286 – Why the AI Economy Is a Multiplier Game—and Most Companies Are Playing It Wrong

Stop losing the AI revenue multiplier game.

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In this episode, Jay McBain reveals why focusing solely on consumer AI hype is a massive mistake that causes businesses to miss the real opportunity: the 99% of business data currently sitting in cold storage. We discuss the critical shift toward “Agentic AI” and integrations, where the real money lies for partners—moving from a standard transaction to a $3 to $7 multiplier effect. Jay also issues a stark warning about the “book of failure” waiting for companies that refuse to adopt a platform mindset, explaining why you can’t hire your way out of the talent shortage and must embrace the seven-partner ecosystem to survive the next decade.

https://youtu.be/RXRJW027Qz8

https://youtu.be/RXRJW027Qz8

Key Takeaways

• Partners can unlock a $3 to $7 multiplier on every dollar of Microsoft revenue by focusing on the full customer journey.
• 99% of the world’s business data is not yet trained into models, representing the massive “Agentic AI” opportunity.
• The talent shortage is forcing end customers to outsource because they cannot compete with hyperscalers for AI skills.
• Integration is now the number one buying criteria for modern customers, necessitating a platform approach.
• We are overestimating the AI change in two years but vastly underestimating the transformation coming in ten years.
• Your visible pipeline may be less than 10% of your total addressable market because you aren’t seeing the 28 moments before a 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

Agentic AI, AI Multiplier, Cold Storage Data, Business Integration, Jay McBain, Platform Economy, Ecosystem Strategy, Managed Services, Co-selling, Hyperscaler Partnerships, Talent Shortage, Magnificent Seven, Digital Transformation, 28 Moments, AI Governance.

Transcript:

[00:00:00] Jay McBain: And getting from one to two to $3 a multiplier. So if Microsoft wins a hundred thousand dollars, I win $300,000 at 75% margin. And a sticky customer that’s gonna continue to enrich every 30 days forever.

[00:00:16] Vince Menzione: I want to double click here. You talked about ag agentic technology and ai. I just wanna go back in on this.

[00:00:21] Vince Menzione: So where is the money? Where’s the real money for the partners that are, that are participating? Microsoft? We’ll talk to Microsoft about Frontier Firm in a little while, but is it on advisory? Is it on build? Is it on managed services or ongoing optimization? Of the, of the stack. Where, where is it?

[00:00:36] Jay McBain: Yeah. All the above.

[00:00:37] Vince Menzione: All of the above.

[00:00:38] Jay McBain: So Microsoft is famous for, you know, $8 and 45 cents of multiplier. We’ve written probably three dozen of these reports. Just this year. So whether you’re in a cyber platform, whether you’re in a hyperscaler platform, big SaaS platform, the first thing the CEO does when they get on CNBC or they get, uh, on their keynote in Vegas is say, Hey, you know, you can make $7 and 5 cents.

[00:01:01] Jay McBain: You can make $7 and 13 cents, and here’s where it’s. This percentage of it is in consulting advisory. This percentage is in design and architecture, implementation, integration, managed services. This is how much, it’s a small little slice in procurement. If you wanna resell, that’s fine, but here is the opportunity and there’s no customer on the planet that’s gonna outsource seven to one.

[00:01:23] Vince Menzione: Right?

[00:01:23] Jay McBain: You know, it’s not advisable that anyone hands over the keys. You have to have some insourced talent Absolutely. To keep the thing running. But what would’ve been in the past, maybe one to one, or you know, two to one, is quickly becoming three to one to say that I can’t find, as an end customer, the AI talent to do this.

[00:01:43] Jay McBain: I can’t find the cyber talent. I can’t find the infrastructure talent. I, I can’t find the talent. Even if I did, I can’t compete with these magnificent seven. I can’t compete with these big partners in terms of what they can pay. So now my ability, and now a younger buyer, majority buyer, now being a millennial loves a team sport.

[00:02:02] Jay McBain: So they don’t mind this outsourcing of talent where they need it, and that’s why there’s seven partners around the table. But in this multiplier effect, the biggest opportunity for partners is not a specific skill or not a specific part of the journey. It’s actually understanding this multiplier and better serving the customer.

[00:02:20] Jay McBain: Through before, during, and after the transaction and getting from one to two to $3 a multiplier. So if Microsoft wins a hundred thousand dollars, I win $300,000 at 75% margin. And a sticky customer that’s gonna continue to enrich every 30 days forever.

[00:02:38] Vince Menzione: I love that. Uh, we can talk all day about ai. There’s a couple things specifically though, but what is the one missed?

[00:02:45] Vince Menzione: Conception that partners have about Agen, AI’s impact on go-to market?

[00:02:50] Jay McBain: Well, the misconception I can broadly at this point is that all of the hype cycle in the first, you know, two to three years of build out has been all consumer.

[00:02:58] Vince Menzione: Yeah.

[00:02:59] Jay McBain: So, Nvidia being the richest company and you know, Elon Musk becoming the richest person and all the changes that are happening and you know, how, how the world’s mostly it’s a consumer story.

[00:03:08] Vince Menzione: It is.

[00:03:09] Jay McBain: You know, Chachi PT became the fastest growing product in history. And you know, to the point of having 850 million, you know, daily users. Crazy. You know, just in a couple of years we’ve all changed our behavior from going to do a search and getting a bunch of links and then clicking the links to try to find the answer to answer first.

[00:03:25] Vince Menzione: Yeah.

[00:03:26] Jay McBain: And you start to think now through the business side of it, 99% of world’s business data has yet to be trained or tuned into models. 83% of it sits in cold storage at the edge. So I, I always tell the story. I mean, probably the most likely story in our industry is when you get your flight canceled and now you’ve got this chat bot

[00:03:45] Vince Menzione: Yeah.

[00:03:45] Jay McBain: You know, that comes and cancels your flight and is very empathetic, you know, feels really bad for you, but it can’t do anything.

[00:03:52] Vince Menzione: No.

[00:03:53] Jay McBain: So what I would like as a consumer when you do that, is to go download my 53 years of flying and understand what kind of flyer I am. ’cause I could be the, you know, we’re sorry we canceled your flight.

[00:04:05] Jay McBain: We’ve already got a Marriott night for you and an Uber waiting at the curb and we’ll have you back here at 5:00 AM for the next available flight. Or you happen to be like me. We’re gonna get you on a flight. You gotta run across the airport. But we got a flight, you know, waiting to go and that’ll get you about six hours away from your home and your kids.

[00:04:24] Jay McBain: We already have a hertz rental waiting. Yeah. And you’re gonna drive that six hours, but you’re gonna be home, you know, to take your kids to school tomorrow. Exactly. So that’s the business data. And that goes to finance, that goes to pharmaceutical. I mean, it goes into every industry, but if that chat bot got access to the business data and being able to act on a richer set of data about you personally, and then became AG agentic.

[00:04:46] Jay McBain: Again, I don’t want to go to Marriott. I don’t wanna go to Uber. I don’t wanna go to Hertz. There’s a thousand permutations in a canceled flight and I, and I, you know, wanna notify my family and there’s so many things going on that age Agentic work becomes everything, which I love it, by the way, in our partnership term is called integrations.

[00:05:03] Vince Menzione: Yeah.

[00:05:04] Jay McBain: Our buyers now in integration, first buyer, it’s their number one criteria and every company thinking through their adjacencies. Including technology companies have to be the most integrated of their set of competitors.

[00:05:17] Vince Menzione: So we need to get this part right.

[00:05:19] Jay McBain: We have to get this part right.

[00:05:20] Vince Menzione: What do you think, what do you think the time horizon is for that?

[00:05:23] Vince Menzione: When are we gonna, when are we gonna see that chat bot that comes back and says, Jay, I’ve rebooked your flight. I’ve got the Hertz rental car ready for you. I’ve notified Michelle and the kids, and here you go.

[00:05:33] Jay McBain: Yeah. Well for me that’s a 10 year horizon.

[00:05:36] Vince Menzione: Okay.

[00:05:37] Jay McBain: I mean, the biggest problem is no airline right now.

[00:05:39] Jay McBain: No company right now wants to open up their cold storage and, you know, forklift it up into. You know, a consumer level, large language model. Yeah. So the security isn’t set yet. The governance, the compliance, the risk, all the different things. Nobody wants to be first, uh, in, in that area. So we’re running little pilots.

[00:05:59] Jay McBain: The pilots, you know, aren’t converting into production at the level we want. But that, that, that goes back to the Bill Gates quote. You know, we tended to overestimate what would happen in two years. Two years, but we’re absolutely underestimating what’s gonna happen in 10.

[00:06:12] Vince Menzione: Yeah.

[00:06:13] Jay McBain: This has been the fastest growing industry for 50.

[00:06:15] Jay McBain: It’s going to be for the next 10 guaranteed, but probably for the next 20 to 50 as well. And, and this is that stage of how do you start to make these integrations? If you go to the platform slide, this is the, you know, I, I tried to think through the, what would the book read when, when 53% of companies that we know and love today fail.

[00:06:36] Jay McBain: Somebody writes the book, you know, they invented the thing that killed them or they, you know, as mismanagement or whatever, it’s, you know, the book always starts, you blame the CEO for the first chapter. You blame the board fiduciary responsibility in the second chapter, but now you got like eight more chapters to write.

[00:06:51] Jay McBain: I think the answer is here.

[00:06:53] Vince Menzione: I

[00:06:53] Jay McBain: agree. Winning in the AI era is platforms. Big platforms working with other platforms up on the upper right, the integrations. Yep. That’s the number one criteria. It’s the airline working with all the different pieces. It’s the real estate agent working with all the different pieces the bank working with.

[00:07:11] Jay McBain: All our lives all become interconnected, and these agents start working side doors and back doors on our behalf. Before we ever know we need them before the flight’s even canceled.

[00:07:20] Vince Menzione: Yeah.

[00:07:21] Jay McBain: And then the seven partnerships, the services and channel partnerships. If you’re in cybersecurity, 91.6% of it goes through the channel.

[00:07:30] Jay McBain: That’s how it’s transacted. You need channel partnerships, but you also need partnerships with the other six partners around the table. You’re not just gonna win without one reseller. You are gonna have to build the other partnerships. So to get to the two or three, that’s the services and channels you have to win In alliances, this is a big part of ultimate partnerships.

[00:07:47] Vince Menzione: Yes.

[00:07:47] Jay McBain: Is winning with the hyperscalers, winning with the SaaS companies, winning on these marketplaces, winning with the big cyber platforms, distribution platforms. These bigger platforms are starting to take shape and this is what they look like working well. And you could compete tooth and nail in the morning.

[00:08:03] Jay McBain: And be best friends by the afternoon.

[00:08:04] Vince Menzione: Your frenemies.

[00:08:05] Jay McBain: Your frenemies. Yeah. And then finally it all comes to go to market. You got these 28 moments before a sale and somebody is earning and winning those moments. And in the majority of cases, you’re never gonna see these moments. And that’s why your pipeline is less than half of your TAM and maybe less than 10% of your tam.

[00:08:23] Jay McBain: ’cause you just don’t have visibility to where your buyers are. But the more partners, the seven partners that you connect to. You’re gonna start to see them and the more technology and more agentic technology that you connect, you don’t want humans filling out deal registration forms. You don’t want humans calling other humans.

[00:08:40] Jay McBain: You want all of this being shared. The more of this you do in go to market, the co-selling, the co-marketing, co-innovation, all of this comes together. This is the rest of the book. If the companies today in every industry aren’t driving a platform in their own industry. They’re going to probably fail.

[00:08:58] Vince Menzione: Absolutely. You know, we talk about situational awareness in an account. You talk about the seven seats at the table. The customer is talking to all these companies. You may not know about it. You think you’re, you’re dominant in the account, and they’re relying on all these decision makers that I think you said 6.3 is the actual number, right?

[00:09:13] Vince Menzione: Yeah. Uh, analysis wise, how many. Organizations are part of that trusted group. You need to go influence all of those. You need to build the co-develop co, co-create with those organizations as well. And you need to be thinking about the whole ecosystem. This ties into this conversation about the decade of the ecosystem.

[00:09:30] Vince Menzione: You know, you’ve been talking about it since 2020, maybe a little bit before. I think you might’ve even in this podcast studio. It might have been one of the first times we talked about the decade of the ecosystem. It really feels like this is the moment that all of this comes together. Maybe this slide defines why organizations need to think ecosystem and not vendor channel, if you

[00:09:49] Jay McBain: agree.

[00:09:50] Jay McBain: Yeah. And there’s a couple of, you know, companies and more than a couple that kind of have this slide posted in the CEO’s office.

[00:09:58] Vince Menzione: Yeah. Should be.

[00:09:59] Jay McBain: Every

[00:09:59] Vince Menzione: CEO should be, and uh, every CEO should see this. The Ultimate Partner Winter Retreat is gonna be here in the Boca Studio. This is the third year that we’re gonna be here in Boca.

[00:10:10] Vince Menzione: This is always a favorite of our community members, our executive members, our sponsors and speakers. We’ll all be here in the studio, which is a really intimate. Setting, we can see upwards of 40, 50 people. Uh, we’ll be hosting an incredible dinner at the Boca Resort overlooking the golf course. That’s an incredible property.

[00:10:32] Vince Menzione: And, uh, we’d love to have you join us. Thank you for being part of the ultimate Partner community, and I hope to see you this year at one of our events. Thank you.