Building the Right Channel Skills

Successful channel account managers are built, not born, and a lot of their success can be attributed to how their company structures its channel program, defines goals, and evaluates current competencies in order to create a strategy that fosters growth.

Build trust with partners, creating win-win environments for both the vendor and the partner—not to mention the customer, advises Bixler.

he CAM 101 workshop leads participants through six modules:
Know Your Game and the Goal
Partner Alignment and Prioritization
Accelerating Partner Productivity
Understanding and Managing Multiple Channel Partner Goals
Marketing Through and with Channel Partners
Trends in Emerging Technology and Customer Experience

“Think about your most successful engagement, what would you want to repeat? It’s all about honesty, transparency, accountability,” Bixler said. “It’s not just how you make money but it’s how you’re profitable. You have to be good at communicating and articulating what you need. Partners are busy, they don’t have a lot of time. Be concise, consistent, and relevant. Stick with the plan.”

That strategy should include processes to build, manage and communicate across all partner levels, as well as plans to hold partners accountable for success too.

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