State of the Channel Platform Union: Insights from Ansira’s Conversation with Jay McBain

As we head into the final stretch of 2025, the pace of change in the channel technology landscape is nothing short of transformative. To frame where the industry is — and where it’s heading — Ansira recently sat down virtually with Jay McBain, Principal Analyst at Canalys. This candid conversation underscores our commitment to staying ahead of trends, learning directly from leading analysts, and partnering strategically to bring value back to our clients and prospects. 

In our discussion with Jay McBain, a prevailing theme was the dramatic shift from “unified” platforms to integration-first, best-of-breed stacks. The days of a single-vendor, end-to-end channel solution are over. Instead, enterprises and large buyers assemble modular platforms, stitching together specialized tools for TCMA, incentives, sales enablement, and beyond. Success hinges not on having every capability under one roof, but on how seamlessly these layers work together. 

Buyers in 2025 increasingly demand interoperability — asking tough questions about how channel solutions work with PRM systems, incentive technology, and the vast orbit of sales and marketing platforms like Salesforce, Dynamics, and HubSpot. Ansira recognizes this reality, investing in the integrations that matter most so our clients can flex and adapt without limits. 

Jay’s insights highlight a profound industry shift: Marketing and incentives don’t end at the point of sale — they now operate in an “every 30 days forever” cadence. As the subscription and micro-consumption economy matures, channel activity and value extend across the lifecycle. 

Leading organizations aren’t just tracking deals — they’re capturing, recognizing, and rewarding partner contributions at every touchpoint, from initial engagement to renewal and expansion. Platforms must empower clients to see and act on these moments, not just transactions. At Ansira, we’re enabling this visibility, positioning our clients to capitalize on every opportunity across sales, marketing, and CX layers. 

The channel tech world is witnessing the unbundling of marketplaces. Proprietary, bundled solutions have given way to API-driven marketplaces — like AWS and Salesforce AppExchange — which dominate in volume and economic impact. Customers want to leverage committed credits and provision solutions fluidly through these major platforms. 

But the real differentiator comes in implementation and integration. Clients expect platforms like Ansira’s to not only offer procurement ease, but also facilitate seamless data flows, robust APIs, and support for workflows that span their ecosystem. This strategic integration is what positions Ansira — and our clients — at the leading edge of channel success. 

One of the more candid moments in our exchange with Jay was around the complexity solution providers face — managing hundreds of vendor programs, wrestling with bespoke deals and siloed data, and often lacking sufficient resources. The market reality: most partners want platforms that “do it for me,” make their contributions visible, and ensure they’re recognized, not just at the register, but throughout the customer journey. 

Clients are shifting away from traditional bundles to platforms that deliver flexibility, transparency, and measurable ROI. Ansira is there, helping clients unify their tech stacks, simplify complexity, and realize tangible value every step of the way. 

Jay McBain’s data-driven observations bring a clear message — AI isn’t just hype; it’s already beginning to change how channel leaders operate. While 99% of business data is yet to be tuned for AI, the journey toward prompt-first platforms, streamlined account management, and strategic automation is accelerating. 

Ansira is acting on this opportunity, building intelligent workflows and integrations that empower our clients to measure, recognize, and reward partner value throughout the lifecycle. Being on the frontier means investing in AI that delivers real, actionable outcomes. 

Our strategic engagement with leading analysts like Jay McBain allows us to calibrate our platform, approach, and partnerships for what’s next. Heading into 2026, Ansira is committed to: 

1. Building integration-first, layered platforms 
2. Enabling micro-payments and incentives for every partner moment 
3. Supporting clients in leveraging API-driven marketplaces and advanced workflows 
4. Bringing AI-powered recognition and automation to the channel 
5. Crossover into marketing, sales, and CX leadership as trusted strategic partners 

The winners in this next era are those who connect moments, own workflows, and recognize partner excellence holistically — not just at the point of purchase, but across every valuable interaction. 

Learn more about Ansira’s distributed growth platform, or get in touch with one of our experts for more information.