--- title: "Tech Channel Video Cast: What SHOULD the PAM role be?" description: Charlene O'Hanlon and Diane Krakora discuss how the role of PAMs is evolving and how it should continue to change to manage partner relationships. image: https://www.partner-path.com/hubfs/blog-files/2016_-_new_site/TCVC_5-26-16.png --- [![PartnerPath-logo-white.png](https://www.partner-path.com/hs-fs/hubfs/PartnerPath-logo-white.png?width=318&height=90&name=PartnerPath-logo-white.png "PartnerPath-logo-white.png")](https://www.partner-path.com/) [![Talk to Us](https://no-cache.hubspot.com/cta/default/361854/f5a1fedf-6e75-4dfe-8fe9-d16ec439ea67.png)](https://cta-redirect.hubspot.com/cta/redirect/361854/f5a1fedf-6e75-4dfe-8fe9-d16ec439ea67) # Tech Channel Video Cast: What SHOULD the PAM role be? ### 05.27.16 ### Share: ## Fully support this lifeline to your partners. ![TechChannelVideoCast.png](https://www.partner-path.com/hs-fs/hubfs/social-suggested-images/TechChannelVideoCast.png?width=141&height=104&name=TechChannelVideoCast.png "TechChannelVideoCast.png")This week, hosts [Charlene O'Hanlon](https://www.linkedin.com/in/charleneohanlon), channel industry editor & writer, and [Diane Krakora](https://www.partner-path.com/about/team/diane/), CEO of PartnerPath, continue the discussion of the role of the Partner Account Manager (PAM). How has this role evolved? How should it change and be given credit for the valuable role it is? Do you have the right people in these positions? Last week Diane and Charlene talked about how the PAM (sometimes called a Channel Account Manager or CAM) is sometimes thought of as the worst job in the channel. But that's selling it too short. This role is a critical lifeline to partners and no longer should be treated as an entry-level job with reactionary job duties. Many repeatable channel tasks are now automated and the PAM is morphing into a relationship manager. Listen as Diane and Charlene discuss this changing role and how you should hire and measure for a great PAM.  | [![Charlene-O'Hanlon-headshot](https://www.partner-path.com/hs-fs/hub/361854/file-4070984746-jpg/blog-files/charlene-ohanlon-120.jpg?width=120&height=154&name=charlene-ohanlon-120.jpg "Charlene-O'Hanlon-headshot")](https://www.linkedin.com/in/charleneohanlon) | [![Diane Krakora headshot](https://www.partner-path.com/hs-fs/hub/361854/file-4070984966-jpg/blog-files/diane-krakora.jpg?width=120&name=diane-krakora.jpg "Diane Krakora headshot")](https://www.partner-path.com/about/team/diane/) | | --- | --- | | **Charlene O'Hanlon, ***Editor & Writer* | **Diane Krakora, ***CEO* at **PartnerPath** | **Do you have great PAMs? Is he/she focused on partner relationships and growth or just turning the wheel on account management. Let us know! We'd love to read your comments below.** Topics: [videocast](https://www.partner-path.com/blog/topic/videocast), [Channel Best Practices](https://www.partner-path.com/blog/topic/channel-best-practices) ### Share: [![Partner Advisory Councils Answer these 10 questions to design a more effective Partner Advisory Council. 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