Description
Industry’s FIRST, #1 Best-Selling Channel Training & Certified Channel Management program (with over 10,000 channel managers trained). Covers SaaS, 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 Manager Training
This channel manager training is one of the MAIN courses to be a Certified Channel Manager, for channel sales, channel marketing, 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
It is the most comprehensive channel manager 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 primary 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 Manager Training
Certified Channel Manager 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.
All courses are reviewed by the Channel Advisory Council that sets industry standards for channel manager training. All courses teach toward those standards.
Course Outline – Certified Channel Manager 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
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