Jay McBain

Jay McBain Principal Analyst – Channels, Partnerships & Alliances Forrester Research, Inc. Jay has close to 25 years experience in various executive channel, sales, marketing, and strategy roles within organisations such as IBM, Lenovo, Autotask, ChannelEyes, and now Forrester. He holds dual Bachelor of Management degrees in MIS and public administration from the University of Lethbridge and holds an MBA in entrepreneurship from Louisiana State University. Jay is based in Florida USA and advises vendors, distributors, and partners around the world. He provides research, advisory, and consulting to companies ranging from Fortune 100 vendors to startups on the entire scope of their channel and alliance strategies. Jay leads Forrester's research and advisory for global channels, alliances, and partnerships. He specialises in B2B marketing within the age of the customer; understanding and navigating the complexity of multiple routes to market; ensuring contextual and relevant content to accelerate the indirect sales process; and describing the technology infrastructure to build and support channel relationships. His background is in channel leadership, sales, marketing, and operations, with a specific emphasis on indirect sales strategy/execution, covering multiple industries, segments, and underlying technologies. Jay is renowned for his industry thought leadership and expertise in partner recruitment, development, and acceleration through effective partner coverage, enablement, communication, and incentives. He is an expert in building and leveraging channel communities and one of the global leaders in social media, partner marketing automation, and other indirect growth strategies.

Emerging Trends For 2020 From The US

In 2020, organizations will start to break down silos and get the channel integrated into the entire customer cycle. This means neutral compensation, strict rules of engagement, and a cultural DNA that squashes channel conflict.

Building Community – What You Need To Know!

The future of the channel account manager will transition to community managers in order to support the diverse partner ecosystem. With millions of potential partners flooding into the marketplace, those that can find, recruit, manage, and nourish partners at scale will determine future winners and losers.