True Direction for Complex Markets
Independent channel and distribution strategy advisory for the Middle East & Africa.
We help vendors, distributors, investors, and channel leaders create predictable growth through better strategy, execution, and commercial excellence.
Built on Experience.
Proven in Practice.
Eight practices, one operating discipline
From investor-grade diligence to the operating rhythm that keeps multi-market performance predictable.
Commercial Due Diligence
Route-to-Market Strategy
Business Planning
Capability Building
Partner Ecosystem Management
Training
Executive Coaching
AI-Enabled Commercial Advisory
Every side of the channel
Vendors
Entering or scaling MEA with the right coverage model and partners.
Distributors
Professionalizing commercial operations, planning, and governance.
Resellers
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.
Why organizations choose TrueNorth
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.
Subscribe on LinkedInSaudi Arabia and the Evolution of MEA Technology Distribution
MEA Doesn't Reward the Loudest Leader. It Rewards the Most Consistent.
Europe Is Behind in AI — But the Race Is Far From Over
The Channel Is Moving From Distribution to Co-Development
The 54-Market Moat: Why Distribution in Africa Is Your Real Advantage
MEA Has Six Tech Ecosystems. Why Are You Only Playing in One?
The Channel Is Not Moving Boxes Anymore. It's Delivering Outcomes.
The Great Memory Squeeze: Navigating the 2026–2027 PC Supply Cycle
TrueNorth in seventy seconds
The eight 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.