You do not need a channel manager to start
Many businesses delay building a partner channel because they think they need to hire a dedicated channel manager first. This creates a chicken and egg problem: you cannot justify the hire until you have channel revenue, but you cannot build channel revenue without the hire.
The solution is to start lean and build systems that manage the channel for you.
Automate the basics
The administrative work of channel management, onboarding, commission tracking, performance reporting, can be automated with the right platform. Zepys handles all of these functions, which means you can run a channel program without dedicating a full time person to it.
Create self service onboarding
Instead of manually onboarding each agent, create a self service onboarding kit. This includes your product overview, sales process documentation, collateral package, and commission terms. Package it as a PDF or a series of short videos that agents can consume on their own schedule.
An agent who can onboard themselves in two hours instead of waiting a week for your availability will start producing faster.
Set up regular communication cadences
Without a channel manager, communication can lapse. Set up automated cadences:
Weekly: A brief email with product updates, tips, and top performer recognition. Monthly: Performance summary for each agent with their revenue, pipeline, and commission earned. Quarterly: A 30 minute group call with your agents to share strategy updates and gather feedback.
These touchpoints keep agents engaged without requiring a dedicated manager.
Use data to focus your time
You do not need to manage every agent equally. Use performance data to identify your top 20% of agents and invest your limited time there. Schedule occasional calls with top performers to understand what is working and to strengthen the relationship.
For underperforming agents, automated emails with tips and resources are sufficient. If they are not producing after 90 days, a brief conversation about what is blocking them may reveal fixable issues.
When to hire a channel manager
Hire a channel manager when your channel is generating enough revenue to justify the cost (typically $100,000 or more in annual channel revenue) and when you have enough agents that personal attention would meaningfully improve their output (usually 20 or more active agents).
The bottom line
You do not need a channel manager to launch a partner program. Start with self service onboarding, automated communication, and platform tools like Zepys to handle the administration. Hire a dedicated manager when the channel is big enough to justify the investment.