Attributes of a Successful Channel Account Manager

I have had the privilege of working in the channel for the last 20 years. Over that time, I have sold to the end customer with partners and directly and had the privilege of leading end user sales teams. I have been channel chief at three different companies and participated in integrating 10 mergers/acquisitions and leading three complete channel mergers.

October 23, 2014

3 Min Read
Attributes of a Successful Channel Account Manager

By Theresa Caragol

I have had the privilege of working in the channel for the last 20 years. Over that time, I have sold to the end customer with partners and directly and had the privilege of leading end user sales teams. I have been channel chief at three different companies and participated in integrating 10 mergers/acquisitions and leading three complete channel mergers. 

Through experience, education and mentors I have assembled a view of the key attributes for the elite and most successful CAMs.

At the heart of it all is our trust and integrity. People still buy and work with people, making relationships and transparency the most important ingredient for long-term relationships. I believe strongly that the No. 1 skill of great leaders, whether individual contributors or CEOs, is authenticity and the ability to build and maintain trust.

Believing that is at the heart: I have assembled five dimensions for success:

  1. Business and financial acumen: CAMs have a challenge in that they must interact with all levels of management within a solution provider. The deeper you understand a balance sheet, a P&L, how a company makes and spends its money, and business and finance, the more you can tailor and understand the challenges and opportunities for the various stakeholders in the partner.

  2. The best CAMs have a deep understanding of the channel: There are numerous methodologies for the evolution of a channel: the ecosystem of partners, channel strategy, how to engage effectively, build and empower channels, generate leads, funnel, sell, implement and evaluate. The important thing is to adopt one, understand the essence of the elements and determine how to drive the right plans with partners.

  3. Pick an area of expertise and be the best at it: Leverage this as a differentiator—is it verticals? Is it the cloud? Is it how you enable your partners to develop managed services? It likely depends on your background and your employer. The key is to identify your expertise and continuously cultivate that skill.

  4. Be a sales athlete and a customer guru: At the end of the day, partners and vendors exist because of customers. Relentless focus on the customer, easing the way customers do business with both, and enabling the partner to be successful are critical.

  5. Be emotionally intelligent: Self-awareness, social awareness, self-management and enabling group success through collaboration and successful execution are keys to emotional intelligence. It is what enables trust and integrity. This element is also about being a change agent—lead the change we want and need for success.

Another important element I believe strongly in is mentoring. I have two mentors, both of whom are extremely successful channel and sales leaders in the industry. They are both very successful CEOS and have been incredible sounding boards along the way. My grandmother always taught me it’s important for us to give back, as we get what we give.

What did I miss? What do you believe is the most important attribute of a successful channel account manager? Let me know in the comments below.

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