The Alliances Tipping Point: Opportunity or Risk?

We are in the middle of a major transformation of how companies go to market. In fact, 82% of companies are investing more in partnerships in 2022. Given structural changes in our economy (before and during the pandemic), new customer buying journeys, the surge in subscription/consumption models, rapidly shifting B2B routes including PLG, direct-to-customer and marketplaces, most firms are now considering partnership ecosystems as the key ingredient to survival (and success). The growth of non-transactional partners has forced companies to re-examine their people, processes, programs, and technology–and determine how they will leverage alliances in the decade of the ecosystem.


Jay McBain
Principal Analyst - Channels & Alliances

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 28-year career in various executive channel sales, marketing, and strategy roles within IBM, Lenovo, ChannelEyes, and Forrester.