---
title: Share Indirect Sales Channel Best Practices Through your Training and Certification Platform
description: When sales channel managers generate inbound marketing leads, a PRM Portal can share leads and monitor partner performance.
---

[LogicBay Blog](https://www.logicbay.com/blog)

# [Share Indirect Sales Channel Best Practices Through your Training and Certification Platform](https://www.logicbay.com/blog/bid/102825/share-indirect-sales-channel-best-practices-through-your-training-and-certification-platformsearch)

 Written by [Seth Jacobsen](https://www.logicbay.com/blog/author/seth-jacobsen) | Nov 9, 2015 5:00:00 AM

In the indirect sales channel, not all leads are created equal. This is channel management 101, but it’s worth revisiting. There are two basic types of leads in the channel: leads generated by partners and leads that are generated by the manufacturer or OEM.

In the first case, leads are often generated through traditional means: advertising, cold calling, direct mail, and so on. In the second case, it is becoming increasingly common for manufacturers to use[inbound marketing techniques](https://www.logicbay.com/blog/seven-steps-to-a-modern-sales-and-marketing-strategy-for-the-channel)to attract well-qualified leads online and then distribute them among their partners for closing the deal. We’ve written before on this blog about the need to [centralize inbound marketing efforts](https://www.logicbay.com/blog/bid/102624/Why-Manufacturers-Should-Drive-Inbound-Marketing-for-their-Sales-Partners). Now we want to discuss how to make sure both types of leads will be handled successfully. This requires a different approach for the two different types of lead:

### SEE ALSO: [Training and Certification: Critical for Effective Partner Relationship Management](https://www.logicbay.com/blog/bid/86518/Training-and-Certification-Critical-for-Effective-Partner-Relationship-Management)

## Collaborative Learning

Ideas shouldn’t flow through the channel in a single direction. What you might be overlooking in your meticulously crafted [training and certification program](https://www.logicbay.com/blog/channel-training-and-development-the-four-cornerstones) is that your partners might have a thing or two to teach you—and the other partners—about selling your company’s products. It is, after all, your partners who make the most frequent contact with end users. They know what questions customers have and how to answer them to close a deal. This knowledge can only benefit the entire channel.

If you want your partners to invest in their training as much as your company has invested in creating the training program, empower them to contribute to the educational process by sharing their ideas throughout the channel.

## Partner Performance Data

Inbound marketing is a great way to generate leads, but how do you know which leads to send to which partners? Let the data guide your decision. The kind of data you need for each partner should include:

A partner relationship management (PRM) system that integrates training and certification data with sales data will put this information at your fingertips. It should provide you the tools to distribute leads among your partners without causing [channel conflict](https://www.logicbay.com/blog/bid/84696/What-is-Channel-Conflict-How-Can-I-Avoid-It)—fostering collaborative relationships in the channel, rather than competitive ones.

 

[View full post](https://www.logicbay.com/blog/bid/102825/share-indirect-sales-channel-best-practices-through-your-training-and-certification-platformsearch)

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