EP33 – Software is eating the world

Inside this episode:

My guest, Jay McBain, is the Principal Analyst – Channels, Partnerships & Ecosystems, for Forrester Research.  In this episode, Jay expounds on ideas:  

  • The biggest impact on the oil & gas services world will be software. 
  • Why every company will become a technology-driven company.
  • Why software companies are valued so much higher than other companies.
  • Why channel partners are the key to delivering value in the next 10 years.

Listen to the episode:

Jay McBain

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.


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.

Links in Episode:

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