Alliance Aces

Jay McBain, a Principal Analyst for Channels, Partnerships & Alliances at Forrester, gave an incredible keynote at the ASAP Global Alliance Summit about the coming wave of new alliances. In short, traditional partnerships have evolved, because buyers have changed. This new wave of B2B buyers isn’t struggling with their superiors to deal with red tape and a slow approach. They’re going right around the CTO and straight to the sellers … after they’ve done all the research. Our Alliance Aces host, Chip Rodgers, caught up with Jay after his talk at ASAP, and got a deeper look at these new buyers, and how that impacts the future of alliances. Jay gave us 3 reasons buyers and buying behavior are rapidly evolving, then he shared the opportunity for alliances. Taken from a Facebook Live interview.