How to strategize and execute a successful Microsoft partnership

Summary

The Microsoft Partner Innovation Podcast features a discussion on forming strategic partnerships with Microsoft to address shifting customer needs. Host Jennifer Zarate leads a panel including Dan Rippey, Vince Menzione, Erin Figer, and Rob Fegan, who share insights on leveraging Microsoft's ecosystem for partner success. They emphasize the importance of aligning partner strategies with Microsoft's solution-based sales approach, focusing on operationalizing partnerships, and standing out in the market. The conversation highlights the need for partners to understand their impact on Microsoft's cloud products, build effective go-to-market strategies, and establish strong relationships for co-selling opportunities.

Takeaways

• 🔄 **Customer-Led Innovation**: Customers now lead the direction on tech intensity and innovation, rather than being led by Microsoft.
• 🤝 **Strategic Partnerships**: Forming a strategic partnership with Microsoft provides an active roadmap for building partner capabilities.
• 📈 **Evolution of Selling**: The shift from product-based to solution-based sales is a key focus for Microsoft and its partners.
• 🌟 **Visibility and Validation**: Partnering with Microsoft can validate capabilities and make it easier to do business by showcasing expertise.
• 🛠️ **Programmatic Support**: Microsoft's programs, incentives, and benefits are designed to help partners find success in the market.
• 🎯 **Market Alignment**: Partners should align their go-to-market strategies with Microsoft to support organizational goals effectively.
• 📊 **Operationalization**: It's crucial for partners to operationalize their partnership to respond to leads and referrals promptly.
• 🚀 **Co-selling and Cloud**: The move to the cloud and co-selling is a significant shift that requires new behaviors and strategies from partners.
• 🏆 **Standing Out**: Partners need to differentiate themselves in a competitive field by showcasing unique and relevant market offers.
• 🔗 **Relationship Building**: Establishing and leveraging strong relationships within customer organizations is key to gaining traction with Microsoft's field sellers.

Q & A

Why is it important for Microsoft's partners to adapt to customer-directed needs?

Customers are now leading the direction on tech intensity and innovation, which means Microsoft's partners need to adapt to these emerging needs to stay relevant and competitive in the market.

What does Microsoft offer to its partners through strategic partnerships?

Microsoft provides an active roadmap for building partner capability, demonstrating expertise, and validating capabilities to customers, which facilitates easier business transactions.

How has the Microsoft Partner Network evolved to support partners?

The Microsoft Partner Network has been overhauled to introduce the Microsoft Cloud Partner Program, focusing on solution-based sales over product-based selling to expedite the path to market for partners' offerings.

What are the key areas Microsoft recommends partners to focus on when starting their partnership?

Microsoft suggests partners to focus on strategy and operations, product portfolio alignment with market needs, and operationalizing their partnership to respond effectively to leads and referrals.

How can partners leverage Microsoft's ecosystem to accelerate their go-to-market strategy?

Partners can leverage Microsoft's ecosystem through direct storefronts, the CSP reseller ecosystem, and co-sell opportunities to reach customers and accelerate their go-to-market strategy.

What is the significance of understanding how a partner's solution impacts Microsoft's cloud products?

Understanding the impact of a partner's solution on Microsoft's cloud products is crucial for driving utilization and consumption, which in turn helps partners get on Microsoft's radar and align with the company's strategic goals.

What are the common hurdles partners face when establishing and traversing their relationship with Microsoft?

Common hurdles include the shift from product to solution selling, setting themselves apart among numerous partners, and operationalizing their partnership to manage leads and referrals effectively.

Why is co-selling important from a leadership perspective in the context of partnering with Microsoft?

Co-selling is important because it leverages the ecosystem and hyper-scaler leaders like Microsoft, which can be a significant opportunity for growth that some independent organizations may not fully recognize.

How can partners set themselves apart in the Microsoft ecosystem?

Partners can set themselves apart by focusing on revenue generation, offering relevance and uniqueness in their market solutions, and building strong relationships within their customer base that can be valuable to Microsoft.

What does it take to be a great Microsoft partner according to Vince Menzione?

To be a great Microsoft partner, one needs to have the right mindset, executive commitment, a strong vision, maniacal focus on execution, and a standout brand and story to differentiate in a competitive market.

How can partners get the attention and traction with Microsoft's field sellers?

Partners can get attention and traction by bringing revenue through sales or Azure consumption, offering relevant and unique market solutions, and having strong customer relationships that can add value to Microsoft's engagements.