Partner Learning Management Systems: A Complete Guide

Nearly 90% of sales teams currently use partner sales, according to the Salesforce State of Sales report, and 83% of sales professionals say that partner selling had a bigger impact on their 2024 revenue than it did one year before. If your organization relies on channel partners to drive revenue, it's important to give them the knowledge and support to close each deal. That's where a partner learning management system (partner LMS) comes in. It acts as a central hub for partner relationship management, which includes all training, processes, and tools that help support partner sales.

Whether your sales channels include resellers, distributors, or outsourced contact centers with sales goals, it's essential to train each channel partner and provide ongoing communication. Here's how.

Partner learning management systems — and partner relationship management software — are platforms used to train, prepare, and update external business partners. Those partners include franchise owners, consultants, and distributors who use partner learning management systems to collaborate with organizations on sales, marketing, and training.

Organizations also use a partner LMS to track partner performance and use related insights to continually improve training. They can further improve sales outcomes by delivering tailored content and personalized training recommendations to each user based on performance and market niche.

An internal LMS focuses on employee training, developing internal talent, and making sure HR compliance processes are followed. A partner LMS, on the other hand, focuses on external partner enablement, delivering content and training for channel sales. The main goals of a partner LMS are to strengthen partner relationships, boost sales, and promote consistency from both brand and process perspectives.

Beyond their different audiences and purposes, internal and partner LMSs also have nuances in how organizations should handle access. An internal LMS might contain highly sensitive content, meaning cybersecurity could take priority over access. However, to get the most out of your partner LMS, you may need to grant easier access to users who aren't on-premises and don't work directly for your organization.

• A partner LMS differs from an internal LMS because it serves external partners instead of employees. The main goal of a partner LMS is to increase sales revenue through enhanced channel sales enablement.
• A well-planned partner LMS strengthens partner relationships, boosting sales performance and promoting brand consistency.
• Before opening a partner LMS, organizations should set clear goals, carefully plan access, and consider incentive and certification programs to engage partners.
• When evaluating partner LMS options, organizations should consider their ease of use and scalability, analytics and reporting capabilities, how they use AI, and whether (and how well) they integrate with current or desired sales software.

Any organization that uses channel sales should incorporate partner sales management software into its sales enablement strategy. It's a win-win for both your company and your partners.

Using this software allows your company to create a centralized place for partner training resources. It not only lowers the costs associated with in-person training (think travel, food, and logistics) but also helps you track partner progress and identify areas for improvement for both you and your partners. With a partner LMS, you can also automate common processes like partner onboarding, product launch training, and certifications to support your partners, boost their engagement, and speed up your combined sales cycles.

Beyond having resources readily available, your partners benefit from up-to-date product knowledge, self-paced training, and access to a resource they can use to find any information they need, anytime and anywhere.

To achieve the outcomes you want from your partner LMS, choose one that offers:

• Mobile and on-demand access so partners can get training and support wherever and whenever they need it
• A simple, easy-to-use interface with role-based alert capabilities
• Customizable, guided learning paths
• Robust content management tools for creating, storing, and delivering various types of content
• User management and segmentation capabilities for varied access tiers and user paths
• Built-in AI for sales to automate processes and user paths, plus alerts that prompt partners to stay on track and engage in strategic next steps
• Tracking and reporting analytics that help track progress and measure training effectiveness, user sales performance, and ROI
• Robust software integration capabilities that allow systems to share data

Other features that can drive engagement in partner training include gamification options, certification programs, and reliable tech support.

Here are two real-world examples of how a partner LMS can help organizations gain brand-wide consistency across their external partners.

I once worked with a well-known tutoring franchise that serves children worldwide. Each of its locations must train instructors and their assistants on the brand's teaching methods and learning models.

To make sure staff members at every franchise location receive the same training before engaging with customers, we set up a partner LMS containing guided content modules and other resources. This training, along with its related certifications, delivers brand-wide consistency and compliance across locations while building trust among customers. Thanks in part to the brand's partner LMS, customers can expect the same experience and successful learning outcomes no matter their location.

Another organization I've worked with provides waste management and environmental solutions across North America. They partner with various vendors to collect, transport, and process different types of waste. It's essential to ensure every partner completes training, as improper handling can pose hazards to the environment. For example, they must make sure partners understand how processes differ when collecting, separating, and processing recycling versus garbage.

We helped this organization plan a partner LMS with tailored user paths that include training for each type of partner, including commercial, residential, and franchise. Each user path includes relevant onboarding, compliance, and process-oriented training, such as guidance on which waste goes in which bin. Finally, we created a feedback council representing each type of user group across various locations, implementing a process to make quarterly adjustments based on their experiences in the field.

Over years of helping brands plan, build, and manage their partner LMS, I've found that the following best practices help deliver desired outcomes quickly and consistently.

Instead of planning your partner LMS in a vacuum and onboarding all partners at once, assemble a small group that represents each type. During your pilot, make sure you've identified the right user groups and ask for feedback to address any issues before your network-wide rollout. This approach will help create a better version of the partner LMS and prepare you for questions and troubleshooting.

Consider broader business objectives and then align the goals you set for your partner LMS. These might include increased sales numbers, reduced training costs, growth in distributor engagement and sales activity, expanded market reach, faster partner onboarding, a higher number of certified partners, and more.

At the end of the day, consider whether your partner LMS provides value to both your organization and your partners. After setting goals, decide how you'll measure them and create a plan for how often you'll track the metrics. Robust partner LMS options come with built-in AI that populates dashboards in real-time, monitoring key metrics in your partners’ pipelines and comparing them against set goals.

First, it's essential to offer on-demand mobile access, so make sure signing in to your LMS isn't too hard. Second, consider whether you need to create separate access tiers to deliver the most relevant materials and training. These tiers could be based on region, role, language, partner status, or certification level. Finally, ensure your partner LMS includes self-service options that enable partners and reduce help tickets. You can do this by pairing your existing knowledge articles with AI-powered bots that help partners help themselves.

Certifications can signal expertise to your partners' customers, so providing opportunities to earn them can encourage partners to use your LMS. Other incentives might include tiered commission structures and qualifying for lead referral programs.

While evaluating partner LMS options, ask the following questions to inform your channel management strategy. With your answers, you can better assess how each LMS would either help or hinder you.

• Which partner roles will our partner LMS serve (franchise, support, marketing, technical, sales, etc.), and can we customize content and access for different partner roles?
• Does each LMS allow us to plan for tiered access to information and tools? If so, what criteria should we use to determine those tiers?
• Does each partner LMS option have certification and badging capabilities?
• Can we create role-based learning tracks or completion-based trails?
• How user-friendly is each partner LMS?
• Which LMSs integrate with our current or target software? What does each integration provide in terms of shared data and reporting?
• How does each LMS gather, store, and present data?
• What are the reporting capabilities?
• Where do we want AI to help us automate processes or guide users? Do our partner LMS options include that?
• Can we scale this LMS as we expand, including into new languages and regions?

A partner learning management system can make a difference in helping your channel partners close more deals. It puts training, tools, and updates in one place so partners are equipped to represent your brand effectively and build stronger relationships — and that leads to results. Look for a system that’s easy to use, keeps partners engaged, and tracks results. Empower your partners with the right training, and they’ll take sales to the next level.