Most partner ecosystems face the same challenge.
A small percentage of partners generate the majority of results, while the rest remain largely inactive.
In this episode of Belly2Belly, Bill Kenney speaks with Emily McLellan from Bongo about why so many partners stay “on the bench,” and what companies can do to activate more of their ecosystem effectively and consistently.
The hidden gap between training and execution
One of the key themes in the conversation is that most partner programs focus heavily on training, but very little on verification.
Partners are often given content, certifications, and enablement materials, but companies rarely validate whether partners can actually apply that knowledge in real customer conversations.
That creates a major gap between knowing and doing.
Emily explains that many organizations assume the problem is a lack of training, when in reality the issue may be that the training is not sticking or that partners have never practiced applying it in realistic situations.
The result is that many partners remain inactive, underprepared, or inconsistent in the market.
Why the “80% on the bench” matters
The well-known Pareto principle appears frequently in partnerships: roughly 20% of partners drive 80% of outcomes.
While companies often focus on their top-performing partners, Emily argues that the larger opportunity lies in activating more of the remaining 80%.
Many of those partners are not failing because they lack potential. They may simply lack confidence, practice, or reinforcement.
That becomes especially important in ecosystems where partners are expected to handle increasingly complex sales motions, pricing discussions, competitive positioning, and implementation conversations.
Without practical preparation, partners may hesitate to engage or struggle to represent the product effectively.
The reputational risk of inconsistent messaging
Revenue loss is the most obvious consequence of poor partner activation, but Emily highlights another issue companies often underestimate: reputational risk.
When partners communicate inaccurate product information, misunderstand features, or position offerings incorrectly, the consequences extend far beyond a single lost deal.
In some cases, the partner may actually close the deal, only for the customer to quickly churn after discovering expectations were misaligned.
In regulated industries such as fintech, healthcare, and cybersecurity, the stakes become even higher. Misrepresentation can create compliance and legal risks in addition to brand damage.
This is why verification matters.
Companies need confidence that partners can accurately communicate value propositions, handle objections, and explain capabilities before they enter the field.
Scaling partner enablement is difficult
One of the core challenges in partner ecosystems is scale.
Unlike internal sales teams, partners operate outside the company’s direct structure. They are not attending internal meetings every day, receiving regular coaching, or participating in ongoing manager oversight.
At the same time, many partners represent multiple vendors, meaning your company is competing for both mindshare and message consistency.
Traditional enablement methods, such as manual role plays or live coaching, become difficult to scale across hundreds or thousands of partners.
This is where Emily sees technology playing a major role.
AI-powered simulations and role-play environments allow partners to practice messaging, objection handling, and customer conversations on their own schedule while receiving immediate coaching and feedback.
The goal is not just content consumption, but practical repetition and confidence-building.
Why certifications may not be enough
Another important point raised in the discussion is the difference between theoretical knowledge and applied knowledge.
Many partner certifications still rely heavily on quizzes or multiple-choice assessments. While these methods confirm that someone remembers information, they do not prove that the individual can use that information effectively in a real customer interaction.
Emily argues that partner programs need to rethink what certification actually means.
A truly effective certification process should validate that a partner can communicate clearly, navigate difficult conversations, and represent the company accurately in practice, not just in theory.
Which partners matter most
While the partner ecosystem includes many different categories of partners, Emily highlights resellers and solution partners as especially important.
These are the partners directly involved in selling, implementing, and supporting customer solutions.
Because they sit closest to the customer relationship, the impact of poor messaging or poor execution is amplified.
This makes activation and verification particularly important for these groups.
The takeaway
Training alone is not enough.
The companies that activate more of their partner ecosystem successfully will be the ones that help partners practice, apply, and confidently deliver their message in real-world situations.
The opportunity is not just improving the top-performing 20%.
It is getting more partners off the bench entirely.
About MEET
MEET helps B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.