The role of a CAM, which is to manage, motivate, and collaborate with channel partners in driving sales, is quite different from that of an Account Executive (AE). Whereas the AE has a direct relationship with end-user customers and has direct control over achieving quotas, the CAM depends on the channel partner’s performance to achieve his/her quotas. Therefore, the skills required to achieve KPIs through persuasion and collaboration are paramount if a CAM is to be successful. This is akin to the art of coaching – persuading partners to take the right initiatives while providing the motivation, tools, and resources to achieve agreed upon KPIs.
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