IAMCP Profiles in Partnership

Winning the AI Era Through Partnership

Microsoft partners are entering one of the biggest market shifts in history. In this episode, Jay McBain shares why AI is creating trillions in opportunity, why 82% of partners feel unprepared, how buyer behavior is changing, and what successful partners must do now to stay relevant. From ecosystem collaboration to digital-first selling, this conversation provides a practical roadmap for Microsoft partners looking to grow in the AI era.

1. AI Is Creating the Largest Opportunity in Technology History

The technology industry took 56 years to reach roughly $6 trillion in annual spending. Jay believes AI will effectively double that market in the next several years, creating enormous opportunities for Microsoft partners.

2. Most Microsoft Partners Don't Feel Ready

Research across approximately 25,000 Microsoft partners found that 82% do not feel prepared for AI because the technology is evolving faster than traditional training and certification models can keep up.

3. Customers No Longer Buy the Way They Used To

Modern buyers complete much of their research independently using AI tools like ChatGPT before ever engaging a salesperson. Partners must influence buyers throughout the entire journey, not just at the point of purchase.

4. Business Outcomes Matter More Than Technology Features

Successful partners are shifting conversations away from products and toward growth, profitability, customer acquisition, efficiency, and measurable business outcomes.

5. The Future Belongs to Partner Ecosystems

Customers increasingly trust multiple specialists rather than one vendor. Jay's research shows the average customer relies on 6.3 trusted partners, making collaboration more important than ever.

Jay McBain, Chief Analyst - Channels, Partnerships & Ecosystems at Omdia

Personal LI: Jay McBain

His blogs about the IT industry and channel management: Blogs | Omdia

Personal website: Jay McBain | Homepage

Anthony Carrano

LinkedIn: Anthony Carrano

Managing Partner at Dunamis Marketing

Rudy Rodriguez

LinkedIn: Rudy Rodriguez

Managing Partner at Dunamis Marketin

 

International Association of Microsoft Channel Partners: IAMCP | Website

• "We're going to double this industry in the next three to five years."

• "82% of Microsoft partners say they're not ready for AI."

• "Millennials don't play that game. They play a team sport."

• "The average customer today in the Microsoft world has 6.3 partners they trust."

• "It's not who sells the most anymore. It's who creates the most value."

00:00 – Welcome & Setting the Stage

01:10 – Why AI Represents a New 20-Year Technology Era

04:20 – Why 82% of Microsoft Partners Feel Unprepared

10:00 – The Biggest AI Opportunities for SMB and Mid-Market Partners

17:45 – From Selling Technology to Selling Business Outcomes

22:15 – Understanding the New Digital-First Buyer

28:20 – Building Trust in a Noisy Marketplace

32:40 – Why Customers Trust 6.3 Partners

35:45 – Building a Partner Ecosystem That Drives Growth

42:40 – What the Microsoft Partner Ecosystem Will Look Like Next Year

46:30 – Connecting with Jay McBain

47:25 – Jay's Travel Adventures and Personal Blog

49:00 – Key Lessons and Closing Thoughts

If you want to understand where the Microsoft partner ecosystem is heading over the next five years, this episode is required listening. Jay McBain shares data-driven insights on AI, digital-first buyers, ecosystem-led growth, and the strategies top-performing partners are using to stay ahead of the market.