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Key Responsibilities and Required Skills for Channel Marketing Manager

💰 $80,000 - $140,000

MarketingChannelPartner MarketingDemand Generation

🎯 Role Definition

The Channel Marketing Manager designs and runs strategic partner-facing marketing programs that accelerate joint pipeline, increase partner engagement, and scale the business through indirect channels. This role blends program strategy, campaign execution, partner enablement, and measurement — optimizing MDF/co-op investment, driving lead flow to partners, and enabling sellers via content, tools, and training.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Field Marketing Manager
  • Product Marketing Manager
  • Partner/Alliances Specialist

Advancement To:

  • Senior Channel Marketing Manager
  • Channel Marketing Director
  • Head of Partner Marketing / Global Partner Marketing Lead

Lateral Moves:

  • Demand Generation Manager
  • Partner Sales Manager
  • Strategic Alliances Manager

Core Responsibilities

Primary Functions

  • Develop and own the channel marketing strategy and annual plan aligned to corporate revenue and partner growth targets, including segmentation, prioritization of partner tiers, and target KPIs (pipeline, influenced revenue, leads, ARR).
  • Design, launch, and optimize co-marketing and co-selling programs (co-branded campaigns, joint webinars, local promotions) with measurable objectives, defined audience, and shared success metrics.
  • Manage Market Development Funds (MDF) and co-op budgets end-to-end: build allocation models, approve partner requests, track spend against performance, and optimize ROI across programs.
  • Partner with Sales and Partner Account Managers to map partner coverage, identify high-potential partners, and translate channel strategy into quarterly and monthly demand-gen plans.
  • Develop and execute partner lead routing and lead quality processes (SLAs, lead scoring, CRM orchestration) to ensure timely handoff and conversion tracking.
  • Create partner enablement assets: sales playbooks, battlecards, one-pagers, product positioning, training modules, and demo kits tailored to channel audiences.
  • Build and run partner training and certification programs, including live workshops, on-demand courses, and enablement campaigns that improve win rates and shorten sales cycles.
  • Launch and manage partner-facing PRM (Partner Relationship Management) or portal initiatives — content governance, campaign distribution, and automated communications to increase partner engagement.
  • Design and execute localized marketing programs for regional partners, including microsites, translated creative, and market-specific demand generation tactics.
  • Drive digital channel initiatives (partner microsites, co-branded landing pages, partner referral forms) and maintain best practices for SEO, conversion, and tracking.
  • Plan and manage partner events and sponsorships (partner summits, regional roadshows, trade shows) to generate pipeline and strengthen relationships.
  • Own channel analytics and reporting: build dashboards for partner performance, MDF ROI, pipeline influence, and program effectiveness to inform optimization and executive reporting.
  • Collaborate with Product Marketing to translate product launches into partner-ready GTM kits and enablement campaigns that drive attach rates and upsell.
  • Implement ABM-with-partner programs and account-based channel plays in collaboration with demand-gen and field teams to accelerate strategic deals.
  • Manage creative and campaign production lifecycle with agencies and internal design: briefs, timelines, QA, and performance review to deliver channel-ready assets.
  • Negotiate and manage co-marketing agreements, joint business plans, and partner incentives to align mutual objectives and protect brand integrity.
  • Establish best-in-class partner segmentation and tiering criteria, and build targeted marketing programs for each tier to maximize partner contribution.
  • Oversee channel demand generation programs including digital ads, email nurture, content syndication, and social campaigns tailored for partner audiences.
  • Implement attribution models to measure partner-influenced pipeline and revenue; recommend budget shifts and program changes based on data-driven insights.
  • Drive continuous improvement of partner onboarding workflows, ensuring fast time-to-first-deal and consistent partner experience.
  • Coordinate with Legal and Finance on partner program terms, MDF policies, tax and compliance considerations, and program reconciliation processes.
  • Mentor and enable partner-facing teams and junior marketers to scale channel motions and capture institutional knowledge.

Secondary Functions

  • Support ad-hoc reporting requests and advanced partner analytics, including cohort analysis, lifetime value (LTV) by partner, and channel profitability modeling.
  • Contribute to the organization’s channel strategy roadmap, identifying opportunities for new partner motions (ISV, referral, reseller, MSP) and co-sell programs.
  • Collaborate with Sales Ops and CRM teams to translate partner marketing requirements into automated workflows, custom objects, and reporting structures.
  • Participate in sprint planning and weekly marketing stand-ups to prioritize channel feature requests, content production, and campaign launches.
  • Assist in competitive intelligence for partner programs and surface partner feedback to Product, Sales, and Senior Leadership for GTM improvements.
  • Support recruitment and onboarding of partner marketing specialists, creating training materials and role-specific SOPs.
  • Help define and pilot partner pilot programs (early adopter cohorts) for new products, collecting feedback and validating co-marketing motion effectiveness.
  • Act as a subject matter expert for internal stakeholders on partner marketing best practices and channel-suitable KPIs.

Required Skills & Competencies

Hard Skills (Technical)

  • Channel program design and management: co-marketing, MDF/co-op, partner incentives, tier-based programs.
  • Partner Relationship Management (PRM) systems experience (e.g., Zift, Impartner, Salesforce PRM).
  • CRM and lead management expertise (Salesforce, Dynamics) — including lead routing, partner account mapping, and partner opportunity influence tracking.
  • Marketing automation and email platforms (Marketo, HubSpot, Pardot) for partner campaigns and lead nurture.
  • Digital campaign execution: paid social, display, search, retargeting, and programmatic channels targeted at partner audiences.
  • Analytics and reporting tools: Google Analytics, Looker, Tableau, Power BI, or Salesforce reports/dashboards to measure funnel and MDF ROI.
  • ABM and account-based analytics to run partner-influenced account plays.
  • Budgeting and financial governance for MDF/co-op including reconciliation and ROI modeling.
  • Content creation and localization workflow management, including experience with CMS and localization vendors.
  • Event planning and execution for partner summits, trade shows, and local partner events.
  • SEO/SEM fundamentals to optimize co-branded landing pages and partner microsites for discoverability.
  • Basic knowledge of copyright/brand guidelines and ability to review co-branded creative.
  • Strong Excel skills for modeling partner economics, forecasting pipeline, and budget plans.
  • Familiarity with learning management systems (LMS) and e-learning content creation for partner training.

Soft Skills

  • Excellent cross-functional collaboration and stakeholder management across Sales, Product, Finance, Legal, and Field teams.
  • Strong written and verbal communication — able to create partner-facing collateral and executive summaries.
  • Strategic thinker with tactical execution skills; balances long-term channel strategy with day-to-day campaign delivery.
  • Analytical mindset with data-driven decision making; comfortable translating metrics into program improvements.
  • Project management and prioritization — manages multiple campaigns, launches, and partner requests concurrently.
  • Negotiation and influencing skills to align partner incentives and internal approvals.
  • Customer-obsessed orientation with empathy for partner business models and GTM constraints.
  • Creative problem-solving with adaptability in fast-paced, ambiguous environments.
  • Detail-oriented with rigorous follow-through on contracts, MDF reconciliation, and campaign QA.
  • Leadership and coaching capability to mentor junior channel marketers and foster best practices.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Business, Communications, or related field (or equivalent practical experience).

Preferred Education:

  • MBA or advanced degree in Marketing/Business (preferred but not required).
  • Certifications in partner marketing, digital marketing, or analytics tools (e.g., Google Analytics, HubSpot).

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Data Analytics

Experience Requirements

Typical Experience Range: 4–8+ years in B2B marketing with 2–4 years focused on channel/partner marketing or field marketing.

Preferred:

  • Proven track record managing partner programs that drove measurable pipeline and revenue.
  • Experience working with indirect channel models (resellers, distributors, MSPs, ISVs).
  • Demonstrated ability to manage MDF budgets, co-marketing agreements, and partner enablement programs.
  • Prior exposure to enterprise SaaS GTM motion, sales cycles, and partner incentives.
  • Strong analytical experience building dashboards and deriving actionable insights for channel optimization.
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