Channel Smart | Ecosystem Acceleration

JS Group
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Channel Evolution, Indirect Routes-to-Market, Alternate and Shadow Channels. Yep, the channel landscape gets super complex very rapidly. Navigating your business through that complexity can be daunting. That’s where we come in – we help tech vendors, distributors, and channel firms succeed where others fall short. Subscribe to our bi-monthly pod, hosted by our CEO Janet Schijns, with forward-thinking industry guests, and learn from the best. Janet has built three five-star award-winning channel programs, and she’s here to share nuggets of real-world knowledge. So whether you’re just starting out or looking to retool your existing channel program, the time spent listening to our pod will serve you well. Time to control, alt, and most importantly, compete!

  1. Building a True Partner Ecosystem with Cisco 360

    JAN 27

    Building a True Partner Ecosystem with Cisco 360

    In this episode of the Channel Smart Podcast, Kathleen Martin speaks with Elisabeth de Dobbeleer and Jason Gallo from Cisco about the increasing complexity of the channel and how Cisco is responding with the Cisco 360 Partner Program. They discuss the program’s co-design approach, shaped directly by partner feedback, and how it introduces new opportunities for partner profitability while emphasizing capability, specialization, and long-term growth planning. The conversation also highlights how AI and digital experience are being integrated to simplify engagement, enhance transparency, and improve the overall partner journey—from onboarding through ongoing success. At its core, Cisco 360 is designed to strengthen true partnerships and build a comprehensive, partner-first ecosystem, with a clear invitation for partners to engage, have a plan, and come join the program. We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    24 min
  2. Dear Vendors… Here’s Why Your Partners Aren’t Selling (And How to Fix It)

    12/04/2025

    Dear Vendors… Here’s Why Your Partners Aren’t Selling (And How to Fix It)

    ...Your Partners Can't Sell Your Stuff If You Don't Teach Them How.  In this episode of Channel Smart, Janet Schijns, CEO of JSG, takes a candid look at why many vendors struggle to drive partner-led revenue and what they can do to change it. Based on conversations with hundreds of technology vendors, distributors, and channel partners, Janet breaks down the real reasons partners hesitate to sell certain solutions and how vendors can remove the friction that slows down channel growth. Janet explains how common vendor habits—overstuffed portals, one-and-done webinars, outdated content, and feature-heavy messaging—create confusion instead of clarity. She outlines why partners need simple and specific guidance on who to sell to, what triggers a buying decision, how to tell the sales story, and what outcomes customers can expect. The episode also explores the importance of short, scenario-based training, practical campaign tools, and real-time deal support that actually helps partners close business. Listeners will learn: Why partners struggle to lead with certain vendorsHow unclear buyer definitions and vague solution positioning stall salesWhat effective partner enablement looks like in a modern channel ecosystemHow to create concise, usable, and current training that partners can absorb quicklyWhat should be included in a campaign-in-a-box to make it truly actionableWhy deal support, pricing access, and a helpful human contact matter more than everJanet offers a practical, no-nonsense roadmap for improving partner sales performance. Vendors will walk away with a clearer sense of how to make their solutions easier for partners to understand, position, and close—without adding complexity or unnecessary steps. Key takeaway: Partners are not a secondary sales motion. They are a primary route to market. When vendors simplify their message, modernize their enablement, and support partners through the sales cycle, they unlock real channel growth and long-term partner loyalty. If you want a straightforward and actionable conversation about helping partners sell more effectively, this episode provides a sharp, useful perspective grounded in real-world channel experience. We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    14 min
  3. Cooking Up Channel Growth with Max Joseph: AT&T’s secret ingredient for MRR

    05/16/2025

    Cooking Up Channel Growth with Max Joseph: AT&T’s secret ingredient for MRR

    If you’ve ever lost a deal because of bad connectivity—or worse, had to answer for someone else’s $69 internet—this one’s for you. In this episode of Channel Smart, Laura Steward sits down with Max Joseph, Manager of Partner Solutions at AT&T (and yes, neighborhood nerd and culinary content creator) to dig into why AT&T’s APEX program might just be the best-kept secret in the MSP playbook. We’re talking: Why 100% of your customers need internet (and how to own that part of the stack)What true redundancy actually means (hint: it's not two fiber lines)How APEX changes the game with margin control, billing ownership, and zero customer poachingWhy thinking like a service-first provider is the key to long-term partner growthWhether you’re building the basics or expanding your offer stack, this episode breaks down how smart connectivity strategy powers smarter MSP businesses. We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    25 min
  4. AI in the Fast Lane: Precision, Speed, and Smart Moves in the Cloud Channel

    04/04/2025

    AI in the Fast Lane: Precision, Speed, and Smart Moves in the Cloud Channel

    In this power-packed episode, we connect with Clark Peterson—one of the most connected minds in cloud communications and Chairman of the Cloud Communication Alliance—to uncover how forward-looking vendors are putting channel-first thinking behind their AI strategies. From smarter partner targeting to AI-optimized go-to-market plays, this conversation delivers insights that help partners, resellers, and tech companies future-proof their positioning in an increasingly intelligent ecosystem. Clark and Janet unpack how members of the Cloud Communications Alliance are integrating AI beyond the hype—to improve customer experiences, enable faster support, optimize sales, and even redefine distribution. 📅 Upcoming Must-Attend Cloud Connections 2025 📍 St. Petersburg, FL | April 14–16, 2025 The most strategic event in the cloud communications space—zero pay-to-play, 100% C-level candor, and insights you won’t hear anywhere else. Register at https://www.cloudcommunications.com/connections   We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    31 min
  5. Cisco's 360 Partner Program

    02/27/2025

    Cisco's 360 Partner Program

    In this episode of the Channel Smart podcast, Janet Schijns speaks with Elizabeth de Dobbeleer and Jason Gallo from Cisco about why the Cisco 360 Partner Program is a channel-smart move for partners. They discuss how Cisco is evolving its partner ecosystem to reflect the realities of today’s market, shifting away from traditional resale models to a value-based approach that rewards capabilities, performance, and engagement. The conversation highlights how Cisco is leading with transparency by involving partners in the program’s development, allowing them time to adapt and optimize their strategies before the full rollout in 2026. With a 15-month phased transition, expanded incentives, and an $80 million investment in partner training, Cisco is ensuring that partners are equipped for success. The episode also emphasizes the importance of AI-driven solutions, managed services, and customer-centric innovation in the evolving IT landscape. Cisco’s commitment to collaboration, enablement, and long-term partner growth makes this program a prime example of what it means to be truly channel smart. We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    33 min
  6. The Long Tail Advantage

    04/03/2024

    The Long Tail Advantage

    In this episode of Channel Smart, our CEO, Janet Schijns, sits down with Channext's VP of Revenue, Alex Whitford, for a dialogue that explores why the "Long Tail" is the fastest way to grow an organization's channel revenue.   They tackle:  What is the Long Tail advantage? Janet and Alex discuss the perception and misperceptions of the Long Tail among vendors, the steps to building an effective strategy, the implications of neglecting this approach, and the influence of digital marketplaces. The role of distribution in managing the Long Tail is critically assessed, questioning the efficacy of passive strategies.Benefits and Challenges of the Long Tail: The discussion shifts to the benefits of targeting the Long Tail for channel revenue growth against the backdrop of potential challenges. The conversation covers strategies for managing lower margins in relation to overall revenue potential and identifies where the Long Tail could be most beneficial in go-to-market strategies.Implementation Strategies: The conversation turns practical with advice on identifying and engaging with Long Tail partners, using data analytics for strategic insights, the importance of content marketing in supporting smaller partners, and effective use of Market Development Funds (MDF) to promote Long Tail engagement.The Future of the Long Tail: The future of Long Tail strategies is considered, with predictions on how they may evolve with technology and market changes. Advice is offered to organizations considering the Long Tail approach.We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    40 min
  7. Authenticity In Partner Marketing with Gregg Linde

    01/23/2024

    Authenticity In Partner Marketing with Gregg Linde

    In the latest episode of Channel Smart, we welcome JSG's President, Meredith Caram, who sits down for an insightful discussion with Gregg Linde, Head of America's Field Marketing at Check Point Software Technologies Ltd, Partner Marketing refers to strategies and practices focused on collaborating with business partners to enhance mutual growth and success. It's about creating and nurturing a symbiotic relationship where the company and its partners collaborate closely to achieve shared marketing and sales objectives, leading to growth and success for both parties. Gregg draws on his own experience in different roles to discuss how to be authentic in partner marketing.  Meredith and Gregg explore:  Knowing All Sides: Gregg discusses the significance of understanding different perspectives in the channel ecosystem, providing invaluable advice for those looking to deepen their partner relationships.Aligning Partner: Gregg and Meredith share how to align channel partners' marketing strategy to overall business goals and objectives and what tools they can use. Solution Marketing v.s. Product Marketing: Gregg highlights a significant shift in customer behavior and shares how partners can solve customer business problems, not just provide a product.  We know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    16 min
  8. Navigating the 2024 Channel: Top 5 Strategies for Vendors and Partners

    01/10/2024

    Navigating the 2024 Channel: Top 5 Strategies for Vendors and Partners

    The podcast "Navigating the 2024 Channel" hosted by Janet Schijns, CEO of JSG, offers deep insights into the tech world's evolving trends for 2024. It focuses on practical strategies for vendors and partners, covering topics like exploring new routes to market, revamping partner programs, and leveraging AI in program automation for vendors.  For vendors, suppliers ISVs and providers, Janet discusses:  New Routes to MarketRevamping Partner ProgramsRethinking MDFFor partners, she discusses:  Marketing-led GTM strategiesProfessional sales managementDeveloping outcome-based servicesWe know you will find this episode enlightening and informative. To delve deeper into the world of channel strategy and gain more valuable insights, we invite you to visit our website. For additional information, feedback, questions, or comments, don't hesitate to reach out to us at info@jsgnow.com. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.

    13 min
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About

Channel Evolution, Indirect Routes-to-Market, Alternate and Shadow Channels. Yep, the channel landscape gets super complex very rapidly. Navigating your business through that complexity can be daunting. That’s where we come in – we help tech vendors, distributors, and channel firms succeed where others fall short. Subscribe to our bi-monthly pod, hosted by our CEO Janet Schijns, with forward-thinking industry guests, and learn from the best. Janet has built three five-star award-winning channel programs, and she’s here to share nuggets of real-world knowledge. So whether you’re just starting out or looking to retool your existing channel program, the time spent listening to our pod will serve you well. Time to control, alt, and most importantly, compete!

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