Developed by Microsoft and Dynamics Communities, each of the five modules of the Biz Apps Partner Digital Summit delivers executive insights, plans, and ideas that System Integrators (SIs) Consultants, and Independent Software Vendors (ISVs) can put to work for their business. Each module features Microsoft leadership explaining the “why” behind these initiatives and programs, and business applications partners defining how they’ve successfully been put to work.
Module 3 of the Biz Apps Partner Digital Summit, “The Co-Sell Opportunity,” featured Microsoft sellers in SMB (unmanaged partners), SMC, and enterprise, who broke down the nuances of co-sell opportunities in each customer segment, followed by a partner panel discussion led by Microsoft’s Clint Will that outlined real-world proven co-sell strategies, approaches, and outcomes.
Defining SMB Segments
The SMB experience at Microsoft is primarily partner-led, with partners handling most activities such as evaluation, solutioning, proposal, and support. From Microsoft’s perspective, explained Eric Fink, Channel Sales Manager – SMB Dynamics, Microsoft, the experience is digital, with resources available for calls or emails. The core responsibility is to support partner-led sales, particularly in business applications like Dynamics and the Power Platform, by moving opportunities through the pipeline and providing various types of support.
The Partner Solution Sales (PSS) role focuses on supporting partners with internal programs and business applications, helping to move deals along. It uniquely allows for a transition into a Security Support Provider (SSP) role, providing a full spectrum of support from partner engagement to specific solutions in the sales cycle.
Co-Sell Opportunities in SMB
Each co-sell opportunity varies, explained Ross Ladwig, Partner Solutions Sales, Microsoft, with smaller deals often involving simple phone calls to support partners, while more strategic deals require deeper engagement from Microsoft. Programs like “Swarm” allow a team of SSPs and Technology Solutions Professionals (TSPs) to assist on strategic deals, providing a wide range of support options from simple touches to in-depth licensing discussions.
When a partner goes through the Partner-Led Sales Resource (PLSR) process and identifies a competitive deal, it often requires more than just basic support. In these cases, a detailed internal process is initiated to involve leaders of the SMB segment, who then align SSP and TSP resources to assist throughout the sales cycle. This approach provides SMB customers with a managed segment experience, ensuring comprehensive support from solutioning to licensing and executive relationship building. “I think that’s unique…You don’t necessarily get that in other segments, where you get both the partner taking care of their side and then also the sales side with the customer,” noted Ladwig.
Transitioning partners from competitive platforms to Dynamics involves readiness and capability building. Partners familiar with ERP and CRM implementation need to learn how to do it with Dynamics and make it profitable. For those new to ERP and CRM, it’s crucial to assess their current business state and decide where they want to operate within the ecosystem. Engaging with experts like Ladwig and Fink can help partners navigate from initial phases to advanced stages, including finding opportunities, marketing, selling, implementing, and supporting Dynamics solutions.
To succeed, partners need to build a client base and find a niche, whether by industry or product, such as creating an ISV solution. This specialization allows them to have meaningful industry-specific conversations with executives, setting them apart. Additionally, partners should educate themselves on available programs, incentives, and funding, focusing on a few key ones rather than getting overwhelmed by numerous options. Engaging in targeted conversations about their focus areas can help them effectively utilize these resources.
Co-Sell Opportunities in SMC
Rob Gregg, Dynamics Biz App Sales, Microsoft, broke down the SMC segment and the co-sell opportunities within it. Within Microsoft, SMC (corporate managed accounts) have access to thought leadership, industry advisors, and funding opportunities to support licensing and deployment of services. This structure allows SMC customers to benefit from specialized resources and expertise, he explained.
To leverage co-sell opportunities for SMC, Microsoft is focused on the strongest partner relationships, whether they are warm, cold, or indifferent, and work with partners like SIs, CSPs, or LSPs to bridge introductions and explore business outcomes and corporate objectives for co-selling opportunities. Gregg noted that it’s key to “get that partner engaged early and often” to take advantage of co-sell opportunities as they arise.
As described throughout the module, Microsoft has different tiers of partners, ranging from emerging partners in the SMB space to global SIs in the Enterprise segment and industry-specific partners. Gregg highlighted the outcomes of co-selling with Microsoft in the SMC segment.
One particular partner, explained Gregg, approached him after inheriting a wholesale distribution account in Southern California, which had been struggling with Dynamics for years. This partner challenged the business, identified deficiencies, and proposed a methodical approach to address them. By leveraging internal resources and technical specialists, Microsoft worked collectively to improve supply chain visibility and warehouse efficiencies. Within a year, the customer went live, resulting in a successful case study and high praise from the CEO. This partner’s success led to increased engagement with Microsoft colleagues and further opportunities for collaboration, showcasing the value of strong partner relationships.
Emerging partners can work with partner development managers in SMC to navigate specializations, certifications, and co-innovations with larger global SIs. It’s important for partners to determine their niche and differentiation.Microsoft provides resources to help with this process, which may include certifications and other requirements. In closing, Gregg added, “Let us help you navigate these waters” and find the best path forward.
Co-Sell Opportunities in Enterprise Segment
Howard Swerdloff, Director, Technology Specialist Management, Microsoft, and Shawna Mikes, Principal Technology Specialist, Microsoft defined Microsoft’s Enterprise segment and co-sell opportunities available.
Microsoft’s account segmentation includes SMB, SMC, and Enterprise, with Enterprise further divided into Majors Growth, Majors Strategic, and Global Accounts, explained Swerdloff. Global Accounts are large and require significant attention, often with dedicated Microsoft employees working on-site daily. Strategic accounts are slightly smaller but still receive focused attention, while Majors Strategic and Majors Growth accounts have multiple Microsoft teams working together to manage them. The segmentation ensures appropriate coverage and support based on the account’s size and potential revenue contribution.
The Account Team Unit (ATU) is responsible for the overall Microsoft relationship, working closely with Account Technology Strategists and STUs to identify and pursue opportunities. The segmentation is based on the propensity to buy, rather than just the number of employees, with a focus on the revenue potential each customer can drive to Microsoft.
Mikes explained that as Technical Specialists, they focus on pre-sales activities, working with various segments and areas. They collaborate with sellers, account teams, and partners to understand customer pain points and develop Microsoft solutions that address their business processes and challenges.
To leverage co-sell opportunities in the Enterprise segment, Mikes explained that Microsoft aims to build strong relationships with its partners by understanding their industry expertise and unique offerings. This ensures that when a customer has specific needs, the team can confidently collaborate with the right partner to help the customer succeed. “If you don’t maintain those relationships, don’t get into a cadence of follow up items, you get forgotten, quite honestly. So having that relationship, building on it, keeping it going, I think, is critical,” added Swerdloff.
Mikes and Swerdloff explained important considerations for customers when co-selling with Microsoft in the enterprise segment. Swerdloff noted, “It’s crucial to understand that we are partners,” and Microsoft relies on Enterprise partners to collaborate with them on pipeline generation, joint marketing efforts, and co-selling. Microsoft needs to be aware of their capabilities, successes, and the problems their products solve to effectively fill gaps and drive deals forward.
As a TSP, Mikes highlighted that, when engaging with a partner on a new opportunity, it’s essential for the partner to understand the customer’s pain points and needs. Additionally, having a strategy on how to leverage their IP and industry knowledge, along with collaborating as a team to propose business transformation solutions using the Microsoft stack, is vital. She also stated, “It’s kind of seamless…We’re one united team. It’s not a partner in Microsoft, we’re together. So, I think it just kind of all goes back to how we build that relationship together.”
For Enterprise partners early in the co-selling process, Mikes explained the importance of reaching out to account executives and salespeople, and getting in front of as many Microsoft team members as possible. Present your IP, industry knowledge, and ideas on how to collaborate effectively.
“Know your audience” is essential when engaging with Microsoft, explained Swerdloff. Different teams focus on specific areas, like business applications or Azure. It’s important to tailor your message and come with a collaborative mindset, aiming to build pipeline and business together and ensuring mutual success.
Best Practices for Co-Selling in Microsoft Ecosystem
In the final part of Module 2, industry experts shared their real-world experiences and best practices for successfully collaborating with Microsoft sellers. Moderated by Clint Will, Partner Development Manager at Microsoft, the discussion featured insights from Tyler St Pierre and Kenna Brosseau (Taylor) of Stoneridge Software, Haden Lomax of PrenticeWorx, and Chris Moore of Armanino.
Will began the discussion by defining co-selling in the Microsoft ecosystem. He emphasized two key areas:
- Business Development and Pipeline Building: Targeting managed accounts and collaborating with Microsoft sellers to develop business opportunities
- Active Sales Pursuits: Engaging directly with Microsoft sellers during live deals to drive successful outcomes
Brosseau (Taylor) emphasized the importance of understanding a company’s niche: “Really understanding your niche and what you bring to the table is by far going to set you apart when you’re entering that Microsoft space.”
Relationship Building
Strong relationships with Microsoft sellers are crucial for effective co-selling. Moore detailed how Armanino fosters these connections, “We take the accounts one seller might have and triangulate them against our accounts. We also set goals, celebrate successes, and establish a cadence to meet every four to six weeks to track progress.”
St Pierre added, “Having a strong industry alignment and delivering that knowledge to the Microsoft seller really goes a long way to show them that you’re a capable partner.”
By prioritizing ongoing engagement, partners can stay top-of-mind with Microsoft sellers, fostering collaboration and mutual success.
Establishing Trust, Differentiation
To stand out in the Microsoft ecosystem, partners must clearly communicate their value proposition. Lomax explained, “As a seller, they could go to anyone in the Microsoft partner ecosystem. Being able to say, ‘Here’s where we are really good, and here’s where we are not as good,’ builds trust. No partner can do everything perfectly and being honest about that fosters credibility.”
Preparing For Success
One of the most impactful strategies shared was the importance of preparation. Lomax described how PrenticeWorx streamlined deal closures.
“Before meetings, we coordinate with Microsoft to outline objectives, expected outcomes, and action items. This simple practice has helped us shorten sales cycles significantly, turning what typically takes months into just weeks.”
Thorough preparation not only accelerates the sales process but also strengthens the partnership between Microsoft and its co-selling partners.
Utilizing Microsoft Resources
Microsoft provides an array of resources to support partners in their co-selling efforts. St Pierre emphasized the value of leveraging internal Microsoft networks and said, “If you’re trying to find an SSP within a customer account, leverage Microsoft resources like Partner Development Managers (PDMs) who can point you in the right direction and connect you with key decision-makers.” Panelists agreed that understanding and utilizing these resources can significantly enhance a partner’s co-sell success.
Key Takeaways
Throughout the panel discussion, participants identified several core principles for effective co-selling with Microsoft:
- Establish trust-based relationships with Microsoft sellers
- Clearly differentiate expertise and align messaging with Microsoft’s priorities
- Engage in structured and ad-hoc collaboration to maintain visibility
- Thoroughly prepare for meetings to shorten sales cycles and drive better outcomes.
- Leverage Microsoft’s internal resources to access critical decision-makers and funding opportunities
By implementing these strategies, partners can enhance their collaboration with Microsoft, improve sales outcomes, and drive long-term business growth.
Looking Ahead
If you are a partner looking to discuss co-selling opportunities in the SMB segment, reach out to Eric Fink and Ross Ladwig at:
Keep up with the Biz Apps Partner Digital Summit modules by registering for free. Module 4 will be available to registrants on Thursday, February 13, at 12PM ET. For more details on the subsequent modules, visit the Biz Apps Partner Digital Summit website.
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