284 – You Are Losing Deals You Never Even Saw (The 28 Moments)

Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this high-impact podcast episode to kick off 2026, Vince Menzione sits down with Jay McBain (Canalys/Informa) to decode the tectonic shifts reshaping the technology ecosystem. Jay reveals why the tech economy is forecasting double-digit growth while the broader economy lags, introducing a “Tale of Two Cities” where direct infrastructure sales are booming but partner influence is more critical than ever. He explains the drop in channel transact share to 66.7% and why the “96% Partner Assist” is the new metric for success. Jay also details the shift away from traditional “Gold/Silver/Bronze” programs toward point systems that recognize partners at every one of the “28 moments” in the customer journey, from influence to long-term retention. Key Takeaways The tech industry is forecast to grow 10.2% in 2026, outpacing the global economy’s 2.7% growth. Channel transact share has dropped from 75% to a forecast of 66.7% as infrastructure deals go direct. Nvidia and the “Magnificent Seven” are driving a massive direct infrastructure build-out for the next era. Microsoft measures a 96% “Partner Assist” rate, with up to seven partners involved in every deal. 80% of customers now prioritize partner certifications and competencies over relationships when choosing partners. The number one request from partners is to be recognized for value across all 28 moments, not just the point of sale. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags: Jay McBain, Canalys, Informa Tech, Partner Assist, 28 Moments, Tech Growth 2026, Channel Strategy, Nvidia, Infrastructure Buildout, Partner Economics, Microsoft Ecosystem, AWS, Direct Sales, Indirect Sales, Partner Influence, Multiplier Effect, Customer Journey, Partner Programs, Tech Economy, Ecosystem Orchestration. https://youtu.be/ntogEr6mjKg?si=_AaBPBfv9KcMRA9D Transcript: [00:00:00] Jay McBain: By the way, marketplaces, the massive growth in marketplaces for e