We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEO’s feel that current business models will be unrecognizable in the next 5 years. Given structural changes in our economy (before and after COVID-19), new buying journeys, subscription/consumption models, marketplaces, and emerging technologies, most firms are now considering ecosystems as the key ingredient to survival (and success). Ecosystems are different than traditional indirect channels in that they are untethered to the financial transaction and focused more on intra-firm value creation, access and attachment to external networks, and partner innovation. Join Jay McBain from Forrester as he unpacks these future trends and walk away with actionable advice on the changing tech market and how to thrive in broader channel ecosystems.
Jay McBain is one of the most visible and respected thought leaders in the global channel. Named 2021 Channel Influencer of the Year by Channel Partners Magazine, Top 40 Under Forty by the Business Review, as well as numerous channel magazines top influencer lists, he is often sought out for industry guidance and future trends. He has spent his 27-year career in various executive channel sales, marketing, and strategy roles within IBM, Lenovo, and ChannelEyes. Jay is the principal analyst for global channels, partnerships, and ecosystems at Forrester - one of the most influential global research and advisory firms in the world.