Most partner enablement webinars die in the first 10 minutes.
Too much jargon. Too little relevance. Decks full of features, zero selling tips.
The partner nods politely, closes the Zoom tab, and never thinks about you again.
But done right, these sessions can do more than check a training box—they can generate real pipeline. The trick is to stop teaching your product and start equipping your partner to sell it.
Here’s how.
Set the Frame: “Here’s What’s In It for You”
Start with the problem your partner’s customer has—not your product. Then position your solution as a way for the partner to win more, close faster, and look good.
Example open:
“Your clients are getting buried in noisy SIEM alerts. Here’s how we help you look like a hero by giving them real-time prioritisation they actually trust.”
Now they’re listening.
Break It Into Three Simple Questions
1. Who do we sell this to?
- Industry, role, pain point
- Lookalike logos if you have them
- What the buyer is already using and why it’s not enough
2. What do we say in the first meeting?
- 30 second problem pitch
- 2–3 killer talking points (not features)
- Objection script for “We already have X”
3. How do we help you close?
- What you hand them (deck, demo, talk track)
- What they escalate to you (POC, pricing, compliance)
- How they make margin and what to do next
That’s it. Not a lecture. A partner-ready pitch.
Don’t Just Show the Product—Show the Demo Flow
Partners don’t need to know how to configure your backend.
They need to know how to show value in 10 minutes.
Record a short demo. Or run it live with the narrative. Pause. Explain how each moment maps to the buyer’s problem. Then hand over a script.
If they can’t repeat it tomorrow, you’ve failed.
Follow With Action, Not Slides
End with:
- The sales kit (PDF, link, deck, battlecard)
- An offer (free internal trial, demo access)
- A calendar link to run joint prospecting
- The name of your channel SE or AE to escalate deals
Then track what happens next. Which partners followed up? Who opened the kit? Who booked a campaign?
If the answer is zero, your “enablement” was just noise.
A partner webinar isn’t about education—it’s about activation. Most of the time, they already have many products in their hands, and they also want to make bread. So show them the easier way.
Leave a Reply