Partner and Demand Manager

Role Overview

The Channel Development & Demand Generation Manager is responsible for driving sustainable revenue growth across the UK and Ireland through a channel-first go-to-market strategy.

This role combines channel partner development with end-user demand generation, ensuring our solutions are specified, recommended, and selected for workplace technology and collaboration projects. The successful candidate will build strong relationships with, resellers, system integrators, consultants, and key end-user stakeholders to create market demand and identify new business opportunities.

While this role engages directly with end-users to uncover projects and influence specifications, all commercial transactions are fulfilled through authorized channel partners. Success is measured by partner engagement, pipeline creation, specification wins, opportunity influence, and revenue generated through the channel ecosystem.

Territory Responsibility

This role has responsibility for the UK and Ireland market, including:

·      Channel partner recruitment, activation, and growth

·      End-user demand generation and opportunity identification

·      Consultant and influencer engagement

·      Pipeline development and opportunity management

·      Regional forecasting and revenue influence

·      Market intelligence and competitive positioning

Key Responsibilities

Channel Development & Partner Engagement

·      Develop and execute a strategic channel growth plan across the UK and Ireland.

·      Recruit, onboard, and activate new reseller and integration partners.

·      Build strong relationships with key channel partners, consultants, and system integrators.

·      Increase partner mindshare through regular engagement, business reviews, sales enablement, and training programs.

·      Deliver partner workshops, webinars, Lunch & Learns, and solution briefings to improve partner knowledge and advocacy.

·      Support partners in identifying, qualifying, and progressing opportunities within their customer base.

·      Drive partner participation in marketing campaigns, events, and lead-generation activities.

·      Conduct joint account planning and territory development initiatives with strategic partners.

End User Demand Generation & Specification Development

·      Develop relationships with end-user organizations, consultants, architects, and workplace influencers to generate awareness and demand for our solutions.

·      Identify workplace technology projects and opportunities before formal procurement processes begin.

·      Position our solutions early in the design and specification phase to create pull-through demand for channel partners.

·      Engage directly with key stakeholders to understand business challenges and align solutions to customer requirements.

·      Generate qualified opportunities and introduce them to the appropriate channel partner for commercial engagement and fulfilment.

·      Support channel partners throughout the sales cycle to maximize conversion and win rates.

·      Maintain visibility of key projects and opportunities while ensuring adherence to the channel-first sales model.

Pipeline Development & Sales Execution

·      Build and maintain a healthy pipeline of qualified opportunities across the territory.

·      Track and manage all partner activities, customer engagements, and opportunities within Salesforce/HubSpot.

·      Deliver accurate monthly forecasts and territory updates.

·      Collaborate closely with Marketing, Product Management, Sales Engineering, and EMEA Sales Leadership to maximize market impact.

·      Provide market feedback, competitive intelligence, and customer insights to support business strategy and product development.

Operating Cadence

·      Weekly pipeline and territory review with the Director of Sales EMEA.

·      Monthly business reviews with strategic channel partners.

·      Quarterly territory and account planning sessions.

·      Ongoing CRM management to ensure accurate forecasting and opportunity visibility.

·      Regular collaboration with Marketing and Channel teams on campaigns, events, and partner initiatives.

What We’re Looking For

Experience

·      5+ years of experience in channel sales, business development, or partner management within the AV, UC&C, Collaboration Technology, SaaS, or IT industries.

·      Proven success developing and managing indirect sales channels.

·      Experience working with, VARs, system integrators, and consulting partners.

·      Strong understanding of demand generation and specification-led sales processes.

·      Track record of driving revenue growth through partner ecosystems.

Skills & Competencies

·      Excellent relationship-building and stakeholder management skills.

·      Strong presentation and communication abilities.

·      Ability to influence decision-makers and create demand without direct transactional selling.

·      Commercially astute with strong pipeline and forecasting discipline.

·      Highly organized, self-motivated, and results-oriented.

·      Comfortable working independently in a remote environment.

Personal Attributes

·      Entrepreneurial mindset with a proactive approach to business development.

·      Strong collaborator who thrives in a partner-led sales environment.

·      Passionate about building relationships and creating market opportunities.

·      Willingness to travel throughout the UK and Ireland as required.