For decades, channel account managers have been responsible for recruiting partners, managing relationships, resolving operational issues and driving revenue through their assigned accounts. But as partner ecosystems become more complex, and AI begins to automate many of the administrative tasks that consume their time, the expectations of channel managers are changing. In this LinkedIn post, Jay McBain discusses research by his Omdia colleague Lisa Lawson on how the Partner Account Manager role is evolving.
The shift is from managing individual partner relationships and transactions towards coordinating multiple partners, influencing customer opportunities, and driving growth across the broader ecosystem. McBain also raises some important questions about how vendors measure performance and reward channel managers when several partners contribute to the same customer outcome. It’s particularly relevant for channel leaders reviewing whether their teams have the skills, priorities and incentives needed to succeed in this changing environment.
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