Instead of broad partner presentations, ISVs should bring a concrete opportunity to Microsoft sellers. Winning that first deal together creates a lasting impression and makes future co-selling more likely because the solution becomes memorable and trusted.
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Frame your solution as an essential, simple add-on to a larger purchase your channel partners already make. Sensei packaged its adoption platform as the necessary 'fries' for MSPs selling Microsoft Copilot 'burgers,' making the value proposition instantly clear and easy to sell.
The shift from transactional to solution selling is difficult because channel economics are traditionally built on volume. Partners are hesitant to invest the extra time required for consultative selling when the immediate financial incentive isn't there. Vendors must bridge this gap with co-selling, co-creation, and enablement to prove the ROI of a value-based approach.
uSecure initially underestimated how resource-constrained MSPs are. Their breakthrough came when they moved beyond simple PDF guides and built a white-labeled sales prospecting tool. This tool helped partners automatically build a data-driven business case for their own clients, proving uSecure understood their challenges and driving scale.
To shift from reactive 'order takers' to strategic advisors, partner marketers should first document their sales counterparts' specific goals (e.g., net new logos, deal registrations). This 'working backwards' approach aligns all marketing activities to sales objectives, building trust and ensuring marketing serves as a strategic partner, not just an execution arm.
The ROI of partner enablement is critical but notoriously difficult to quantify. To create a tangible link to revenue, connect enablement activities like training sessions to specific, trackable outcomes like SPIFs or other direct incentives that drive a desired action and can be measured.
The most effective partner marketing strategy isn't about getting partners to resell your product. Zendesk's Amy Avalos argues it's about enabling them to sell their own unique value, with your technology as the engine. This positions them as trusted advisors and strengthens their brand.
When co-selling, ISVs should understand that Microsoft's primary goal is platform adoption. For Microsoft's sales reps, the key is ensuring the solution runs on Azure, making it a platform win, even if Microsoft has a competing first-party product. This mindset is crucial for navigating competitive overlap.
For ISVs looking to co-sell with Microsoft, getting their solution onto the marketplace is the most critical step. Microsoft is actively simplifying the first marketplace transaction for both partners and customers, making it the central and preferred mechanism for driving joint sales motions.
Many organizations mistakenly view partner marketing as a series of disconnected activities like webinars. True partner marketing is a comprehensive go-to-market strategy that defines the end-to-end plan for launching joint solutions and messages.
Instead of chasing a larger Total Addressable Market (TAM), Sensei's exclusive focus on the Microsoft ecosystem signals long-term commitment. This assures channel partners like MSPs that Sensei won't pivot, simplifying the partnership and building trust because the strategy is predictable and stable.