In this insightful episode, we welcome Jay McBain, Chief Analyst at Canalys, to discuss the evolving world of partnerships and the “decade of the ecosystem.” Jay shares his expertise on key shifts in the B2B landscape and highlights five major trends for 2024 that every channel leader should know:
1. B2B Buying is Changing – New buyers prefer digital-first, digital-only solutions and prioritise seamless integrations over traditional sales interactions.
2. 2024: The Year of Platforms – The most successful companies are now platform-driven, enabling partners to add value and enhance offerings through ecosystems.
3. Partner Compensation is Shifting – It’s no longer just about the point of sale. Compensation should now align with the value partners bring throughout the customer journey.
4. The End of the Cookie – With the decline of third-party data, second-party data from partnerships becomes essential for accurate marketing and customer insights.
5. Generative AI’s Real Opportunity – While AI is exciting, its true potential lies in integrating with business data to drive smarter, long-term operations.
Jay urges leaders to move from hype to operational excellence, showing how to measure, manage, and optimise partnerships to stay ahead in the ecosystem-driven economy. Tune in for practical advice and forward-thinking strategies to transform your partnerships in 2024 and beyond.
Connect with Jay McBain on LinkedIn: https://www.linkedin.com/in/jaymcbain/
Timestamps:
00:00 Introduction and Background
08:46 The Changing Landscape of B2B Buying
14:28 The Rise of Platforms in 2024
18:48 Shifting Partner Compensation to the Point of Value
26:13 The End of Third-Party Data and the Rise of Second-Party Data
37:29 Generative AI: A Huge Opportunity, but Not Instantaneous
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Apple Podcasts – https://podcasts.apple.com/nl/podcast/partnerships-unraveled/id1648091322
Spotify – https://open.spotify.com/show/5LBehmUCwmmxIApamuLK6m?si=7b166ee1661a4a0d
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