Job Purpose

• Develop and execute a channel marketing program to recruit, onboard, and enable new channel partners, with the aim of expanding from 8 to 40 channel partners.
• Collaborate with the sales team to ensure channel sales revenue targets are met and exceeded, with an initial goal of achieving 10 MUSD in channel sales revenue.
• Establish strong relationships with existing and potential channel partners, understanding their business objectives and developing co-marketing strategies to align with these objectives.
• Design and implement a comprehensive channel marketing plan, including events, campaigns, and promotions to drive lead generation and revenue through channel partners.

Duties & Accountability

• Develop and Execute Channel Marketing Strategies: Create and implement comprehensive channel marketing strategies and plans to enhance partner engagement and drive revenue growth.
• Partner Collaboration: Collaborate closely with our channel partners to understand their unique needs, align marketing activities, and co-create joint marketing initiatives.
• Co-Marketing Initiatives: Design and execute co-marketing campaigns and programs to generate demand and increase brand awareness through channel partners.
• Marketing Materials and Resources: Develop and deliver marketing materials, sales enablement tools, and resources for channel partners to empower them for successful marketing and sales.
• Market Research and Analysis: Conduct thorough market research and competitor analysis to identify market trends, opportunities, and best practices for channel marketing.
• Cross-functional Alignment: Work in synergy with cross-functional teams to ensure messaging and positioning are consistent across channels.
• Partner Training and Support: Provide marketing training and support to channel partners, enabling them to effectively promote and sell our products/services.
• Performance Tracking and Reporting: Track, analyze, and report on channel marketing performance, including campaign effectiveness, partner engagement, and revenue impact.
• Data-Driven Optimization: Identify and establish metrics to measure the success of channel marketing programs and make data-driven recommendations for optimization.
• Industry Trends and Technology: Stay updated on industry trends, partner ecosystem changes, and emerging marketing technologies/tools to enhance channel marketing strategies.

Personal Attributes

What it takes to be successful in the role

1. Skills and abilities:

• Strategic Thinker (Business Impact: Long-term Growth): Devising long-term channel marketing strategies to ensure sustainable growth and bolstering market position.
• Strong Communication Skills (Business Impact: Partnership Success): Cultivating robust relationships with channel partners through effective communication, leading to successful collaborative marketing initiatives.
• Analytical Mindset (Business Impact: Data-Driven Decisions): Harnessing data analytics to optimize marketing strategies, enhancing campaign effectiveness and ROI.
• Results-Oriented (Business Impact: ROI): Setting, tracking, and achieving clear objectives to maximize the return on investment of channel marketing programs.
• Customer-Centric Approach (Business Impact: Customer Satisfaction): Aligning marketing strategies with customer and partner needs to boost satisfaction, loyalty, and overall brand appeal.

2. Key Performance Indicators (KPIs)

• Revenue from Channel Partners: This measures the total revenue generated through channel partners and is a key indicator of program effectiveness.
• Partner Recruitment and Retention: Monitoring the number of new partners recruited and the rate of partner retention helps assess the program's growth and stability.
• Lead Generation and Conversion Rate: Tracking the number of leads generated through channel marketing activities and the rate at which these leads are converted into customers.
• Customer Acquisition Cost (CAC): Calculating the cost of acquiring a new customer through channel partners helps in optimizing marketing budgets.
• Sales Pipeline Contribution: This KPI evaluates the percentage of the overall sales pipeline attributed to channel partner activities.
• Market Share and Competitive Position: Assessing the organization's market share and competitive position relative to other players in the industry.
• Partnership Health and Satisfaction: Measuring partner satisfaction and feedback to ensure strong, collaborative relationships.
• Marketing ROI: Evaluating the return on investment for channel marketing initiatives, comparing costs to revenue generated.
• MDF (Market Development Funds) Utilization: Tracking the efficient use of MDF to support partners' marketing efforts and generate demand.
• Content Engagement and Effectiveness: Analyzing the performance of content marketing materials, such as whitepapers, case studies, and videos, in terms of engagement and impact on the sales funnel.
• Channel Marketing Program Costs: Keeping a tab on the costs associated with running the channel marketing program, including overhead, personnel, and resources.
• Conversion Rate Optimization: Monitoring the efforts to enhance the rate at which leads are converted into customers, optimizing the channel sales process.
• Partner Training and Enablement: Evaluating the effectiveness of partner training and enablement programs, ensuring partners are well-prepared to market and sell products/services.
• Campaign Performance: Assessing the effectiveness of specific marketing campaigns, such as events, webinars, and promotions, in terms of lead generation and sales impact.
• Market Trend Awareness: Keeping an eye on industry trends and shifts to adapt the channel marketing strategy accordingly.

Key Stakeholders

Internal

• Head Channel Program: The individual responsible for overseeing the channel development and business revenue, developing strategies, and ensuring its success.
• Inside Sales Team: Collaborates closely with channel marketing, leverages marketing materials, and relies on channel marketing support for lead generation and sales conversion.
• Product and Product Marketing Teams: Works in tandem with channel marketing to ensure that partners are well-informed about product updates, features, and benefits.
• Marketing Team: Provides resources and materials, including content, collateral, and branding, to support channel marketing initiatives.
• Finance Team: Manages the budget for channel marketing and evaluates the financial impact of marketing campaigns on revenue and expenses.
• Executive Leadership: Provides guidance, approves budgets, and assesses the alignment of channel marketing strategies with overall business goals.
• Legal and Compliance Teams: Ensures that channel marketing practices comply with legal requirements and industry regulations.
• Channel Success Team: Identifies potential channel partners and evaluates their fit with the organization's goals.

External 

• Channel Partners: The primary external stakeholders who collaborate with the organization to market and sell its products or services.
• Customers: The end-users who ultimately purchase the products or services marketed through the channel partners.
• Vendors and Suppliers: External entities that provide necessary resources, materials, or tools for the channel marketing program.
• Industry Associations: Organizations that may set standards and provide resources or guidance for effective channel marketing within a specific industry.
• Competitors: Monitoring competitors' channel marketing strategies can provide valuable insights and benchmarks for improvement.
• Market Influencers and Analysts: Individuals or organizations that can influence the perception of the company's products in the market.
• Regulatory Bodies: Government or industry-specific regulatory authorities that may have an impact on channel marketing practices.
• End Users (of Channel Partners): These are the customers or clients of the channel partners who ultimately use the products or services.

Qualifications & Experience

• Education: Master's degree in Marketing, Business Administration, or a related field.
• Experience: Proven experience in channel marketing, partner marketing, or related roles, with 10+ years of experience.
• Channel Dynamics: Strong understanding of channel dynamics, partner ecosystems, and B2B marketing principles.
• Communication Skills: Excellent communication and interpersonal skills, with the ability to collaborate effectively with internal teams and external partners.
• Successful Track Record: Demonstrated ability to develop and execute successful channel marketing programs and campaigns.
• Project Management: Strong project management skills, with the ability to manage multiple initiatives and deliver within deadlines.
• Data-Driven Approach: Analytical mindset with the ability to interpret data, track performance, and make data-driven decisions.
• Marketing Tools: Proficiency in marketing automation platforms, CRM systems, and other marketing tools.
• Innovative Thinking: Creative thinker with the ability to develop innovative marketing strategies and tactics.
• Technology Industry: Experience in the Technology Industry and familiarity with channel partner programs is preferred.

About the Company

Lightstorm is building infrastructure for hyperscale networking in South Asia and Southeast Asia to accelerate the region's growth and spur innovation in the digital economy. We are a pioneer in building a first-of-its-kind utility-grade resilient fiber network, SmartNet, in several countries in the region. A trusted partner of several Fortune 500 companies, Lightstorm is creating a robust foundation of digital infrastructure to create new sources of value and differentiation for businesses.

Lightstorm is backed by I Squared Capital, a global infrastructure- focused private equity fund.

Want to know more?

Feel free to write to us and let’s get to know one another!

careers@lightstormtelecom.com