683- Get Specific, Get Rich, or Get Out with Jay McBain

Why you should listen Jay McBain breaks down the data behind why 51% of partners are in double-digit profit decline while the industry grows at 10.2%, and what separates the partners winning from the ones quietly falling behind. Learn the specific positioning shift that gets you found by large language models, buyers, and vendors, including why "I sell to midsize banks in Perth and do compliance" beats every generic services page on the internet. Walk away with the new partner economics: the 6.3 partners surrounding every SaaS deal, the 28 measurable moments in a buyer's journey, and where partner revenue actually sits inside the next 20 years of AI. Half the channel is in double-digit profit decline in an industry growing 10% a year, and most SaaS partners can't work out why their pipeline is drying up. In this episode, I talk with Jay McBain, Chief Analyst at Omdia, the world's leading voice on channels, partnerships, and ecosystems, with 32 years entirely in the channel. We get into why digital sameness is killing smaller partners, why large language models can't find you when you do all things to all people, and where the real money sits inside the 20-year AI era. Jay shares the data behind the 1,000 partners doing two-thirds of all tech services globally, and the niche play that puts you on the right side of that line. If you're tired of competing in a sea of identical websites and watching better-positioned partners win deals you should have been in, this one's for you About Jay McBain Jay McBain is Chief Analyst for Channels, Partnerships, and Ecosystems at Omdia, with more than 30 years analyzing the global channel landscape. He has held executive channel roles at IBM, Lenovo, Autotask, ChannelEyes, and Forrester, and was named Global Channel Influencer of the Year by Channel Futures Magazine. His research on the 28 measurable buyer moments, the 6.3 partners surrounding every SaaS deal, and the shift from resell to ecosystem-driven revenue has made him the analyst vendors and partners turn to when they need to understand where the channel is heading next. Resources and Links omdia.com Jay's LinkedIn profile Jay McBain on The Paul Higgins Podcast: Episode 435 Need help with your WHO and WHAT decisions? Apply for a FREE Multiplier Call Book a Decision Session here Previous episode: 682 - 82% of Tech Partners Are Not AI Ready Are You Check out more episodes of the Paul Higgins Podcast Subscribe to our YouTube channel: @PaulHigginsMentoring Join our newsletter Suggested resources