Definition
A channel manager is the person at a vendor who owns results from a set of partners. They recruit, enable and support resellers, service providers or other partners so those partners sell more. Titles vary, including partner manager, partner account manager and channel account manager.
The job mixes sales, coaching and account management. A channel manager builds business plans with partners, runs regular reviews, helps with deals and pushes for marketing activity.
Most channel managers carry a revenue target. Some are measured on partner-sourced revenue only. Others also get credit for partner-influenced deals. Companies define the role and the quota differently, so check the details before comparing jobs.
In practice
A channel manager covering MSPs in one region holds a monthly call with each top partner to review open deals, training progress and upcoming campaigns.