The Secret To Increasing Channel Productivity: Video

By Ari Bixhorn, Senior Vice President, Panopto

Today more than ever, your employees need to be subject matter experts: experts in your customers’ organizations and challenges, experts in the latest technologies and services-based business models, experts in finding new sales leads — and experts in managing vendor relationships, sometimes in the face of channel conflict or inadequate support. In a business environment defined by increasing competition, rapidly evolving technology, lengthening sales cycles, and cloud-based disintermediation, the knowledge of your employees is your greatest sustainable competitive differentiator.

So how do you equip your people with the knowledge they need to accelerate your business’ growth beyond the 11 to 15 percent industry average? Traditional approaches prioritize the use of face-to-face training and written documentation, but these neither scale nor adapt quickly enough to changes in the market. In addition to the cost of in-person training, studies show that just seven days after your employees finish a training session, they’ll recall only 35 percent of what you shared.  And while documentation provides employees with a resource that can be referenced over time, it often takes too long to write and falls out-of-date too quickly. What solution providers need is a secret weapon that enables your employees to efficiently acquire new knowledge and share it internally or with your sales prospects and customers.

Fortunately, such a tool exists: video.

This wasn’t the case just a few years ago. Video has traditionally been an expensive and complicated production, limited to the domain of AV experts outfitted with specialized hardware. Today, however, video has become as accessible as email thanks to a wave of easy-to-use video capture and management software, and the commoditization of HD cameras in our laptop webcams, tablets, and smartphones.  

From driving more sales leads to increasing new employee retention to improving customer support, here are a few of the ways that you can use video to communicate with employees and customers, share knowledge, and accelerate top-line growth.

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