To regain mindshare from neglected partners, focus on a "ground game." Start by showing up and listening, then deliver quick, tangible wins like unblocking a renewal or simplifying a painful process. Consistent follow-through rebuilds trust and mindshare faster than most leaders expect.
Building deep partner trust and seeing long-term initiatives pay off requires staying in a role for more than a couple of years. It often takes two years to lay the groundwork, with the real results and "fruits of the labor" only materializing in the third year and beyond.
A strong Channel Account Manager (CAM) operates like a small business owner, not just a relationship manager. They deeply understand pipeline metrics, partner profitability, and how to build scalable, repeatable motions. This "franchise owner" mindset is what separates top performers from average ones.
Successfully penetrating the commercial market isn't about creating a lighter version of an enterprise GTM strategy. It's a different game focused on radical simplification. The key is removing friction with self-service quoting, better distribution tooling, and clear packaging to create a repeatable, run-rate business.