Joint Business Planning with Channel Partners

Name: Joint Business Planning with Channel Partners
Rating: 4.4 (33 reviews)

One module from the Certificate in Channel Sales. Build a joint plan that holds both sides accountable.

Created byMichael Kelly

Last updated 9/2026

English

English [Auto],

What you'll learn

Apply the joint business planning approach taught in the Certificate in Channel Sales from the Channel Institute.
Learn how to create a joint business plan with your channel partners.
Understand the fundamentals of joint business planning and joint marketing with channel partners.
Create accountability structures and methods to ensure both parties deliver on the agreements.

Course content

1 section • 5 lectures • 36m total length

Welcome from Mike Kelly1:11
Explore a free trial module of the strategic channel sales certificate, endorsed by an independent advisory council of senior channel leaders, offering best practices to advance your career.
Introduction to Joint Business Planning2:09
Explore the concepts of joint business planning with channel partners, structure a joint plan, align marketing and sales planning, and establish accountability between vendor and channel partner amid changing conditions.
The Joint Business Plan14:04
Standardize the joint business plan with partner data, marketing and sales plans, KPIs, budgets, SWOT insights, and a living review schedule that aligns visions and strategies across vendors and partners.
The Partner Background3:23
Assess each partner's background by analyzing firmographics, financials, contact mapping, and relationships to tailor a joint business plan, kickoff attendees, and aligned marketing and launch plans.
Joint Marketing Strategy & Conclusion15:51
Align vision and mission with a joint marketing plan, define a clear joint value proposition, target markets, set smart goals and KPIs, and outline campaigns, tactics, and co-branding.

Requirements

Working in channel partner management for a short period.
Moving into channel partner management.
Looking to develop a career in channel partner management.

Description

This module is taken from the Certificate in Channel Sales, delivered by the Channel Institute. The full certificate has ten modules and gives channel sales professionals a foundation in the core concepts, frameworks, best practices and tools for strategic channel sales with their channel partners.

In this module you will learn the fundamentals of joint business planning and joint marketing with your business partners. It shows you how to build a joint business plan that keeps both you and your channel partner accountable for delivery, and covers best practices in joint business planning that maximise channel sales.

What this module covers

Introduction to the key concepts
Joint business planning: structure
Understanding your partner's background and priorities
Joint marketing planning
Managing and adapting the plan over time
Accountability for both parties
Key takeaways

Why joint business planning matters

Aligns both parties' business goals
Clarifies the reason for the partnership
Helps both parties decide resource allocation
Helps the vendor identify gaps in coverage
Enables forward planning across sales, marketing, finance, operations and technical functions
Keeps future plans based on realistic expectations

About the full certificate

The Channel Institute provides structured, assessed training and certification for channel professionals across the first fifteen years of a channel career. The Certificate in Channel Sales is ten online modules taken at your own pace, typically 20 hours, assessed by a final exam with a 70% pass mark, and the certificate is awarded on passing. US$1,900. Full details at The Channel Institute.

Who this course is for:

Channel sales, marketing and management professionals inside technology vendors, in the first years of a channel career.
Anyone moving into a channel role from a direct sales background.