“The take-home message from the event (Microsoft Inspire 2018) is that the success of the next year is dependent on Microsoft employees and Microsoft partners working together to satisfy the long-term needs of UK businesses.” Channelpro – 25 July
It seems there has never been a better time to be a Microsoft partner – taking advantage of the strength that comes from an ecosystem that works together. But at a time when it really makes sense to ‘fit in’ – it’s good to remember the importance of standing out.
Great partner programmes are built on foundations of scale and equality. Benefits and resources are built to be accessible to as many partners as possible. Minimum requirements for participation and accreditation are put in place to ensure a confidence in recommending partners to customers. Customers expect vendors and partners to collaborate seamlessly and because of this, good partners invest in making sure they fit in with their vendor – learning the lingo, adopting the methodology and integrating the processes.
But fitting in only gets you to the same place as every other good partner. Great partners master the art of art of also clearly standing out. In an ecosystem of thousands how to you become the partner who gets selected again and again? It’s a two step process: be clear on what unique value you deliver better than anyone else; and communicate it consistently.
Every customers’ challenge is unique to them – and they want to know they are getting the best solution for their particular problem. Being clear to vendors, other partners and customers about what you are uniquely able to do will make sure you stand out – while still fitting in!
