Ultimate Guide to Partnering®

Wondering How to Navigate Cloud Marketplaces for Ultimate ISV Success? “When you have the alignment across the C-suite, and even if it’s a small business, at the highest level of the organization, they can be well aligned with the ecosystem in a way that’s going to benefit them,” says Justin Murphy, CEO, CloudAtlas. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Get ready for an insightful journey in this episode of “The Ultimate Guide to Partnering” with host Vince Menzione and CloudAtlas CEO Justin Murphy. They delve into the essential strategies ISVs need for cloud marketplace success, exploring Justin’s fascinating transition from simplifying enterprise procurement at SADA to leading Cloud Atlas. Discover the transformative role of marketplaces and co-selling, and learn how top-down commitment, strategic planning, and C-suite alignment drive unparalleled success. Uncover the challenges and opportunities within different cloud providers and understand the pivotal role partnerships play in the tech industry. https://youtu.be/nEpz_OAphCA?si=jSK8fQVb9kQajx2P As Justin highlights, “Applications will be available across all clouds, and leveraging marketplace products can drive the consumption that cloud providers want to see.” This forward-looking perspective emphasizes the necessity for ISVs to adapt and strategize for long-term success in the cloud marketplace. Key Takeaways Market Opportunity: Learn about the immense opportunity in cloud marketplaces and how to leverage it. For instance, Justin mentions that leveraging marketplace third-party products can significantly drive cloud consumption and benefit cloud providers. Strategic Planning: Discover the steps to create a successful go-to-market strategy and address any gaps. Justin discusses the importance of understanding the product and identifying onboarding, sales, and technical gaps to build a comprehensive strategy. Co-Selling Benefits: Understand how co-selling and leveraging marketplace commitments drive growth and opportunities. Justin highlights that even large partners like hyperscalers and managed service providers find co-selling essential to success in the complex enterprise market. Don’t miss this opportunity to gain insider knowledge from industry leaders shaping tomorrow’s digital world. Tune in and transform your cloud marketplace approach! For more insights and detailed discussions, tune in to the full episode of The Ultimate Guide to Partnering. Subscribe to stay updated with the latest trends and strategies in technology partnerships. SAVE THE DATE – Feb 20, 2025 – Limited Seats Available for the Ultimate Partner Executive Winter Retreat For details and to reserve your seat

A Reis Barrie Masterclass on Ultimate Guide to Partnering® I asked Reis Barrie, CEO of Carve Partners and an expert in co-selling, to join us in the Boca Studio for this Masterclass to propel your success as a Microsoft Partner. Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ Join Vince Menzione for an inspiring conversation with Reis Barrie, co-founder of Carve Partners, as he shares his journey from healthcare to tech and his mission to simplify Microsoft partnerships. From pivotal career moments to leading packed workshops at the Ultimate Partner Executive Summit, Barrie delves into the art of aligning joint goals with organizations like Microsoft to drive revenue, co-marketing opportunities, and operational efficiency. Discover how mastering sales, operations, and marketing fundamentals helps partners avoid distractions and achieve long-term success. https://youtu.be/-2SCIfBz7ng?si=MV6l-vURDTUiqSSa Barrie also addresses the common pitfalls of Microsoft partnerships, emphasizing the need for alignment across teams, building a solid operational foundation, and translating “partner speak” into measurable enterprise value. With insights on navigating Microsoft’s complex ecosystem, Carve’s evolution into a revenue-focused consulting firm, and leadership lessons drawn from Patrick Lencioni and Bruce Lee, this discussion offers invaluable strategies for scaling partnerships while staying focused on what truly matters. Watch now for actionable advice and inspiration! Key Takeaways: Operational Alignment: Streamlining processes and integrating tools like Microsoft Partner Center ensures seamless collaboration and visibility across sales and marketing efforts. Focus on Fundamentals: Mastering core areas—sales, operations, and marketing—helps organizations maximize their Microsoft partnerships while avoiding distractions from overly complex initiatives. Importance of Collaboration: Aligning goals and leveraging expertise across departments reduces inefficiencies and drives partnership success. Leveraging Microsoft Tools: Platforms like Azure and methodologies like MSEM enhance co-selling efforts and strengthen relationships with Microsoft’s sales teams. Value of Operational Support: Dedicated resources for operations ensure profitability, build trust, and maintain credibility within partnerships. Scalable Partnership Models: Transitioning from high-touch services to scalable frameworks enables long-term growth and sustainability. Don’t miss this opportunity to gain insider knowledge from industry leaders shaping tomorrow’s digital world. Tune in now for an inspiring conversation that could redefine your business strategy! For more insights and detailed discussions, tune in to the full episode of The Ultimate Guide to Partnering. Subscribe to stay updated with the latest trends and strategies in technology partnerships. SAVE THE DATE – Feb 20, 2025 – Limited Seats Available for Ultimate Partner Executive Winter Retreat Contact us for details and to reserve your seat – john@theultimatepartner.com Keywords: Microsoft partnerships, partner collaboration, sales alignment, operational efficiency, partnership strategies, Azure deals, Carve Partners, ISV success, Microsoft ecosystem, partnership pitfalls, sales engagement, joint goals, marketing alignment, enterprise value, partner operations, MSEM framework, cloud budget, deal tracking, customer consent, scalable partnerships, co-marketing benefits, partnership alignment, revenue generation, organizational goals, partner readiness, sales workflows, leadership philosophy, Microsoft tools, operational support, competitive collaboration.

Jay McBain, Chief Analyst at Canalys, shares his expertise on the evolving business landscape and the critical role of partnerships. He predicts a transformational shift in sales and marketing due to tech advancements, emphasizing the importance of a data-driven approach. Jay discusses the growth of digital marketplaces and hyperscalers, alongside the sustainability challenges facing the tech industry. With insights on AI and political dynamics, he highlights the necessity for companies to adapt and collaborate for success by 2025.

Dr. Michael Gervais rejoins Ultimate Guide to Partnering® Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ What if the key to unlocking peak performance is not pushing harder but mastering the art of mental focus and well-being? I traveled to LA to be at Mastery Labs to unlock the secrets of high performance with Michael Gervais, a renowned expert in mindfulness and psychology. This is our annual Holiday episode of Ultimate Guide to Partnering and my gift to you, our amazing listeners, followers, and community. Michael shares how mental training can revolutionize personal and professional approaches to challenges, from his roots in elite sports to shaping corporate cultures. He explores the pivotal moments that sparked his passion, revealing how psychological skills like confidence and focus can be trained to thrive in any environment. This episode highlights actionable strategies for balancing well-being with ambition, applying insights from sports to business, and using mindfulness to direct focus effectively. With stories ranging from surfing competitions to Microsoft’s cultural transformation under Satya Nadella, Michael offers a holistic perspective on performance psychology and sustainable success. Thank you for supporting Ultimate Partner and the Ultimate Guide to Partnering Podcast. Please tell your friends, subscribe, and leave us up to a 5-star Review, as it helps us get more amazing guests. What You’ll Learn The power of aligning mindset and purpose for long-term success. The foundational role of well-being in achieving high performance. How to train psychological skills like confidence, focus, and recovery. Practical applications of mindfulness to direct focus and drive results. Insights from elite sports that translate to thriving in business. LISTEN ON YOUR FAVORITE PODCAST APP For more insights and detailed discussions, tune in to the full episode of The Ultimate Guide to Partnering. Subscribe to stay updated with the latest trends and strategies in the world of technology partnerships.

Rob Spee rejoins Ultimate Guide to Partnering® Subscribe to our Newsletter: https://theultimatepartner.com/ebook-… Check Out UPX: https://theultimatepartner.com/experi… We are back in the studio, thrilled to welcome a friend and fellow podcaster I’ve known in the partnership, channels, and ecosystem space over the years. Rob Spee is the founder and CEO of Channel Journeys. With extensive experience as a vendor, reseller, and distributor, Rob has a proven track record of creating visionary partner strategies that drive revenue growth and unlock new market opportunities. As the Channel Journeys podcast host, Rob engages with industry leaders to share insights and innovation in the channel landscape, earning him recognition as a sought-after speaker and contributor to various channel events and publications. Rob and I do a deep dive into his predictions. We review what we got right and missed in 2024 and a set of NEW forecasts for 2025. I also want to remind you that if you could not be in the room for this Ultimate Partner LIVE, you can still watch ALL the excellent sessions as a UPX—Ultimate Partner Experience member. Membership includes advanced registration, discounts, and premier access to our many events planned for 2025. You can check out membership HERE. Thank you for supporting Ultimate Partner and the Ultimate Guide to Partnering Podcast. Please tell your friends, subscribe, and leave us up to a 5-star Review, as it helps us get more amazing guests. https://youtu.be/bXDQhM2ZjqU?si=mNmEsRN7t_P5TGw0 Key Takeaways from the Interview with Rob Spee 1. The Future of Partner Ecosystems: Challenges and Opportunities Ecosystem Strategy Complexity: Building and leading partner ecosystems is becoming more difficult due to economic pressures, organizational misalignment, and the need for greater investments. Courageous Leadership: Companies that embrace an ecosystem strategy, invest in partners, and commit to long-term growth will emerge stronger. Timid companies that revert to traditional transactional models may lose out. 2. Importance of Hyperscalers and Marketplaces Dominance of Hyperscalers: Microsoft, AWS, and Google Cloud are making significant AI and infrastructure investments. Companies must strategically decide on which hyperscaler’s “rails” to operate. Marketplace Opportunities: There’s over $400 billion in durable cloud budgets available. Leveraging hyperscaler marketplaces with multi-partner offers presents untapped potential for growth. 3. Embracing Co-Opetition Collaboration with Competitors: Successful companies accept that partnering in hyperscaler ecosystems may mean competing in certain areas while collaborating in others. Investment is Required: True marketplace success requires investments in co-selling, marketing, and product adjustments to align with hyperscaler platforms. 4. Evolving Metrics for Partner Success Shift in Metrics: Traditional metrics like partner revenue are evolving. Companies should measure success through: Customer Lifetime Value (CLTV) Customer Acquisition Cost (CAC) Churn Reduction and Renewal Rates Deal Velocity and At-Bats Business Strategy Alignment: Ecosystem strategy must align with overall business strategy and be supported at the C-suite and board levels. 5. The Role of AI in Partner Ecosystems AI Integration: AI can enhance partner strategies through automation, data insights, and opportunity discovery. AI-Driven Collaboration: Companies need to build AI capabilities for partners, aligning tools like Microsoft CoPilot to drive ecosystem success. 6. Shifts in Customer Success Models Partner-Driven Customer Success: Companies should enable partners to lead customer success efforts. This requires: Retraining professional services teams. Investing in partner enablement and support. MSP and Services Evolution: Transitioning to consumption-based models and supporting Managed Service Providers (MSPs) opens new revenue streams. 7. Navigating Market Uncertainty Economic Headwinds: Despite challenges, downturns offer opportunities for bold strategies and ecosystem investments. Swallowing the Fish: Companies need to absorb short-term costs to enable long-term growth through ecosystem transformation. 8. Key Lessons from Sailing and Business Preparation and Trust: Success in sailing, like partnering, requires preparation, continual learning, teamwork, and trust. Embrace Change and Adventure: Navigating uncertain waters mirrors the journey of managing dynamic partner ecosystems Don’t miss this opportunity to gain insider knowledge from industry leaders shaping tomorrow’s digital world. Tune in now for an inspiring conversation that could redefine your business strategy! https://theultimatepartner.com/experi…

Insights from Microsoft’s Sandy Gupta at Ultimate Partner LIVE ’24 Subscribe to our Newsletter: https://theultimatepartner.com/ebook-… Check Out UPX: https://theultimatepartner.com/experi… Fireside Chat: Microsoft’s Perspective on the Ecosystem. This year’s Ultimate Partner Live event set new industry benchmarks for content and quality, featuring insights from leaders and award-winning partners collaborating with Microsoft. Sandy Gupta, Microsoft’s new ISV leader, joined me for his first live stage appearance in this role to discuss his vision for driving growth. Drawing from 32 years of global experience in markets like China, India, and Japan, Sandy emphasized the shift toward companies becoming software platforms fueled by AI and rapid technological advancements. He highlighted how AI transforms industries and ecosystems, reshaping business processes into interconnected solutions. Sandy also addressed challenges like data privacy and evolving marketplace strategies, such as expanding hybrid solutions and rethinking partner compensation models. With AI enhancing pre-sales and customer support efficiency, the event underscored the urgency for innovation. https://youtu.be/OKY2qZhZEcc?si=wnaxruPmVJv7s19q What You’ll Learn: Sandy Gupta’s Global Vision: Insights from his 32-year career and 18 years at Microsoft, emphasizing growth through AI and platform evolution. The Shift to Software Platforms: How businesses are transforming into software-driven entities, powered by AI advancements. AI’s Impact on Partnerships: How AI accelerates pre-sales, customer support, and go-to-market strategies for partners. Platform-Centric Ecosystems: Microsoft’s approach to scaling growth through innovative tools, hybrid solutions, and partner compensation models. Future-Ready Strategies: Practical guidance for ISVs and tech innovators to thrive in a rapidly changing market landscape. Engaging with Microsoft: How to leverage Microsoft’s ecosystem, resources, and programs for sustainable growth. Key Takeaways: Insightful strategies on leveraging AI to transform traditional businesses into software powerhouses. The evolving ecosystem: How companies like Cisco and Oracle navigate their roles beyond platforms. Practical guidance for aspiring tech innovators aiming to scale in a rapidly changing market landscape. Sandy envisions a Microsoft agile approach that embraces rapid technological changes while fostering deep ecosystem relationships. Moving forward, a focus on building scalable solutions through broad partnerships and specific market-making alliances is emphasized as crucial. Don’t miss this opportunity to gain insider knowledge from industry leaders shaping tomorrow’s digital world. Tune in now for an inspiring conversation that could redefine your business strategy! https://theultimatepartner.com/experi…

Neeti Gupta, Dux Raymond Sy & Sri Ganapathy Join Ultimate Guide to Partnering® Subscribe to our Newsletter: https://theultimatepartner.com/ebook-… Check Out UPX: https://theultimatepartner.com/experi… The Billion Dollar AI Opportunity with Neeti Gupta, Dux Raymond Sy & Sri Ganapathy The Ultimate Partner LIVE ’24 event showcased the unparalleled collaboration between Microsoft, industry leaders, and award-winning partners, emphasizing the $827 billion opportunity in generative AI. A panel led by Neeti Gupta highlighted rapid AI-driven changes, while Dux Raymond Sy of AvePoint discussed monetizing AI and addressing data governance issues hindering GenAI adoption. Sri Ganapathy from Microsoft’s Azure AI team stressed the importance of strong data cultures and client readiness, outlining consulting opportunities in assessing technological maturity. Successful AI integration, they noted, hinges on secure, high-quality data and tailored solutions using tools like Copilot Studio. Examples like H&R Block and Vodafone demonstrated AI’s transformative impact across industries. Key takeaways included fostering leadership support, building strong data cultures, and addressing ethical and regulatory challenges in AI. As AI models grow cheaper and more efficient, pricing strategies and ROI localization become crucial. Microsoft’s efforts in responsible AI, data security, and educating policymakers on tech advancements underscore the need for collaboration to balance innovation with regulation, ensuring a simplified, transformative journey for customers. What You’ll Learn The Generative AI Opportunity Discussion led by Needy Gupta on the $827 billion opportunity in Generative AI Panel featuring industry leaders like Ducks Raymond Tsa and emphasis on the transformative impact of AI Partnering with Microsoft Insights from Dux Raymond Sy on monetizing AI Discussion on practical ideas to grow businesses using AI Understanding the AI Market Opportunity Analysis of the AI market potential and Microsoft’s role Examination of partnerships with large companies like Microsoft Perspectives on market cap and GDP comparisons Challenges and Strategies in AI Partnerships Identifying bespoke partnerships for AI use cases Ethical considerations in AI development and partnerships Operational challenges in integrating AI tools and platforms Data Security and AI Governance Insights into data security challenges when adopting AI Microsoft’s call to partners for data security solutions Practical steps for data protection, security, and governance Trends in AI Adoption Observations on customer readiness and maturity in AI adoption Leadership and data culture as key factors for successful AI implementation Opportunities for partners to assist clients in AI journey Extending SaaS Offerings with AI Microsoft’s first-party SaaS offerings as a starting point for AI Customization opportunities for partners to add value to client businesses  Actionable Advice Partners should focus on building practices around securing customer data before implementing advanced solutions like Copilot or GenAI systems. There’s an immediate opportunity in helping organizations manage their digital ‘hoarding’ issues—clearing out unnecessary files that could pose security risks when deploying tools like Copilot. Consider offering tailored consulting services that assess clients’ maturity levels regarding their readiness to adopt Ai technologies effectively. Explore avenues beyond traditional project-based work towards models generating consistent monthly revenues by providing continuous support and enhancement services specifically focused upon maintaining robust cybersecurity measures across platforms used daily within client environments globally. https://youtu.be/4QwSxqo5c-k?si=x9sfleO5yb0Y1fDD LISTEN ON YOUR FAVORITE PODCAST APP Subscribe to our Newsletter: https://theultimatepartner.com/ebook-… Check Out UPX: https://theultimatepartner.com/experi…

MP Eisen, VP of Partnerships at Glean, Joins Ultimate Guide to Partnering® I am thrilled to bring you my latest conversation with MP Eisen, VP of Partnerships at Glean, from the Google Cloud Marketplace Exchange! Glean is redefining the way enterprises access and utilize internal data, creating an “enterprise work assistant” that operates like an internal search engine, helping users find strategic insights, project updates, and account-specific information. MP shares Glean’s journey as a Google Cloud partner, from their first Marketplace listing in 2023 to a rapid trajectory that’s driven millions in consumption. Their approach? A laser focus on aligning Glean’s offerings with Google’s value propositions, from compute to Vertex AI’s Gemini, resulting in a partnership that has rapidly scaled across multiple industry segments. Key takeaways from MP’s insights: Clear Product-Partner Alignment: Ensuring Glean’s product naturally drives value for Google’s sellers and customers, particularly by tapping into incentives like quota retirement through Marketplace transactions. Focused Market Approach: Instead of broad targeting, Glean zeroes in on specific industries, regions, and segments, building success one focused area at a time—a strategy that’s amplifying their presence within Google’s ecosystem. Upstream Conversations: AI is shifting conversations to the C-suite, making executive buy-in critical for enterprise-wide adoption, with CIOs and CEOs seeing the transformational impact of AI in operations. Listen in on The Ultimate Guide to Partnering to learn how Glean is setting new standards for leveraging marketplace and hyperscaler partnerships! https://youtu.be/BZQ0W0ZoXX4?si=DfFpyELKSHy9QBY_ LISTEN ON YOUR FAVORITE PODCAST APP Ultimate Partner Experience Ever wonder what you could achieve with the right partners? Dive into the Ultimate Partner Experience Community (UPX) and discover a world of possibilities! Exclusive Content Gain access to cutting-edge content and events crafted by partnership professionals. Stay ahead with strategies, trends, and in-depth interviews with the industry leaders in partnerships. Access to a Like-Minded Community Our next event is just around the corner and everyone is welcome. Although the event is open to the public, we want to give a special privilege to our members. Which means the Q&A session is exclusive to members only. It’s bound to be an exciting event and we look forward to seeing you all there! Make Connections That Matter! Dive right in and send a direct message to any member of UPX community! You are not just joining a group, but unlocking an open and vibrant network of professionals waiting to connect with you. Seize this golden opportunity to expand your horizons, fuel your career growth and discover exhilarating business prospects. The world is your oyster at UPX, let’s explore it together! Come Join Us I’m thrilled to welcome you to this journey. Let’s navigate, thrive, and redefine success in the tech partnership landscape together. Come Sign Up LISTEN ON YOUR FAVORITE PODCAST APP Now on YouTube

Ash Vijay, SVP of Cloud Sales and BD Partnerships, Joins Ultimate Guide to Partnering® I am excited to introduce my conversation with Ash Vijay, SVP of Cloud Sales and BD Partnerships at Redis, live from Google Cloud’s Marketplace Exchange! Redis, a favorite among developers, plays a crucial role in the data ecosystem, powering applications with high-performance caching and database solutions integral to GenAI. In this episode, Ash shares how Redis is leveraging Google Cloud Marketplace to meet customer demand for faster procurement and scaling, especially in light of large cloud commitments. Redis’s marketplace strategy not only retains customers but also expands deal sizes and accelerates closing times. Ash discusses Redis’s comprehensive partner program, enabling ISVs, OEMs, and SIs to build on the Redis platform, offering them both growth opportunities and collaborative engagement with Redis’s ecosystem. Ash’s advice to partners? Invest in the marketplace and empower your sales teams to maximize its potential—a strategy that’s driving Redis’s top-down engagements and delivering significant business value. Tune into The Ultimate Guide to Partnering to learn how Redis is redefining co-selling and scaling with Google Cloud! https://youtu.be/bwnWR_ksNTI?si=Mx6vkTd92cIMdJ1v LISTEN ON YOUR FAVORITE PODCAST APP Ultimate Partner Experience Ever wonder what you could achieve with the right partners? Dive into the Ultimate Partner Experience Community (UPX) and discover a world of possibilities! Exclusive Content Gain access to cutting-edge content and events crafted by partnership professionals. Stay ahead with strategies, trends, and in-depth interviews with the industry leaders in partnerships. Access to a Like-Minded Community Our next event is just around the corner and everyone is welcome. Although the event is open to the public, we want to give a special privilege to our members. Which means the Q&A session is exclusive to members only. It’s bound to be an exciting event and we look forward to seeing you all there! Make Connections That Matter! Dive right in and send a direct message to any member of UPX community! You are not just joining a group, but unlocking an open and vibrant network of professionals waiting to connect with you. Seize this golden opportunity to expand your horizons, fuel your career growth and discover exhilarating business prospects. The world is your oyster at UPX, let’s explore it together! Come Join Us I’m thrilled to welcome you to this journey. Let’s navigate, thrive, and redefine success in the tech partnership landscape together. Come Sign Up LISTEN ON YOUR FAVORITE PODCAST APP Now on YouTube

Dustin Nelson, Sales Director at CDW, Joins Ultimate Guide to Partnering® I’m thrilled to share my interview with Dustin Nelson, Sales Director at CDW, recorded live at Google Cloud’s Marketplace Exchange! Dustin dives into how CDW has embraced the marketplace model to meet customers’ evolving needs in today’s SaaS-driven world, where cloud marketplaces are transforming how organizations buy, manage, and scale solutions. Dustin shares CDW’s journey of building a dedicated team to support Google Cloud Marketplace transactions, which has led to impressive growth: over $400 million in marketplace business and 500 transactions this year alone. With customers now at the center, Dustin emphasizes that open collaboration between Google, ISVs, and partners like CDW is crucial for delivering enhanced value and transaction flexibility. For organizations planning their 2025 marketplace strategy, Dustin advises embracing collaboration and focusing on customer-centric approaches to stay ahead in this fast-evolving ecosystem. Tune into this Ultimate Guide to Partnering episode to hear how CDW is sparking the marketplace ecosystem! https://youtu.be/jFiAlNgVCgQ?si=zGoWBCZsKPr8wSB3 LISTEN ON YOUR FAVORITE PODCAST APP Ultimate Partner Experience Ever wonder what you could achieve with the right partners? Dive into the Ultimate Partner Experience Community (UPX) and discover a world of possibilities! Exclusive Content Gain access to cutting-edge content and events crafted by partnership professionals. Stay ahead with strategies, trends, and in-depth interviews with the industry leaders in partnerships. Access to a Like-Minded Community Our next event is just around the corner and everyone is welcome. Although the event is open to the public, we want to give a special privilege to our members. Which means the Q&A session is exclusive to members only. It’s bound to be an exciting event and we look forward to seeing you all there! Make Connections That Matter! Dive right in and send a direct message to any member of UPX community! You are not just joining a group, but unlocking an open and vibrant network of professionals waiting to connect with you. Seize this golden opportunity to expand your horizons, fuel your career growth and discover exhilarating business prospects. The world is your oyster at UPX, let’s explore it together! Come Join Us I’m thrilled to welcome you to this journey. Let’s navigate, thrive, and redefine success in the tech partnership landscape together. Come Sign Up LISTEN ON YOUR FAVORITE PODCAST APP Now on YouTube