Is your MEA channel built to carry the next stage of growth?
Most channels stall not for lack of ambition, but for lack of direction — the wrong markets, thin coverage, unmanaged stock, and forecasts nobody trusts.
TrueNorth gives vendors, distributors, channel partners, and investors an independent read on where the growth actually is — and a plan to reach it.
Built on Experience.
Proven in Practice.
Four practices, one operating discipline
From investor-grade diligence to the operating rhythm that keeps multi-market performance predictable.
Where the growth is, and how to reach it
Plans that hold, forecasts people trust
Distribution and partner performance, governed
An independent read before and after the deal
Every side of the channel
Vendors
Entering or scaling MEA with the right coverage model and partners.
Distributors
Professionalizing commercial operations, planning, and governance.
Channel Partners
Building repeatable, scalable channel growth beyond opportunistic deals.
Investors
Evaluating distribution assets and revenue quality before and after deal.
Commercial Leaders
Building high-performing teams and a disciplined operating rhythm.
Channel Organizations
Improving ecosystem performance, partner health, and predictability.
Does any of this sound familiar?
If you recognize three or more, the problem is structural — not effort. That is the work we do.
If three or more landed, start with the Diagnostic
A structured, independent read on your channel — scoped tightly enough to finish in two weeks, and specific enough to act on the day it lands.
The twelve questions above, answered against your actual numbers — coverage, distributor performance, forecast quality, and partner programs.
A written assessment: where the channel is structurally sound, where margin is leaking, and the three things to fix first — with the reasoning behind each.
Two weeks from kickoff, and no more than two working sessions with your team. Scoped and priced on the introductory call.
Why organizations choose TrueNorth
Independence is not a positioning line here — it is the reason the read is worth having.
Independent Advisory
No vendor bias, no reseller bias — purely objective recommendations.
Deep MEA Expertise
Real operating experience across Middle East & Africa markets.
Operator-Led Consulting
Guidance rooted in execution, not theory or templates.
AI-Enabled by Design
Modern forecasting, planning, and decision-making built in.
Commercial Excellence
Strategy translated into measurable, governed execution.
Modern commercial leadership powered by AI
Forecasting, partner analytics, and planning intelligence embedded in the operating cadence — so decisions are made on evidence, on time.
Jehad Abu Shaqrah
Jehad founded TrueNorth Channel Advisory after 20+ years scaling channel and distribution businesses across the Middle East & Africa — most recently as HP's Head of Distribution Sales for the region, following commercial leadership at Philips.
At HP he owned full P&L for a multi-billion-dollar distribution portfolio across the region, delivering consistent growth across complex, multi-market dynamics. He built executive-level joint business plans with the region's top broadline distributors and ran the cross-functional operating rhythm — sales, supply chain, finance, category — that makes complex, multi-market performance predictable.
His work sits at the intersection of commercial strategy, partner ecosystems, and operational execution: designing routes to market, building partner programs, and embedding the governance that turns strategy into numbers.
"Sustainable growth comes from combining strategic clarity with disciplined execution."
How we work
Discover
Baseline the channel: coverage, partners, economics, and where value leaks.
Analyze
Quantify the gap — sell-through, cost-to-serve, partner health, forecast quality.
Design
Set the bearing: route-to-market model, partner program, planning cadence.
Execute
Embed the rhythm with your team — owners, scorecards, quarter management.
Optimize
Tune with data and AI-assisted forecasting until performance is predictable.
MEA Business Insights by Jehad
Operator perspectives on running channels in MEA, published weekly on LinkedIn.
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TrueNorth in seventy seconds
The four practices, the audiences we serve, and how independent advisory changes the numbers — from due diligence to AI-enabled planning.
Let's find your TrueNorth
A 30-minute introductory call, no cost and no obligation. Come with a market, a partner problem, or a number that isn't moving — you'll leave with a clear read on it.
Your request is ready to send
We'll be in touch within one business day. Prefer to reach us directly? Write to info@truenorthchannel.com.