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- A Channel Relationship Manager (CRM) manages relationships with external partners/channels who bring business to the company.
- The person manages partners such as:
- DSA / loan agents
- Business referral partners
- Chartered Accountants
- Financial consultants
- Brokers
- Dealers / merchants
- Other companies that refer customers
- Bank/NBFC relationship contacts, where applicable
- Main responsibilities
- 1. Partner acquisition
- Find current channel partners
- Explain products and commission structure
- Solve partner issues
- Keep partners updated about products, eligibility and processes
- 3. Business generation
- Encourage partners to send qualified leads
- Follow up on leads
- Track applications and conversions
- Increase business from existing partners
- 4.
Partner performance Track
- Leads received
- Applications submitted
- Approvals
- Disbursements
- Conversion rate
- Revenue generated by each partner
- The Channel Relationship Manager makes sure the partner's business moves smoothly through the company.
- Example
- One Channel Relationship Manager could be responsible for:
- “Maintaining relationships with all partners, getting regular business from them, resolving their issues, tracking their performance and increasing monthly business.”
- Difference from Sales Manager
- Sales Manager
- Focuses primarily on selling/closing customers.
- Channel Relationship Manager
- Focuses primarily on building and managing the external network that generates customers/leads.