Channel Mechanics

Channel Partner Management

Channel Partner Management is a much-underrated role. It has a responsibility for winning, maintaining, and expanding relationships with channel partners.

It is one that requires business, technology, and industry experience. In addition, advocacy and excellent communication and sales skills. Ultimately, channel partner management is responsible for achieving sales, profitability, and partner recruitment.

The Partner Account Manager (PAM) or Channel Account Manager (CAM) needs to understand their own product proposition. They also need to be able to weave it into that of their partners. The principal objective being to help build a combined value proposition and ensure that is then articulated to prospects. They need to be able to have C-level conversations particularly when undergoing business planning with the partner. Business planning requires an understanding of the goals and aspirations of the partner. This is in order to ensure the combined business plan aligns to those goals.

  • The PAM or CAM needs to be both likeable and respected by partners. Fundamental to gaining partner respect is empowering partners with access to the tools, data and insight they need, to win more business. Embarking on a business planning meeting or a quarterly review is utterly meaningless without knowing how much business they have done with you this year or last year, all broken down by product line. In addition to knowing who is product certified, or who’s training has lapsed.

  • The old adage of you cannot manage what you do not measure is very relevant when it comes to the role of an account manager and their relationships with partners. Helping partners understand where they sit on your program, what benefits they receive and what they need to achieve to get to the next round of benefits can help build trust and loyalty between the partners and account managers. At the end of the day vendors engage with partners to extend their reach and revenue and need to support partners in every way possible to achieve these goals.

     

    Delivery of rebates and incentives in a timely manner will make those conversations so much easier as they can accentuate the positive and look for opportunities, rather than spend the time digging to try and find meaningful data.

  • As the role of channel partner management evolves, so too has the tools that support this critical function. Unquestionably, automated platforms create a full, real-time profile of each partner’s performance on multiple dimensions – and also provide easy access to support tools such as Deal Registration and MDF. In fact, it’s hard to imagine channel managers functioning without these improvements.

  • Channel Mechanics provides a channel program automation platform that supports both the partner and the account manager equally and provides the data to enhance their working relationship so both parties achieve their mutual goals. Discover how our channel program automation platform can take the heavy lifting from managing your channel partners.

Talk to Channel Mechanics today and see how our channel program automation platform can transform your channel

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Have a Question?
Please get in touch with the Channel Mechanics team

Tel (US): +1 (408) 673 4008

Tel (UK): +44 (0) 20 8132 9860

Tel (IRE): +353 (0) 91 414070

Email: info@channelmechanics.com

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Have a Question?
Please get in touch with the Channel Mechanics team

Tel (US): +1 (408) 673 4008

Tel (UK): +44 (0) 20 8132 9860

Tel (IRE): +353 (0) 91 414070

Email: info@channelmechanics.com

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