Top 10 Trends For Future Of Channels, Partners and Alliances

A talk by Jay McBain
Principal Analyst - Channels, Partnerships & Alliances, Forrester

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About this talk

The shift in technology buying trends favoring line-of-business leaders is having a significant impact on traditional partnering, reselling, and value-added services. With business buyers now leading or influencing 65% of new technology projects, partner business models that were built around product sales are struggling to stay relevant. Business leaders do not have the patience for generalists who are learning on the go and will pay more for specialty firms that have demonstrated success in the same or similar context. Join this session to look at the future of channels, partnerships and alliances, with guidance on how to assess current partners’ influence on these new buyers, understand new shadow channels’ impact on the buying journey, determine new channel program structures and recruitment personas, and expanding B2B sales and marketing strategy beyond traditional audiences.

Jay McBain

Named to the Top 40 Under Forty by the Business Review, Top 8 Influencer by Channel Partners, Top 8 Thought Leader by Channel Marketing Journal, Top 20 Visionary by ChannelPro, Top 25 Newsmaker by CDN Magazine, Top 50 Channel Influencer by Penton, Top 100 Most Respected Thought Leader by VSR Magazine, Global Power 150 by SMB Magazine, and Top 250 Managed Services Executives by MSPmentor.

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