Best Practice Report

Channel Ambassadors: Driving Partner Productivity

January 1st, 2018

Summary

Suppliers use channel ambassador programs to develop a high level of subject-matter expertise within partner organizations. Employed by the partner rather than the supplier, channel ambassadors are technical and sales enablement resources who get advanced training in the supplier’s offerings. Over time, partners willing to engage in channel ambassador programs may get access to incremental leads, better training, and other financial assistance. This report defines the role of the channel ambassador (CA) and outline the benefits of CA programs for suppliers and partners.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.