Channel Manager (VAR) - EMEA

About the role 

As the Strategic VAR (Value-Added Reseller) Manager, you will play a critical role in defining and executing Lansweeper's VAR strategy. Your mission is to strengthen partnerships, align ambitions, and generate mutual business success for a limited, mostly predefined set of ca. 15 VAR's. By leveraging strategic planning, stakeholder management, and co-marketing initiatives, you will drive growth and retention within the VAR ecosystem while enabling our partners to maximize revenue opportunities. 

Key Responsibilities 

Business Development and Partner Enablement 

• Clearly articulate Lansweeper’s value proposition and co-create strategies to drive mutual growth with VARs. 

• Develop existing VAR relationships by understanding their ambitions, installed base, and growth potential. 

• Identify and implement upsell opportunities, such as addressing new legislation or market trends. 

• Enable VARs through structured partner programs, internal resources, and training to enhance their capabilities. 

Strategic Planning and Execution 

• Conduct account planning, including mapping of each VAR to understand their structure and how Lansweeper fits. 

• Collaborate with VARs to draft business plans with clear pipeline expectations, mutual commitments, and KPIs. 

• Monitor and adjust business plans to ensure alignment with objectives and pipeline growth. 

Pipeline Generation and Management 

• Measure VAR readiness and willingness to contribute to pipeline creation. 

• Drive pipeline generation as a multiplier (e.g., 10x pipeline target) through co-marketing initiatives and collaborative efforts with field marketing teams. 

• Ensure consistent pipeline coverage and conversion tracking through tools like Discern. 

Stakeholder and Relationship Management 

• Build and maintain strong relationships with VAR stakeholders across various levels and roles. 

• Collaborate closely with sales executives and internal teams to ensure VAR alignment and avoid siloed efforts. 

• Act as a trusted advisor to VARs, supporting their efforts to close deals as well as smaller premium opportunities. 

Performance and Results Tracking 

• Achieve KPIs, including new revenue generation, upsell opportunities, and retention of the existing installed base. 

• Monitor and improve win rates by VAR, targeting ratios of 2.5–3x or higher. 

• Drive incremental revenue per partner while ensuring VAR satisfaction and long-term engagement. 

Qualifications 

• Strategic and Tactical Expertise: Ability to balance long-term planning with hands-on execution. 

• Stakeholder Management: Skilled in engaging with diverse decision-makers and fostering strong relationships. 

• Collaborative Mindset: Adept at working cross-functionally with internal teams such as sales, marketing, and product. 

• Entrepreneurial Spirit: Self-starter with a proactive and innovative approach to uncovering opportunities. 

• Strong Communication: Ability to have impactful conversations with multiple stakeholders across different levels. 

• Business Acumen: Deep understanding of VAR business models and market dynamics. 

• Networking Skills: Capable of developing and leveraging professional networks to drive success. 

Why Join Us? 

This is your chance to be part of an innovative company at the forefront of IT asset management. If you are passionate about sales, thrive on achieving goals, and want to make a significant impact, we’d love to hear from you! 

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