Build a High-Impact Team for Partner Channel Growth

Let’s break down what these job titles actually mean:

Head of Partnerships

The Head of Partnerships is the “head of the snake”—responsible for the overall partnerships strategy and execution. This individual typically reports to the Chief Sales Officer (CSO) or Chief Revenue Officer (CRO). The Head of Partnerships leads a team that can be divided into two primary categories: Programs and Field.

Programs Team

The Programs team is responsible for designing and executing Partner Programs, which define the rules governing the relationship between the vendor and its partners. These programs may vary depending on partner types or specific goals. For instance, there could be distinct programs for Value-Added Resellers (VARs) and Marketplace Partners. Some organizations also implement additional programs, such as Certification or Specialization Programs, which provide partners with badges and associated benefits. Program Managers are responsible for overseeing these various programs.

Field Team

The Field team is responsible for recruiting, developing, and managing partners on a day-to-day basis.

Although the terms Channel Manager and Partner Manager are often used interchangeably, they originally differed in focus. A Channel Manager was typically responsible for overseeing the entire partner channel, considering it as a distribution mechanism for products. A Partner Manager, on the other hand, focused on managing relationships with individual partners. In today’s modern approach, Channel Managers are generally responsible for specific countries, territories, or regions, while Partner Managers report to them and manage individual partners. This implies that Channel Managers usually bear more responsibility.

Technical Partner Managers

Technical Partner Managers are often considered part of the Field team, but they specialize in working with partners who don’t resell products but develop value-added applications, plugins, or extensions. These offerings typically enhance the vendor’s solution and are sold through the vendor’s Marketplace. Technical Partner Managers possess the technical expertise needed to assist these partners with API integration questions and technical/architectural requirements for their apps.

Partner Development Managers

Partner Development Managers focus on recruiting new partners and nurturing relationships with strategic partners, such as Large System Integrators (LSIs). Not all organizations have this role initially, as Partner Managers can sometimes handle this responsibility. However, experienced Partner Development Managers bring an established network of relationships and are usually more senior than Partner Managers.

Partner Marketers

Partner Marketers may fall under the Marketing department, led by the Chief Marketing Officer (CMO), or be an integral part of the Partnerships team led by the Head of Partnerships. They work with partners to develop marketing plans that generate awareness, nurture leads, and drive sales. Partner Marketers may also provide partners with marketing resources and support, such as ready-to-use campaigns, and often collaborate with Partner Managers regarding Marketing Development Funds (MDF).

Key Skills and Differences

These roles require distinct skills. As an example, Partner Managers should excel at building deep relationships with partners, influencing their strategic direction, fostering custom solution development, and navigating challenges related to co-selling or managing customer relationships. Partner Development Managers, in contrast, should be adept at partner recruitment and capable of expanding the portfolio of strategic partners.

Building the Team: A Gradual Approach

For many companies, building such a specialized team from the outset is unrealistic. It’s common for organizations to take a gradual approach when building their partnerships team, starting with a jack-of-all-trades Head of Partnerships. This individual typically:

• Defines the strategy alongside the CSO/CRO
• Sets up a simple partner program
• Introduces basic tools such as a partner portal, partner training, and lead registration systems
• Recruits, develops, and manages the first partners

As the program matures, the next step usually involves introducing Channel/Partner Managers, responsible for growing existing partner relationships and recruiting new ones. Meanwhile, the Head of Partnerships focuses on refining processes and collaborating with other departments.

As the complexity of managing different types of partners increases, the team may need to expand further. This includes the introduction of dedicated partner marketing and more specialized programs. These are the areas where the company will likely need to further strengthen the team.

The Right Organizational Setup

The right organizational structure is essential to getting a partnership program off the ground. However, organizations just beginning their partnerships strategy must avoid building overly complex teams, especially if the model hasn’t proven itself yet.

Our partner program strategy consulting services provide expert advice on how to size the partnerships team appropriately and identify the right profiles to hire at each stage of the process.