Become a Certified Channel Manager
Become a Certified Channel Manager, get channel management training, master your craft, leverage industry best-practices, from the organization that has trained and standardized THOUSANDS of the world’s leading channel professionals for over two decades.
There are three main areas of training for channel management, sales and marketing. Each training course also includes one elective add-on course at no extra cost. At least one elective is required for each main course certification.
For example, if you work with a SaaS company, you can take the baseline Channel Management course but also elect to take the SaaS & Affiliates add-on elective. You may later take the Channel Marketing course, but also take the Retail & Online elective (allowing you to help another division (or a new company) with VARs, plus Retail and Online channels).
Main courses include:
Click HERE to download a PDF that shows how the MAIN courses compare to each other.
Industry Standards for a Certified Channel Manager
Below is a PDF that contains the Chanimal industry standards for channel management, channel sales and channel marketing.
These were proposed, reviewed, and accredited by the Chanimal Channel Advisory Council, which includes representatives from industry-leading channel professionals from top channel consultants, publications, analyst, and several of the world’s most successful companies in hardware, software, SaaS and services within the enterprise, SMB and consumer markets.
Certification Course Topics
Click the tab below for a brief overview of each training course. Click orange button, or the MENU above for the respective section to find out more details about each specific course.
About This Course
- General overview for ALL Channel Management, Marketing, Operations & Sales Managers of all types
- All levels. Some tactics (exact details on how to complete) are covered in much more detail within the Channel Sales, Marketing or Elective course.
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)
- 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
- 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
- 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
- ROI – Channel Program, Training
14) Resources (for You & Partners)
- Rep Firms – Retail to System Integrators
- Research & Publications
- Reseller Training
You’ll learn the specific differences for a SaaS product in the channel, including:
- Define your model. You’ll review traditional vs SaaS models, including the difference between affiliates, referrals, levels and even OEM. Plus, which elements of a partner program apply and which do not.
- Distributors. Why you don’t need a traditional distributor, but you may want to consider a SaaS specific distributor and market place. Plus, how they add value and what to look for.
- Pricing & Margins. SaaS products use a different pricing model. You’ll learn how to set your SaaS pricing, but also how to determine your SaaS margin including how much to pay, over what period to pay, who collects and who pays who and how quick to pay. You’ll see multiple examples and models making it easy to determine exactly where to set your margin.
- Recruiting. Learn how to find the right partners, how to contact and recruit them. You’ll also learn what they like and don’t like to see and elements that are critical to a SaaS partner.
- Affiliate Setup. If you refer only, you don’t need all the elements of a typical partner program. But you will need to consider form-based, vs affiliate software-based. Plus, select the right affiliate software, get it setup, getting connected to your shopping cart or referral page and more.
- Configure Program. You’ll review levels, payouts, policies, margins (and how to determine), the agreement, plus unique content (depending on product type and price point. You’ll create referral text, testimonials (tips), banner ads (or not), videos, sample landing pages (SEO), and applicable collateral.
- Affiliate Recruiting. How to identify the top market segments, associations, blogs, trade pubs, forums, plus the trick to get on the top of the major 50 directories, email campaigns and recruiting waves.
- Enablement. Which affiliates to avoid, how to get links, landing pages, videos and banners setup. Plus, creating special webinars and events for affiliates to announce, newsletters, affiliate recognition and more.
The course is very hands on and we’ll enter systems, view samples and screens. The online version will contain videos of PowerPoint, but also tactical setup in other systems.
Pricing – for Certified Channel Manager
Chanimal University courses are comparable in price to courses and certifications from other professional organizations. For example:
- Pragmatic Marketing (product management and product marketing) $1,195 plus $995 per additional course (similar to electives) – so $2,190 equivalent (Chanimal University includes the first elective).
- Social Media Manager Certified cost $2,490 for the training and test.
- The National Association of Sales Professionals (NASP) charges up to $6,000 plus the training and certification exams.
Chanimal University costs:
- Certified Channel Manager
- The fundamental baseline course on channel management.
- Certified Channel Sales Manager
- For channel sales that recruits, sells into, & sells through partners
- Certified Channel Marketing Manager
- For marketing that does positioning, pricing, and promotions with partners
- Certified Channel Manager Professional
- Prerequisite CCM, plus evidence of both knowledge and skills.
- Certified Channel Manager Professional
- Prerequisite CCMP, CCSM, CCMM and ALL electives plus instructor course.
- ELECTIVES – Free with any main course.
Cost for each Add-on elective.
- Add-ons require a base certification–same cost for each elective.
100% Money-Back Guarantee – No Risk
Any course from Chanimal University includes a rock solid 30-day money back satisfaction guarantee. To claim you must not have completed more than 50% of the course and must request a refund within 30 days from the day you enroll. Your refund will be returned in the same manner as your original payment (typically PayPal, VISA, etc.).
Contact Us if you are not completely satisfied for any reason for a full and pleasant refund.
FREE Certified Channel Manager Bonus Resources
In addition, the coursework includes over 100 industry best-practice templates, samples and instructions (used to build some of the world’s most successful partner programs) for all stages of the reseller program. Below are examples of the content available within the certification courses.
You get everything you need to handle almost any channel issue you ever encounter. Chanimal is the only place in the world that has this volume of proven content (created and refined from over two decades refining and compiling industry best-practices)–and it is all included at no extra cost as part of the Chanimal University Certified courses.
“A FANTASTIC course. So much valuable information for Channel Managers at any experience level. The added files you can download are a huge benefit… this course is a MUST.”
“Great education – unbelievable depth of content here. It is more than just a certificate – It is an MBA in the channel!”
I especially like the depth of content, the enthusiastic style, and the over 100 included best-practice templates, samples, and worksheets. It should be a required course for every channel manager.
This course has been entertaining, insightful and I’ve learned so much about how to optimize my channel management skills! Best channel marketing course ever!
The courses are fantastic not only providing in-depth analysis of what has and hasn’t worked in the past but providing unique lessons on how to be successful. Highly recommend.
“We had a $275 million DELTA sales increase the following quarter after training.”
“This course is easy to follow yet provides incredible depth on the ins and outs of channel management. Thanks to it, I have never been more confident in my ability to develop and maintain a successful channel marketing program.”
Chanimal University is the most thorough, informative approach to building a successful channel marketing program that I have ever come across. Quite simply, it’s brilliant.
“I am on an amazing journey of discovery..as we design our reseller channel program.”
“…has given us a dramatic head-start in setting up a competitive reseller program.”