Strategic Enablement SI Accepted Version 2020-07-07.pdf (487.42 kB)
Deliberate learning as a strategic mechanism in enabling channel partner sales performance
journal contribution
posted on 2023-06-07, 07:28 authored by Debbie KeelingDebbie Keeling, David Cox, Ko de RuyterAs 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 ManagementISSN
0019-8501Publisher
ElsevierExternal DOI
Volume
90Page range
113-123Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2020-07-08First Open Access (FOA) Date
2022-07-18First Compliant Deposit (FCD) Date
2020-07-08Usage metrics
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