Keith Overa, Senior Product Marketing Manager for Modern Workplace and Business Applications at Microsoft, has stressed the importance of Dynamics ISVs ensuring their visibility to Microsoft as a means to optimally leverage the tech giant’s marketing and sales resources. Speaking at last month’s Partner Marketing Event (PME) in Scottsdale, AZ, Overa emphasized the importance of ISVs shaping their own engagement model while allowing Microsoft sales personnel to offer support under their guidance.
Overa suggested three critical steps to optimize Microsoft’s participation:
- Utilize AppSource. ISVs must ensure their presence on AppSource and prepare thoroughly before approaching Microsoft. This includes joining the right partner programs. Overa highlighted that AppSource is the primary platform through which Microsoft personnel become aware of you. He also pointed out that the quality of listings on AppSource can vary greatly.
- Be deliberate with your AppSource listing. Overa emphasized the need to consider what actions you want Microsoft staff to take based on the information they get from your AppSource listing. He stressed the necessity of providing just the right amount of detail to be incorporated by Microsoft into specific deals. Overa noted that decisions regarding Microsoft’s commitment to individual ISVs are often based on AppSource data, as are buying decisions by Dynamics users.
- Share your achievements. Overa recommended that ISVs communicate the details of their successful deals via the Partner Center to enhance their visibility within Microsoft. He added that Microsoft appreciates these success stories for use with analysts, at events, and in content. Additionally, he suggested that ISVs should aim to establish connections with relevant Microsoft officials even before finalizing deals, which may require using LinkedIn to target the right Microsoft group and officials within that group.
Lastly, Overa urged ISVs to keep a close eye on any shifts or changes within Microsoft concerning partner regulations and key areas of focus.
