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Jay McBain: From Channels to Platforms - How Partnerships Drive Trillion-Dollar Growth
In this episode of Inside Partnering, I sit down with Jay McBain, Chief Analyst at Canalys and one of the leading minds in the partner ecosystem world. Jay shares deep insights on how ecosystems have evolved, why platforms—not products—are the future, and how AI is reshaping everything from services to incentives.
We talk about:
• The “28 moments” in a customer journey that partners now influence
• How to build an obtainable market around AI services
• The shift from legacy partner tiers to value-based point systems
• How partner leaders can finally get credit where it’s due
Jay doesn’t just predict trends—he maps them, tracks them, and helps the ecosystem understand what’s coming next.
Whether you’re a partner leader at a cloud vendor, a startup building an AI integration strategy, or a channel veteran trying to future-proof your career—this conversation is packed with takeaways you can act on today.
Chapters
00:00 – Welcome + Intro
01:00 – Mapping the future: the “decade of ecosystems”
02:45 – Platforms > Products: redefining success
04:15 – The 5 types of partnerships every company needs
06:00 – AI as an ecosystem play
08:00 – How to define your obtainable AI market
11:00 – Specialization in the age of AI
13:00 – The 28 moments that define the customer journey
15:00 – Operationalizing partner value
17:00 – Rethinking incentives: Points over tiers
19:30 – How Microsoft is leading the way on retention economics
21:00 – Final thoughts + thank you
Key Takeaways
• Platform businesses win through partnerships, not product alone.
• AI services are growing exponentially—partners need to find their niche.
• Measuring all 28 moments of a buyer’s journey is critical for partner teams.
• Partners are demanding recognition beyond resell—point systems are rising.
• Retention and enrichment are the new north stars for ecosystem value.
Key Quotes
• “This is the era of partnering—and everyone’s speaking partner language.”
• “Nobody becomes a platform alone. Partnerships mint trillion-dollar valuations.”
• “There are 28 moments before the sale. Most of them are partner-led.”
• “Recognition is now more important than leads.”
• “AI knows who you are—what you post, who you serve. Specialize.”
Final Thoughts
This episode is a must-listen for partner professionals, alliance managers, and anyone trying to decode where GTM is headed. If you want to influence internally, drive measurable value, and stay ahead of change—this one’s for you.
Hashtags:
#PartnerEcosystem #JayMcBain #InsidePartnering #GoToMarket #PartnerLedGrowth #AIinPartnerships #PlatformStrategy #B2BPartnerships #EcosystemThinking #FutureOfWork
Get full access to Inside Partnering at insidepartnering.substack.com/subscribe
View all episodes
By Chip RodgersIn this episode of Inside Partnering, I sit down with Jay McBain, Chief Analyst at Canalys and one of the leading minds in the partner ecosystem world. Jay shares deep insights on how ecosystems have evolved, why platforms—not products—are the future, and how AI is reshaping everything from services to incentives.
We talk about:
• The “28 moments” in a customer journey that partners now influence
• How to build an obtainable market around AI services
• The shift from legacy partner tiers to value-based point systems
• How partner leaders can finally get credit where it’s due
Jay doesn’t just predict trends—he maps them, tracks them, and helps the ecosystem understand what’s coming next.
Whether you’re a partner leader at a cloud vendor, a startup building an AI integration strategy, or a channel veteran trying to future-proof your career—this conversation is packed with takeaways you can act on today.
Chapters
00:00 – Welcome + Intro
01:00 – Mapping the future: the “decade of ecosystems”
02:45 – Platforms > Products: redefining success
04:15 – The 5 types of partnerships every company needs
06:00 – AI as an ecosystem play
08:00 – How to define your obtainable AI market
11:00 – Specialization in the age of AI
13:00 – The 28 moments that define the customer journey
15:00 – Operationalizing partner value
17:00 – Rethinking incentives: Points over tiers
19:30 – How Microsoft is leading the way on retention economics
21:00 – Final thoughts + thank you
Key Takeaways
• Platform businesses win through partnerships, not product alone.
• AI services are growing exponentially—partners need to find their niche.
• Measuring all 28 moments of a buyer’s journey is critical for partner teams.
• Partners are demanding recognition beyond resell—point systems are rising.
• Retention and enrichment are the new north stars for ecosystem value.
Key Quotes
• “This is the era of partnering—and everyone’s speaking partner language.”
• “Nobody becomes a platform alone. Partnerships mint trillion-dollar valuations.”
• “There are 28 moments before the sale. Most of them are partner-led.”
• “Recognition is now more important than leads.”
• “AI knows who you are—what you post, who you serve. Specialize.”
Final Thoughts
This episode is a must-listen for partner professionals, alliance managers, and anyone trying to decode where GTM is headed. If you want to influence internally, drive measurable value, and stay ahead of change—this one’s for you.
Hashtags:
#PartnerEcosystem #JayMcBain #InsidePartnering #GoToMarket #PartnerLedGrowth #AIinPartnerships #PlatformStrategy #B2BPartnerships #EcosystemThinking #FutureOfWork
Get full access to Inside Partnering at insidepartnering.substack.com/subscribe