Course Outline – Certified Channel Management Training
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
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 ™ 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 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 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.
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 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 received 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.
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 some nice graphics, and his courses are mainly online and non-interactive.
His class description specifically states, “Our focus is on entry-level training for channel management and channel marketing.” It says it dovetails into more advanced training and consulting. I would compare it to an Associate Degree (general classes, but not very deep with few tactics).
In contrast, Chanimal University is the most advanced channel training in the industry. It covers introductory to ADVANCED channel management, channel sales, and channel marketing. It would be equivalent to a bachelor’s, masters, and finally a PHD in channel management–with the certification, the pro, and the instructor levels (plus electives to drill-down into vertical tactics). It is MUCH more in-depth and includes both the strategy and hands-on tactics. It also cross-trains your team across multiple channel types (since many companies cover from retail to SaaS to Enterprise).
“Great education – unbelievable depth of content here. It is more than just a certificate – It is an MBA in the channel!” Jay McBain, Principal Analyst – Forrester
Trained over TEN Thousand
In addition, Chanimal University has trained over TEN thousand channel managers (versus a few hundred)–often up to 150 at a time in 3-day workshops (including training some of the most senior channel leadership in the industry) live on-site and remotely worldwide over the last two decades.
Chanimal University training has been used to create, define, recruit and build some of the most successful channel programs from some of the largest brands in the world in almost every market and channel segment (Apple, Microsoft, Adobe, Citrix, Sony, Intel, Epson, Motorola, GE, Netscape, Big Commerce, AOL, Survey Monkey, IBM, Disney, Red Storm, Corel, Aldus, AMF, NEC, Canon, Novel, Toshiba, Lotus, and more).
The cost is similar, but Chanimal University is the world’s first certification, #1 Best-Selling training, is MUCH more “been there, done that,” as the industry gold standard, accredited by the Channel Advisory Council, and is taught by one of the most seasoned and successful channel professionals in the entire industry (aka, “Chanimal” short for channel animal), and now… it is available online.
Welcome to Chanimal University!
I asked ChatGPT - Why get certified?
- 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.