Practice Leading is for emerging and curious practice leaders of Microsoft partner businesses.
I’m Neil Benson and, if you’re anything like me with an unquenchable curiosity and zero tolerance for BS, you’ve come to the right place.
Together we’ll learn from innovators and investors, executives and entrepreneurs, and business leaders and business coaches that have already left their stamp on the world and those that are exploring new and smarter ways building their businesses. Whether it’s ground-breaking innovations, hiring high-performing teams, or the sheer force of will to disrupt our industry, each episode is a masterclass from the trailblazers who have achieved significant success.
Find Practice Leading on YouTube, or wherever you listen to podcasts, and learn from the mentors you wish you had earlier in your career.
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Données mises à jour le 14/07/2026
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Practice Leading: for emerging and curious leaders of Microsoft partner practices, podcast de Neil Benson - Statistiques, épisodes et classements - My Podcast Data
#14. This is - probably - the final episode of Practice Leading. I created the podcast to chart my journey growing Superware, the Microsoft partner business I founded in 2020.
But my time at Superware has come to an unexpected end.
A huge thanks to all the guests who joined me for the lessons they shared: Mohamed Mostafa, Joel Lindstrom, Ben Vollmer, Areti Iles, Bob Bell, Edit Kapcari, Kathrine Hogseth, Chris McNulty, Nancie Calder, Lucy Bourne and Ole Gjerde.
Wins and Challenges in Growing a Managed Services Practice (MSP)
Épisode 13
lundi 21 juillet 2025 • Durée 42:45
#13. Ole Gjerde, CEO of TruNorth Dynamics, Ole built a custom software business, before running a managed services business, before running a business applications business so he’s seen run the full gamut of business models.
Ole shared lessons from years of building, merging, and separating MSPs, and why focus and clear division of teams are crucial for success.
We discussed when it’s smart to outsource your own internal technology support for any Microsoft partner, and if you’re going to launch an application support practice or MSP business, how to structure pricing for real client value, and why it’s more important than ever to prioritise transparency and partnership.
KEY LESSONS
Focus is everything: Ole stressed the importance of keeping business lines like managed IT services and business app development truly separate—unless you’re large enough to support dedicated teams and leadership. Otherwise, you risk operational headaches and stunted growth.
Onboarding customers (and their baggage) is tough: Inheriting support for systems built by someone else is inherently challenging. A strong onboarding process is a must to manage the friction and uncover those “skeletons in the closet”.
Designing win-win support models matters: There’s no universal delivery or pricing model. Empower your customers with options, but be wary of making your operations too complex in the process. Striking the right balance can help foster healthier, longer-term partnerships.
TIMESTAMPS
00:00 Security concerns of a fully remote business
00:29 Neil Benson introduces Practice Leading and today’s themes
02:32 Ole Gjerde’s journey from IT services through MSPs to business applications
04:18 Is it a bad idea to combine managed services and a business apps practice?
06:20 Deciding what should be covered by your MSP offering
Good Strategy/Bad Strategy: Forming Superware's Strategic Plan
Épisode 12
vendredi 4 juillet 2025 • Durée 10:58
#12. We just wrapped up our latest round of strategic planning at Superware—and it was a game-changer using the approach outlined in Richard Rumelt’s Good Strategy, Bad Strategy.
Here’s what stood out from our process and why it made such a difference for us. After landing a major consulting win, we still hadn’t cracked product market fit for our industry apps. Instead of more generic goals and vision statements, we dove into Rumelt’s practical framework and it completely reset how we tackled strategy as a team.
KEY LESSONS
Diagnose, don’t guess. We spent time individually reflecting and then collectively diagnosing our core business challenge—rather than just listing random goals, we drilled down to the one issue holding us back.
A strategy is a hypothesis. We treated our strategy as an experiment instead of a guarantee. This mindset (so familiar to us coming from agile software backgrounds!) lets us iterate, learn, and adapt much faster.
Coherent actions aligned around guiding policy. Instead of a to-do list, we identified focused, coherent actions that all support our guiding policy—making it clear what to prioritize and what to (confidently) leave out.
TIMESTAMPS
00:00 Learn how Superware used Good Strategy/Bad Strategy to reset direction
00:25 Introduction to Practice Leading and Neil Benson
01:12 Kicking off a new financial year with strategic planning
02:00 Major consulting win versus lack of product market fit
02:51 Discovering Richard Rumelt’s Good Strategy/Bad Strategy framework
03:31 Defining bad strategy and pitfalls to avoid
04:21 Key elements of good strategy: Diagnosis, guiding policy, coherent actions
05:03 Tangible example of guiding policy: The local grocery store
Forging a Modern Microsoft Alliance with Lucy Bourne
Épisode 11
lundi 16 juin 2025 • Durée 38:28
#11. Lucy Bourne is the cofounder and director of Oaka Studio in the UK. Oaka Studio, which just celebrated its second birthday, helps Microsoft partners level up their Microsoft alliance in their marketing, sales, their Microsoft alliance and in the operation of their Microsoft practice.
Lucy is a former partner development manager from Microsoft, and she dives deep into what it takes to thrive in your alliance with Microsoft. As you’ll hear in this episode, this is an area where I’m still struggling: wrestling with Partner Center, figuring out whether a solution designation is worthwhile or missing out on recognition in deals where we weren’t the invoicing CSP.
Lucy cuts through all that and helps us focus on what matters most in our Microsoft alliance and the steps we need to take to succeed.
KEY LESSONS
🔑 1. Alliance management needs two distinct skill sets. Don’t expect a single person to handle both the operational, programmatic tasks in Partner Center and the relationship-building with Microsoft sellers. Lucy recommends splitting these responsibilities: methodical, detail-oriented team members for the admin side, and storytellers/networkers for the relationship side.
🔑 2. Focus, focus, focus. To get noticed by Microsoft and the market, don’t try to be everything to everyone. Specialise—pick an industry or two, and build a crystal-clear narrative for your expertise. You can still deliver broadly, but your outward marketing should be laser-focused for maximum impact.
🔑 3. Recognition for implementation partners. Business apps partners can now claim recognition for workloads they’ve implemented—even if they weren’t the ones transacting the licenses. This “dual partner recognition” can accelerate your journey toward solution designation and unlock more opportunities and funding from Microsoft.
TIMESTAMPS
00:00 Lucy Bourne explains the value of vendor focus for large partners
00:40 Neil Benson opens the episode and introduces Lucy Bourne and Oka Studio
Scaling Innovation and AI at Avanade with Nancie Calder
Épisode 10
lundi 2 juin 2025 • Durée 38:54
#10. Nancie Calder is a Senior Vice President and Global Consulting Practice Lead at Avanade, based in Toronto, Canada. From her start as a freelance consultant to leading a global team of 3,000 people, Nancie brings three decades of experience driving innovation at scale.
Nancie shares her hard-won insights about what it really takes to nurture innovation and continuous learning across a 3,000+ person global practice—especially in the fast-changing Microsoft ecosystem. Her emphasis on combining practical experience with scalable programs really hit home.
KEY LESSONS
Innovation is for everyone. True innovation goes beyond technology. Nancie instills an innovative mindset throughout her team by hiring for passion and curiosity - not just technical skills. Encouraging everyone to leverage AI and new Microsoft tools is at the heart of their success.
Continuous learning is non-negotiable: Avanade dedicates specific learning hours, gamified certification paths, and peer mentoring to ensure their team is always up to speed. A growth mindset isn’t just a buzzword - it’s a requirement for staying relevant.
Global knowledge sharing matters: With biweekly cross-regional meetings, dynamic communities of practice, and creative use of Copilot to gather project learnings, Nancie demonstrates the importance of collaboration and knowledge sharing for scaling leadership across borders.
TIMESTAMPS
00:00 Helping teams deliver AI assessments and using AI in practice
00:35 Introduction to Practice Leading and the focus on innovation at Avanade
02:42 Nancie Calder introduces herself and her journey in the Microsoft partner ecosystem
05:02 Scaling a global practice and building capability across regions
06:40 Defining innovation at a global systems integrator: product development and service improvement
08:26 Balancing billable work and professional development in consultancy
Leadership Lessons from Microsoft Partner Innovators: My Practice Leading Retrospective
Épisode 9
lundi 19 mai 2025 • Durée 18:52
#9. Welcome to Practice Leading, the podcast for ambitious and curious Microsoft partner leaders who are passionate about growth, innovation, and building high-performing teams—with no tolerance for BS. I’m your host, Neil Benson, and in this special retrospective episode, I’m sharing the biggest lessons learned from the show’s first eight guests. We’ll revisit insights on creating a culture-over-hierarchy, hiring for industry expertise, empowering teams, pricing strategies, empathetic leadership, mentorship, and building a sustainable team culture.
You’ll hear the real-world results as I experiment with these ideas in my own business, Superware, and the challenges and successes we’ve faced along the way.
If you’re leading a Microsoft practice, this episode is a masterclass from trailblazers who know what it takes to succeed in the Microsoft ecosystem.
KEY LESSONS
1. Culture Over Hierarchy. Our journey began with Mohamed Mostafa from TechLabs London, who shared a secret interview question that's now a staple in my hiring process: “Tell me something not on your CV or LinkedIn.” It’s been a game-changer for uncovering cultural fit!
2. Managing Yourself First. Joel Lindstrom inspired me to prioritise managing myself first— and I share my biohacking experiments from tracking sleep to surviving cryotherapy chambers. I also experimented with team video updates (still a work in progress!) and debated the role of technical certifications for practice leaders. Where do you stand on keeping your certs up to date?
3. Pricing for Value. Ben Vollmer from RSM US drove home the importance of micro-verticals and flexible pricing. We’re testing new app and service models that reflect true customer value. Pro tip: Don’t be afraid to experiment with custom deals early on!
4. Empathetic Leadership Areti Iles of Telefonica Tech reminded us that clear communication, coaching, and meaningful feedback are at the heart of great leadership. It's pushing me to keep stretching those empathy muscles—even when it doesn’t come naturally.
Insider Secrets to Succeeding as a Microsoft Partner with Chris McNulty
Épisode 8
lundi 5 mai 2025 • Durée 39:49
#8. Chris McNulty heads Strategic Markets at Synozur. For almost ten years, he was Senior Director of Product Marketing for Microsoft 365 at Microsoft. Chris’s prior experience as CTO includes companies such as Dell and Quest Software. He is the co-host of The Intrazone and host of the Polaris podcasts.
KEY LESSONS
Understand the Microsoft field. Navigating Microsoft requires you to “study up in your abbreviations” and truly understand the distinct roles (ATU, STU, PDMs, etc.) within the Microsoft sales organisation. There’s no easy button—successful partners learn where to plug in and how to make life easier for sellers.
Build credibility through track record. Sellers are motivated by what’s on their scorecard—not by the promise of flashy add-ons. Building trust takes a proven track record, compelling customer references, and an understanding of what Microsoft sellers care about most.
Find white space to complement Microsoft. Don’t try to compete head-to-head. Look for industry or vertical solutions that Microsoft won’t cover directly. Fill those gaps (the “white space”), remain Microsoft-friendly, and stay nimble—being a strong complement gets you invited in.
TIMESTAMPS
00:00 Sometimes ignoring Microsoft is the right approach
00:33 Neil Benson introduces Practice Leading and today's guest, Chris McNulty
01:38 Chris McNulty's background at Microsoft, Dell, and Quest Software
04:13 Are you coaching Microsoft partners or mostly end customers?
05:29 Understanding the Microsoft field, acronyms, and partner programs
08:13 Navigating Microsoft's structure in Australia and missing opportunities
10:03 How Microsoft sellers are motivated and why partners should care
12:43 The changing value of Microsoft partner certifications
From Four to Forty: Building CRMK’s Team and Culture with CEO, Kathrine Hogseth
Épisode 7
lundi 21 avril 2025 • Durée 36:49
#7. Kathrine Hogseth is the CEO of CRM-Konsulterna (CRMK), a Swedish Microsoft partner business that she has led for 10 years. Kathrine has a master’s in electrical engineer and held several roles in telecommunications before achieving her MBA and then venturing into the technology industry. Today, CRM-K is one of the most highly regarded business applications partners in Sweden with a team of 40 people that has recently expanded into Germany.
KEY LESSONS
Building teams through values & genuine connection. Kathrine shares why “competence, honesty, and win-win” aren’t just words on a wall, but the living foundation of CRMK’s culture. She reveals how every new hire goes through a values analysis—and how the team revisits those values every two years to ensure they still reflect who they are.
Weekly company days for learning & belonging. Forget monthly check-ins—CRMK brings their people together every single Friday. Over breakfast, the team shares customer wins, lessons learned and actively fosters their culture. Kathrine credits this consistent connection as crucial to consultant growth and team happiness.
Leading with empathy & flexibility. Kathrine discusses the importance of supporting team members through different life seasons, providing space when needed, and leading transparently as a leader—showing up authentically, even when life gets tough.
TIMESTAMPS
00:00 People are people: Understanding individual growth and challenges in consulting
00:33 Introduction to Practice Leading and guest Kathrine Hogseth
01:34 Kathrine’s background and CRMK’s journey
02:48 What it’s like to lead a business for over ten years
05:09 The role and setup of an advisory board in a Microsoft partner business
06:45 Working with a spouse in business leadership
08:49 Letting people grow and challenges in supporting team development
Mentorship and Hackathons for Professional Development with Edit Kapcari
Épisode 6
lundi 7 avril 2025 • Durée 31:55
#6. Edit Kapcari is the Head of Solutions Development at ORBIS SE in Germany where she has built her career since 2017. Initially a software engineer in the CRM practice, Edit pitched the concept of starting a Power Platform practice to her leadership and now leads that business unit.
Edit shares her perspectives and experience as a people manager, being a great mentor and coach to the people in her team that I was keen to learn from. communication and collaboration for career progression, and how Edith's unique approach to mentoring and goal-setting drives team success. We talk about her strategies for aligning individual and team goals through regular one-on-one meetings.
Throughout our conversation, Edith shares her journey, from her proactive leadership during COVID to winning competitive hackathons, and how those experiences shaped her leadership approach. She offers invaluable advice on delegating tasks, fostering a culture of constructive feedback, and empowering team members. Edith also touches on her belief in continuous learning, balancing practical skills with certifications, and the importance of more female voices in tech.
Speaking of which, I’d love to learn from more female leaders in tech. Please get in touch if that’s you or someone you’d recommend.
KEY LESSONS
Mentoring. Intuitively, I think we all know the importance of coaching our team members, but I’ll admit I struggle to prioritise the time given the other responsibilities we might have to nurture sales, resolve customer escalations, participate in recruitment and handle operations.
External inspiration. I admire Edit’s perspective on reading biographies of people who persevered through adversity and using that to learn about leadership. I think there’s also merit in traditional management content as well. I’ll try and broaden my learning through some biographies too.
Hackathons as learning shortcut. I love how Edit used hackathons as a way of rapidly learning about something new. You’re dropped into a team, given a challenge and expected to solve the problem in a short space of time. I’ve barely participated in any hackathons. I’m going to look for opportunities for more.
Talent Acquisition in a Boutique Consultancy with Bob Bell, ITK Consulting
Épisode 5
lundi 24 mars 2025 • Durée 34:01
#5. Today, I'm learning from Bob Bell, CEO of boutique technology services firm ITK Consulting in Canada. Bob is an expert in business administration and has a track record of leading business in several different industries before cofounding ITK in 2016.
Bob shares how his superpower lies in his attention to administrative details—a skill that allows his team to focus on essential tasks like sales and delivery. We explore how Bob prioritizes tasks, his strategies for keeping overhead costs lean, and his philosophy on balancing employee and subcontractor roles.
Bob also discusses the critical decision of when to bring expertise in-house and how his firm approaches talent acquisition and HR functions, aiming to build a robust, dynamic team. This episode is packed with valuable insights for leaders navigating the complexities of small-to-midsize business growth and looking to foster a culture of efficiency and collaboration.
KEY LESSONS
Hiring a talent manager. We’ve just hired three new principal consultants and engaged a recruiter to help us find 6 or 7 more team members over the next three months. Pretty soon I think we can justify a part-time talent manager to help us establish better recruitment, onboarding and talent management processes and ensure we follow them, and then help us with our next rounds of recruitment when we need to expand. I love your advice in this area. Thanks for that, Bob.
Balancing contractors and employees. I share a lot of your views on the value of bringing in contractors with specific skills and investing in the careers of employees in their training and bonuses over and above the benefits provided to contractors. Superware needs to continue to find ways to make our business a great place for employees to build a long-term career, while at the same time engaging contractors when we need to and recognising the differences between them and the differences in how they like to be compensated and engaged.
TIMESTAMPS
00:00 People are the product in a consulting business
00:18 Introduction to Bob Bell
09:56 Signals that it’s time to outsource your internal technology support
13:08 How to choose the right MSP partner for your organization
15:49 Security, compliance, and working in a remote or hostile environment
17:43 Aligning your MSP’s compliance to your client’s industry standards
20:17 Key considerations when adding managed services to a business apps practice
26:35 Pricing models and structuring value for managed application support
33:08 Balancing resource allocation between support, consulting, and product teams
36:07 Handling customer requests for 24/7 support with a smaller team
5. The Power of a Talent Manager. Thanks to Bob Bell at ITK Consulting, I’m on the hunt for a talent manager to help formalise HR and talent acquisition at Superware. (If you know a good one, hit reply!)
6. Mentorship & Hackathons. Edit Kapcari at Orbis SE inspired me to rethink 1:1s and mentorship frequency. I may not be meeting every week just yet, but regular check-ins are now firmly on my radar. Plus, we’re exploring team hackathons—stay tuned!
7. Building a True Team Culture Katherine Hogseth at CRMK sets the bar high with weekly team breakfasts and a culture that dedicates 20% of company time to learning and development. We’re working towards one day per month for now, but the aspiration is there!
8. Microsoft Partnering Secrets Chris McNulty of Synozur brought clarity to the art (and challenge) of partnering with Microsoft. From leveraging customer innovation hubs to decoding dual recognition, we’re taking steps to sharpen our Microsoft alliance.
TIMESTAMPS
00:00 Welcome to Practice Leading and Neil’s mission
01:00 Why Neil started Practice Leading and what Superware does
01:49 Lessons from episode one: Culture over hierarchy and secret interview questions
03:45 The challenge of hiring for industry experience and onboarding new talent
04:24 Managing yourself first: Healthspan, conferences, and the power of routines
06:13 Should leaders keep technical certifications up to date?
08:52 Pricing strategies and focusing on micro-verticals
09:46 Leading with empathy: The importance of career conversations
11:35 Hiring a talent manager and building HR capabilities
12:25 Mentorship,...
14:11 Balancing Microsoft alignment with independent product marketing
17:31 Deciding how Microsoft-centric your marketing should be
18:03 Using Microsoft Innovation Hubs to build relationships
21:00 Being proactive in bringing Microsoft into niche sectors
27:43 Risks and opportunities of filling product "white space" as an ISV
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