Become a Certified Channel Manager ™
Chanimal University ™ (the industry’s foremost training & standards organization) provides the world’s first, best-selling, and most rigorous channel training and the industry gold standard Certified Channel Manager ™ program, available LIVE or online (new), that trains, tests and certifies your channel, sales, and marketing knowledge.
“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
It includes the core channel management, sales and marketing curriculum–plus unique strategic and tactical electives for retail, SaaS, online, affiliates, OEM, alliances and more.
The Chanimal training has been used by individuals, start-ups and many of the world’s largest, most successful multi-billion dollar companies to train, standardize and level-set their channel teams to build world-class channel programs (including custom training for specific groups).
There are several main training courses, along with multiple electives–plus the associated certification tests.
Electives is another FIRST and are unique to Chanimal University and the associated certifications–and critical to many companies (where the same VP of Channel Sales may sell a $3 consumer light bulb sold through Wallmart, or a $2 million enterprise security system sold to Fort Knox by a massive System Integrator (think GE)). Plus, Chanimal University is the first to include a LIVE lab every Thursday to answer questions or discuss your real channel issues.
In contrast, other channel manager training courses have to stay high-level to cover enough channel types (think high school or general ed college classes), so they barely drill down and cover any “practical” channel tactics. Others are typically referred to as, “good basics for a channel manager,” while Chanimal contains the meat, the substance… the difference that makes good channel programs greeaaat!
Chanimal is the undisputed world’s largest strategic and tactical channel resource that has been used to educate and standardize some of the top channel leaders for over two decades.
The curriculum is guided and directed by the Channel Advisory Council, which includes proven channel leaders from hardware, software, SaaS, and services within the enterprise, SMB, and consumer markets.
Chanimal University is the leading training body for channel professionals worldwide & has trained over 10,000 channel managers on standardized best-channel practices, including conducting the “white label” channel manager training for several other organization’s programs.
Chanimal, Inc. has helped define, build, or grow over 600 of the world’s largest and most successful channel programs and has been quoted extensively in almost every major high-tech channel book and publication world-wide.
The leadership co-founded and lead a channel launch team that grew to over 4,000 channel managers, could deliver over 80,000 channel presentations on-site each WEEK, and executed over one MILLION channel promotions.
No “theory-only” here… this is the mother-load for creating channels and is the repository of tried and tested industry best practices.
Channel Manager Training – Course Topics
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 training 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.
In addition to the main subjects (which each covers reseller to enterprise, software to SaaS to hardware–in general), there are electives to concentrate on areas specific to your current role–critical when you consider how different channel management is from online to retail to enterprise. The main curriculum cross-trains and exposes you to some of the other disciplines, but the electives help you get much deeper and more tactical in the areas that are most relevant to your day-to-day job.
Regardless, you can also take additional electives (simultaneous or later) to prepare for future roles (if you change positions, companies or get promoted). Plus, if you are a director to VP level channel professional in many of the large companies (like GE, Motorola, Microsoft, etc.) you may have to learn all channel types to cover all your applicable markets.
Elective groups include:
The electives are comparable to getting a marketing degree with an emphasis in advertising, or a doctors degree with an emphasis in pediatrics–you get the general channel baseline within your main course, plus tactics within the electives that are specific to your exact role.
Purchasing Additional Electives
Each primary channel manager training course includes one elective group free. However, you can also purchase any of the other electives separately. This is valuable if you are trained in one channel discipline, but later move to another, or your company wants to expand into additional channels.
For example, you may move from one division that sells into retail, then shift to another with a referral-based SaaS program, or later you may sell into the OEM channel. If you are a Director to VP Level–you should know every channel type your company covers (or how can you model it or know if it is being executed correctly). Regardless, of your role or channel type, we’ve got you covered.
All electives require at least one of the main courses as a prerequisite (since each elective builds on the prior core channel training).
Some folks just want to get trained in the channel–which is fine (you don’t have to take the test and will get an official Certificate of Completion for each course). However, you must pass the test to validate your knowledge if you wish to get the associated certification. The test is included as part of the course.
Even still, the certification does not require the course–you can test out if you can pass the exam. Regardless, the tests and certifications validate that you learned the material, plus they help you stand out, help your overall career development, and confirm to your company that you know your craft.
Following are the available certification tests:
- Certified Channel Manager ™ (CCM). Requires knowledge of all the fundamentals through advanced channel concepts – Resellers, VAR, SI’s. Includes the Gold Certificate with a Silver Seal. More info…
- Certified Channel Manager Professional (CCMP). Requires CCM, plus evidence of both knowledge and skills (you must submit samples, results, and specific evidence of growth and success). You have up to six months after passing your CCM exam to submit the required verification. Includes a new, upgraded Gold Certificate with the Gold Seal. More info…
- Certified Channel Manager Professional Instructor (CCMP-I). Requires CCMP, CCSM, CCMM and all electives as prerequisites. It also includes additional course material on instructional methodologies, metrics and building a consulting practice. You are then certified to instruct and consult with channel clients–in all tech industry segments. Includes the Platinum Blue Certificate with Silver embossing, along with the Gold Ribbon Seal. More info…
- Certified Channel Sales Manager (CCSM). Requires knowledge of the channel sales process, soft and hard sales skills, sales management, best-practice demo techniques, model calls, coaching calls and sales by the numbers. Includes the Green Certificate with Gold embossing. More info…
- Certified Channel Marketing Manager (CCMM). Know how to setup a competitive channel program, which mass marketing approaches help recruit, setting up and manage direct response campaigns, plus how to help partners sell (from SEO landing pages, PR, events, to lunch and learns–digital and traditional). Includes the Blue Certificate with Gold embossing. More info…
- Elective Certificates. Each elective covers cross-training in BOTH channel sales (sell-in) and channel marketing (sell-through)–so they are applicable as an add-on for the Channel Management, Channel Sales and Channel Marketing courses.The main difference between electives is the market segments–which can involve drastically different tactics. For example, retail requires sell-in to specialty buyers, packaging, MDF/Co-op, POP, end-caps, plan-o-grams, logistics, and wholesale distributors – while OEM requires negotiation skills, performance clauses, legal agreements, and often start with alliances and co-marketing). More info…
Following are available electives:
- Retail & Online – Certificate. Validates retail and online channel knowledge. It includes a Siver Certificate, plus a blue ribbon designation added to your main certificate.
- SaaS & Affiliates/Referral – Certificate. Specific for SaaS and Afilliate/Referral programs. Includes a Silver Certificate, plus the red ribbon designation added to your main certificate.
- Direct Sales & Professional Services – Certificate. Includes hard and soft sales skills (approach, presentations, objections, closing), plus selling product and professional service. Includes a Silver Certificate, plus the green ribbon designation added to your main certificate.
- Alliances & OEM/White Label. Teaches how to determine the best alliance types, select the right partners, how to pitch the alliance, and generate an actionable plan of action. Also, how to convert many alliances to OEM partners, negotiate the deals and more. Includes a Silver Certificate, plus the yellow ribbon designation added to your main certificate.
You can complete the Chanimal University training or you can “test out” for the same certification. Chanimal is not the only channel, marketing, and sales resource–so you can get credit for other sources or real life experience–so long as you can pass the exam.
Channel Manager Directory Listing (optional)
All channel managers that pass the tests have the option to be listed as a Certified Channel Manager ™ along with their designated certificate type at CertifiedChannelManagers.com.
Those achieving the highest Instructor level are shown on the Leader Board within the Chanimal University Hall of Fame. This makes it easy for employers to find a qualified channel manager, channel sales manager, channel marketing manager, or consultant to help them build their own channel.
NOTE: Actual certificates may look slightly different than those shown.
Chanimal University – Hall of Fame
Welcome to the Chanimal University Hall of Fame!
When you have achieved all levels of channel management training (CCMP-I)–you are inducted into the Hall of Fame. All Hall of Fame members get their names and credentials in the honored TOP position of the Certified Channel Manager’s directory.
Select CCMP-I members may also be invited to sit on the prestigious Channel Advisory Council ™–validating world-wide standards for channel management.
Your ultimate objective is to be able say, “I am a Certified Channel Manager Professional, Certified Channel Sales Manager, and Certified Channel Marketing Manager, with certificates in SaaS, Affiliates, Retail, Online, OEM, Direct Sales & Professional Service channels.”
Now THAT is a lot of channel expertise–something every employer and channel pro should seek.
If you decide to complete the final course, you are accredited as a Certified Channel Manager Professional Instructor level and are able to teach Channel Management and uphold the rigorous Chanimal University standards throughout the industry.
The Certified Channel Manager Professional Instructor (CCMP-I) is the highest, most prestigious level.
It is the PHD-Top-Gun-Eagle Scout-Black belt-Master – the ultimate Channel Professional level and signifies to your peers & the entire industry that you are the best-of-the-best with extreme competence.
It also entitles you to be on the prestigious leader board within the Chanimal University Hall of Fame!
Live Channel Manager Training
You can attend the live Channel Manager Training workshops (testing available afterwards or later online), or learn piece-by-piece at the free or highly discounted systematic Webinars (it just takes a LOT longer), Seminars or Lunch-N-Learns (it doesn’t matter where you learned it–so long as you know the material).
Emphasis is on the hi-tech industry, but the concepts still apply to most other industries, and they all include software, hardware (consumer electronics and enterprise), some SaaS and services with resellers, VARs, VADs, MSPs, agents, distributors, country managers, and system integrators. There is also an option to take electives that cover specialties like online Internet, brick and mortar retail, or sales focused training–depending on your market and role.
You can view the calendar for live events and certification dates. Also, check out SaaS University–there is often a joint SaaSMAX (Partner Optimizer) / Chanimal Workshop and Certified Channel Manager certification available in conjunction with the seminar.
Online Channel Manager Training for Certified Channel Manager (NEW!)
Chanimal has taught live for decades, but it also has a NEW Learning Management System (LMS) that is self-paced, available 24/7 and is 100% online that includes the coursework (text, documents, samples, templates, videos and live chat interaction), testing, certificates and more.
This is NOT boring (like many online channel manager training courses), but is broken into numerous short, dynamic modules that are intense and contain a LOT of information. If you’re in the channel, it’s pretty exciting since there is a lot of tactics that show how to make your channel a success.
If the format were described in a word… FUN! If it is not good, exciting stuff–you don’t want to review it–and we don’t want to teach it.
The course follows the Stephen R Covey pedagogy and is designed to help you internalize the content: a) Each section is introduced with a video, b) followed by supporting materials to read, and c) include the associated templates and support documents. Each section then has a short quiz to ensure you retain the concepts. It is also encouraged that you teach someone the concepts after each lesson.
Since each section is short, and the system remembers where you left off, you can take the channel manager training modules in short burst during occasional work breaks, lunches or even while commuting (with rail, taxi or subway and high-speed wireless internet).
Option to Test Out – Online
There is an option to test out of the channel manager training. If you are experienced, or you have attended all the monthly channel webinar classes (it can take you a year–but its super affordable), then you can take a pre-test (no cost) to see how you will do and which areas you might need to shore up before trying to test out.
You can take the actual channel manager training test for a modest fee. If you pass, you only pay for the certification (which is much less than the course), but do not have to buy the course credits. However, you won’t have the over 100 included templates, documents and samples that are included with the normal paid course.
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 channel manager training course. Click orange button, or the MENU above for the respective section to find out more details about each specific channel manager training 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 Training
Chanimal University channel manager training 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 channel manager training 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 Training Bonus Resources
In addition, the channel manager training 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.
- PowerPoint Reseller Template – not the same as your typical in-house presentation
- Agenda for Partner Marketing Plan meeting – sample/template
- Channel portal copy – all the copy, policies, agreements to populate your portal
- Channel Manager Interview Questions – for when you need to hire a full-time channel person
- Roles of the Channel Team – so you can see how channel marketing, channel sales and direct sales interact
- Reseller Quiz for NFRs (sample/template)
- Distribution models – explains the roles and typical margins for Retail, Online, OEM, VARs, MSP, MSSP, Authorized – Platinum, white label, Agents, Wholesale Distributors, Hybrid Distributors (sell to partners and direct), Affiliates, Referral Partners, VADs, Consultants and Rep Firms
- Reseller Database Creation Instructions
- Channel collateral samples & instructions (POP, Packaging Guidelines & samples, Sell Sheets, Product Slicks)
- SEO for partners (including landing pages samples – how to get #1 listing)
- Sample Reseller & Distributor Agreements
- 45 page Channel Sales Manual
- 33 page Channel Sales Management Manual
- Defining Your Partner Program – worksheet that shows all elements of a VAR program
- Follow Up – Orientation Email – to get your partners to attend orientation
- How to Setup the Reseller Portal (8 pages of detailed instructions)
- Portal Demo Script – shows what you should cover during your orientation
- Product Demo Script (template, samples, instructions)
- Reseller Approval Email (template) – list levels, orientation, login instructions
- Reseller List – Sources for databases
- Sample Marketing plan and templates
- Competitive analysis instructions, template and samples
- Persuasive format – how to articulate your positioning (instructions and samples)
- Alliance worksheet & PowerPoint
- Pricing presentation, instructions and templates
- Positioning video & PowerPoint
- Branding and naming rules
- Industry ratios and stats
- Ombudsman instructions, templates and samples
- 1,000 plus item detailed Master Plan of Action
- Sample reseller press release and channel PR database
- Reseller Promotions Pick List – to help jumpstart your reseller promos
- Reseller Landing Page – template/sample
- Reseller Product Introduction Email – for resellers to introduce the product
- Partner Follow-Up Worksheet – contains the complete workflow for working with partners
- Partner Program Checklist – a checklist for all the channel setup, along with avg times to complete
- How to Determine Margins – how much, who pays who, when to pay, etc.
- Phone Dialogue to Recruit Resellers
- Orientation Checklist for a New Channel Person – for when you have to spin someone new up on the channel (terminology, what works, what doesn’t, routes to outside sources)
- Reseller Sign Up Process – step by step setup within the portal
- Market Information Template & Samples – what a reseller needs to know about your market space
- Download Email Response & Lead Schedule – 7 step process from downloads to sending the leads to your partners
You get everything you need to handle almost any channel issue you might encounter. Chanimal is the only resource in the world that has this volume of proven content (created and refined from over two decades refining and compiling industry best-practices and channel consulting with over 600 companies)–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.”
Frequently Asked Questions – FAQ
Which course should I take first?
It is recommended that you take the Certified Channel Manager (CCM) first. It is the most comprehensive and gives you most of what channel managers need to succeed with their job (marketing, sales, GM) need). MOST channel managers do about 30% of their job–they don’t know the difference and don’t know what they should be doing better–this is the material used for over a decade to train thousands of channel managers. It is the equivalent of an undergraduate Bachelor’s degree.
Then, I would take the specific discipline that you need the most. Channel Sales and Channel Marketing cover the high-level roles, but both dig DEEP into the hand-to-hand tactics of getting the job done. The specialties would be like a master’s degree level.
In addition, each of the three main courses includes one free elective. You would start with the area you are working on currently–then expand. Being cross-trained in all the disciplines and channel types makes you incredibly mobile within your own company (moving up the ranks, across divisions) and with future companies.
How long does it take to complete the course?
The Certified Channel Manager training course is the most comprehensive. It was derived from a 3-day, 8 hour a day, course used to train thousands of channel managers on-site. It contains 32 videos, along with per-lesson written content and samples and takes apx. 24 hours to complete. Most of the lessons are bite-sized and can be taken in 30 minutes each (so you can complete the course during lunch hours if desired).
Is there a group discount?
Yes. Chanimal University offers the following group discounts for courses enrolled from the same company at the same time (percentage discount off the group total):
- 3 – 5 people. 20% discount.
- 6 – 10 people. 25% discount.
- 11 – 25 people. 30% discount.
- 26 and above. 35% discount.
Please Contact Us for additional questions.
What is the ROI for Certification?
ROI for Certification
The easiest way to justify the cost for channel manager training is to role the numbers:
- Assuming after just one course, you are able to hire or re-activate just ONE new reseller because of what you learn
- They sell just one new customer every quarter = 4 customers per year
- You have a SaaS application & the avg deal size is $100/month – that’s $1,200 per year x avg 2.5 years per customer = $3,000 revenue per sale
- So the single reseller is worth 4 sales, or $12,000 per year
- If the avg reseller stays onboard for five years = then you make $60,000 lifetime revenue for every reseller
- If your cost for the initial Certification course is $2,000 – then you get a 30x return!
- If you are able to hire 100 new resellers (many trained channel manages go on to recruit hundreds if not thousands of new partners), instead of just one, with what you’ve learned? That 60k x 100 – $6 million in revenue for a $2k investment. That is a 300 x return!
- For comparison, in a software company, with a 20% gross margin–you need a 5x return on your marketing promotions to get your money back and break even. If we compare your channel return to a display ad, we realize that many ads only generate a 2.3x return. Even a good ad will typically only generate a 13x return (so 300 x return is one of the highest ROI you will ever get).
The return for channel programs overall is the highest ROI of any marketing activity–so any investment in channel manager training typically gets incredible returns. You may want to use this example when trying to convince your management to invest in your training.
What if I don’t pass the test? Can I re-take it.
Yes. Once you pay for the course you have access to the system and materials for 12 months (access to the course resources for life). You can re-take the test as many times as needed until you know the material well enough to pass the test.
Please contact us if there are unusual circumstances and you need more time.
How do I get a refund if I’m not happy?
100% Money-Back Guarantee – No Risk
Any course from Chanimal University includes a rock solid 30-day money back satisfaction guarantee as long as you have not completed more than 50% of the course. You must request a refund within 30 days from the day you enrolled. 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.
How do I ensure my employee finishes & leverages the course?
The “Do as Little as Possible” Employee
I have seen some employees that have the course paid for them by their employer and try to rush through the material, without covering the auxiliaries, or downloading all the content–anything just to finish, with or without the certificate. Unfortunately, many of these don’t do much to internalize the material and don’t apply it with their work.
Fortunately, it is a two-part program. The Certified Channel Manager course is part 1–the book learning.
Part 2 is the optional (but valuable) PRO designation…street learning–validating that the employee learned the material by applying the concepts. Your channel program is thoroughly evaluated and compared to a checkbox of best-practice criteria taught in the course. If it passes, then so does the student–if not, the student can review the prior course. Plus, part 2 includes support and consulting to make sure your program follows best practices. Only then will this next “Pro” level be rewarded–this ensures full value for the course.
The Slow Poke
I have also seen others that daddle and can take months to cover material that should have taken weeks–no matter how good or engaging the material. In this case, it takes too long for the company to realize the value they expected.
Skin in The Game
Both groups have taken it for granted when paid for by the company. They typify the phrase, “what we obtain too cheaply, we esteem too lightly.” An approach that solves this problem is to charge the employee a token amount (perhaps $100) and they can get their $100 back if they finish the course within 30 days–plus you expect the implementation of the concepts taught within the next 30 days. Another approach is to offer it for free for the first 30 days–then they pay $10/day after that until completed. Either way, the employee is much more diligent when they’ve got some skin in the game.
Can I share what I learn?
Yes. It is common for a company to have one person take a workshop and return to train the team (often a two-hour lunch-n-learn). Only the originator can use the online course and only the name of the person who signs up for the course may take the test and receive the certification.
However, each channel manager training module includes PowerPoints used in the video material that can be re-purposed to train additional internal team members. The templates can also be edited for internal use–but cannot be used to create other material that is re-sold.
Please remember, all Chanimal University content is copyright.
Do I get an actual certificate?
Yes. When you complete the course you will automatically get a personalized PDF of the course in high resolution that you can print and display.
If you are in the United States* you will also receive an 8 1/2 x 11 paper certificate, with an official number and a gold foil validation seal that is suitable for framing. It should look similar to your online version, but it may have some variations. Paper certifications are usually shipped within 1-2 business days and arrive within 2-5 days.
* Note: some countries would not allow actual certificates to be mailed because of Covid restrictions, others got lost in the mail or took up to 30 days in quarantine–but International students can still print from the high resolution PDF version.
How & when do I select my free elective?
Everyone of the three MAIN courses (Certified Channel Manager, Certified Channel Sales Manager and Certified Channel Marketing Manager) is a prerequisite and includes ONE free elective. You can also choose to purchase any other elective, or take a different MAIN course and get another elective for free.
When you enroll in a MAIN course you receive a unique single-use coupon that zeros the price for any single electives. For any additional electives, you just enroll and pay as normal.
Do the Electives have prerequisite requirements?
Most. All but the Direct Sales & Services elective courses require that you take any of the MAIN courses since they do not contain the baseline (general education) content to be standalone. The main courses include the Certified Channel Manager (CCM), Certified Channel Sales Manager (CCSM) and the Certified Channel Marketing Manager (CCMM).
Is there a LIVE Component?
Yes. The system has a Chat which is LIVE during regular working hours–so you can ask questions and get help and additional resources. You can also call anytime, or schedule a one-on-one for specific questions.
In addition, there is a LIVE one-hour Q&A Lab every Thursday at 2 pm CST (Austin, TX). Just go to GoToMeet.me/TedFinch – no login required. It is an open session for any questions. Your instructor attends for the first 15 minutes, then remains for the rest of the hour if students have shown up for help.
How does Chanimal University compare to other channel courses?
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 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 (“Channel Influencer of the Year” – 2022)
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 channel manager 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, VMWare, 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!