In my last blog Why Marketing Enablement for the Channel, I discussed the importance of incorporating marketing enablement into a channel strategy. Many companies have begun to recognize enablement as a key function to help with the flow of information. This flow is critical as the relationship between a vendor and its channel partners can be a delicate one. Channel partners are an extension of the vendor’s marketing and sales force and, in most cases, a serious source of revenue. Marketing enablement, like sales and technical enablement ensure partners have information in a timely manner and that they feel part of a vendor’s trusted circle. But the benefits go beyond just information flow. Below I discuss five ways marketing enablement benefits the channel.