Channel Disruptors: Kill the Pitch, Go Digital, Automate or Die

Welcome to The Power of 11, where working with JSG means more than just 1+1; it's a force multiplier. With us, 1+1 = eleven, and that’s the exponential value we bring to every partnership.

In each issue, our experienced consultants, former leaders from the top IT channel organizations, share industry insights, what’s trending in the ITC ecosystem, the best reads and podcasts, and where you can find us at upcoming events.

Meredith Caram , President of the JS Group, is our highlighted consultant this week.

What are the topics you are most frequently discussing right now with business organizations and leaders?

As we have just completed the first month of Q1, business leaders are laser-focused on three major trends:

• Content That Solves Problems: Buyers don’t want sales pitches; they want insights. The most successful B2B brands are winning by creating value-driven content—guides, thought leadership, and interactive tools—that educates, builds trust, and differentiates their offerings.
• Partner Enablement Tech: The channel is going digital. AI-driven partner portals are transforming training, co-marketing, and sales enablement, boosting productivity and fostering deeper collaboration between vendors and partners.
• Smarter Marketing Automation: Clunky systems are out; streamlined automation is in. Businesses are embracing more intuitive tools that simplify lead nurturing, campaign execution, and performance tracking—even for lean teams.

What books are you currently reading?

"How to Not Die Alone" by Logan Ury This book explores the science of relationships, and its insights extend beyond personal connections for me and into business strategy:

• Avoiding Relationship Myths Just as people have misconceptions about dating, businesses often misjudge what makes a great channel partner. Instead of chasing big names, using data-driven strategies helps identify truly aligned partners for long-term success.
• Understanding Decision-Making Biases The paradox of choice can create indecision in both dating and business. A well-structured partner program simplifies choices, guiding partners toward the most valuable actions.
• Building Stronger Long-Term Relationships Success isn’t just finding any partner but the right one. The best channel programs focus on compatibility and shared values, leading to trust and long-term growth.

What are you listening to?

Joe Rogan Podcast

What events are you or the team attending in the next few months?

Meredith Caram and the JS Group team will be attending key industry events in Q1:

• ITEXPO #TECHSUPERSHOW
• JSG and ALN are sponsors of The WIT Network #IWD event, and Lynne Thornton and Kathleen Martin will be in attendance. Kathleen will be leading a session on Finance for Non-Financial Managers
• Join JSG in Bassano 2706 at #CPEXPO Channel Partners.
• Barbara Goworowski is on the board with the Channel Marketing Association and will speak at their upcoming Marketing Summit.
• Janet Schijns will be speaking at the Cloud Communications Alliance event April 14-16, 2025