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.

“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.

“Be a win-win advocate for your own business and your partners. You need the right skills and support from the company to do that,” Bixler said. “At the same time, I see a lot of CAMs shy about holding partners accountable, especially in onboarding. A key to success is to make sure partners are doing what you need them to do so you’re not doing everything. Come to the table with a program that allows them to do things on their own.”

More Info: what can you do with an a+ certification

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