Member education has long been a valuable and core benefit for the Global Technology Industry Association (GTIA). From a four-step roadmap on how to plan and execute a generative AI strategy to insights on how to demonstrate your cybersecurity value, the current course catalog offers a number of learning options for both IT service providers (ITSPs) and vendors/distributors.
One of the most popular—and longest running—programs might be Managing the Technology Channel, a two-part offering that includes 16 modules on how to help vendors and distributors prepare channel account managers (CAMs) and enhance their theoretical knowledge and practical skills in areas such as strategic partner planning, enabling recurring revenue and developing a better understanding of the partner and customer experiences.
Managing the Technology Channel was introduced in 2012 and to date more than 6,000 people have completed Part 1, with a 90+% learner satisfaction score. Part 2 was added in 2016, and both courses were significantly reworked in 2023 to reflect the evolving channel ecosystem and demographics, according to Stephanie Morgan, senior director of member education at GTIA.
The next Managing the Technology Channel courses are slated for:
- June 25: UK& Ireland Community Forum & Spotlight Awards (Part 2)
- July 29-31: ChannelCon 2025 (Parts 1 & 2)
- September 9-10: ANZ Community Forum & Spotlight Awards (Parts 1 & 2)
The courses at ChannelCon will be taught by Stacy Whitley, senior CAE, marketplace and telco, Sophos, and Greg Plum, director, strategist recruiting, at Bridgepointe Technologies. We asked Plum, who has previously taught Managing the Technology Channel on both sides of the Atlantic, why the program is a valuable benefit for vendors and what attendees should expect. Here’s what he had to say.
What is Managing the Technology Channel and why should vendors care?
The courses provide a framework for building a successful partner program during a time of unprecedented change in the tech industry. It provides some baseline practices to increase the likelihood of success as vendors either start a new partner program or grow a legacy program.
What can participants expect to learn? Why are there two courses?
In the first course, we focus on finding the right partners. In my 25 years of building partner programs, I have probably wasted more than a few of those years focused on the wrong partners. The key is finding partners that are well aligned with the vendor’s business model and goals. In Part 2, we focus on how to optimize performance with the aligned partners that we identified in the first course. A central theme of both courses encourages channel managers to think like a venture capitalist, focusing their efforts on those partners that are more likely to yield the most positive results.
What value can vendors get from it?
My favorite thing about teaching this course is hearing that someone has joined at the recommendation of a previous student or when I get a LinkedIn message that someone used one of the concepts we teach in the MTC to change how they are managing their partner program.
These courses allow a vendor to step out of their tactical day to day and look at their programs more strategically. Inconsistencies that may have developed over time become much more evident and can be addressed programmatically, resulting in a more productive channel and more efficient use of the vendor’s time.
Speaking of “vendor”, one of my key messages in the course is to not think of yourselves as a “vendor” (the “V” word). Vendors are literally coin- (er… credit card-)operated and the definition of transactional. Effective channel management aims to position vendors as strategic partners, helping channel partners better serve their customers by working with the vendors. The goal is to be seen as a trusted advisor, not just a technology provider.
What lessons have you learned teaching the course?
Over the years I have learned that no matter how established a partner program may be or how many partners are managed, almost all supplier organizations suffer from the same issues: Lack of structure in their partner programs and lower than expected productivity from their partner base. By adopting a few of the concepts we cover in the courses, they will know how to identify areas needing improvement and have a high level framework to address these areas.
What advice would you have for vendors unsure if the course is right for them?
If you think your partner program could be more effective than it is today, this session will provide a structure around finding aligned partners and the steps you should be taking to ensure they are equipped to effectively represent your product to their customers.
Note: Managing the Technology Channel is offered exclusively for GTIA members. If you are not a GTIA vendor or distributor member, please contact [email protected] to sign up and access this benefit.
