In this episode of the BizApps Marketing Minutes podcast, Adam Berezin welcomes Rick McCutcheon, a Microsoft MVP and expert in sales process design and social selling, for a deep dive into modern channel sales strategies in the Microsoft Business Applications ecosystem. They explored the evolution of channel sales, the shifting dynamics between ISVs, SIs, and customers, and how partners can better educate, differentiate, and align with Microsoft to drive success in 2025.
Here are three key takeaways from their conversation:
- Partners must shift from reactive to proactive engagement:
Rick emphasizes that many partners still wait for customers to express a need instead of proactively advising on long-term digital transformation goals. To succeed today, partners need to conduct regular account reviews, share relevant updates, and serve as true advisors—not just resellers. Sharing Microsoft and industry news more frequently with customers is one easy way to add value and stay top-of-mind. - Thought leadership and specialization build credibility:
Both Rick and Adam agree that partners need to find their niche—whether it’s an industry or a solution area—and consistently create content to establish themselves as thought leaders. Rick suggests using LinkedIn, content syndication platforms like MSDW, and co-branded campaigns to reinforce expertise. A six-month campaign focused on a specific vertical or solution can yield strong, measurable results. - ISVs and partners need to co-sell and co-market smarter:
ISVs often initiate co-selling, but Rick encourages partners to be more strategic about bundling ISV solutions and running joint campaigns. Creating bundled offerings tailored to verticals, listing them on AppSource, and co-marketing them with trusted ISV partners can significantly accelerate pipeline. But success requires trust, clear communication, and coordinated execution between marketing and sales teams on both sides.