The team also has a mandated goal of transferring this knowledge to its partners, thereby reducing the learning curve (and consequent cost) to them. This is a good initiative of clear and unambiguous value that absolutely reduces the partners' risks in building this business.
Despite this, the provider's communication for this program is strangely defensive and talks only of how it doesn't intend to compete with the partner from a service viewpoint.
Instead, the provider really needs to strongly position the program as an unequivocal investment that significantly reduces the risk for the channel partner in developing a practice around this technology.
To help channel businesses adopt new technologies, technology providers need to get beyond the sales rhetoric and communicate that they understand the business challenges of partners.
Specifically, how their program content mitigates the risk of transition to the partner.
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