Best Practice Report

Channel Ambassadors: Driving Partner Productivity

January 1st, 2018


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.

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