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 dueJay 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.Chapters00:00 – Welcome + Intro01:00 – Mapping the future: the “decade of ecosystems”02:45 – Platforms > Products: redefining success04:15 – The 5 types of partnerships every company needs06:00 – AI as an ecosystem play08:00 – How to define your obtainable AI market11:00 – Specialization in the age of AI13:00 – The 28 moments that define the customer journey15:00 – Operationalizing partner value17:00 – Rethinking incentives: Points over tiers19:30 – How Microsoft is leading the way on retention economics21:00 – Final thoughts + thank youKey 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 ThoughtsThis 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 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit insidepartnering.substack.com