Mastering Channel Partner Management

Channel your expertise with channel management training.

George James - What makes the perfect sales person-1


George James - OP - Mastering Channel Partner Management-1



Channel partners are an invaluable resource to increasing your sales and reaching new markets. But with a growing number of partners, all with different priorities and engagement models, your channel partner network can quickly become complex and increasingly difficult to manage. 

Our channel management training shows you how to get the most out of your channel partner network so you’ll increase your reach and productivity, reduce your costs and deliver a better service to your end customer. 

Please see session dates & times in the table below. 



Session 1: 3rd October 2023 - 15:00 - 17:00 (BST) / 14:00 - 16:00 (UTC)

Session 2: 10th October 2023 - 15:00 - 17:00 (BST) / 14:00 - 16:00 (UTC)

Session 3: 17th October 2023 - 15:00 - 17:00 (BST) / 14:00 - 16:00 (UTC)

Session 4: 24th October 2023 - 15:00 - 17:00 (BST) / 14:00 - 16:00 (UTC)

Session 5: 31st October 2023 - 14:00 - 16:00 (GMT) / 14:00 - 16:00 (UTC)

Session 6: 7th November 2023 - 14:00 - 16:00 (GMT) / 14:00 - 16:00 (UTC)

Session 7: 14th November 2023 - 14:00 - 16:00 (GMT) / 14:00 - 16:00 (UTC)

Session 8: 28th November 2023 - 14:00 - 16:00 (GMT) / 14:00 - 16:00 (UTC)

Sign up to our Mailing List to find out new dates for our Mastering Channel Management Programs!

Managing success through others


Not only will you come away with a better understanding of your role, responsibilities and key competencies as a channel partner manager but you’ll also learn how to: 

Develop a strong and profitable channel partner network by learning how best to identify, assessing, select, appoint and where appropriate terminate channel partners. 

Realise the maximum value of your network by motivating and inspiring your channel partners to work in a collaborative relationship.

Get the most out of your own and your channel partner’s time through effective preparation, business planning and high-quality joint ventures.

Identify opportunities for growth by strategically assessing your channel partner network.

Ensure your message is effectively understood using the most appropriate methods of communication for different situations.

Exceed revenue and growth goals by developing and executing an effective and achievable territory business plan.

Build trust with your channel partners by managing expectations around forecasting, adding value and continuous development.

And so much more...

Check out the full agenda and learning objectives below. 

Program Agenda

Our mastering channel partner leadership open program is delivered as a remote course across 8 sessions (1 each month) and in partnership with Biochannel Partners. It is designed to help professionals in the science and technology industry effectively manage their distributors, agents and manufacturers representatives. 

Session 1

Introduction and setting the scene.

The role model channel partner manager.


Session 2 

Managing yourself, setting goals and getting focused.

Developing your business plan.

Session 3 

Assessing internal process for managing partners.

Analysis of your current channel partner network.


Session 4

Channel partner recruitment process.

Channel partner contracts and agreements.

Session 5

Managing channel partners performance.

Effective communication with channel partners.


Session 6 

Conducting business reviews with your channel partners.

Managing channel partner underperformance.


Session 7 

Teaching channel partners to sell on value rather than on price.

Setting up the right conditions for channel partners to remain motivated. 


Session 8

Delegate presentations on application of key learnings.

“I really enjoyed the training, and it was exactly what I needed! I am already making plans to incorporate what I learned into my plans for the year and I am sure it will have a positive impact on my output. I'd give the session a 10/10 all around as I can't think of anything I would change.”
Americas Business Development Manager
When and where?
The mastering channel partner management open program is delivered remotely and we run the program multiple times throughout the year.

Book now to find a time that suits your schedule. 

Who should attend?


If you or your team interact with your channel partner network, have no previous formal training and/or are seeking fresh ideas to re-motivate your channel partner network then this open program is designed for you. 
This includes channel partner managers and export and distributor managers right through to international marketing managers or product and support (service, applications, technical) managers

Need more information?

If you have any questions, need more information, or would simply like to chat – we’d love to hear from you. 


Meet the trainers


Jonathan Cooper


Back in 1998, Jonathan Cooper co-founded george james ltd. with business partner Neil Burns. Now, Jonathan’s primary focus is the delivery of sales and commercially focused training, leadership development and one to one coaching and mentoring programs. 


Pru Layton


Pru has dedicated over a decade to training, coaching and mentoring individuals and teams in the science and technology sector. Currently, she runs both the open programs and in-house tailored training programs as well as offers one-to-one coaching and mentoring. 


Steve Vaughan


As a senior trainer, Steve runs both the open and tailored training programs covering all aspects of sales and sales leadership. Steve also provides one-to-one coaching. 

george james Ltd. - Training Team - Pascal Le Floch-Riche

Pascal Le Floch-Riche


Pascal runs both the open programs and in-house tailored training programs while delivering complementary individual coaching and mentoring in both French and English.


Jayne Green


As a sales trainer and coach, Jayne takes a holistic approach that isn’t just about transferring knowledge but aims to foster a growth mindset and enable people to continually develop long after training has finished.


Christian Walter


Christian runs both the open program and in-house tailored training programs and delivers individual coaching and mentoring in both German and English.

We know the ins and outs of the science and technology industry

Ever attended a commercial or sales training program but felt like the trainers don’t understand the nuances of your industry? Having had thriving careers in the science and technology industry, with decades in similar roles to you, as well as years of experience as successful sales coaches, you can be confident that our coaches know the ins and outs of your market.


Have a question about one of our services?


Not sold on sales training quite yet? If you want a little more information or just fancy a chat about our services, fill in the contact form or send us an email and we’ll get right back to you. 

Or sometimes it’s easier to just pick up the phone and give us a call on: +44 (0) 1697 744804


“The role playing session was extremely helpful in coaching them to use all concepts earlier training sessions to the end: qualification - NAMTCR, how to develop relationship with KOL's, facing competition, handling objections (APIAC), and making great presentations.”
Associate Director of Sales