also call curricula and training paths •All learning media types •Equivalencies and prerequisites •Optional and mandatory content •Configurable completion rules •Multi-level 26
- 27. #1: Certification Management •Points earned for completion of courses or learning paths •Certificate •Continuing education credits (CEU) •Initial and reoccurring certification •Notification management •Reporting •Integration with accreditation bodies 27
- 28. Create a Measurable Business Case •Determine cost to expand internal LMS or invest in a cloud channel LMS •Locate channel partner sales data •Compare with LMS completion data •Make predictions and measure reality •Revise content and process 28
- 29. If you don’t train your external channel, somebody else will Certification is the foundation to measuring impact Measuring impact is key to success To launch a certification program you need sales content, LMS and a measureable business case No channel LMS is for everyone –find yours! Conclusion 29
- 30. Thank You! Questions? Kelley Shirazi Lunceford Director of Sales BlueVolt kelley.shirazi@bluevolt.com (503) 223-2583 ext. 283 John Leh CEO & Lead Analyst Talented Learning JohnLeh@TalentedLearning.com (570) 380-9637 30