Program Overview
For organizations that rely on indirect sales channels, Channel Partner Managers (CPMs) and Partner Account Managers (PAMs) are key drivers of growth. Yet these roles are often underdefined—leading to reactive execution, unclear priorities, and missed opportunities. Richardson’s Channel Partner Management Training provides a structured approach for developing partner relationships that go beyond reselling. The program gives your team a repeatable method to identify high-potential partners, co-create growth plans, and optimize execution with tools and data—not guesswork. This solution is designed for today’s complex, multi-partner B2B ecosystems, enabling your team to act with purpose and lead partner relationships with confidence.
For Who
Sales Professionals
Account Managers
Format
Blended Learning
Digital Learning
Virtual instructor-led
Instructor-led
Duration
2-Day ILT Workshop; Four VILT Workshops
Why Channel Partner Training Matters Now
In an era of ecosystem selling, indirect channels have become more critical—and more complex. Partner-facing teams need a clear roadmap to move from tactical partner support to strategic partner growth.
This training equips your team to:
- Move from reactive to proactive partner engagement
- Strengthen channel relationships with planning and collaboration
- Track partner performance using data and KPIs
- Scale growth across a more engaged, higher-performing partner network
What Participants Will Learn
The program develops core competencies in partner planning, engagement, and growth management. Participants will learn how to:
- Identify and prioritize high-potential partners
- Build and co-create growth plans with shared accountability
- Foster ongoing partner collaboration through structured tools
- Track and optimize partner performance using meaningful metrics
- Drive more business to, with, and through channel partners
Watch: How to Strengthen Channel Partner Management
Accessing new markets today requires more than partner coverage—it demands a smarter, more strategic approach to channel partner management. But as challenges multiply, many organizations are struggling to maintain partner performance and pipeline growth.
This short video explores how Partner Account Managers can turn that around by applying four key strategies to shift from reactive partner engagement to a growth-focused, data-driven approach.
In this video, you’ll learn how to:
- Move from a reactive to a proactive partner strategy
- Elevate your team’s ability to think and act strategically
- Gain visibility into partner performance using consistent criteria
- Adopt a structured, data-informed process to drive accountability
With Richardson’s Channel Partner Management toolbox—including planning templates, relationship assessments, and partner feedback tools—your team can build stronger partnerships and deliver better results.
Watch the video to see how your channel team can get more from every partner relationship.
Core Program Components
This program is structured around three essential learning modules, each designed to help CPMs and PAMs think strategically and act deliberately.
- Focus on Growth: Participants learn how to identify the right partners and allocate time and resources to initiatives that drive meaningful business expansion—not just partner satisfaction.
- Co-Create a Partner Plan: Your team learns a proven framework for building joint partner growth plans that align goals, define responsibilities, and get ahead of performance issues before they appear.
- Execute and Optimize: Sellers develop the skills necessary to implement plans, sustain momentum, and utilize ongoing feedback to enhance outcomes. The emphasis is on moving from planning to results.
Partner Account Management Toolbox
The program includes access to a set of enablement tools that support learning and sustainment:
- Partner Growth Plan Template
- Partner Health Check
- Self-Health Check
- Partner Feedback Survey Toolkit
These tools help channel-facing professionals stay accountable, adjust strategy, and maintain partner engagement over time.
Available Through the Accelerate Sales Performance System
This program is available as a traditional blended learning experience or as part of the Accelerate Sales Performance System—Richardson’s integrated platform for training, tools, coaching, and sustainment.
Accelerate enables scalable delivery of partner management training alongside core selling skills, with reinforcement assets and reporting tools to embed learning across the team.
Business Benefits of Channel Partner Management Training
Organizations that implement this training often report measurable gains in partner-led revenue, collaboration, and efficiency. Common outcomes include:
- More business sold to, with, and through partners
- Higher partner productivity and performance
- Stronger partner mindshare and brand alignment
- Increased channel profitability through joint planning and tracking
FAQ: Channel Partner Management Training
Q: What is Channel Partner Management Training?
A: It’s a training program that equips Channel Partner and Partner Account Managers with the skills, frameworks, and tools to proactively grow indirect sales relationships.
Q: Who should attend this program?
A: Channel-facing sales professionals, including CPMs, PAMs, and leaders responsible for revenue through partner channels.
Q: What tools are included in the program?
A: Partner growth plan templates, partner and self-health checks, and partner survey kits to support planning, collaboration, and measurement.
Q: How is the training delivered?
A: Via in-person workshops or virtual instructor-led sessions, with optional digital reinforcement through the Accelerate Sales Performance System.
