Forrester’s McBain: Non-Transacting Partners, Nontraditional Buyers Are Remaking the ICT Channel

McBain and other channel leaders will share ideas at the annual ImpartnerCON event.

Changes in the ICT channel can be summed up in two ways, says Jay McBain, principal analyst of channels, partnerships and alliances at Forrester Research.

First is the demographic shift within vendor partner programs, and second is the rise of tech buyers who work outside of traditional ICT departments. These two trends are transforming the traditional channel is ways that we are only now beginning to understand, says McBain. He will present his ideas at the upcoming ImpartnerCON19 event scheduled for May 1-3 in Park City, Utah.

ImpartnerCON is expected to attract a who’s who of channel luminaries including McBain and Larry Walsh, founder and CEO of the 2112 Group, plus channel chiefs from the likes of Western Digital, Adobe, Autodesk, CommScope and JDA. (Members of the Channel Futures Think Tank, including Lief Keopsel, senior director of channel marketing from Fortinet, will also be on hand.)

Written by T.C. Doyle

Read the entire article, Forrester’s McBain: Non-Transacting Partners, Nontraditional Buyers Are Remaking the ICT Channel, at channelfutures.com