For whatever reasons, many North American companies seem to believe that their partner’s sales staff can sell complex products based only on reading flyers. Yet they invest heavily in training their own sales teams.

The best partners or distributors will demand sophisticated partner sales tools, portals or regular marketing in international markets. They won’t sell something they don’t understand or is not supported. Period.

Be sure to build out sales training capabilities and marketing for every new market you enter. Only then will you see progress from partners!