Business Dev & Partnerships
Channel
You orchestrate complex multi-party ecosystems where revenue flows through relationships, not transactions. This path creates commercial leaders who see markets as interconnected webs rather than linear sales funnels.
The Career Arc
Rotational · L1–L3
Build the Channel craft. Prove you can wield the tools of Business Dev & Partnerships.
Transformational · L4–L7
Deliver Channel outcomes — each Business Dev & Partnerships tour at this altitude has a defined mission and success criteria.
- L4 : Build strategic channel relationships
- L5 : Develop the highest-performing partners
- L6 : Define channel strategy and develop the highest-value partner relationships
- L7 : Serve as the company's foremost channel strategist
Manage a Team?
Great Channel managers are practitioners first. The Business Dev & Partnerships IC responsibilities in L4–L7 are your foundation — your management responsibilities are additive:
- • Hire for relationship building AND deal structuring—both are essential
- • Coach strategic thinking—which partnerships move the needle?
- • Run 1:1s that develop negotiation skills and partner empathy
- • Give feedback on deal quality, not just deal volume
- • Remove blockers—fight for legal bandwidth, exec alignment, and internal resources
Foundational · L8–L9
Shape the Business Dev & Partnerships organization from the Channel chair — build institutions, not just products.
L1 — Associate Channel Manager Rotational Full detail →
Mission
Learn channel fundamentals through partner support
This tour of duty
Support your first partner through onboarding
Own the outcomes
- • Learn channel fundamentals and partner ecosystem
- • Support partner onboarding and enablement activities
- • Maintain partner records and program documentation
- • Assist with partner communications and training
- • Build knowledge of reseller and distributor models
- • Participate in partner planning and reviews
Channel at L1 — the competency bar
AI in this role
- • Researching potential partners
- • Creating enablement content
- • Preparing partner materials
L2 — Junior Channel Manager Rotational Full detail →
Mission
Manage channel partners with guidance
This tour of duty
Manage partners that hit revenue targets
Own the outcomes
- • Manage channel partners with guidance from leadership
- • Enable partners with training and sales support
- • Develop partner business plans and goals
- • Track partner performance against targets
- • Support partner recruitment activities
- • Coordinate internal resources for partner needs
Channel at L2 — the competency bar
AI in this role
- • Building partner plans
- • Analyzing partner performance
- • Creating training content
L3 — Senior Channel Manager Rotational Full detail →
Mission
Drive channel revenue independently
This tour of duty
Recruit a partner that becomes a top performer
Own the outcomes
- • Drive channel revenue independently
- • Recruit partners that align with strategy
- • Handle partner negotiations and agreements
- • Build deeper relationships with key partners
- • Develop partner marketing and demand gen programs
- • Contribute to channel program improvements
Channel at L3 — the competency bar
AI in this role
- • Developing recruitment strategies
- • Analyzing market coverage
- • Creating business cases
L4 — Staff Channel Manager / Manager, Channel Transformational Full detail →
Mission
Build strategic channel relationships
This tour of duty
Build a strategic channel partnership
Own the outcomes
- • Build strategic channel relationships and mentor others
- • Develop channel playbooks and best practices
- • Build relationships with partner executives
- • Create innovative partner programs and incentives
- • Influence channel strategy and investment
- • Train others on channel development techniques
Channel at L4 — the competency bar
AI in this role
- • Building strategic plans
- • Analyzing competitive dynamics
- • Creating executive presentations
L5 — Senior Staff Channel Manager / Senior Manager, Channel Transformational Full detail →
Mission
Develop the highest-performing partners
This tour of duty
Develop the company's most successful channel partner
Own the outcomes
- • Develop the highest-performing channel partners
- • Define best practices for channel excellence
- • Drive strategic initiatives for channel growth
- • Build executive relationships at top partners
- • Influence product and pricing for channel
- • Create channel success stories and references
Channel at L5 — the competency bar
AI in this role
- • Developing partner frameworks
- • Analyzing ecosystem trends
- • Creating thought leadership
L6 — Director, Channel Transformational Full detail →
Mission
Define channel strategy and develop the highest-value partner relationships
This tour of duty
Build a team that drives channel revenue
Own the outcomes
- • Define channel strategy and develop the highest-value partner relationships
- • Architect partner program approaches that maximize indirect revenue
- • Establish best practices and playbooks that elevate channel excellence
- • Serve as the expert on channel development and partner ecosystem optimization
- • Drive initiatives that shape channel go-to-market approach
- • Influence product and pricing decisions through channel insights
Channel at L6 — the competency bar
AI in this role
- • Forecasting and planning
- • Building team playbooks
- • Creating partner programs
L7 — Senior Director, Channel Transformational Full detail →
Mission
Serve as the company's foremost channel strategist
This tour of duty
Scale channel to new markets
Own the outcomes
- • Serve as the company's foremost expert in channel development methodology
- • Define the strategic framework for partner ecosystem growth
- • Establish thought leadership in indirect sales and partner success
- • Architect innovative partner program approaches for market expansion
- • Drive cross-functional alignment on channel strategic initiatives
- • Shape channel culture through expertise and best practices
Channel at L7 — the competency bar
AI in this role
- • Market analysis
- • Building scale strategies
- • Creating regional plans
L8 — VP, Channel Foundational Full detail →
Mission
Own channel strategy
This tour of duty
Transform channel practices
Own the outcomes
- • Own channel strategy and planning
- • Build organizational structure for channel scale
- • Define channel investment and program priorities
- • Establish executive relationships with key partners
- • Drive alignment between direct and indirect
- • Represent channel in executive forums
Channel at L8 — the competency bar
AI in this role
- • Organizational modeling
- • Building channel strategies
- • Creating executive content
L9 — SVP, Channel & Partnerships Foundational Full detail →
Mission
Define the channel go-to-market
This tour of duty
Define the channel strategy
Own the outcomes
- • Define the channel go-to-market strategy
- • Shape company approach to indirect sales
- • Establish initiatives for channel market leadership
- • Build programs that create partner ecosystem advantage
- • Drive channel culture and excellence
- • Influence board decisions on channel investment
Channel at L9 — the competency bar
AI in this role
- • Strategic planning
- • Building board content
- • Creating growth strategies
What Hiring Managers Look For
Evidence of building channel partnerships from zero to measurable revenue, not just managing existing relationships.
Proven ability to design and execute complex multi-party deals involving technology integrations, joint go-to-market strategies, and shared P&L accountability.
Track record of transforming entire channel ecosystems that directly contributed to company valuation or market position shifts.
Common Career Transitions
Channel BD → VP Sales at L5-L6 for direct revenue ownership
Channel Partnerships → Chief Strategy Officer at L6-L7 for broader market expansion
Channel Development → VP Alliances at enterprise software companies for deeper technical integration focus
Official Classifications
| System | Code | Official Title |
|---|---|---|
| O*NET-SOC (US) | 13-1161.00 | Market Research Analysts and Marketing Specialists |
| ISCO-08 (UN/ILO) | 2431 | Advertising and Marketing Professionals |
| ESCO (EU) | — | Business developer |
| SSOC 2024 (Singapore) | 24313 | Marketing strategy/planning professional |
| NCO-2015 (India) | 2431.0501 | Market Research Associate – Sales & Marketing/Business Development |
At L6 and above, the manager classification 1221 — Sales and Marketing Managers applies IN ADDITION to the professional code — a manager is a superset of the individual contributor, never a replacement.
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