Channel Manager

What is a channel manager?

A channel manager is the person or team responsible for managing relationships with a company’s channel partners. Other similar titles may include partner manager, partner account managers, partner sales manager, or partner operations manager. These managers are your brand’s point person for your partners, ensuring smooth operations and successful relationships.

As a channel partner manager, there’s a wide range of responsibilities you would typically handle or oversee, including:

• Building and maintaining relationships with partners
• Training partners on your products or services
• Ensuring your partners meet sales targets
• Managing lead and deal registration
• Resolving any channel conflicts that may arise
• Recruiting new potential partners
• Creating personalized sales strategies
• Coordinating with other internal teams, such as sales or marketing
• Setting up and managing partner incentive programs
• Analyzing partner performance data
• Overseeing partnership compliance and engagement
• Organizing partner events for networking or training
• Gathering product and customer feedback
• Providing ongoing partner support

The success of your indirect sales strategy relies heavily on the strength of your relationships with your channel partners. According to research from PartnerPath, the people at the center of your company’s partner program have the largest impact on your partner’s overall engagement.

The value of a great channel manager cannot be overstated and is a critical component of any successful channel strategy.

Related content:

Channel Chief | Channel Operations | Channel Partner Program | 5 Best Practices to Thrive as a Partner Program Manager