Jay   McBain

Jay McBain

Principal Analyst Serving B2B Marketing Professionals

Jay leads Forrester's research and advisory for global channels, alliances, and partnerships. He focuses on B2B marketing in 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.

Jay provides research, advisory, and consulting to companies ranging from Fortune 100 vendors to startups on the entire scope of their channel and alliance strategies. He is a contributing author and has been cited in numerous channel media publications, including Channel Reseller News (CRN), ChannelPro, ChannelE2E, The VAR Guy, MSPMentor, Channelnomics, Computer Dealer News (CDN), Australia Reseller News (ARN), eChannelNews, Business Solutions Magazine, ChannelLine, ChannelInsider, SearchITChannel, Redmond Channel Magazine, Vertical Systems Reseller, Channel Buzz, and SMB Nation. He also maintains a popular blog on channel trends.

Jay is based in New York but advises vendors, distributors, and partners around the world.

Education

Jay holds dual Bachelor of Management degrees in management information systems (MIS) and public administration from the University of Lethbridge in Alberta, Canada. He is currently pursuing his MBA through Louisiana State University (LSU).

Jay McBain

Principal Analyst Serving B2B Marketing Professionals

Jay leads Forrester's research and advisory for global channels, alliances, and partnerships. He focuses on B2B marketing in 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.

Jay provides research, advisory, and consulting to companies ranging from Fortune 100 vendors to startups on the entire scope of their channel and alliance strategies. He is a contributing author and has been cited in numerous channel media publications, including Channel Reseller News (CRN), ChannelPro, ChannelE2E, The VAR Guy, MSPMentor, Channelnomics, Computer Dealer News (CDN), Australia Reseller News (ARN), eChannelNews, Business Solutions Magazine, ChannelLine, ChannelInsider, SearchITChannel, Redmond Channel Magazine, Vertical Systems Reseller, Channel Buzz, and SMB Nation. He also maintains a popular blog on channel trends.

Jay is based in New York but advises vendors, distributors, and partners around the world.

Education

Jay holds dual Bachelor of Management degrees in management information systems (MIS) and public administration from the University of Lethbridge in Alberta, Canada. He is currently pursuing his MBA through Louisiana State University (LSU).

Jay McBain's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Forrester Analytics: Marketing Automation Technology Forecast, 2017 To 2023 (US)

    ForecastView Document

    May 17, 2018 Jennifer Adams, Jay McBain, Ryan Skinner, Rusty Warner, Lori Wizdo

    Marketing automation technologies allow marketers to market effectively via multiple channels while automating repetitive tasks. This US data-driven report gives a five-year view of growth for six technologies within the marketing automation ecosystem: cross-channel campaign management software; content marketing platforms; lead-to-revenue management automation platforms; marketing resource management software; real-time interaction management solutions; and through-channel marketing automation platforms.

  • For CMO Professionals

    REPORT: Forrester Data: Marketing Automation Technology Forecast, 2017 To 2023 (Global)

    ForecastView Document

    April 30, 2018 Jennifer Adams, Jay McBain, Ryan Skinner, Rusty Warner, Lori Wizdo

    Marketing automation technologies allow marketers to effectively market via multiple channels while automating repetitive tasks. This data-driven report gives a five-year view of growth for six technologies within the marketing automation ecosystem: cross-channel campaign management (CCCM) software, content marketing platforms (CMPs), lead-to-revenue management (L2RM) automation platforms, marketing resource management (MRM) software, real-time interaction management (RTIM) solutions, and through-channel marketing automation (TCMA) platforms.

  • For B2B Marketing Professionals

    REPORT: The Forrester Wave™: Through-Channel Marketing Automation, Q2 2018

    The 15 Providers That Matter Most And How They Stack Up

    April 25, 2018Jay McBain

    In our 25-criteria evaluation of through-channel marketing automation (TCMA) providers, we identified the 15 most significant ones — Ansira, Aprimo (Revenew), Averetek, BrandMaker, BrandMuscle, Bridgeline Digital, Gage, Impartner, Netsertive, partnermarketing.com (Twogether), SproutLoud, StructuredWeb, TIE Kinetix, Zift, and ZINFI — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals make the right choice.

  • For B2B Marketing Professionals

    REPORT: The Forrester Tech Tide™: Channel Software, Q1 2018

    Eight Technology Categories Automate Indirect Channel Programs

    January 10, 2018Jay McBain

    Channel software is increasingly critical to firms' ability to win, retain, and serve their customers. To accelerate performance of partnerships and alliances, B2B marketers need to automate activities and integrate with back-end systems such as enterprise resource planning (ERP), CRM, and marketing automation platforms. This Forrester Tech Tide™ report presents an analysis of the eight technology categories that support channels. B2B marketers should read this report to shape their firm's road map and investment approach to these technologies.

  • For B2B Marketing Professionals

    REPORT: Death Of The Traditional IT Channel

    Address New Hyperspecialized Shadow Channels To Succeed In The Age Of The Customer

    October 5, 2017Jay McBain

    Shifts in technology buying trends favoring line-of-business (LOB) leaders are significantly altering the traditional IT and telecommunications channel. With business buyers leading or influencing many new technology projects, vendors must extend sales and marketing beyond resellers who focus on the tech organization and expand channel programs for nontraditional partners. B2B marketers: This report explores changing buyer dynamics, new influencers capitalizing on it, and the required hyperspecialization for indirect sales success in the months and years to come.

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