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#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 03:18 Lucy shares her career background and Oka Studio’s mission 05:24 Discussion of partner types Oka works with and the evolving Microsoft partner landscape 06:11 Is it harder now to become a successful Microsoft partner? 08:16 Do partners need a dedicated alliance manager? Where do you find one? 09:36 The two key roles in alliance management—operational and relational 12:54 The most important thing successful partners do: focus, focus, focus 14:17 How to balance specialization in marketing with versatility in delivery 16:08 Common mistakes partners make—neglecting alliance program management 17:30 Can partners succeed with multiple vendor relationships? 22:07 Discrete investments partners can make—case studies, awards, and social proof 28:21 Microsoft’s new dual partner recognition and what it means for partners RESOURCES Lucy Bourne on LinkedIn Oaka Studio on LinkedIn Dual recognition for Microsoft business applications partners RECOMMENDED EPISODES #8 Insider Secrets to Succeeding as a Microsoft Partner with Chris McNulty 👋 LET'S CONNECT 🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations 🟥 Subscribe on YouTube 🟦 Follow on LinkedIn 🟦 Neil Benson on LinkedIn 🦋 Neil Benson on BlueSky 🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS Apply to join Practice Leading Lab ⭐ RATE AND REVIEW THE SHOW Rate Practice Leading…
Insider Secrets to Succeeding as a Microsoft Partner with Chris McNulty
Manage episode 480803047 series 3619237
محتوای ارائه شده توسط Neil Benson. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Neil Benson یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal
#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
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
RESOURCES
- Chris McNulty on LinkedIn
- Chris' The Intrazone podcast
- Synozur Alliance website
- Synozur Alliance on LinkedIn
- Synozur's Polaris podcast
- M365 Community Conference in Las Vegas, 6 to 8 May 2025
- TechCon365 in Seattle, 23 to 27 June
RECOMMENDED EPISODES
#3. The future of partner pricing models with Ben Vollmer
👋 LET'S CONNECT
🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations
🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS
Apply to join Practice Leading Lab
⭐ RATE AND REVIEW THE SHOW
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