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Insights podcast

Participants 

Jay McBain, Canalsys
Sophy Gray, 7Demand

Summary

In this conversation, Jay McBain discusses the evolving landscape of partner marketing, emphasizing the growing importance of partnerships in driving sales and the need for organizations to adapt to new buyer demographics and preferences.

He highlights the shift towards value-driven marketing, the challenges of enabling partners, and the role of AI and data lakes in enhancing marketing strategies. McBain also provides insights for smaller vendors on how to navigate this changing environment and the importance of integrating marketing efforts with partner ecosystems.

Takeaways

• Partner marketing is becoming increasingly vital for sales success.
• The market is seeing a shift from product sales to service-driven models.
• Budget strategies are evolving towards more inclusive funding systems.
• Understanding the new buyer demographic is crucial for marketing success.
• Integrations are now a key selling point for products.
• Value-driven marketing is essential for partner success.
• Partners need better enablement and support from vendors.
• AI is transforming the way marketing is executed and measured.
• Data lakes will play a significant role in future marketing strategies.
• Smaller vendors must adapt to the platform economy to thrive.