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Channel Marketing Roles, Responsibilities and Structure

SiriusDecisions helps channel marketing leaders identify the capabilities required to establish a best-in-class channel marketing function. Our analysts help you create a detailed roadmap, share best practices and create a plan for upskilling team members. We help companies raise the bar for channel marketing, making it more strategic, and communicating its value and positive contributions to the C-suite.

How SiriusDecisions Helps

  • We help you understand three critical approaches to channel marketing: marketing to, through and for partners
  • We advise you on optimizing your investments to reach your channel marketing goals
  • We guide you in building a channel marketing roadmap
  • We help you upskill your team and determine how best to implement training and career development programs
  • We provide insight on organizational requirements and structure, roles and responsibilities and competency mapping tailored to your channel strategy

Key Issues

Do you know what resources are required to design and implement a channel marketing function?

Do you know which skills your organization lacks to optimize your channel marketing function?

Are you able to define the roles and responsibilities needed in a channel marketing function?

In your organization, how much channel marketing responsibility is held by headquarters (i.e. centralized) vs. the regions (i.e. localized)?

What is the organizational structure of channel marketing in your company?

How do you stay current on best practices? How do you share best practices internally and with partners?

Do you have a roadmap that charts a specific course for the future of channel marketing in your organization?

The SiriusDecisions Advantage

We combine SiriusDecision’s breadth of knowledge in B2B sales, marketing and product with our experience in channel marketing. This holistic approach elevates channel marketing and informs a more strategic approach. We help channel marketing leaders communicate this vision to executives and other internal stakeholders.


Results You Can Expect

A team with the skills necessary to achieve channel marketing success

A boost in productivity and program ROI

More efficient and scalable execution capability

Greater alignment with other functions within the organization

Clearly defined roles and responsibilities

Take Action