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Channel Manager (Professional)

Sales / Partnerships

Competency profile for a channel manager who builds and manages relationships with channel partners, resellers and distributors to drive indirect revenue growth.

12SFIA skills

L3.2Avg target

L4Highest required

Relationships and engagementMain category

SFIA 9 Responsibility Levels — what each level means

L1 — FollowL2 — AssistL3 — ApplyL4 — EnableL5 — Ensure / AdviseL6 — Initiate / SetL7 — Set Strategy

Most skills in this template are L3–L4. L3 means you work independently on tasks. L4 means you own decisions and guide others.

Not sure which level to pick? During self-assessment, each level shows its definition and a suggested STAR evidence prompt.

Required Competencies

12 SFIA Skills for this Role

On smaller screens, this table scrolls horizontally so you can still read full level guidance.

Code	Skill	Category	Target Level	What you need to demonstrate
RLMT	Stakeholder relationship management Systematically analysing, managing and influencing stakeholder relationships to achieve mutually beneficial outcomes through structured engagement.	Relationships and engagement	L4 — Enable	Own decisions in your area, set patterns and guide less experienced colleagues.
SALE	Selling Finding prospective customers and working with them to identify needs, influence purchase decisions and enhance future business opportunities.	Relationships and engagement	L4 — Enable	Own decisions in your area, set patterns and guide less experienced colleagues.
MEAS	Measurement Developing and operating a measurement capability to support agreed organisational information needs.	Strategy and architecture	L3 — Apply	Work independently on tasks and apply standard methods effectively.
CNSL	Consultancy Providing advice and recommendations, based on expertise and experience, to address client needs.	Strategy and architecture	L3 — Apply	Work independently on tasks and apply standard methods effectively.
PRMG	Project management Delivering agreed project outcomes by aligning appropriate management techniques, collaboration, leadership and governance to specific project and organisational contexts.	Change and transformation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
DEMG	Delivery management Ensuring successful delivery of new or updated products and services through effective leadership and collaboration within defined delivery cycles.	Change and transformation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
BUSA	Business situation analysis Investigating business situations to define recommendations for improvement action.	Change and transformation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
ITCM	Contract management Managing and operating formal contracts, addressing supplier and client needs in product and service provision.	Relationships and engagement	L3 — Apply	Work independently on tasks and apply standard methods effectively.
CEXP	Customer experience Ensuring the delivery of high-quality interactions and experiences that meet customer expectations across all touchpoints and channels.	Development and implementation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
PDSV	Professional development Facilitating the professional development of individuals in line with their career goals and organisational requirements.	People and skills	L3 — Apply	Work independently on tasks and apply standard methods effectively.
SSUP	Sales support Providing advice and support to the sales force, customers and sales partners.	Relationships and engagement	L3 — Apply	Work independently on tasks and apply standard methods effectively.
MKTG	Marketing management Developing, implementing and managing marketing strategies and plans to achieve organisational objectives and drive business growth.	Relationships and engagement	L3 — Apply	Work independently on tasks and apply standard methods effectively.

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Ready to build your Channel Manager (Professional) profile?

Review the 12 required skills above, then start your self-assessment. You can save a draft and return anytime.

① Rate each skill L1–L7② Write evidence (~15 min)③ Save draft and continue later