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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 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

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 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 Research

Most RecentMost Popular
  • For B2B Marketing Professionals

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

    The 13 Providers That Matter Most And How They Stack Up

    April 20, 2020Jay 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, Distribion, E2open, Impartner, Mindmatrix, Pica9, SproutLoud Media Networks, StructuredWeb, TIE Kinetix, Zift Solutions, and ZINFI Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

  • For B2B Marketing Professionals

    REPORT: New Partners Won't Thrive In Current Channel Programs

    Augment Tiered Precious-Metal Schemes By Investing In Programs Tuned To Nonreselling Partners

    March 23, 2020Jay McBain

    B2B marketers and channel professionals must understand that the tiered precious-metal program, while useful for traditional resell-based partners, doesn't effectively serve new ecosystem partners such as alliances, affiliates, advocates, ambassadors, and affinity. Before broadening channel ecosystems, tech companies must effectively attribute revenue, invest in digital self-service tools, and automate workflows.

  • For B2B Marketing Professionals

    REPORT: Unlocking The Power Of Partner Ecosystems Demands Powerful Measurement

    Build A Holistic Set Of Metrics And KPIs That Accurately Reflect Channel Effectiveness

    March 17, 2020Jay McBain

    Today's increasingly complex channel environment means once-reliable partner performance measurements such as revenue tiers, profit contribution, certifications, and customer satisfaction surveys fail to properly predict overall channel performance. To succeed, B2B marketers and channel leaders must embrace techniques that will measure the expanding ecosystems' influence on the entire buyer's journey and not just the transaction.

  • For B2B Marketing Professionals

    REPORT: Now Tech: Channel Onboarding, Q4 2019

    Forrester's Overview Of 30 Channel Onboarding Providers

    November 11, 2019Jay McBain

    You can use channel onboarding to improve channel revenue as well as partner relationships and loyalty, which correlate to the long-term success of partnerships and require personalized education, training, and certification. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2B channel leaders should use Forrester's Now Tech report to understand the value they can expect from a channel onboarding provider and select one based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: Predictions 2020: B2B Marketing And Sales

    Accelerating Response To The Great Expectations For The B2B Buying Experience

    October 29, 2019 Caroline Robertson, Steven Casey, Jay McBain, Laura Ramos, Mary Shea, Lori Wizdo

    We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment.

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