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The Vice President of Channel Sales is a senior management role within a company’s commercial sales organization. This position holds comprehensive responsibility for channel sales strategy, the partner ecosystem, indirect sales revenue, channel expansion, and the development of the channel organization.

The role involves translating the company’s overarching business strategy into actionable channel sales plans. By establishing a network of resellers, agents, distributors, technology partners, alliances, and other indirect sales channels, the incumbent expands market reach, scales sales volume, and improves the efficiency of customer acquisition. This position typically reports directly to the CEO, CRO, CCO, or the head of sales, and is accountable for channel-generated revenue, partner performance, and the development of the channel ecosystem.

Job

Level

Vice President (Senior Management)

Department

Channel Sales

Reporting To Location

United States / Determined by the company’s specific office location(s)

Employment Type

Full-time

Key Responsibilities I. Channel Sales Strategy and Execution

• Develop the company’s mid-to-long-term channel sales strategy and annual channel business plans.
• Translate the company’s overall business strategy into specific channel objectives, execution plans, and key initiatives.
• Define priority channel types, partnership models, and market coverage focus areas.
• Adjust channel strategies based on market conditions, sales performance, and partner requirements.
• Oversee the execution of channel sales strategies and ensure the achievement of key objectives.
• Build and refine the ecosystem of resellers, agents, distributors, and strategic partners.
• Establish mechanisms for partner recruitment, screening, certification, and tiered management.
• Develop partner programs, partner tiers, and incentive structures.
• Continuously expand the network of high-value channel partners.
• Enhance partner engagement, sales capabilities, and long‑term partnership value.

III. Channel Revenue and Business Growth

• Assume management responsibility for channel sales revenue and business growth targets.
• Formulate plans for channel revenue growth, new customer acquisition, and market expansion.
• Drive partners to develop new customers and identify new business opportunities.
• Increase the revenue contribution from channels and improve overall channel market coverage.
• Identify new indirect sales models and growth‑oriented channel avenues.

IV. Channel Pipeline and Sales Management

• Establish a sales pipeline and opportunity management system for the channel;
• Monitor partner sales opportunities, conversion rates, and contract execution;
• Implement channel sales forecasting and pipeline coverage mechanisms;
• Analyze channel win rates, sales cycles, and opportunity quality;
• Improve the accuracy of channel sales forecasts and enhance business transparency.

V. Channel Expansion and Market Coverage

• Develop channel expansion strategies for specific regions, industries, and customer segments;
• Identify new distributors, agents, alliance partners, and technology partners;
• Drive channel entry into new regions, industries, and customer markets;
• Optimize channel coverage and market penetration;
• Establish scalable and replicable models for channel market expansion.

VI. Partner Enablement and Performance Management

• Build systems for partner training, sales enablement, and marketing support;
• Provide channel support across product, sales, marketing, and technical domains;
• Establish a framework for partner performance management;
• Periodically evaluate partner sales performance, pipeline, and customer coverage;
• Develop improvement, upgrade, or offboarding plans for underperforming partners.

VII. Channel Marketing and Joint Go‑to‑Market Activities

• Collaborate…