Technology industry-wide training initiative launched for the channel profession.


The Channel Institute has launched the Certificate in Channel Management and Certificate in Channel Marketing courses for professionals who wish to become a certified channel management professional.

The certificate courses are the first business training certificates that have been reviewed and validated by a vendor-independent Industry Advisory Council, comprised of many of the technology industry's leading employers worldwide.

Business training in areas such as channel management and channel marketing has traditionally been provided by employers or consulting companies on an ad hoc basis, leaving a major skills and knowledge gap in the industry. This has been particularly true for new entrants to the profession, who typically come from end-user sales or marketing. These professionals are often recent graduates who are "thrown in at the deep end" of channel management and partner marketing, or simply put through an employer's own training academy that rarely focuses on industry-wide best practices.

The aim of the Channel Institute is to bring a more formal, standardised structure to learning for channel business professionals. In particular, the Institute aims to focus on the vastly under-served segment of those that are relatively new to the profession. The Certificate in Channel Marketing is also ideal for those charged with marketing and channel partner training at technology reseller companies, to help them understand vendor-independent global best practices in co-marketing.

Thomas Jensen, VP and Head of Worldwide Partner Sales Strategy at HP comments: "The Channel Institute is a compelling approach to developing the channel profession worldwide. I am delighted to lend my knowledge to help the Institute build channel best practices to progress our profession."

Free trials of both certificate courses are also being made available for channel professionals to test their knowledge. The free trials in channel management and channel marketing can be accessed here:

According to Michael Kelly, Director at the Channel Institute: "I am delighted that so many channel thought leaders from the major technology employers gave their time and expertise to ensure our certificate courses are truly vendor-agnostic and based on global best practices. By bringing together so many channel experts I believe our certificate courses provide the solid platform that sales and marketing people new to the channel profession desperately need."

Sukhdev Singh, Senior Director, Channel Programs & Partnerships at Microsoft says: "The Channel Institute is a great way to unify channel thought leadership from across the technology industry worldwide, driving best practices in channel management and channel marketing."

The Channel Institute is also in the process of being certified to ISO29990, an internationally recognised standard for providers of learning services. It recognises that the training provider has formal processes in place to ensure their courses meet the highest standards globally.

Three more courses are planned to launch later in 2018:

  • Certificate in Digital Co-Marketing
  • Certificate in Co-Selling
  • Certificate in Business Transformation for Technology Resellers

About The Channel Institute:

The Channel Institute is a training body dedicated to promoting and developing the channel profession worldwide. The Institute focuses on channel-specific business skills for both technology vendors and technology resellers. The Institute develops certificate training courses under direction from an Industry Advisory Council comprised of global channel thought leaders from many of the world's leading technology employers.
Web site:

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