Jay McBain

Principal Analyst

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 Florida but advises vendors, distributors, and partners around the world.

New Tech: Ecosystem Management, Q3 2021
Report
August 6th, 20219 min read

This report presents a review of the emerging vendors in the ecosystem management platforms and tools market; digital leaders should use it to understand the capabilities within major market segments and to inform their technology strategies.

The Future Of Distribution
Report
February 23rd, 202114 min read

Traditional distribution faces obsolescence as buyers seek closer relationships with vendors. Distributors evolved over decades to buy time — adding value via fulfillment, credit facilities, marketing, sales, and domain expertise. IT distributors face imm

The Forrester Wave™: Partner Relationship Management, Q4 2020
Report
November 4th, 202018 min read

In our 22-criterion evaluation of partner relationship management providers, we identified the 14 most significant ones — Allbound, AppDirect, Channeltivity, ChannelXperts, Computer Market Research, Comviva, Impartner, Magentrix, Mindmatrix, Oracle, Sales

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