Forrester’s Jay McBain Speaks on the Future of B2B Channel Sales at Incentive Industry Conference Hosted by Incentive Solutions
At Incentive Solutions’ Bthrub 2019 Leadership Summit, Key Note Speaker Jay Mcbain from Forrester Research Led Discussions on How Channel Incentive Software Will Help B2B Sales Professionals Adapt to Changes the Modern Channel.
Last month, thought leaders from various manufacturers and distributors gathered at the Barnsley Resort in Adairsville, GA to discuss solutions to disruptors in the modern B2B sales channel. Hosted by Atlanta incentive company, Incentive Solutions, the 6th annual BthruB Leadership Summit marked a collaborative effort between sales and marketing professionals from eight different verticals, including industrial manufacturing, building products distribution, automotive, and global travel and hospitality.
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Jay McBain, Principal Analyst of Channel Partnerships & Alliances at Forrester Research, was on hand to present a forward-looking view of a sales channel marked by increased specialization, changing buyer personas, and advancements in AI. Recognized as one of the foremost experts in the indirect sales channel, McBain encouraged attendees to focus on collecting actionable data points throughout their channel, improving their e-commerce presence, providing sales enablement to channel partners, and incentivizing key influencers in the channel.
“You need to be asking your customers three questions: ‘Who do they read? Where do they go? And who do they follow?’” Jay McBain advised attendees. “You need to start surrounding the buyer with influencers, because if they hear your name seven times, that’s a sale you’re going to win.”
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Additional presentations and discussions centered on strategically using incentive programs to increase channel revenue, improve communication with partners, and collect and integrate data.
“BthruB is a chance for us to enter learning mode and to get a finger on the pulse of what’s important to the B2B companies we work with,” said Incentive Solutions VP of Sales Luke Kreitner. “We use these discussions to prioritize our product development and position ourselves as a trusted partner to our clients.”
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