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Strategic Enablement SI Accepted Version 2020-07-07.pdf (487.42 kB)

Deliberate learning as a strategic mechanism in enabling channel partner sales performance

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posted on 2023-06-07, 07:28 authored by Debbie KeelingDebbie Keeling, David Cox, Ko de Ruyter
As suppliers increasingly depend on their indirect sales channel, enablement of channel partners has become a strategic asset. We focus on the central role of deliberate learning within strategic enablement strategy. Specifically, we conceptualize deliberate sales learning as a three-dimensional construct (knowledge articulation, knowledge codification, knowledge certification) and identify the mechanisms through which it impacts on channel partner sales performance. Based on a survey of channel partners (N = 383) of an FT100 company, we establish exploitative and explorative learning orientations as antecedents of deliberate sales learning, where this relationship is moderated by channel partners' preference for online learning formats. The relatively weaker relationship between explorative learning orientation and deliberate sales learning is positively enhanced for those channel partners with a preference for interactive online modules. Further, we demonstrate that deliberate sales learning and deliberate sales practice act in serial mediation to positively impact sales performance. In addition to future research opportunities, we identify three core implications for the practice of strategic sales enablement; enhancing return on investment, managing learner motivation and activating learning engagement of channel partners.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Industrial Marketing Management

ISSN

0019-8501

Publisher

Elsevier

Volume

90

Page range

113-123

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2020-07-08

First Open Access (FOA) Date

2022-07-18

First Compliant Deposit (FCD) Date

2020-07-08

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