Opportunity Costs – Jay McBain

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I had to have Jay McBain back on the show to continue our conversation from July, 2020 about customer obsession, journey mapping and the future of week. A year has gone by since then and I wanted to look at what he was seeing transformed, stagnant and a no go.

With that in mind we ventured into conversation about opportunity costs and how at some point it becomes numeric and definable. But should you quantify it or leap and take the risk on the opportunity?

We also talked about making decisions, not making decisions and staying static are actually all forms of making a decision. And because he is top futurist Jay McBain, we talked about the future of work, why it is important to map your customers journey with you if you want a successful business and customer experience beyond the first sale.

Jay leads Forrester’s research and advisory for global channels, alliances, and partnerships. He focuses on B2B marketing in the age of the customer; understanding and navigating the complexity of multiple routes to market; ensuring contextual and relevant content to accelerate the indirect sales process; and describing the technology infrastructure to build and support channel relationships.

His background is in channel leadership, sales, marketing, and operations, with a specific emphasis on indirect sales strategy/execution, covering multiple industries, segments, and underlying technologies. Jay is renowned for his industry thought leadership and expertise in partner recruitment, development, and acceleration through effective partner coverage, enablement, communication, and incentives. He is an expert in building and leveraging channel communities and one of the global leaders in social media, partner marketing automation, and other indirect growth strategies.

Jay provides research, advisory, and consulting to companies ranging from Fortune 100 vendors to startups on the entire scope of their channel and alliance strategies. He is a contributing author and has been cited in numerous channel media publications, including Channel Reseller News (CRN), ChannelPro, ChannelE2E, The VAR Guy, MSPMentor, Channelnomics, Computer Dealer News (CDN), Australia Reseller News (ARN), eChannelNews, Business Solutions Magazine, ChannelLine, ChannelInsider, SearchITChannel, Redmond Channel Magazine, Vertical Systems Reseller, Channel Buzz, and SMB Nation. He also maintains a popular blog on channel trends.

Jay is based in Florida but advises vendors, distributors, and partners around the world.

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