HRLocker wanted to revamp their partner content for recruiting and training new partners. Contemsa delivered an end to end partner content messaging project to support them in their new channel recruitment activities.

Partner recruitment
and sales enablement

Contemsa created partner recruitment documents and playbooks for sales enabling channel reseller teams.



Creating sales brochures and one-page overviews for recruiting new partners


Sales playbook

A playbook designed especially for partners to articulate the opportunity for them and how to position HRLocker with clients.


Harmonising messaging

Pulling together sales messaging from across all collateral and web content into one, easy to access document.


HRLocker is a people management Software-as-a-Solution provider, based out of the surf capital of  Ireland and delivering services to companies across the globe, they count Ryanair and Savils as customers.

HRLocker is a true start-up on an impressive growth journey – with plans to revolutionise the world of HR and people management through their online software platform.

The challenge

HRLocker were in the process of developing out their partner channel program and needed more collateral and sales information to give to partners – not just for passing on to customers, but to articulate the “Why HRLocker” message for their growing partner community.

The HRLocker team had already put together some info, but they approached The Sales Way to bring together their partner and customer messaging into a playbook, partner presentation and mini-overview document.

The solution

The Sales Way started by reviewing all current partner and sales documentation to uncover which messages were consistent throughout – and which messages really articulated the essence of the partner proposition for HRLocker’s channel community.  We interviewed key personnel within HRLocker to understand why HRLocker was such a compelling proposition for partners to build into the content.

We then created a Sales Playbook for partners; complete with information about the target customer market, common objections, buyer profiles and conversation starters.  We used the info from the playbook to create a sales-ready presentation for partners; ready to present to new channel resellers.  In addition, we created a mini-playbook version for gaining partners’ interest and a partner-focused flyer to be used earlier in the sales cycle.

The outcome

HRLocker now has a comprehensive sales toolkit for recruiting and skilling up new partners – getting them onboarded and able to sell the HRLocker solution proposition quicker.  Resellers now have a professional set of sales enablement tools which are being used for different activities across the business – with the playbook being reformatted to provide an end customer version also.

“The partner playbook has allowed us to reach out to more partners with professional collateral in place that is ready to go,” commented Brian McDowell, Tech and Partnerships Marketing Manager at HRLocker. “The playbook and supporting content shows to our resellers that we’ve invested time into the channel program, and it helps our partners to get up and running quickly with selling our solution.”

HRLocker are also using the partner playbook collateral as a sales tool to attract new partners to their program by showing them the support and guidance available from HRLocker as a SaaS vendor.


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