Welcome to the industry’s 1st, #1 best-selling & most rigorous standardized Channel Manager Training & Certified Channel Management program!
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 over TEN THOUSAND of the world’s leading channel professionals for over two decades.
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 self-paced online, 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. Watch Video below…
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 worldwide.
The leadership co-founded and led 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.
Chanimal University is recognized as one of the top channel training companies worldwide. It is also the ONLY program that covers channel sales, marketing and operations for ALL major market segments.
“Loved this course. So much in-depth knowledge about Channel Managing and I learned a lot.”
Rob BoltToshiba, Channel Manager
“I am on an amazing journey of discovery..as we design our reseller channel program.”
Rick BradyCEO Softnas, former CTO at Citrix
“Great education – unbelievable depth of content here. It is more than just a certificate – It is an MBA in the channel!”
Jay McBainPrincipal Analyst, FORRESTER
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.
Dina MoskowitzCEO SaaSMAX, Top 50 Channel Influencers
“as an experienced channel person, I could see how all the pieces fit together. It’s laid out in a fun and engaging way and was definitely worth my time.”
Valiant CummingsDirector of Global Partner Programs & Operations - Google
“I thoroughly enjoyed the CCM course, it covers all of the areas you need to know about and Ted does an excellent job of breaking it all down into bite-size chunks!”
Liam KilclineChannel Manager, Channel Mechanics
As a tenured Channel professional for 20+ years, I finally made the time to complete this certification. I found the course to be a great opportunity for honing my skills and learning many new things to help perfect my craft.
Trish RillingCEO, Grititude (Channel Consulting)
The course had incredibly useful material and was very intuitive and easy to follow. I am a channel chief at my current company and have already been able to adopt many of the lessons learned from the course into my everyday life.
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).
Download a PDF that shows how the MAIN courses compare to each other.
Add-on Electives
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, or 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.
The electives are comparable to getting a marketing degree with an emphasis in advertising, or a doctor’s 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 manager training).
Certification Testing
Certification Tests
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:
Channel Management
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…
Channel Sales
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…
Channel Marketing
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…
Electives
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.
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 of channel manager training.
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!
Training Methods – Live or Online
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 channel manager training 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 (Most Popular)
Chanimal has taught live for decades, but it also has a post-Covid NEW Learning Management System (LMS) that is self-paced, available 24/7 and is 100% online, and 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 are 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) includes 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 bursts during occasional work breaks, lunches, or even while commuting (with rail, taxi, or subway and high-speed wireless internet).
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.
Download PDF
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.
Channel Management
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.
You’ll learn the specific differences for a SaaS product in the channel, including:
SaaS Specific
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/Referral Programs
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.
You’ll learn the strategy, but also the tactical details about how to setup profitable alliances and OEM’s, including:
Alliances
Why & How to Create Them. We’ll define alliances, show how they are the FASTEST way to recruit resellers, give success alliance examples, and describe when, who and how to setup them up. We’ll go through the role of the alliance manager and objectives, how to get needed bandwidth and whether alliances should be formal or informal.
Setup & Definition. We’ll review the alliance master plan of action, discover the acid test, and go through the complete alliance kit (including process, policies and templates). We’ll create an alliance workshee and work through categories, the business case for each type, identify complimentary companies per category, and compile contacts.
Recruiting. We’ll discuss why you must NOT engage until you have done “this,” determine which groups to contact and who to talk with. What the first meeting agenda looks like, the initial call and how to pitch and engage.
Leverage Alliance. We’ll review what you want out of it (hint – recruit their channel), the four legs of a stable alliance, the initial strategic meeting, and the three tactical meetings you must have. We’ll review the agendas and tactics, plus we’ll review the alliance pick list (by department), then cover project management, resources, templates and worksheets. Essentually, how to make alliances pay off (including the example of recruiting over 1,000 partners from an alliance in 90 days).
OEM / White Label
Definition. We’ll define the difference between an alliance, OEM and white label and which to use. We’ll review numerous creative examples and discuss how OEM can become a channel.
OEMLicense Agreement. Much of an OEM is determine by the unique license agreement. We’ll review what to look for, what to avoid and what you want out of it.
Recruiting. How to identify the best targets, how to engage, present and solidify.
Enablement. We’ll discuss the downfalls of OEMs and how to avoid them, how to be successful by helping your OEMs (instead of neglect), what they need, how to “franchise” a successful model and how to keep your OEM or white labels growing.
Retail is a shrinking market for tech, but it is a growing market for online. Regardless, some products will always be in retail (so long as a customer wants to try or see before they buy, or want it instantly), and you need to know how to make it succeed if that’s your channel.
In retail, there is no deal registration, no lead forms or policies, no techy white papers, no fancy configurators, etc. So all your “other” channel experience doesn’t apply. You need to pickup a new skill set.
In addition, there’s more to an online channel that just putting your product on your website–including online etailers, market places and platforms. This course provides the DETAILED tactics to succeed in both, including:
Retail
Retail Differences. You’ll learn how the roles of channel marketing and channel sales are VERY different in retail (sales engages much sooner). The terminology is different (POP, ROP, Plan-o-gram, EndCaps), the margin is different, most retailers use wholesales distributors, plus more.
Setup & Definition. You’ll learn how to setup your retail kit, including best-selling packaging, an intro letters, sell sheet, product slick, sell-in PowerPoint, promo flyer, and the NFR employee special.
Pricing. You’ll better understand pricing objectives, strategies, structure and levels. You’ll create your rate cards for sales, exception policies, alliance pricing, NFR pricing, volume discount schedule, bundle pricing, plus create your price savings build-up.
Wholesale Distribution. You’ll learn which type you may need, who to select, contract “gotcha’s,” differences by country, the margins, how they make money, how they help with logistics and reverse logistics, how they can help with recruiting, what works/doesn’t work, how many to sign-up (hint: too many you don’t get attention, too few they gouge your resellers), when to use aggregators, and more.
Sell-In Strategy. Use a rep firm (and who, terms, pros/cons), or sell direct? Why you should get your run-rates with locals and regionals–before contacting the nationals. How to leverage MDF, what promotions work, how buyers make their quotas, tactics to get your product in, how to negotiate shelf placement, how to increase initial sell-in (and why it’s critical), how long does it take?
Demand Generation. Retail fullfills demand, but they can create it with run-of-press, promotions. Most of the time the vendor creates demand–what works, which to do first, how to leverage PR/awards, SEO, ads, social media, and events.
Sell-Through–Retail Enablement. In retail, a sale is not a sale–until it’s past the return period. It’s also no fun to have a semi-truck pull up with “returns,” because you didn’t know how to get your product OFF the shelf. You’ll learn how to run SPIFFs (to the retail reps–not to increase store profits), how to increase the almighty “Reseller Recommendation Rate,” and why it is the MOST critical retail metric, how to merchandise (through the reps), how to train (resellers sell what they know–they know what they use), and you’ll learn what works and what does NOT work.
Online Website, Retail, Marketplaces
Online website sales. How to drive traffic, convert the traffic, and not lose the sale within the shopping cart. Includes landing pages, website plan-o-gram, price or no price decisions, webinars, web-push notifications, pop-ups–key elements to SELL on your OWN website.
Retail Online and eTailers. Most retailers have an online store. Learn how to get good placement, ensure up-to-date info for their comparison grids, capture and manage online reviews. Some are strickly online–how to sell-in, negotiate terms, and influence online sales.
Marketplaces & Platforms. Learn how to sell-in and setup your product on popular marketplaces and plaforms like Amazon, eBay, Google Shopping, NewEgg, Shop.com, iTunes store, Best Buy and more. Know how to setup your listings to optimize sales, how to track and beat competitors, proper market-place SEO, proper mapping of products (especially if you have hundreds of online products–since each market place has different rules (you may need software to optimize)), learn critical out-of-stock rules, and how to increase and manage online reviews.
This is a direct sales course for products and professional services–since direct sales is also a channel of distribution. Any good Channel Sales Manager also has to know how to sell first–or how they can they help other salespeople with model calls, coaching calls and sales training.
The Channel Sales Manager course contains similar content–but much of it is aimed at selling through a reseller. This channel manager training course is about selling 100% direct. It also has more direct sales content, more closing, more details to overcome objections, etc. This course also includes selling both products and professional services. It covers both soft selling skills, and hard closing skills.
This is the sales material used to train thousands of direct sales reps, presented by a master that had some of the highest sales ratios in the industry (97.3% approach to presentation (company avg was 27%), 47.7% close (company avg was 24%), cancellation rate .01% (avg was 3%)).
The course training includes:
Direct Sales
Steps of the Sale. Includes pre-approach, the approach, setup, presentation and close.
Pre-Approach. The information you need before calling on a prospect. Makes a big difference in your approach ratios.
Approach. Why most sales people don’t have an approach, what are the best elements, and how this one concept can double your ratios.
Setting Appointments & The Setup. How to create a buying (vs selling) atmosphere and why it changes the entire perspective.
Presentation Skills & Personalized Demos. Learn the persuasive format, pacing, and tips learned from 80,000 presentations a week.
Demo Mechanics. Many seem obvious, yet are not followed. Learn voice pacing, the 3 second rule, how to be funny–make money, visual selling.
Group Presentations. The importance of seating, temperature, group dynamics, and visual distance.
Proper Dress. Yes, it always matters. How to avoid flaming attire, hellfire pants, and floating shoes, what is the LOOK that makes the biggest difference.
3rd Person Selling. Why you need it, when to use it, how to get it.
Price Savings Build-up. How to sell your price, what we learn from cheesy ads–that works, and how to sell value, not just initial price.
Closing Techniques. Learn the ABCs, Why close, Trial close, how many yes’s secures a sale, “the” close question, roller-coaster closing, first to talk takes the goods and when to provide one more reason to buy.
Keep It Closed. Back to the Buyers Atmosphere, what you should leave behind, what must happen to suceed
More Closes. Closing with questions, my mother told me, assuming the close, the physical action close, best deal close, secondary question close, close with tie downs and more.
Overcoming Objections. Learn the famous Feel, Felt Found, why you should agree, how to treat objections as questions, how to overcome objections in advance.
Sales Resources. Websites, templates, worksheets – helping you sell by the numbers. Includes a 43 page editable sales manual and associated PowerPoints to build your own in-house sales team.
Sales Management
Situational Leadership. How to manage according to where they are–and how to get them to the next level. A “safe” management style for growing teams.
The Game of Work. Learn which metrics matter, how to leverage, how to improve and how to self-motivate. Includes worksheets.
One Minute Manager – Revived. Timeless concepts from the original series, applied directly to setting expectations, setting up a PAR, creating a PIP and how to create a self-correcting team. Combined concepts from OMM, Putting the OMM to Work, Leadership and the OMM, The OMSalesM.
Coaching & Model Calls. How to become the coach, including pre-call briefing, observations, why you NEVER save the sale, the wrap up chat and PIP–how to use your sales manual to teach to the standards. Plus, when and how to model.
Baseline Goal Setting. Learn the missing chapter from Stephen Covey’s 7 habits–how to set goals, why you must achieve before you raise, how the team raises the goal–and the massive increase you can expect.
Emotional Bank Accounts. Another Covey concept, explains a simple model to turn utility relationships into friendships and why it is critical with your sales team.
Motivation. Learn what motivates (hint–it’s not money), see proven examples, how to engrave carrots, contest ideas and execution.
Professional Services
Product vs Services. How they differ, and how to setup.
How to Build a Services Team. How to setup, scale and grow.
Detailed Discovery. How to do proper discovery, either process of tools (including software systems)
Project Management. How to setup forms, systems, process and deadlines.
Perfect Delivery. Aligning your team for perfect execution. Up-front training, field quality control, reporting.
Change Request. How to manage changes in your requirements, how to plan in advance, charging the difference.
Confirmed Satisfaction. Ensuring everything was delivered, all expectations met, leverage success internally, refer new clients.
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.
The few other Channel courses cost $2,300 (or more), are very “basic,” more theory than practice, and contain on avg about 1/3rd the content–while many are white labeled from Chanimal.
Chanimal University costs:
Certified Channel Manager (CCM)
$1,995
The fundamental baseline course on channel management.
Certified Channel Sales Manager (CCSM)
$1,495
For channel sales that recruits, sells into, & sells through partners
Certified Channel Marketing Manager (CCMM)
$1,495
For marketing that does positioning, pricing, and promotions with partners
Certified Channel Manager Professional (CCMP)
$495
Prerequisite CCM, plus evidence of both knowledge and skills.
Certified Channel Manager Professional Instructor (CCMP-I)
$495
Prerequisite CCMP, CCSM, CCMM and ALL electives plus instructor course.
ELECTIVES – Free with any main course. Cost for each Add-on elective.
$495
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 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
Plus more!
You get everything you need to handle almost any channel issue you might encounter. Chanimal is the only channel manager training 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.”
Hector RosalesChannel Manager
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.
Dina MoskowitzCEO SaaSMAX, Top 50 Channel Influencers
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!
Elaine RoseChannel Manager
“Loved this course. So much in-depth knowledge about Channel Managing and I learned a lot.”
Rob BoltToshiba, Channel Manager
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.
Ian BennettChannel Manager
“Great education – unbelievable depth of content here. It is more than just a certificate – It is an MBA in the channel!”
Jay McBainPrincipal Analyst, FORRESTER
“We had a $275 million DELTA sales increase the following quarter after training.”
Enterprise Software Vendor
“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.”
John ReithChannel Manager
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.
Benjamin St.ClairChannel Manager
“I am on an amazing journey of discovery..as we design our reseller channel program.”
Rick BradyCEO Softnas, former CTO at Citrix
“…has given us a dramatic head-start in setting up a competitive reseller program.”
James KennedyCEO, RubberStamp, Inc.
This is an IN-DEPTH course that bridges the gap between theory and practical implementation of effective strategies… a virtual TON of resources. Highly highly recommended!
Joanna EllisChannel Manager
“I thoroughly enjoyed the CCM course, it covers all of the areas you need to know about and Ted does an excellent job of breaking it all down into bite-size chunks!”
Liam KilclineChannel Manager, Channel Mechanics
“… a refresher and completely new information rolled into one great course! I appreciate the course being interactive. I also enjoy how informational it is, without seeming too overwhelming.”
Samantha HartChannel Sales
“…so practical and useful (no matter how much experience in the field you have), because THERE WILL BE SOMETHING YOU CAN LEARN!”
Tony BurgirenoChannel Sales Manager
“Every module is engaging thanks to Ted’s level of charisma, knowledge, and expertise – you just want to keep learning!”
Imogen FannonChannel Manager
“I highly recommend the Certified Channel Management course provided by Chanimal! I learned so much and can’t wait to learn more.”
Kate CollinsChannel Manager, ManoByte
“Ted also makes himself readily available for questions and help along the way. Truly a 5 star course.”
Mike O’ConnellChannel Manager
“as an experienced channel person, I could see how all the pieces fit together. It’s laid out in a fun and engaging way and was definitely worth my time.”
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 Online Channel Manager training & certification course is the world’s 1st, accredited & best-selling. Over 10,000 Channel Managers have been trained. 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).
On average, it takes 3 weeks to finish the course (the online record is 4 days).
How long do I have access to the course?
It used to be 3 years, but now you have full access to the course and all the content for over 10 years. Plus, the course is linear to ensure you cover the topics sequentially, but once completed you can jump to any prior section.
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):
The easiest way to justify the cost of channel manager training is to roll the numbers:
Assuming after just one course, you can 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 average 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 in lifetime revenue for every reseller
If your cost for the initial Certification course is $2,000 – then you get a 30x return!
If you can hire 100 new resellers (many trained channel managers 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 use this example 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 10 years (plenty of time–usually only takes 3 weeks to complete, but you can refer back to it for years). 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 and it is within 30 days from the day you enrolled. Your refund will typically 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?
Skin in The Game
The phrase, “what we obtain too cheaply, we esteem too lightly” applies to anything free–including this course. When an employee pays for the course (a lot do), they always finish and usually fairly quickly–they want the information immediately. However, when the employees gets the course for free, several daddle around and take forever to take the course–one didn’t finish for almost a year. That’s a long time before you get your return.
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 (the average time is 3 weeks, the record is 4 days)–plus you should expect the implementation of the concepts taught in the course within the next 30 days.
Another approach is to offer the course for free for the first 30 days–then they pay you $10/day after that deadline until completed. Either way, the employee is much more diligent when they’ve got some skin in the game–and you get your ROI quicker.
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.
Contact us once completed to select your elective and get your coupon–you’ll usually get a response within the hour (or immediately if you use the Chat).
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-leveltraining 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).
Similar Cost
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!
Testimonial
Following is a testimonial from a channel manager who took a channel course from another vendor, and then enrolled at Chanimal University:
“Taking the Channel Manager course [from Chanimal University] felt like a breath of fresh air. The insights were practical, and the resources were abundant. It was a significant upgrade from my previous training experiences [from another training vendor], like going from driving a reliable sedan to a high-performance SUV. Looking back, I can’t help but wonder how things might have been different if I’d found this course sooner.”
Frans Kurvers
I asked ChatGPT - Why get certified?
I just asked ChatGTP the following question (here is the exact response):
Why should you become a Certified Channel Manager?
Becoming a certified channel manager can provide a number of benefits for your career and for the organizations you work with. Here are some reasons why you may want to consider becoming a certified channel manager:
Improved skills and knowledge: A certification program will provide you with the skills and knowledge necessary to effectively manage and optimize channels for your organization. This can include developing strategies for distribution, pricing, and marketing, as well as understanding the various channel types and their unique challenges.
Credibility: A certification demonstrates to potential employers or clients that you have achieved a certain level of expertise in channel management. This can help you stand out in a competitive job market or when bidding for consulting projects.
Networking opportunities: A certification program often provides opportunities to network with other channel managers, industry experts, and thought leaders. This can help you build relationships, exchange ideas, and stay up-to-date on industry trends and best practices.
Professional growth: By earning a certification, you demonstrate your commitment to your profession and your desire to continually improve your skills and knowledge. This can lead to opportunities for career advancement and increased compensation.
Increased confidence: By completing a certification program, you will have a greater understanding of the best practices and strategies for channel management. This can give you greater confidence in your ability to manage and optimize channels, leading to improved results for your organization.
Dang! I’m having it write all my copy!!
___________________________
BTW – I asked the Bing AI the same question. Here is it’s response:
You should become a certified channel manager if you want to:• Gain a strong foundation in the core concepts of channel sales management.
• Prove to both current and future employers that you have the knowledge they need to build a successful channel management team.
• Learn how to use advanced YouTube systems and tools for content ownership, asset monetization and music rights management.
• Access the industry’s first and best-selling channel management training program that covers SaaS, software, hardware, retail, soho, enterprise and online channels strategy and core tactics.
Becoming a certified channel manager can help you boost your career, skills and confidence in the channel industry.
_______________
It looks like Bing missed the mark in several places (it thought of channels as YouTube channels, not reseller/channel management). In addition, it pulled specific copy from existing websites (the bottom paragraph was directly from Chanimal.com), while ChatGPT wrote it’s copy from scratch. Interesting.
