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6 of the Strongest Qualities an Effective Channel Account Manager Must Possess
I don’t know about you, but juggling is not easy. Not only does it require a keen sense of cognitive coordination, but also a calm, patient mentality in order to master. Additionally, juggling mandates the ability to predict shifts in movement and subtle nuances with harmonious awareness and composed attention to detail. Ultimately, a channel account manager (CAM) is deftly conscious to his surroundings and uses his broad range of skills to fortify fruitful, long-term partnerships.
Oh, did you think I was referring to a different type of juggler? You know, some sort of circus clown or street performer? Well, you were sorely mistaken.
The type of juggler I’m talking about is the unique and comprehensive skill set that a channel account manager must possess in order to be successful.
To give you a tangible perspective of this multifaceted position, here are 6 of the strongest qualities to every effective CAM:
1.) They Are in it for The Long Haul
In the channel industry, success doesn’t happen overnight.
This goes especially true if you’re working with partners in the vertical market, where capturing the attention of a niche demographic requires precision, patience and a defined positioning of sales efforts. Additionally, the initial stages of active partner engagement necessitate proper training in product functionality, usage and the eradication of end-user pain points as well as providing best practices in go-to-market strategies; in other words, it takes time to get a channel partnership moving on all cylinders— knowing ahead of time is what makes a channel account manager less susceptible to frustration, negativity and disengagement.
2.) A Jack of All Trades
Now, this goes without saying. But an effective channel account manager doesn’t just have solid communicative abilities, sound judgment, or a highly developed sense of go-to-market strategies; she also has a solid grasp on business development, market segmentation, the channel geographical landscape, research and planning, resourcing, prioritization, networking and an arsenal of sales tactics readily at hand.
3.) Ability to Step Inside the Mind of His Partners
The innate capacity to put yourself in the shoes of your channel partners is something not all CAMs possess, but it is something in which the most effective CAMs do have. The intuition to understand partners’ pain point, value proposition, marketplace aspirations, and bottom-line is an immensely advantageous component to a successful channel partnership. This is a skill that is not exclusively dependent on experience, education or talent—but instead—something you’re born with and innately given.
4.) A Compulsive Problem solver
Like all areas of business, the channel industry is embedded with complications. From the trivial to the substantial, strong CAMs not only react to issues with a tranquil, constructive attitude but also approach impediments with confidence, positivity, and a unique enthusiasm to eradicate the problem swiftly and thoroughly. An effective channel account manager is also nimble at seeking areas of weakness and is quick to construct an action plan to deflate the problem without causing a stir.
5.) Link Capabilities and Strengths of Both Companies
The CAM’s internal team may be more equipped to content creation, customer service, consultation and product training—however—the partner’s internal team may be stronger at deal closing and recognize opportunities with leads more effectively. An intuitive and competent CAM is able to recognize and leverage the strengths of both companies to his advantage, and ultimately, fortify a ‘double-edged sword’ of internal/external strengths.
6.) Failure Until Success
An effective channel account manager is obsessed to see her partner reach success. Whatever it takes, however, long it takes her, a strong and reliable CAM does not see a channel partnership a success—until it actually is.