What does a channel manager do?
A channel manager is responsible for supervising client relations within the assigned partner accounts. Channel managers handle the project management strategies to achieve clients' satisfaction by following their specifications and requirements. They manage marketing and promotional campaigns to improve brand awareness of the target market audience. A channel manager also oversees media relations techniques, as well as publishing digital content that would attract customers and generate more revenue resources for the business. A channel manager coordinates with channel partners for maintaining optimal performance and maximum productivity.
Channel manager responsibilities
Here are examples of responsibilities from real channel manager resumes:
- Use SalesForce to keep track of customers and prospective leads information.
- Manage social media advertising, SEO and PCP advertising as part of daily tasks.
- Manage and communicate with over 2600 VAR's/reseller accounts at industry relate conferences, user groups and tradeshows.
- Manage multinational marketing group in strategic marketing and channel development in the Americas, EMEA and APJK.
- Launch and manage the domestic distribution go-to-market channel strategy.
- Develop co-marketing business plans resulting in YoY growth with several manage partners.
- Develop and present ROI report-outs, KPIs, and evaluations to executive leadership and board of directors on a quarterly basis.
- Introduce a dashboard that highlight KPIs to guide the web marketing team to better understand customer funnel activities and marketing ROI.
- Report daily customer activity into CRM tool SalesForce.
- Nominate for most outstanding iCAM.
- Create new platform for go-to-market strategy.
- Research and implement a share contact management program for the Americas.
- Promote ads on Facebook and generate weekly reports to track analytics and performance of social media.
- Design, formulate, and construct software and services proposals for premise and cloud base business solutions.
- Build revenue-producing GTM plans, align global marketing resources, optimize marketing execution, measure revenue results.
Channel manager skills and personality traits
We calculated that 7% of Channel Managers are proficient in Customer Service, CRM, and Digital Marketing. They’re also known for soft skills such as Customer-service skills, Leadership skills, and Analytical skills.
We break down the percentage of Channel Managers that have these skills listed on their resume here:
- Customer Service, 7%
Managed creation / updating for 500+ card member communication documents for front-line customer communications within Customer Service and Banking organizations.
- CRM, 5%
Facilitated and negotiated partnership agreements with industry leading CRM manufacturers to increase market awareness and penetrate certified channel partners programs nationwide.
- Digital Marketing, 4%
Evaluated and developed new digital marketing channels.
- Business Development, 4%
Initiated and implemented business development plan, which focused on development of company's product portfolio.
- Channel Marketing, 4%
Developed and implemented quarterly sales promotions, channel marketing initiatives and launched a volume incentive rebate program across the channel.
- Cloud, 4%
Direct and Indirect sales efforts increased SaaS cloud based users by 230% in excess of 500 new users FY 14.
"customer service," "crm," and "digital marketing" are among the most common skills that channel managers use at work. You can find even more channel manager responsibilities below, including:
Customer-service skills. To carry out their duties, the most important skill for a channel manager to have is customer-service skills. Their role and responsibilities require that "when helping to make a sale, sales managers must listen and respond to the customer’s needs." Channel managers often use customer-service skills in their day-to-day job, as shown by this real resume: "delivered sales targets and customer additions through assigned partners and direct sales to enterprises. "
Leadership skills. Another soft skill that's essential for fulfilling channel manager duties is leadership skills. The role rewards competence in this skill because "sales managers must be able to evaluate how their sales staff performs and must develop strategies for meeting sales goals." According to a channel manager resume, here's how channel managers can utilize leadership skills in their job responsibilities: "defined program needs by working with executive leadership, sales, marketing, and product development. "
Analytical skills. channel managers are also known for analytical skills, which are critical to their duties. You can see how this skill relates to channel manager responsibilities, because "sales managers must collect and interpret complex data to target the most promising geographic areas and demographic groups, and determine the most effective sales strategies." A channel manager resume example shows how analytical skills is used in the workplace: "produced and analyzed quarterly indirect sales reports and generated quarterly licensing forecasts. "
Communication skills. A big part of what channel managers do relies on "communication skills." You can see how essential it is to channel manager responsibilities because "sales managers need to work with colleagues and customers, so they must be able to communicate clearly." Here's an example of how this skill is used from a resume that represents typical channel manager tasks: "developed and cultivated strong business relationships with key value added resellers and integrators of mci s telecommunication data/ip services. "
The three companies that hire the most channel managers are:
- Deloitte115 channel managers jobs
- Arrow Electronics64 channel managers jobs
- ADP20 channel managers jobs
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Compare different channel managers
Channel manager vs. Regional sales and marketing manager
A regional sales and marketing manager's role is to oversee a company's marketing operations, ensuring efficiency and smooth workflow. Their responsibilities include performing research and analysis to identify new business opportunities, gathering and analyzing data to determine the strengths and weaknesses of current programs and procedures, setting goals and budgets, assessing the performance of the workforce, and monitoring the progress of the different company branches within the region. Furthermore, as a regional sales and marketing manager, it is essential to lead and encourage the employees to reach goals, all while implementing the company's policies and regulations.
These skill sets are where the common ground ends though. The responsibilities of a channel manager are more likely to require skills like "customer service," "channel marketing," "cloud," and "channel management." On the other hand, a job as a regional sales and marketing manager requires skills like "regional sales," "sales plan," "sales objectives," and "business plan." As you can see, what employees do in each career varies considerably.
Regional sales and marketing managers earn the highest salaries when working in the automotive industry, with an average yearly salary of $100,223. On the other hand, channel managers are paid more in the professional industry with an average salary of $111,157.regional sales and marketing managers tend to reach similar levels of education than channel managers. In fact, regional sales and marketing managers are 2.1% less likely to graduate with a Master's Degree and 0.0% less likely to have a Doctoral Degree.Channel manager vs. Account executive/sales manager
An Account Executive/Sales Manager manages client accounts, building positive client relationships in the process. Part of their job is to secure sales, which requires them to conduct research and analysis to find new business and client opportunities, generate leads, offer products and services to clients through calls and correspondence, arrange appointments, and process payments. There are instances where they must assist clients by resolving issues and concerns, ensuring client satisfaction. Moreover, they are also responsible for developing sales plans and strategies while implementing the company's policies and regulations among staff.
Each career also uses different skills, according to real channel manager resumes. While channel manager responsibilities can utilize skills like "crm," "digital marketing," "channel marketing," and "cloud," account executive/sales managers use skills like "account executives," "sales professionals," "real estate," and "business sales."
On average, account executive/sales managers earn a lower salary than channel managers. Some industries support higher salaries in each profession. Interestingly enough, account executive/sales managers earn the most pay in the media industry with an average salary of $51,472. Whereas channel managers have higher pay in the professional industry, with an average salary of $111,157.account executive/sales managers earn lower levels of education than channel managers in general. They're 6.0% less likely to graduate with a Master's Degree and 0.0% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for channel managers in the next 3-5 years?
Bill Thorne
Executive Director of the NRF Foundation and Senior Vice President of Communication and Public Affairs of NRF, National Retail Federation
Channel manager vs. Product manager/sales
A sales product manager is responsible for monitoring the sales performance of a specific product and ensuring that the marketing strategies adhere to market standards and client requirements. Sales product managers work closely with the marketing and public relations team to enhance the product's brand image on various market platforms to reach the target audience. They also conduct data and statistical analysis to identify business opportunities that would generate more revenue resources and increase the company's profitability.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from channel manager resumes include skills like "digital marketing," "channel marketing," "cloud," and "channel management," whereas a product manager/sales is more likely to list skills in "product sales," "product management," "cycle management," and "project management. "
Product managers/sales make a very good living in the education industry with an average annual salary of $108,541. On the other hand, channel managers are paid the highest salary in the professional industry, with average annual pay of $111,157.When it comes to education, product managers/sales tend to earn similar degree levels compared to channel managers. In fact, they're 4.3% less likely to earn a Master's Degree, and 0.3% less likely to graduate with a Doctoral Degree.Channel manager vs. Business development sales manager
A business development sales manager is in charge of securing sales by reaching out to clients through calls, correspondence, or appointments. Their responsibilities often revolve around performing research and analysis to identify new leads and sales opportunities, offering different products and services, and creating proposals and price quotes for potential clients. A business development sales manager may also tailor payment plans, process billing, participate in various marketing initiatives, and produce progress reports. Furthermore, it is essential to ensure customer satisfaction and build positive relationships to strengthen the company's client base.
Even though a few skill sets overlap between channel managers and business development sales managers, there are some differences that are important to note. For one, a channel manager might have more use for skills like "digital marketing," "channel marketing," "channel management," and "cloud security." Meanwhile, some responsibilities of business development sales managers require skills like "business relationships," "salesforce," "cold calls," and "relationship building. "
Business development sales managers enjoy the best pay in the professional industry, with an average salary of $130,807. For comparison, channel managers earn the highest salary in the professional industry.In general, business development sales managers hold similar degree levels compared to channel managers. Business development sales managers are 2.4% less likely to earn their Master's Degree and 0.3% more likely to graduate with a Doctoral Degree.Types of channel manager
Updated January 8, 2025
