What Makes a Channel Account Manger Effective? [Part One]
Just last week, SiriusDecisions published a report, 7 Habits of Highly Effective Channel Account Managers. The report set out to answer “what behaviors set a high-performing CAM apart from his or her under-performing peers”. In my opinion, the most important take away from this report is centered around habit #4, “they set shared goals and plans with their partners”.
Goals between vendors and resellers need to be mutually beneficial. Too often we see that vendors set goals based on product revenue that may or may not be aligned to the partner’s core business. The vendor can’t understand why the partner is not hitting that goal, but doesn’t look at the misalignment problem.
When you preface this “habit” with alignment of a vendor’s products/services with a partner’s business model—well, now you have a strategy that supports both the vendor and the partner long term. But what most often happens is the CAM sets partner goals that are revenue-only and/or margin-only focused without consideration for the partner’s business model, in which case the partner becomes really nothing more than a delivery vehicle as his relationships are now built on demand only—the customer demands and the partner delivers. When the vendor’s products/services are in high demand this makes good sense; but most vendors are seeking partners that will drive new business for them. Integration into the partner’s business model is the key.
The report goes on to say that highly successfully CAMs “identify and focus on their highest revenue potential partners.” Habit #3 in the list. I couldn’t agree more. In order for a CAM to make their commission they need to figure out which partners can deliver the sales needed to accomplish that goal. That’s why BizTech Enablement Group has an entire program dedicated to the development of the CAM strategy, based on what can be effectively managed in order to achieve revenue goals. This best practices training for CAMs enables value-based interactions with partners to maximize their success. Contact Stan to learn more.
Finally, habit #5 in the report says that top performing CAMs “make knowledge transfer a top priority”. This aligns with Covey’s “sharpen the saw” habit. Vendors who ensure that partners are aware of programs, tools and resources available, and enable and perform partner training and certification are most successful. I would go a step further and say that the CAM needs to be that expert source of knowledge not only on his/her own products and services, but on those of the competition as well. Every partner I’ve ever worked with says they can’t stand it when they email a question to their vendor about a competitor and the CAM sends a link to that vendor’s website. CAMs, listen up—take a few minutes to make your answer thoughtful and impactful for the partner and add the link as an additional reference!
There are a few things in the report that I don’t completely agree with. Read that post here.
Hooray! The webcams are finlaly public! I’ve been checking these from time to time, and it’s the next best thing to pressing your nose against the door of an FDM, mesmerized by the machinations of the mechani . okay, that’s enough alliteration for now My own FDM is running a build right now, but I’m still poking at this little keychain webcam thingy, in hopes that it can serve a similar purpose. I don’t know what it is about watching these machines it’s captivating like nothing else.
How neat! Is it really this simple? You make it look easy.
One or two to remember, that is.
Always the best content from these prodigious writers.
Thanks for helping me to see things in a different light.
Time to face the music armed with this great information.
That’s a posting full of insight!
Help, I’ve been informed and I can’t become ignorant.
Pleasing you should think of something like that
Deadly accurate answer. You’ve hit the bullseye!
That’s way more clever than I was expecting. Thanks!
Wham bam thank you, ma’am, my questions are answered!
How could any of this be better stated? It couldn’t.
Thanks for the great info dog I owe you biggity.
Well done article that. I’ll make sure to use it wisely.
This does look promising. I’ll keep coming back for more.
That’s going to make things a lot easier from here on out.
I really couldn’t ask for more from this article.
Alakazaam-information found, problem solved, thanks!
I will be putting this dazzling insight to good use in no time.
Well done article that. I’ll make sure to use it wisely.
That’s a genuinely impressive answer.
I really needed to find this info, thank God!
That kind of thinking shows you’re an expert
Yours is a clever way of thinking about it.
Real brain power on display. Thanks for that answer!
At last! Someone with real expertise gives us the answer. Thanks!
Wham bam thank you, ma’am, my questions are answered!
Got it! Thanks a lot again for helping me out!
Wow I must confess you make some very trenchant points.
Hey, that post leaves me feeling foolish. Kudos to you!