Who is a channel manager?

A channel manager is a professional responsible for managing the relationships between a company and its distribution channels or partners. The primary role of a channel manager is to develop and execute strategies to maximize sales and market penetration through various distribution channels.

Key responsibilities of a channel manager typically include:

Channel Development: Identifying and evaluating potential distribution channels that align with the company's objectives and target market. This may involve researching new markets, assessing the capabilities of potential partners, and negotiating agreements.

Partner Relationship Management: Building and maintaining strong relationships with channel partners, such as distributors, resellers, retailers, and online marketplaces. This includes providing support, training, and resources to help partners effectively sell the company's products or services.

Sales and Revenue Optimization: Developing sales forecasts, setting targets, and implementing strategies to meet or exceed sales goals through channel partners. This may involve monitoring sales performance, analyzing market trends, and identifying growth opportunities.


Marketing Support: Collaborating with marketing teams to develop promotional campaigns, sales collateral, and other marketing materials to support channel partners. Channel managers may guide product positioning, pricing strategies, and marketing initiatives to drive demand and increase visibility in the marketplace.


Channel Performance Analysis: Tracking and evaluating the performance of distribution channels against key metrics, such as sales revenue, market share, and profitability. Channel managers use data and analytics to identify areas for improvement and optimize channel performance over time.

Communication and Coordination: Facilitating communication and collaboration between internal teams, such as sales, marketing, product development, and operations, to ensure alignment with channel strategies and objectives.

Overall, channel managers play a critical role in driving business growth by effectively managing and leveraging distribution channels to reach target customers and achieve sales objectives. They must possess strong interpersonal skills, strategic thinking, and a deep understanding of the company's products or services, dynamics of the market and distribution channels.

When it comes to the hospitality sector, a channel manager connects the hotel to so-called online travel agencies (OTA) such as Booking.com, Expedia.com, AirBnB.com, and Agoda.com rank to increase online visibility and total revenue. We see a trend away from channel managers as most PMS technology is already connected to the most important channels.

Vivere Stays works with most of the channel managers in the world. In case there is one you like to work with and it is not on our list, we will add the respective connection right away. Nothing matters more to us than working with you.