There are only a few groups that do training—although one is a light add-on to their direct sales training, and four of them white label their channel training through Chanimal—the keeper of industry best-practices for over 20 years.
How Does It Compare?
A relatively recent company is the Channel Institute by Michael Kelly. His classes are described for “those new to channel management, or those moving into a channel management role for the first time.” He is a nice guy, has well-produced videos with some nice graphics, and his courses are mainly online and non-interactive.
His class description specifically states, “Our focus is on entry-level training for channel management and channel marketing.” It says it dovetails into more advanced training and consulting. I would compare it to an Associate Degree (general classes, but not very deep with few tactics).
In contrast, Chanimal University is the most advanced channel training in the industry. It covers introductory to ADVANCED channel management, channel sales, and channel marketing. It would be equivalent to a bachelor’s, masters, and finally a PHD in channel management–with the certification, the pro, and the instructor levels (plus electives to drill-down into vertical tactics). It is MUCH more in-depth and includes both the strategy and hands-on tactics. It also cross-trains your team across multiple channel types (since many companies cover from retail to SaaS to Enterprise).
“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
Trained over TEN Thousand
In addition, Chanimal University has trained over TEN thousand channel managers (versus a few hundred)–often up to 150 at a time in 3-day workshops (including training some of the most senior channel leadership in the industry) live on-site and remotely worldwide over the last two decades.
Chanimal University training has been used to create, define, recruit and build some of the most successful channel programs from some of the largest brands in the world in almost every market and channel segment (Apple, Microsoft, Adobe, Citrix, Sony, Intel, Epson, Motorola, GE, Netscape, Big Commerce, AOL, Survey Monkey, IBM, Disney, Red Storm, Corel, Aldus, AMF, NEC, Canon, Novel, Toshiba, Lotus, and more).
The cost is similar, but Chanimal University is the world’s first certification, #1 Best-Selling training, is MUCH more “been there, done that,” as the industry gold standard, accredited by the Channel Advisory Council, and is taught by one of the most seasoned and successful channel professionals in the entire industry (aka, “Chanimal” short for channel animal), and now… it is available online.
Welcome to Chanimal University!