...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Janet explains how common vendor habits—overstuffed portals, one-and-done webinars, outdated content, and feature-heavy messaging—create confusion instead of clarity.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 vendors
• How unclear buyer definitions and vague solution positioning stall sales
• What effective partner enablement looks like in a modern channel ecosystem
• How to create concise, usable, and current training that partners can absorb quickly
• What should be included in a campaign-in-a-box to make it truly actionable
• Why deal support, pricing access, and a helpful human contact matter more than ever

Janet 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 [email protected]. Tune in to Channel Smart and stay ahead in the ever-evolving world of business partnerships.