Microsoft partners share their tips, strategies, and experiences on how to grow their practices and collaborate on better customer solutions. Hosts Anthony Carrano and Rudy Rodriguez, founders of Dunamis Marketing, a tech B2B marketing agency with years of experience as IT entrepreneurs, bring you a series of success stories from Microsoft Partners working together. Whether you are new or experienced in the Microsoft ecosystem, you’ll learn from topics that will help you create more opportunities through partnering. Listen to Profiles in Partnership podcast today!
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How IAMCP Germany Turns Collaboration into Growth and What Partners Can Gain at Illuminate EMEA
Episode 50
Tuesday, September 8, 2026 • Duration 01:05:42
What can Microsoft partners learn from one of IAMCP’s largest and most active chapters?
Carlo Dannies, President of IAMCP Germany and CEO and co-founder of HAFN, joins Anthony Carrano and Rudy Rodriguez to unpack IAMCP Germany’s remarkable growth, its relationship with Microsoft, and the programs driving member engagement. They also explore why AI and increasing specialization are changing the Microsoft partner business model, why partner-to-partner collaboration is becoming essential, and how Illuminate EMEA can help partners build the relationships they need to compete and grow.
Top 5 Intriguing Takeaways for IAMCP Partners
Build a community around value—not membership
IAMCP Germany has grown from roughly 170–200 member companies to approximately 470, supported by a broader community of about 3,500 active participants. The lesson isn't simply to recruit harder. Germany gives members practical reasons to participate—from Microsoft insights and peer support to specialized Business Circles, regional events, professional development, and opportunities to connect with other partners.
Partner takeaway: Create enough recurring value that members want to participate, contribute, and invite others into the community.
2. A strong Microsoft relationship requires open, two-way communication
One of IAMCP Germany's defining practices is maintaining a close relationship with Microsoft at multiple levels. Carlo emphasizes that IAMCP shouldn't simply agree with everything Microsoft does. Productive relationships require partners to communicate what is working, what isn't, and where they need help—while also understanding Microsoft's objectives and helping solve ecosystem challenges.
Partner takeaway: Treat Microsoft as a strategic relationship to cultivate continuously rather than a source of occasional leads, incentives, or funding.
3. Specialization is becoming a competitive advantage
Microsoft's ecosystem has become too complex for most partners to master every workload, solution, industry, and customer requirement. Carlo argues that partners should stop trying to sell everything to everyone. Instead, identify the market or capability where you can become exceptional.
Partner takeaway: Don't try to become the best Microsoft partner at everything. Become the obvious partner for something.
4. Specialization makes partner-to-partner collaboration essential
Once you specialize, you need an ecosystem of trusted partners to address customer requirements outside your core expertise. Carlo describes how HAFN uses partners for complementary capabilities such as change management, data, infrastructure, networking, and other services. The result is a broader customer solution without forcing one company to build every capability internally.
Partner takeaway: Your capabilities aren't limited to your employees. The right partner ecosystem can become an extension of your company.
5. AI is forcing partners to rethink the time-for-money model
AI and automation increasingly threaten services that partners have traditionally sold by the hour or day. Carlo's warning to partner CEOs is clear: don't wait. Partners need to determine where they can continue creating differentiated value, develop new services and business models, and strengthen their role as trusted advisors who help customers navigate an increasingly complex technology environment.
Partner takeaway: Build tomorrow's business model while today's model is still generating revenue.
• On specialization: “Find the right spot and become collaboration-ready.”
• On the enduring importance of relationships: “People are working with people.”
• On preparing for Illuminate EMEA: “Practice your elevator pitch and know what you need.”
• On experimentation: “It’s okay if it doesn’t work. Not everything can work.”
• On transformation: “Start now, because there is no alternative.”
Chapters:
00:00 — The New Microsoft Partner Growth Question
Anthony opens with a challenge: Is trying to do too much yourself actually constraining your Microsoft practice?
00:01 — Meet Carlo Dannies
Carlo introduces himself, HAFN, his Microsoft Cloud focus, and his journey into IAMCP leadership.
04:24 — Inside the Growth of IAMCP Germany
How the chapter expanded from roughly 170–200 member companies to approximately 470 and built a broader community of about 3,500 active participants.
09:07 — How Germany Built Community Momentum
Carlo explains the role of events, LinkedIn, video, word-of-mouth, Microsoft relationships, and community participation in accelerating chapter growth.
13:51 — Turning Networking Into Business Relationships
Why successful communities need to provide tangible business value—and how partners can help each other solve shared Microsoft ecosystem challenges.
19:02 — The Business Circle Model
Inside IAMCP Germany's roughly 30 specialized Business Circles covering areas such as security, Azure, Modern Work, public sector, incentives, funding, and more.
22:39 — Developing the Next Generation of Partner Leaders
How regional gatherings and the Young Professionals community help emerging professionals learn, network, and navigate the Microsoft ecosystem.
26:17 — The One Practice Other IAMCP Chapters Should Copy
Carlo discusses the importance of confident, candid, constructive engagement with Microsoft.
29:02 — Building a Strategic Relationship With Microsoft
How IAMCP Germany maintains relationships from Microsoft's C-suite through operational partner teams—and why that requires continuous investment.
33:57 — What Didn't Work—and What Germany Learned
Carlo shares an initiative that created friction with distributors and the lessons that ultimately produced a stronger sponsorship model.
36:47 — How IAMCP Germany Measures Success
Why membership, participation, sustainable programming, and bringing strategic Microsoft partners into the community matter more than simply generating revenue for the association.
40:09 — The Cross-Border Partner Opportunity
How partners can use the global IAMCP ecosystem to discover expertise, solutions, operating models, and business opportunities outside their home markets.
43:45 — Why Illuminate EMEA Matters
Carlo explains the opportunity to connect Microsoft leadership with partner executives from across Europe and beyond.
46:15 — Masterin...
Can Microsoft Partners Still Grow Alone? Why the Future Belongs to Connected Partners
Episode 49
Tuesday, August 25, 2026 • Duration 01:22:18
Turn partner connections into business growth.
Show Notes:
What if your next growth opportunity comes from another Microsoft partner? IAMCP Spain leaders Michiel van Vliet and Rafael Vargas reveal how trust, participation, and a “giver” mindset turn community relationships into real business opportunities. Discover how the chapter creates P2P collaboration, builds high-value events, connects partners internationally, and helps members navigate Microsoft's rapidly changing ecosystem. Most importantly, learn why AI may make trusted partner relationships more valuable than ever.
Top 5 Intriguing Takeaways for IAMCP Partners
1. IAMCP only creates value when you participate.
Membership alone doesn't create opportunities. Michiel's message is straightforward: “If you don't participate, there is no value.” Partners need to attend events, meet peers, contribute to conversations, and actively develop relationships.
2. Start with what you can give—not what you can get.
Successful P2P relationships are built on trust. Michiel and Rafael emphasize approaching IAMCP with a giver mentality: contribute knowledge, connections, and assistance first. The return often develops organically through stronger relationships and future opportunities.
3. Your perceived competitor could become your next partner.
Two Microsoft partners may appear to compete until they dig deeper into their respective capabilities. Michiel describes “peeling the onion” to identify where expertise actually differs. Those differences can reveal opportunities to jointly solve larger customer problems.
4. P2P collaboration can become an international growth strategy.
How Microsoft Partners Build High-Trust Partnerships That Drive Sustainable Growth
Episode 48
Tuesday, August 11, 2026 • Duration 57:41
Build stronger partnerships to accelerate Microsoft growth.
Show Notes:
What separates the Microsoft partners that consistently grow from those that struggle to scale? In this episode, Anthony Carrano sits down with Lucy Bourne, Director of Oak Studio, to discuss why strategic partner-to-partner collaboration, specialization, and ecosystem thinking are becoming the biggest competitive advantages in the AI era. Learn practical strategies for building trusted partnerships, navigating Microsoft's evolving ecosystem, and positioning your business for long-term success.
Top 5 Intriguing Takeaways for IAMCP Partners:
1. Partnership is a growth strategy, not just a sales tactic.
The most successful Microsoft partners intentionally build long-term relationships with complementary partners rather than waiting for opportunities to appear.
2. Focus on what you do best.
Rather than trying to solve every customer problem, successful partners specialize, understand their ideal customer profile, and rely on trusted partners to fill capability gaps.
3. AI projects require business transformation, not just technology.
Customers need partners who can manage organizational change, adoption, and business outcomes, not simply deploy AI tools.
Clear goals, regular business reviews, honest communication, and the willingness to "fail fast" keep partnerships healthy and productive.
How Microsoft Partners Can Differentiate Beyond Technology
Episode 47
Tuesday, July 28, 2026 • Duration 47:33
Differentiate, collaborate, and grow faster.
Show Notes:
What makes one Microsoft partner stand out when everyone sells the same technology? Anthony Carrano and Rudy Rodriguez sit down with Erica Hakonson, CEO of Maven Collective Marketing, to discuss how Microsoft partners can build stronger brands, create meaningful differentiation, leverage AI responsibly, and develop partnerships that drive sustainable business growth. Whether you're an emerging partner or an established Microsoft practice, this episode delivers practical strategies you can apply immediately.
Top 5 Intriguing Takeaways for IAMCP Partners:
1. Customers buy outcomes, not technology.
Partners that focus on business value instead of Microsoft products create stronger differentiation and avoid competing solely on price.
2. Alignment creates successful partnerships.
Shared goals, communication, and cultural fit matter just as much as technical expertise when working with customers and partners
3. Marketing should be measured like any other business investment.
Behavioral analytics, benchmarking, and continuous optimization allow partners to demonstrate measurable business impact.
4. AI is a multiplier, not a replacement.
Use AI to improve efficiency, but preserve authentic messaging and strategic thinking that differentiates your brand.
5. Your brand should evolve as your business evolves.
Many Microsoft partners outgrow their messaging without realizing it. Regularly revisiting positioning ensures your company reflects the value it delivers today—not five years ago.
How Microsoft Partners Build High-Trust Partnerships That Scale Globally
Episode 46
Tuesday, July 14, 2026 • Duration 33:08
What separates a successful Microsoft partner from one that consistently scales through collaboration? In this episode of IAMCP Profiles in Partnership, Anthony Carrano and Rudy Rodriguez welcome Paul Solski, Managing Director of AIM International, to discuss how partners can move beyond opportunistic relationships to build structured, high-trust partnerships that accelerate international expansion, AI adoption, and long-term business growth. If you're looking to strengthen your partner strategy and stand out in the Microsoft ecosystem, this episode is packed with practical insights.
Top 5 Intriguing Takeaways for IAMCP Partners
1. Successful partnerships are built intentionally, not opportunistically.
High-performing Microsoft partners establish frameworks and trusted relationships before opportunities arise, creating repeatable collaboration instead of one-off engagements.
2. International growth follows a proven process.
Global expansion isn't guesswork. Paul explains how answering when, where, and how to enter new markets dramatically improves the chances of long-term success.
3. Trust is the foundation of every scalable partnership.
The strongest partner ecosystems are built on mutual investment, shared success, and a mindset of "sometimes we give, sometimes we receive" rather than transactional thinking.
4. AI won't be your competitive advantage; industry expertise will.
As AI capabilities become commonplace, the partners who understand specific industries and business challenges will be the ones that differentiate themselves.
5. Every partner should answer one critical question.
The Future of Microsoft Partnerships in the AI Era with Jay McBain
Episode 45
Tuesday, June 23, 2026 • Duration 55:59
Winning the AI Era Through Partnership
Microsoft partners are entering one of the biggest market shifts in history. In this episode, Jay McBain shares why AI is creating trillions in opportunity, why 82% of partners feel unprepared, how buyer behavior is changing, and what successful partners must do now to stay relevant. From ecosystem collaboration to digital-first selling, this conversation provides a practical roadmap for Microsoft partners looking to grow in the AI era.
Top 5 Intriguing Takeaways for IAMCP Partners
1. AI Is Creating the Largest Opportunity in Technology History
The technology industry took 56 years to reach roughly $6 trillion in annual spending. Jay believes AI will effectively double that market in the next several years, creating enormous opportunities for Microsoft partners.
2. Most Microsoft Partners Don't Feel Ready
Research across approximately 25,000 Microsoft partners found that 82% do not feel prepared for AI because the technology is evolving faster than traditional training and certification models can keep up.
3. Customers No Longer Buy the Way They Used To
Modern buyers complete much of their research independently using AI tools like ChatGPT before ever engaging a salesperson. Partners must influence buyers throughout the entire journey, not just at the point of purchase.
4. Business Outcomes Matter More Than Technology Features
Successful partners are shifting conversations away from products and toward growth, profitability, customer acquisition, efficiency, and measurable business outcomes.
5. The Future Belongs to Partner Ecosystems
Customers increasingly trust multiple specialists rather than one vendor. Jay's research shows the average customer relies on 6.3 trusted partners, making collaboration more important than ever.
How Microsoft Partners Drive Healthcare Transformation Through Collaboration
Episode 44
Tuesday, June 9, 2026 • Duration 51:44
How partnership transformed healthcare and created lasting community impact.
What happens when a Microsoft partner focuses on impact before revenue? In this episode of IAMCP Profiles in Partnership, Anthony Carrano and Rudy Rodriguez sit down with Ronelle Naidoo, Chief of Sales at Mint Group, Microsoft South Africa's Country Partner of the Year. Ronelle shares how Mint partnered with healthcare leaders and fellow Microsoft partners to digitize millions of patient records, reduce hospital wait times, and create employment opportunities for more than 100 young people. The conversation explores trust-based partnerships, workforce development, AI's impact on the partner ecosystem, and why collaboration remains the most powerful growth strategy in the Microsoft community.
Top 5 Intriguing Takeaways for IAMCP Partners
1. Partnership Creates Greater Impact Than Going Alone
Mint intentionally shared project ownership with multiple Microsoft partners, proving that collaboration can deliver larger outcomes than a single partner working independently.
2. Customer Success Should Drive Every Technology Decision
The project wasn't about digitizing records. It was about improving healthcare access, reducing patient wait times, and delivering better outcomes for citizens.
3. Trust Is Built Through Shared Values, Not Contracts
Successful partnerships require aligned values, open communication, mutual accountability, and a willingness to solve problems together.
4. Workforce Development Can Be a Competitive Advantage
By hiring and training more than 100 young people from local communities, Mint created a scalable workforce while delivering meaningful social impact.
How Microsoft Partners Build Scalable Multi-Partner Solutions
Episode 43
Tuesday, May 26, 2026 • Duration 54:37
What happens when Microsoft partners move beyond referrals and build a true collaborative operating model? In this episode of IAMCP Profiles in Partnership, Anthony Carrano and Rudy Rodriguez sit down with leaders from the IAMCP Seattle chapter to explore how eight partner organizations formed the Seattle Joint Solutions Group. Together, they built a scalable framework for delivering integrated AI, cloud, modernization, and business transformation solutions, powered by trust, shared expertise, and AI-driven collaboration.
Top 5 Intriguing Takeaways for IAMCP Partners
1. P2P Collaboration Can Evolve into a Full Operating Model
The Seattle Joint Solutions Group moved beyond simple partner referrals and created a structured framework where eight companies jointly deliver integrated solutions under one collaborative model.
2. AI Helped Define and Scale the Partnership Strategy
The group used AI tools and agent-based analysis to map each company’s capabilities, identify solution overlaps, create messaging, and develop 35 joint market-ready offerings.
3. Trust Is the Real Foundation of Multi-Partner Growth
The partners emphasized that weekly communication, transparency, shared wins, and mutual accountability were critical to making the consortium successful.
4. Small Partners Can Compete Like Large Consultancies
By combining capabilities across multiple firms, the consortium can pursue larger RFPs, deliver end-to-end solutions, and provide enterprise-level value at SMB and mid-market price points.
5. This Model Could Expand Across IAMCP Chapters Nationwide
The Seattle group hopes to create a repeatable framework other IAMCP chapters can adopt to drive scalable multi-partner collaboration throughout the Microsoft ecosystem.
How Partners Are Building Alliances to Win Bigger Microsoft Deals
Episode 42
Tuesday, May 12, 2026 • Duration 35:04
What if your biggest competitors could become your greatest growth lever? In this episode of IAMCP Profiles in Partnership, Devesh Aggarwal shares how strategic alliances, not transactional partnerships, help Microsoft partners scale, win global deals, and compete with larger firms. Learn how trust, transparency, and clear roles enabled a multi-partner alliance to deliver complex Dynamics projects across regions. If you're looking to grow through P2P collaboration, this episode delivers practical insights you can apply immediately.
Top 5 Intriguing Takeaways for IAMCP Partners:
Partnerships must be long-term, not transactional
Sustainable growth comes from strategic alliances—not one-off deals.
Transparency builds trust and wins deals
Being upfront about capabilities (and gaps) strengthens credibility with both partners and customers.
Define clear roles (“swim lanes”) across partners
Each partner must own specific expertise to avoid overlap and confusion.
Involve partners early in pre-sales
Most failed partnerships happen because alignment starts too late.
AI must be sold as a solution, not a product
Partners who understand business processes win more AI opportunities.
How Microsoft Partners Win in the Nonprofit Market
Episode 41
Tuesday, April 28, 2026 • Duration 39:29
Are nonprofits really a low-budget segment—or one of the biggest untapped opportunities for Microsoft partners?
In this episode, Anthony Carrano and Rudy Rodriguez sit down with Justin Sheedy from Microsoft Elevate to break down how partners can unlock growth in the nonprofit space. From discounted licensing and AI adoption to security-first entry points and mission-driven selling, this conversation reveals how to turn social impact into scalable, profitable services. If you’re looking to expand your market, deepen relationships, and differentiate your offerings, this is a must-listen.
Top 5 Intriguing Takeaways for IAMCP Partners
1. Nonprofits are a massive, underserved market
Millions of organizations lack direct Microsoft support—partners are the primary growth channel.
IAMCP Spain has increasingly become a bridge connecting partners across Spain, Latin America, Europe, and beyond. Rafael's own experience demonstrates how relationships with partners possessing complementary cybersecurity, data, and ISV capabilities can lead to opportunities across borders.
5. AI makes connected partners more important—not less.
Microsoft partners face a difficult strategic transition. AI is changing customer requirements, service delivery, Microsoft programs, pricing models, and the capabilities partners need. Rather than attempting to master everything internally, partners can use trusted ecosystems to combine complementary expertise and navigate change together.
Notable Quotes:
“If you don't participate, there is no value.”
“I'm much happier with doers than with thinkers.”
“No single partner can be the best in everything.”
“The future will belong to connected partners who collaborate and create value together and grow together.”
“You can't be doing the same thing anymore you've done over the last 10–20 years as a Microsoft partner.”
Chapters:
00:00 — Meet Michiel van Vliet & Rafael Vargas
Their backgrounds, Microsoft experience, businesses, and journeys into IAMCP.
04:33 — From IAMCP Member to Chapter Leader
How Michiel unexpectedly became president and began rebuilding IAMCP Spain.
08:04 — What Makes IAMCP Spain Different?
Spain's international reach, connections with Latin America, commitment to P2P collaboration, and strong financial foundation.
12:09 — Building a Culture of Trust and Collaboration
Why relationships, face-to-face interaction, openness, and cultural connection matter.
14:08 — Creating Value for New IAMCP Members
Onboarding members, connecting them with trusted peers, and the importance of participation.
17:16 — Turning Relationships into Business Opportunities
Real-world examples of sponsorship growth, cybersecurity and data partnerships, and cross-border collaboration.
23:09 — Moving Members from Networking to Participation
Why active involvement matters and how chapter leaders encourage members to contribute.
27:47 — The Biggest Challenges Facing Microsoft Partners
Microsoft organizational changes, fewer managed relationships, incentives, specialization, and increasing complexity.
30:37 — Helping Partners Navigate Microsoft Programs
Why understanding incentives and connecting Microsoft programs to business strategy can be challenging.
33:11 — Events and Programs That Create Member Value
The annual chapter event, Partner Business University, sponsor programs, workshops, lunches, and other initiatives.
38:21 — Why Execution Matters More Than Ideas
The realities of volunteer leadership and why successful chapters need people willing to execute.
40:06 — Building a Must-Attend Partner Event
How IAMCP Spain has created an event that attracts repeat attendees and international participation.
45:54 — Growing IAMCP Across Spain
The chapter's geographic concentration, regional dynamics, and opportunities to attract more Microsoft partners.
50:40 — Navigating Microsoft's AI Transformation
How IAMCP helps members interpret Microsoft's changing priorities, AI strategy, incentives, and emerging business models.
56:49 — How P2P Opportunities Actually Happen
Why relationships—not databases—drive collaboration and how partners can uncover complementary capabilities.
1:00:13 — The Next Growth Challenge for IAMCP Spain
Professionalizing the organization, increasing membership, improving continuity, and creating greater member value.
1:04:29 — Where Microsoft Partners Should Look for Growth
Responsible AI, cybersecurity, data governance, adoption, international expansion, and changing service models.
1:09:33 — What Success Looks Like for IAMCP
Making IAMCP part of partners' growth strategies while expanding successful chapter models globally.
1:14:14 — IAMCP Spain's Member Recruitment Strategy
How members themselves can become advocates for the community.
1:15:50 — Advice for Partners Who Aren't Engaged Yet
Start participating, build trusted relationships, contribute first, and embrace the idea that partners are better together.
1:16:48 — Connecting with IAMCP Spain
Where listeners can find Michiel, Rafael, and the Spain Chapter
Why Listen?
Discover why the future of the Microsoft ecosystem may belong to connected partners who collaborate, create value, and grow together. Michiel van Vliet and Rafael Vargas share how IAMCP Spain turns trust, active participation, and a “giver” mindset into real P2P opportunities—and how those relationships can help partners navigate AI disruption, expand into new markets, and build stronger businesses.
As Microsoft technologies evolve faster than ever, partners that embrace ambiguity, continuously learn, and focus on customer outcomes will outperform competitors.
Notable Quotes:
"The future belongs to partners who know exactly where their expertise ends—and where great partnerships begin."
"Authenticity and openness are the foundation of every successful partner relationship."
"Technology doesn't solve business problems by itself—people and change management do."
"The Microsoft partner who thrives tomorrow will be comfortable being uncomfortable today."
"Don't try to be everything to everyone. Be deliberately focused, then partner for the rest."
Anthony introduces Lucy Bourne and previews a conversation on Microsoft partnerships, AI, and ecosystem growth.
00:23 – Lucy's Journey Through the Microsoft Ecosystem
From SMB Dynamics projects to Microsoft and ultimately co-founding Oak Studio.
04:10 – What Oak Studio Does for Microsoft Partners
Helping partners strengthen Microsoft relationships, sharpen go-to-market strategy, and build scalable businesses.
06:15 – The Types of Partners Oak Studio Serves
Supporting new Microsoft partners, enterprise organizations, and competitors entering the Microsoft ecosystem.
13:39 – The SIA 365 Partnership Story
How Partner Pulse became a thriving community that helps Microsoft partners collaborate and grow.
20:11 – Building Partnerships That Actually Work
The importance of shared goals, strategic planning, and measuring partnership success.
24:53 – When Partnerships Don't Go as Planned
Lessons learned from vendor relationships, communication, and maintaining customer trust.
29:26 – What High-Trust Networking Looks Like
Why authentic, in-person relationships still outperform purely virtual networking.
33:58 – Knowing When to Pivot or Walk Away
How to evaluate partnerships early and avoid wasting time on relationships that aren't delivering value.
35:55 – AI Is Changing the Partner Landscape
Why ecosystem collaboration, industry specialization, and change management are becoming essential.
42:13 – What Defines the Next Generation of Microsoft Partners
Lucy shares why adaptability, ambiguity tolerance, and outcome-based thinking will separate tomorrow's winners.
48:06 – Advice for Every Microsoft Partner
The mindset shift that creates stronger partnerships: openness, authenticity, and transparency.
51:05 – The Partner Genome Framework
Lucy introduces Oak Studio's Partner Genome assessment and explains how partners can identify their greatest growth opportunities.
52:43 – Closing Thoughts
Key reflections on ecosystem collaboration, Partner Pulse, specialization, and preparing for the future of the Microsoft partner channel.
Why Listen?
If you're a Microsoft partner looking to grow faster in an increasingly AI-driven marketplace, this episode is packed with practical advice you can put into action immediately. Lucy Bourne shares proven strategies for building high-trust partner relationships, creating a focused go-to-market strategy, navigating Microsoft's evolving ecosystem, and preparing your business for the next generation of AI opportunities. You'll learn why collaboration is becoming a competitive advantage, how successful partners measure partnership success, and why the future belongs to organizations that specialize, adapt quickly, and deliver measurable business outcomes.
10:55 Building Partnerships Through Alignment and Shared Vision
13:30 Lessons Learned from Difficult Client Relationships
17:00 Evaluating Customer Fit Before Engagement
22:20 Why Microsoft Partners Must Market Outcomes, Not Technology
27:10 Using Behavioral Analytics to Improve Marketing Performance
31:05 AI, Marketing, and the Future of the Microsoft Partner Ecosystem
35:00 Entrepreneurship, Growth, and Betting on Yourself
39:20 Measuring Success with Microsoft's Partner Benchmark Index
41:35 Resources, Community, and Final Advice
43:10 Closing Thoughts and Key Lessons for Microsoft Partners
Why Listen?
If you're a Microsoft partner trying to stand out in an increasingly crowded marketplace, this episode provides a practical framework for building a stronger brand, creating meaningful differentiation, leveraging AI strategically, and developing partnerships that accelerate long-term growth. Erica Hakonson shares real-world lessons from helping partners transform their go-to-market strategy and explains why the companies that win aren't necessarily those with the best technology, but those that communicate their value most effectively.
Instead of simply explaining what your company does, be prepared to answer:
"Why should another Microsoft partner partner with you?" That answer often determines whether collaboration begins.
International Association of Microsoft Channel Partners: IAMCP | Website
Notable Quotes:
• "Move from opportunistic partnering to a structured, repeatable framework."
• "Sometimes we give, sometimes we receive."
• "People do business with people they trust."
• "Every partner will become AI capable. The differentiation will come from applying AI to specific industries and business challenges."
• "Deliver differentiated value."
Chapters
00:00 Welcome to IAMCP Profiles in Partnership
01:00 Meet Paul Solski and AIM International
02:20 Why Microsoft Partners Expand Internationally
04:15 The Four-Step Partner Growth Framework: Prospect, Recruit, Activate, Grow
06:15 Building High-Trust Partnerships That Scale
09:05 Managing Partner Overlap Without Creating Conflict
13:35 How AI Is Reshaping the Microsoft Partner Ecosystem
16:45 What Will Differentiate Successful Partners Over the Next Two Years?
19:20 Why Your Partner Story Matters More Than Your Technology
23:15 Delivering Differentiated Value That Partners Want
26:05 Global Expansion Readiness Assessment
27:40 How to Connect with Paul Solski
28:35 Episode Wrap-Up and Key Lessons
Why Listen?
Whether you're looking to grow internationally, build stronger Microsoft partner relationships, or differentiate your business in the AI era, Paul Solski shares practical frameworks and real-world lessons that can help transform partnerships into a scalable growth engine.
Guests:
Jay McBain, Chief Analyst - Channels, Partnerships & Ecosystems at Omdia
International Association of Microsoft Channel Partners: IAMCP | Website
Notable Quotes:
• "We're going to double this industry in the next three to five years."
• "82% of Microsoft partners say they're not ready for AI."
• "Millennials don't play that game. They play a team sport."
• "The average customer today in the Microsoft world has 6.3 partners they trust."
• "It's not who sells the most anymore. It's who creates the most value."
Chapters
00:00 – Welcome & Setting the Stage
01:10 – Why AI Represents a New 20-Year Technology Era
04:20 – Why 82% of Microsoft Partners Feel Unprepared
10:00 – The Biggest AI Opportunities for SMB and Mid-Market Partners
17:45 – From Selling Technology to Selling Business Outcomes
22:15 – Understanding the New Digital-First Buyer
28:20 – Building Trust in a Noisy Marketplace
32:40 – Why Customers Trust 6.3 Partners
35:45 – Building a Partner Ecosystem That Drives Growth
42:40 – What the Microsoft Partner Ecosystem Will Look Like Next Year
46:30 – Connecting with Jay McBain
47:25 – Jay's Travel Adventures and Personal Blog
49:00 – Key Lessons and Closing Thoughts
Why Listen?
If you want to understand where the Microsoft partner ecosystem is heading over the next five years, this episode is required listening. Jay McBain shares data-driven insights on AI, digital-first buyers, ecosystem-led growth, and the strategies top-performing partners are using to stay ahead of the market.
5. AI Is Reshaping Customer Expectations
Partners must evolve from technology providers into trusted advisors as customers become more informed and AI changes how buying decisions are made.
International Association of Microsoft Channel Partners: IAMCP | Website
Notable Quotes:
• “It's a big pie, and everybody can share from that pie."
• "You can only create tomorrow with everybody, not from a singular perspective."
• "It's okay not to be in the driver's seat all the time."
• "People buy from people."
• "You are not bigger than the outcome."
Chapters
00:00 – Introduction
04:17 – The Healthcare Challenge
10:36 – The Ubuntu Empowerment Program
12:40 – Creating Jobs Through Technology
15:20 – Lessons from Real-World Partnership Challenges
23:50 – Expanding Impact Beyond Technology
27:28 – What High-Trust Partner Networking Looks Like
31:24 – AI and the Future of Microsoft Partners
35:00 – Evolving Customer Expectations
42:56 – Building Successful Partnerships
45:00 – Final Advice for Microsoft Partners
48:00 – Closing Thoughts
Why Listen?
If you're a Microsoft partner looking to build stronger P2P relationships, expand your impact, create customer value, and navigate the future of AI-driven transformation, this episode provides a practical blueprint for what successful collaboration looks like in action.
Notable Quotes:
• “Faster alone, but farther together.” — Pat Hart
• “We can behave like a much larger organization.” — Paul Solski
• “There is just that sense of wanting to see one another excel even beyond our own benefit.” — Alexandra Matthiesen
• “A rising tide raises all ships.” — Denny Ghim
Chapters:
00:00 Introduction to the Seattle Joint Solutions Group
03:25 Why Eight Microsoft Partners Formed a Consortium
05:30 Benefits of Unified Delivery and Shared Expertise
08:20 Competing Against Larger Firms Through Collaboration
11:15 How the Group Uses AI to Map Capabilities and Solutions
16:45 Weekly Meetings, Trust Building, and Communication Cadence
20:00 Building 35 Frontier AI Solutions Together
30:45 Customer Wins, RFP Collaboration, and Shared Case Studies
36:00 Scaling the Model Across IAMCP Chapters
39:15 Microsoft Seller Opportunities and Co-Sell Potential
46:00 Advice for Partners Looking to Replicate the Model
53:00 Closing Thoughts and Key Lessons from the Consortium
Guests:
Seattle Solutions Group can be found on the IAMCP Seattle page on LinkedIn:
