Description
Industry’s FIRST, #1 Best-Selling Channel Management Training & Certified Channel Manager program (with over 10,000 channel managers trained). Covers SaaS, Software, Hardware, Retail, Soho, Enterprise, and Online Channels strategy and core tactics.
Click HERE (opens in own window) for a detailed description and course outline. Click HERE to view more in-depth review from one of the Channel Managers that took the new ONLINE course.
Certified Channel Management Training
This channel management training is one of the MAIN courses to be a Certified Channel Manager, for channel sales, channel marketing, AE’s, Managers, Directors and VP’s who are responsible for overall Channel Management.
“Great education – unbelievable depth of content here. It is more than just a certificate – It is an MBA in the channel!” Jay McBain, Principal Analyst – Forrester (2021 Channel Influencer of the Year)
It is the most comprehensive channel management training and covers channel sales, channel marketing, and channel operations. It is not as tactical as the sales and marketing sections, but it contains the core curriculum and is typically the first course taken for all channel management.
If you can only take one, then this is the main course to take. Click HERE to see a PDF that compares the different Certification Courses.
Problems
- You’re new to the channel–and need to know what and how to do your new job
- You’ve done sales, but never touched the channel. Or, you did channel marketing–but need to know how it works with channel sales
- Or, you were in SMB, and need to know how the enterprise channel works (or vice-versa)
- Perhaps you lead the entire global organization and need to level-set all your teams
- Maybe you’re a channel superstar, and cover channel marketing and channel sales, so you’re looking for new ideas to hit your numbers
Perhaps you should consider…
Solution – Channel Management Training
Certified Channel Management training, by Chanimal University ™, the industry’s first institution to offer accredited channel certifications, and is the most widely-used global training and standards organization over the last two decades–having trained over TEN THOUSAND channel manager professionals from some of the tech industry’s most successful Fortune 500 companies (Intel, Microsoft, Apple, Toshiba, VMWare, Epson, IBM, plus folks from tons of start-ups).
All courses are reviewed by the Channel Advisory Council which sets industry standards for channel management training. All courses teach toward those standards.
Course Outline – Certified Channel Management Training
1) Channel Management Defined
- Industry terminology
- Direct vs Indirect Channels – Why Use a Channel?
- Reseller continuum – models by type
- Purpose for distributors – Pros & Cons
- Alternative channels (Affiliate, OEM, Alliances, Affiliate Publishers)
- Channel by product type & geography
- Competitive channel analysis – Best practice
2) Preparing Your Company & Management for Change
- Channel Success & Failures
- Educating Management – Proper Expectations
- Channel Mentality – Us vs Them
- Smooth Transition from direct to channel
- Areas of Control vs Influence
- Roles of channel sales & channel marketing
- Minimizing channel conflict
- Aligning Channel Compensation – models
- Roll-out phases and typical timelines
3) Phase I – Defining (or re-defining) Channel Program – Elements
- Four phases of a channel program
- What resellers look for when selecting a vendor partner
- Partner Program Checklist
- Levels – purpose, delineators
- Portal, Matrix, White Papers, PowerPoint, Forum, Collateral
- Tech & Sale Support (training, evals, RMA, Configurator, Certification)
- Lead Gen – leads, Bud desk, Reseller Locator
- Policies: Leads, MDF/Co-op, Certification, NFR
- Deal Reg – vs Territories
- Requirements & Partner Experience
4) Phase II (Part I) – Program Setup (systems, policies, process)
- Partner profile, type (vertical, affiliate, lifetime deals, online-retail-VAR-MSP-SI, OEM)
- Portal / PRM – how to select, set up, key elements
- Reseller application – information to capture (partner profiling)
- Reseller & Distributor Agreements – key elements
- Policies: Leads, MDF/Co-op, Locator, Deal Registration, NFR, RMA
- NFR process, special promotions, jump-start
- Reseller Type/levels/Margins & How to Pay
5) Phase II (Part 2) – Content – Overview
- Competitive Matrix
- Product positioning (3-5 reasons to buy)
- Persuasive document – How to Articulate
- PowerPoint – Reseller specific
- 25/50/100 word description
- Market Info, Graphics, white papers, case studies, videos
- Pricing and Price List – Margin details, how to pay
- Demo Scripts – Product & Portal
- SEO – landing page
- Training & Certification
- Retail (Kits: sell sheets, disti numbers, POP, specials)
6) Phase III (Part 1) – Recruiting (Strategy)
- Decisions – do it yourself or outsource? Pros/Cons
- Affiliate Publisher Models (Netscape, AOL)
- Aggregators
- Navigating distribution agreements
- Creating the reseller profile (Ideal Partner Profile (IPP))
- Partner Optimizer – perfect matchmaking
- Guerilla/Chanimal approaches to recruiting
- Competitors & Alliances
- Recruiting – what really works
- Alternate channels – affiliates, retail, OEM, rep firms
7) Phase III (Part 2) – Recruiting (Tactics)
- Building Your Database
- Best sources to find resellers
- Software to capture names
- Direct response format (e-mails, postcards)
- Persuasive Format – articulate / examples
- Recruiting national and Regional
- Recruiting independents – Marketing campaigns
- Email, PR, Advertising, Direct Response, Events
- Roadshows (alliances)
- One-on-one phone dialogues
8) Phase III (Part 3) – Recruiting Alternative Channels
- Agents
- Major Accounts (Accenture, IBM Services, CapGemini, CDW)
- Original Equipment – OEM
- LifeTime Deals
- Distributors & Market Places
- Retail (local, regional, national)
- Online resellers & Mail Order
- Affiliate Recruiting
- Alliances – as a channel
9) Phase IV (Part 1) – Enablement
- Channel Care vs Neglect
- Initial Onboarding – Follow-up Worksheet (Tracking)
- Acceptance process
- Orientation Meeting – How to Get Attendance
- Marketing Meeting – Plan of Action
- SEO Landing Page & Email Campaign
- Quarterly promotions & Thank You responses
- Newsletters and Promotions
- Refine Levels, set Quotas & Certification
- Ongoing Training – Product, Sales, Marketing
10) Phase IV (Part 2) – Channel Motivation
- Three phases of a new reseller
- Creating loyalty within the channel
- What works – spiffs, rebates, contest, NFR’s
- Field Management – model calls & coaching calls
- The Game of Work – tracking
- Integration – inside sales, field sales, FAE’s, channel sales
- Channel maturity – weeding out non-producers
- Increasing dedication & barriers to entry
11) Refining or Fixing Your Program
- 360 Review Analysis
- Creating & leveraging a reseller partner council
- Ongoing recruiting – replacing non-producers
- The plan of action – details with timelines
- Q & A to address common channel questions
12) Channel Sales – Overview
- Prospecting
- The Approach & Voice Mail
- Presentation Skills & Persuasive Demos
- Group Presentations
- Price Savings Build-Up
- 3rd Person Selling
- Closing Techniques
- Overcoming Objections
- Sales Management (quotas, game of work, goals, motivation)
13) Channel Operations
- CRMs, PRMs, other Software Systems
- Industry ratios, time lines, expectations (Accenture 2017 study)
- Forecasting models
- Budgets
- ROI – Channel Program, Training
14) Resources (for You & Partners)
- Websites
- Rep Firms – Retail to System Integrators
- Software
- Research & Publications
- Consultants
- Reseller Training
This is an IN-DEPTH course that bridges the gap between theory and practical implementation of effective strategies. All strategies are based on data and years of experience in the field. You get insights into Ted’s specialized expertise in Channel Marketing with a virtual TON of resources. Highly highly recommended!
Joanna Ellis
Channel Manager
High Level Marketing
Loved this course. So much in-depth knowledge about Channel Managing and I learnt a lot. There is more than just one way to do my job and they just showed me how. Looking forward to putting this into my job and helping increase sales and opportunities.
Rob Bolt
Auto-ID Channel Manager
Toshiba
Thank you so much! This was so helpful – a refresher and completely new information rolled into one great course! I appreciate the course being interactive. I also enjoy how informational it is, without seeming too overwhelming.
Samantha Hart
Channel Sales
TouchPlan
Great way to get acquainted with the channel world and use a step-by-step guide to start a program from scratch!
Casey Clark
Mobile Mind
This is the 2nd time I have had the privilege to work with Ted, on both occasions he led us to victory!! This time around I took the Certified Channel Manager course and it was so practical and useful that I would recommend it to anyone who wants to be successful (no matter how much experience in the field you have), because THERE WILL BE SOMETHING YOU CAN LEARN!
Ted thank you very much!!! I hope to stay connected to you both personally and in my growing career.
Tony Burgireno
Channel Sales Manager
HIGHLY recommend! The Channel Management Certification created by Ted Finch is a must whether you want a career in Channel Management or have been working in Channel Management for years – you’ll absolutely gain more knowledge, expertise, and an abundance of resources through this program, regardless of your experience level.
The best part? Every module is engaging thanks to Ted’s level of charisma, knowledge, and expertise – you just want to keep learning!
I’m looking forward to acquiring additional certifications with Chanimal University!
Imogen Fannon
Excellent course filled with Ted’s tried and tested methods for product success. It’s easy to follow and includes all the resources you need. Very well structured and full of priceless resources to build a successful channel.
Melissa Combrink
Marketing Manager
ValuSource
I highly recommend the Certified Channel Management course provided by Chanimal! I learned so much and can’t wait to learn more.
Kate Collins
ManoByte
I thoroughly enjoyed the CCM course, it covers all of the areas you need to know about and Ted does an excellent job of breaking it all down into bite-size chunks! I look forward to working my way through the electives & the other courses on offer!
Liam Kilcline
Channel Mechanics
As someone building a program from scratch, this course has brought a ton of clarity and direction to me. A month ago this was brand new to me and now I feel well prepared to begin building. In addition to providing more resources than you’ll ever need, Ted also makes himself readily available for questions and help along the way. Truly a 5 star course.
Mike O’Connell
Channel Manager
Thankview