Best Practice Report

Evolving The Channel Account Manager Role

July 10th, 2020


Channel account managers are responsible for executing the channel sales leader’s operating plan — if they fail to perform, the entire channel sales organization will be negatively impacted. Unfortunately, the channel account manager role has been slow to evolve in most organizations, putting performance at risk. In this report, we explain why it is critical for the channel account manager role to evolve and provide a five-step process that channel sales leaders can use to begin rebuilding the channel organization for peak performance.

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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.