Channel Account Manager

Administration of a company's selling channels is a key role for Channel Account Managers. They're the glue between the business and its customer base and they're responsible for many different aspects of the customer journey. These accounts can be direct sales with customers or they can be indirect where the manager works with a partner company to help drive sales of the former company's products and/or services.

Education and Training

Most Channel Account Managers have an undergraduate degree in business or a related field. Some positions may require a master's degree. Those that have experience in sales or marketing typically have a higher hiring rate. Entry-level Channel Managers tend to work with just a few core clients to build a foundation before having more responsibilities.

Seasoned Channel Account Managers may take on small teams to help them manage an ever-changing landscape of clients.

Skills

Essential Skills

Channel Account Managers are strategic and results-oriented individuals. They have strong communication, coordination, and people skills. They are able to work independently and as part of a team, and they are able to manage multiple projects simultaneously.

Some of the essential skills for Channel Account Managers include:

• Ability to manage accounts from end to end.
• Ability to identify and pursue opportunities to increase revenue and market share.
• Ability to build and maintain strong relationships with customers and partners.
• Ability to develop and execute marketing and sales plans.
• Ability to manage budgets and track results.

Nice-to-Have Skills

In addition to the essential skills, Channel Account Managers may also benefit from having the following skills:

• Knowledge of the company's products and services.
• Experience in sales and marketing.
• Ability to negotiate contracts.
• Ability to develop and deliver presentations.
• Ability to work in a fast-paced, deadline-driven environment.

Day-to-Day

Channel Account Managers typically work in an office environment. They may spend time on the phone or in meetings with customers and partners. They may also travel to visit customers and attend trade shows.

A typical day for a Channel Account Manager may include the following tasks:

• Managing customer accounts.
• Developing and executing marketing and sales plans.
• Building and maintaining relationships with customers and partners.
• Identifying and pursuing opportunities to increase revenue and market share.
• Tracking results and reporting to management.

Challenges

Channel Account Managers face a number of challenges, including:

• The need to constantly stay up-to-date on the latest products and services.
• The need to manage multiple accounts simultaneously.
• The need to build and maintain strong relationships with customers and partners.
• The need to meet sales targets.
• The need to work in a fast-paced, deadline-driven environment.

Projects

Channel Account Managers may work on a variety of projects, including:

• Developing and executing marketing and sales campaigns.
• Identifying and pursuing opportunities to increase revenue and market share.
• Building and maintaining relationships with customers and partners.
• Negotiating contracts.
• Managing budgets and tracking results.

Career Growth

Channel Account Managers can advance to a variety of management positions, including:

• Sales Manager.
• Marketing Manager.
• General Manager.

Personal Growth Opportunities

Channel Account Managers have the opportunity to develop a variety of personal skills, including:

• Communication skills.
• Interpersonal skills.
• Problem-solving skills.
• Negotiation skills.
• Leadership skills.

Personality Traits and Personal Interests

Channel Account Managers are typically:

• Outgoing and friendly,
• Excellent communicators,
• Organized and detail-oriented,
• Results-oriented,
• Able to work independently and as part of a team

Self-Guided Projects

Learners and students interested in a career as a Channel Account Manager can complete several self-guided projects to prepare for this role:

• Take online courses in marketing, sales, and business.
• Join a professional organization related to sales and marketing.
• Attend industry events and conferences.
• Volunteer to help with sales and marketing initiatives for a non-profit organization.
• Develop a business plan for a new product or service.

Online Courses

There are many ways to gain experience and knowledge to help prepare for a career as a Channel Account Manager. Learners may choose to take part in online courses, such as:

• Marketing Channel Governance.
• Sales Training: Techniques for a Human-Centric Sales Process.

These courses may provide learners with the opportunity to develop and refine skills essential to the role of Channel Account Manager. For instance, they may help learners to understand essential concepts, such as developing a strategic approach to account management and building strong relationships with clients. Furthermore, through interactive lessons and assignments, learners may gain hands-on experience that can help them to apply these concepts to address challenges typically encountered by Channel Account Managers.

While online courses are valuable, learners should note that they may not be enough on their own to fully prepare for this career. To increase their chances of success, learners may wish to consider supplementing online courses with work experience and professional development.