The Channel Surfers - Ep. 28 - The Future of the Channel with Jay McBain

In this episode of The Channel Surfers, we sit down with Jay McBain, Chief Analyst for Channels, Partnerships, and Ecosystems at Canalys, to explore where the channel is headed in 2025 and beyond. Jay shares his latest insights on the evolving partner landscape, from the rise of ecosystem-driven sales to the critical role of marketplaces, alliances, and non-traditional partners. We discuss how data and automation are reshaping channel strategy, why partner influence is the new currency, and how organizations can adapt to a world where 76% of global commerce flows indirectly. Whether you’re a channel leader, partner manager, or industry newcomer, Jay’s unique perspective provides a roadmap for staying ahead of the curve and turning market shifts into growth opportunities. Key Takeaways: • How the partner ecosystem is diversifying beyond traditional VARs and resellers • The growing influence of technology alliances, influencers, and niche specialists • Why marketplaces and ecosystem orchestration are redefining partner engagement • Actionable steps to prepare your channel program for the next wave of disruption Listen now to hear one of the industry’s most respected voices share his predictions, data-backed trends, and practical advice for thriving in the new era of partnerships.