Many channel professionals end up working in channel sales via circuitous routes, such as field sales, inside sales or general marketing roles. Although some employers provide in-house training for their new channel-focused recruits many new channel sales professionals are simply launched into their new careers on a “sink-or-swim” basis. This latter approach benefits neither the employer nor the channel sales teams.
Every channel sales professional understands that selling through channel partners is simply not the same as direct selling to customers. It requires many different skills, from managing expectations of both the partner and their employer, to helping channel partners develop compelling value positions and joint sales forecasting. These skills do not necessarily transfer from previous roles, and professional training on these topics can be hugely beneficial to both employee and employer.
A significant benefit of training and certification for channel sales professionals is also of course career progression. For example, in a 2020 study by Global Knowledge around the impact of training courses on technology professionals it was found that professionals who obtained new training and certifications in the previous year gained an average salary increase of $13,000. The same survey noted that skills gaps resulting from a lack of training lead to more stress, lower work quality and ultimately 520 hours per year lost to low productivity.
Education is and will remain critical for anyone that takes their career seriously. It is widely recognised that learning new skills and achieving certifications makes professionals in all fields more marketable to employers, both current and new. Channel sales training and certification proves that a channel sales professional is both well-trained and committed to their professional growth. Certifications prove not only competence, but also ambition.
In business, credibility is key. Channel sales professionals that have proven their competence by achieving channel sales qualifications from organizations like the Channel Institute can demonstrate this credibility. Certification demonstrates commitment to superior professionalism and also helps the channel professional to develop confidence in their own skills and capabilities when working with their channel partners. This creates a virtuous cycle as partners respect their channel sales manager more and trust in their ability to help them progress.
A key aspect of achieving success is having a clear vision for your professional future and knowing exactly where you want your career to be in years to come. This also necessitates putting the most effective building blocks in place over time. Research by the World Economic Forum in 2019 found that more than 50% of the global workforce requires both reskilling and upskilling through professional training and certification. Clearly, training and certification are an ongoing process that has no end point. Professionals who recognize this fact are the ones who will be most successful in their careers.
The era of “sink or swim” in channel sales is thankfully over. Channel sales professionals now have the highest quality training and certification programs available online, so there is no need to lose valuable time travelling to courses. Getting trained and certified online is efficient, effective and the key to career development.