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Jay McBain

Principal Analyst

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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.

Previous Work Experience

Jay has spent his 24-year career in various executive channel, sales, marketing, and strategy roles within IBM, Lenovo, Autotask, ChannelEyes, and now Forrester.

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 also holds an MBA in entrepreneurship from Louisiana State University.

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.

Previous Work Experience

Jay has spent his 24-year career in various executive channel, sales, marketing, and strategy roles within IBM, Lenovo, Autotask, ChannelEyes, and now Forrester.

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 also holds an MBA in entrepreneurship from Louisiana State University.

Jay McBain's Most Recent Research

Research

The Future Of Distribution

Use Platforms Of Distribution To Bring New Outcomes To New Buyers
February 23rd, 2021 | Joe Cicman, Jay McBain

Traditional distribution faces obsolescence as buyers seek closer relationships with vendors. Distributors evolved over decades to buy time — adding value...

14 min read
Research

The Forrester Wave™: Partner Relationship Management, Q4 2020

The 14 Providers That Matter Most And How They Stack Up
November 4th, 2020 | Jay McBain

In our 22-criterion evaluation of partner relationship management providers, we identified the 14 most significant ones — Allbound, AppDirect, Channeltivity...

21 min read
Research

The Forrester Tech Tide™: Channel Software, Q2 2020

Seven Technologies Underpin Channel Software
June 25th, 2020 | Jay McBain

Channel software is increasingly critical to firms' ability to win, serve, and retain their customers and partners. To accelerate performance of their...

9 min read
Research

The Forrester Wave™: Through-Channel Marketing Automation, Q2 2020

The 13 Providers That Matter Most And How They Stack Up
April 20th, 2020 | Jay McBain, Lori Wizdo

In our 24-criterion evaluation of through-channel marketing automation (TCMA) providers, we identified the 13 most significant ones — Ansira, Aprimo, BrandMuscle...

19 min read
Research

New Partners Won't Thrive In Current Channel Programs

Augment Tiered Precious-Metal Schemes By Investing In Programs Tuned To Nonreselling Partners
March 23rd, 2020 | Jay McBain

B2B marketers and channel professionals must understand that the tiered precious-metal program, while useful for traditional resell-based partners, doesn't...

8 min read