Session 105
Alliance Professionals Take Center Stage in The Decade of The Ecosystem

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEO's and Boards feel that current business models will be unrecognizable in the next 3 years – and ecosystems are the main reason why.

Given structural changes in our economy (before and after COVID-19), new buying journeys, subscription/consumption models, explosion of 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 – exactly the expertise of alliance professionals.

Join Jay McBain from Forrester as he unpacks these future trends and walk away with actionable advice on:


Jay McBain
Principal Analyst - Channels & Alliances
Forrester Research

Jay McBain is one of the most visible and respected thought leaders in the global channel. Named to the 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 alliances at Forrester - one of the most influential global research and advisory firms in the world.