Segments and Topics
Channel 101: Understanding the Models
What a channel is (and isn’t), routes to market (VAR, MSP, SI, agent, disti, alliance), partner types, and how value flows
Economics of the Channel
Partner business models, margins, MDF, discounts, incentives, spiffs vs. long-term LTV, vendor cost-to-serve, partner profitability levers
The Channel Tech Stack
PRMs, MDF platforms, CPQs, TCMA, lead routing, LMS, how they (should) work together
Rules of Engagement and Channel Governance
Deal registration, channel conflict, partner tiering, rules of engagement, and escalation paths
Channel Marketing & Demand Generation
What works (and doesn’t) in co-marketing, the role of through-channel, digital campaigns, and social selling
Partner Experience (PX) and Trust-Building
What partners care about, what trust looks like in an ecosystem, and how vendors break or build it
Metrics That Matter
Leading vs. lagging indicators, channel pipeline hygiene, partner scorecards, health dashboards, and ecosystem KPIs.
What you can expect
Monthly “Ask the Expert” Sessions
Offered by JSG and AVANT
Channel Playbook Template
A fill-in-the-blanks strategic framework to build/refine their partner program
Partner Journey Mapping Tool
Showing how to most effectively work with AVANT
Glossary of Channel Terms
The No BS Edition
Access to Peer TEAMS Group
So you can ask in private and in a safe environment, “what does MDF stand for again?”
Introducing the Channel Community Catalyst Collective (C4ftw) powered by Avant & JSG
This program equips Channel Chiefs with real-world knowledge, frameworks, and peer insights they need to lead partnering with confidence, credibility, and competence in a world that is changing rapidly.
We will kick off the live sessions in Ft. Lauderdale FL in February of 2026, so please join us at the inaugural C4-for-the-Win (C4ftw) event!
