The economics of partnering with Microsoft

Sharon Lee - US Partner Team Lead for Cloud Ready

The question that most partners have is what can I get out of my membership with the Microsoft Partner Network? I recently sat down with a group of Cloud Ready partners and discussed this question with them. According to Chaitra Vedullapalli, Chief Marketing Officer of Microsoft Gold Partner Meylah, the value that they get from their investment in Microsoft can be represented through this economic engine:

Microsoft Partner Economic Engine

partner economic engine


Simply put, Microsoft helps partners win customers and increase revenue by providing licensing programs, incentives and investments, compelling content, resources to train and retain people, technology to manage their business, and partner-to-partner opportunities. Many of these resources are available for all partners. However, some of the benefits are unlocked only when partners achieve one or more of Microsoft competencies.

Dan Langille, VP of business development at Gold Competency partner QUADROtech, drilled down into the components of the engine by identifying following sources where his company derives return on their investment with Microsoft that align with the core motors of the engine:

1. Competencies

Stand out from the crowd by earning competencies in the areas of your expertise. Competencies provide partners with visibility, credibility, and access to programs and resources. In today’s competitive labor market, having a Gold or Silver competency logo can not only help partners win customers but also attract potential employees.

2. Internal Use Rights

Competency attainment helps unlock internal use rights benefits. Many partners can run their entire business on internal use rights alone.

3. Training

Take advantage of training opportunities and resources available through Partner University. According to Dan, Partner University provides his developers and delivery teams with knowledge they need to be successful and that they as a company need to meet their competency requirements.

4. Microsoft Inspire Conference

Being a Microsoft partner means you get to attend Microsoft Inspire where you learn about business opportunities Microsoft has laid out for you for the year ahead and where you can make the connections you need to win your next opportunity.

5. Yammer

According to Dan, Yammer is a “gold mine” that allows him and his team to learn things they simply could not learn anywhere else.

6. Partner to Partner

Microsoft invests heavily in supporting and facilitating partner collaborations. In the case of QUADROtech, almost two-thirds of their revenues are partner generated. Besides being a sponsor at Microsoft conferences, such as Inspire and Ignite, QUADROtech is also an active participant in the International Association of Microsoft Channel Partners (IAMCP) chapters and Cloud Ready program, both of which help facilitate partner-to-partner connections.

7. Brand building

Increase your visibility and enhance your credibility to partners and customers. Invest in marketing your capabilities by leveraging the ready-to-go marketing content that Microsoft provides to partners. Make sure your value proposition is clear.


Dan and other Cloud Ready partners will be on a call with me next Thursday June 22 at 10 am PT and we will discuss how they transformed their businesses, decisions they made, and resources they leveraged. Look out for our Economics of Partnering blog series which I am co-authoring with Partner Program expert Chinmayi Bhavanishankar.