In order to have a topflight sales organization, you need a strong sales channel. When your sales success depends on distributors and partners, you need an internal channel account manager with the right skills to oversee third-party sales.
If you are used to having a direct sales infrastructure, you may not understand the talents that are required of a successful channel account manager. In addition to understanding sales, you also have to be a sales strategist, trainer, coach, negotiator, diplomat, and referee. When you are managing an internal sales team, the team has a common goal—to drive sales for your business.
A channel manager’s role is more complex because it requires accommodating the business needs of channel partners as well as the success of the supplier. It’s a balancing act that requires finesse and additional skills.