It’s no easy feat for MSPs to navigate the IT channel’s complex, rapidly evolving ecosystem. However, a little-known fact is that tech vendors also face many hurdles in this space. That’s why industry veteran Jennifer Bleam launched Channel Sales Accelerator last month.
This innovative program is the brainchild of Bleam — who offers a unique perspective as both a former MSP and a vendor. The sales coaching service offers a structured approach to addressing the nuanced challenges faced by sales teams in the channel. It seeks to reshape how vendors train, support, and empower their salesforces.
Bridging Gaps for Sales Leaders
Bleam identified a glaring issue in the channel: Many senior sales leaders don’t receive the proper training or support to succeed. Channel Sales Accelerator is designed to fill this gap by providing ongoing, role-specific training tailored to the unique demands of vendor sales positions, such as BDRs (business development representatives), account executives, and channel account managers.
“Selling in the channel is fundamentally different,” Bleam explained. “It’s not just about closing deals; it’s about understanding the intricate dynamics of the vendor-partner relationship, enabling MSPs, and navigating nuanced sales processes.”
Jennifer Bleam
A Unique Approach to Sales Enablement
The program’s standout feature is its focus on role-based curriculum and weekly calls specific to each sales role. These sessions allow professionals to share challenges, collaborate on solutions, and gain insights tailored to their daily responsibilities. For instance:
- BDRs learn strategies for initiating meaningful conversations and securing demos.
- Account executives focus on converting prospects into customers.
- Sales engineers refine their ability to support the sales process without overshadowing the salesperson’s authority.
These tailored approaches are important, Bleam emphasized. “Each role has distinct challenges, and addressing them individually creates a more effective, empowered salesforce.”
Why It Matters to MSPs
For MSPs and managed security service providers (MSSPs), the Channel Sales Accelerator indirectly enhances their experience with vendors. By training vendors to adopt respectful communication cadences and focus on value-based selling, Bleam aims to reduce friction in vendor-MSP interactions.
MSPs can expect vendors to approach them with specific, benefit-driven solutions rather than generic sales pitches. “MSPs don’t want to be pestered,” Bleam noted. “They value efficiency, respect, and solutions that genuinely address their needs.”
Looking Ahead
As the program gains traction, Bleam has ambitious plans for 2025. For instance, she plans to expand the curriculum to senior sales leaders, such as CROs and vice presidents of sales. Additionally, the accelerator aims to introduce certifications for sales professionals, enabling individuals to invest in their professional development independently.
Bleam’s goal for Channel Sales Accelerator is to revolutionize how vendors approach sales training and enablement in the IT channel. By addressing the niche pain points that vendors face and fostering a culture of continuous learning, the program ensures that both vendors and their MSP partners thrive in the competitive market.
Featured image: iStock
