Best Practice Report

Channel Ambassador Programs: Developing Partner Experts

January 1st, 2018


The lofty mission of a channel ambassador (CA) program is to expand a supplier’s presence in the B2B channel through the combined efforts of technical and sales resources inside partner organizations who get advanced training in the supplier’s offerings. CA programs create thought leaders in partner organizations who influence and mentor others to sell, market, and support supplier offerings. This report, the second in a two-part series on CA programs, outlines the capabilities necessary for CAs and highlights tactics and tools used by leading suppliers to impart these capabilities.

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