Ultimate Guide to Partnering® Podcast Por Vince Menzione - Technology Industry Sales and Partner Executive arte de portada

Ultimate Guide to Partnering®

Ultimate Guide to Partnering®

De: Vince Menzione - Technology Industry Sales and Partner Executive
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Empowering partners to thrive during this time of rapid transformation. Economía Marketing Marketing y Ventas Política y Gobierno
Episodios
  • 288 – The Millions You’re Losing Without Even Knowing It

    288 – The Millions You’re Losing Without Even Knowing It
    Feb 15 2026
    The Deal You Never Knew Existed. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this deep dive, Jay McBain reveals the harsh reality of the “28 Moments” in a modern B2B buying journey, using a multi-million dollar SAP deal at AstraZeneca as a wake-up call for vendors. He explains how traditional marketing leads are failing in the “decade of the ecosystem,” where trusted partners like NTT and SoftwareOne are winning deals in “light blue” partnership moments months before a customer ever downloads an ebook. If you aren’t visible in the seven-layer stack or collaborating with the partners who hold the customer’s trust, you aren’t just losing the deal—you’re losing the entire market. https://youtu.be/NO-P6X2dTAo?si=8e_sVesqvwaC0M-E Key Takeaways Most vendors lose major deals without ever knowing a transaction was even taking place.The average considered purchase involves 28 distinct moments of research and influence before a sale.Trusted partners often close the deal in the “middle moments” months before the money is actually spent.Traditional marketing leads (MQLs) are often too “flimsy” compared to deep partner-led relationships.Winning in the ecosystem requires being part of a “seven-layer stack” of integrated technology and services.Data-sharing platforms like Crossbeam and Workspan are now essential to seeing the “invisible” pipeline. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags: 28 Moments, Jay McBain, Ecosystem Strategy, AstraZeneca SAP Deal, Seven Layer Stack, B2B Buying Journey, Partner Ecosystem, NTT, SoftwareOne, Channel Strategy, Buyer Intent, Informa TechTarget, Collaborative Selling, Crossbeam, Partner Tap, Workspan, Marketplace Tracking, Co-selling, Tech Integration, Revenue Architecture, Pipeline Growth, Trusted Advisor, Digital Transformation, SAP Optimization, Microsoft AWS Competition. Transcript: [00:00:00] Jay McBain: So if you’re a vendor trying to get into that seven layer stack and you don’t have that relationship, or you don’t have the knowledge that NTT or software one is going in, this will have been a deal that would’ve never hit your pipeline and you’ll have no knowledge. So you will have lost this deal without knowing there was a deal. [00:00:19] Vince Menzione: We’ve been talking 28 moments, but you have a slide. I thought we’d spend some time here because, you know, every conversation with you is about 28 moments, but you finally took the time to analyze one of your deals or one of the deals that was going on with one of your clients and come up with the 28 moments. [00:00:36] Vince Menzione: I thought we’d spend a little time here because this journey slide is a wake up call. Uh, it’s, it’s, it’s all around. Why, why we need to think about all of those. Points we need to think about communities and analysts and marketplaces and proof of concepts and architecture and everything else. I thought maybe you’d take us through this a little bit. [00:00:53] Vince Menzione: ’cause this was for a client, AstraZeneca, by the way. This was, uh, if you don’t know this, ICI Americas was the precursor of mm-hmm. AstraZeneca. It was the first SAP customer in North America. [00:01:03] Jay McBain: Nice. I did [00:01:04] Vince Menzione: not know that. That’s why Microsoft and SAP both headquartered. In that area, near nearby, that client. [00:01:10] Vince Menzione: That’s, uh, news, new news. [00:01:11] Jay McBain: And by the way, this is an SAP deal we’re looking at. Yeah. Uh, so two things here. One is that, um, while I was declaring the decade of the ecosystem, you know, spending time with you and Boca, in between that time we got acquired. Canals, which was Latin for channel, got acquired by oia, part of Informa TechTarget, part of this bigger informa company, which is a Fortune 100 company outta the uk. [00:01:32] Jay McBain: Fantastic. You know, we’re part of this massive organization that is really around buyer intent. How, you know, a tech target and, uh, running hundreds of magazines like Information Week and Computer Week that customers and partners read running hundreds of events, the biggest events on the planet. [00:01:49] Vince Menzione: Crazy [00:01:49] Jay McBain: in B2B, like Black Hat and all these things are run by [00:01:52] Vince Menzione: Yeah, [00:01:53] Jay McBain: informa. [00:01:53] Jay McBain: So it’s got this massive mountain of data. About the 28 moments. So when you start to think if you’re a CMO and you start to think about the early moments, you, you think about somebody reading an ebook or, um, going to a, a webinar or going onto a LinkedIn live ...
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    12 m
  • 287 – The $300B Marketplace Shift: Why Agents, REO, and the Channel Will Decide Who Wins

    287 – The $300B Marketplace Shift: Why Agents, REO, and the Channel Will Decide Who Wins
    Feb 8 2026
    Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ https://youtu.be/-flNeKF6CxQ?si=xIIQ4LUl7oraQjkg Microsoft’s Cyril Belikoff joins Vince Menzione to reveal the seismic shift occurring within the newly reimagined Microsoft Marketplace. As the industry moves toward a predicted $300 billion partner opportunity by 2030, this discussion deconstructs the evolution of the “Frontier” vision, the launch of the AI apps and agents category, and the critical “Resale Enabled Offer” (REO) that is currently doubling deal sizes for early adopters. Whether you are a software company looking to scale globally or a reseller aiming to stitch together complex AI solutions, the message is clear: the flywheel is already spinning, and those who wait for a “perfect strategy” risk being permanently displaced by more agile competitors who are getting their feet wet today. Key Takeaways The Microsoft Marketplace has been reimagined into a single destination for discovering, buying, and deploying AI apps and agents.Analysts predict a staggering $300 billion opportunity for partners within the Microsoft Marketplace by 2030.The new Resale Enabled Offer (REO) allows software companies to authorize channel partners to resell on their behalf across specific geographies with minimal overhead.Cloud migration is far from over, as massive amounts of on-premise data and ISV apps still need to be modernized for the AI era.Marketplace deal sizes are doubling as customers use Azure commitments to retire their marketplace acquisition costs.Successful partners are moving away from “boiling the ocean” strategies and instead focusing on transacting one or two deals to learn the ecosystem’s mechanics. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags: Microsoft Marketplace, AI apps and agents, Resale Enabled Offer, REO, Cyril Belikoff, Azure Marketplace, AppSource, cloud solutions, software companies, digital transformation, AI strategy, channel led sales, ISV solutions, cloud migration, Azure commitments, Microsoft Cloud, Frontier vision, MSP opportunity, marketplace transacting, AI monetization, global scale, procurement, IT deployment, technical modernization, partner ecosystem, business applications. Opening Lines: [00:00:00] Cyril Belikoff: Marketplace is really the extension of our vision for Frontier, uh, and the Microsoft Cloud. You know, the, the Microsoft technology takes a customer a long way, but in many ways to complete the thought. If you’re in football terms, you want to cross over the line and score touchdown. You can’t just get, uh, to the red zone. [00:00:20] Cyril Belikoff: You actually need partner solutions. [00:00:26] Vince Menzione: So let’s, let’s kick off to Marketplace a little bit right, too, because, uh, it’s been a big year for Marketplace, or 20, the first half of 2026 fiscal year 2026 has been a big year. A lot of announcements, a lot of things going on in the world, in marketplace. Where do we wanna start there? Let’s recap some of it. [00:00:44] Cyril Belikoff: Yeah. Um, so, um. It feels like a long time ago, but in, at the end of September, [00:00:51] Vince Menzione: yeah. [00:00:52] Cyril Belikoff: Um, at the AR tour, uh, in Chicago, we announced a new Microsoft marketplace. We reimagined that experience. It’s a new customer experience, single destination for customers to. You know, discover, find, try, buy, and deploy cloud solutions, AI apps and agents all in one place. [00:01:11] Cyril Belikoff: And so historically, we’ve had a little bit, uh, of decentralization. We had this thing called the Azure Marketplace and AppSource for different experiences. AppSource was more for teams and, and copilot. Um, and, and office, Azure Marketplace. Of course, that was for Azure. We brought all of that into one place. [00:01:30] Cyril Belikoff: So customers, whether they are looking for a SaaS solution running on Azure, an agent that snaps into copilot, an experience that runs in our security store, now they can go to one place. Um. marketplace.microsoft.com. It’s one, it’s the new Microsoft marketplace. And we have an, of course, we have a, we had, we launched a brand new category, AI apps and agents, and we launched that category in September. [00:01:54] Cyril Belikoff: Uh, bringing together numerous, uh, uh, partner offerings. Yeah. And today we have the largest catalog, um, probably in the mid four thousands of AI and agents. Wow. Available to customer. So fantastic. There was, there was quite a big moment in September. Um, and then fast forward a little bit to November, we announced a resale enabled offer, um, at Ignite [00:02:15] Vince Menzione: eo. [00:...
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    16 m
  • 286 – Why the AI Economy Is a Multiplier Game—and Most Companies Are Playing It Wrong

    286 – Why the AI Economy Is a Multiplier Game—and Most Companies Are Playing It Wrong
    Feb 1 2026
    Stop losing the AI revenue multiplier game. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode, Jay McBain reveals why focusing solely on consumer AI hype is a massive mistake that causes businesses to miss the real opportunity: the 99% of business data currently sitting in cold storage. We discuss the critical shift toward “Agentic AI” and integrations, where the real money lies for partners—moving from a standard transaction to a $3 to $7 multiplier effect. Jay also issues a stark warning about the “book of failure” waiting for companies that refuse to adopt a platform mindset, explaining why you can’t hire your way out of the talent shortage and must embrace the seven-partner ecosystem to survive the next decade. https://youtu.be/RXRJW027Qz8 https://youtu.be/RXRJW027Qz8 Key Takeaways Partners can unlock a $3 to $7 multiplier on every dollar of Microsoft revenue by focusing on the full customer journey.99% of the world’s business data is not yet trained into models, representing the massive “Agentic AI” opportunity.The talent shortage is forcing end customers to outsource because they cannot compete with hyperscalers for AI skills.Integration is now the number one buying criteria for modern customers, necessitating a platform approach.We are overestimating the AI change in two years but vastly underestimating the transformation coming in ten years.Your visible pipeline may be less than 10% of your total addressable market because you aren’t seeing the 28 moments before a sale. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags Agentic AI, AI Multiplier, Cold Storage Data, Business Integration, Jay McBain, Platform Economy, Ecosystem Strategy, Managed Services, Co-selling, Hyperscaler Partnerships, Talent Shortage, Magnificent Seven, Digital Transformation, 28 Moments, AI Governance. Transcript: [00:00:00] Jay McBain: And getting from one to two to $3 a multiplier. So if Microsoft wins a hundred thousand dollars, I win $300,000 at 75% margin. And a sticky customer that’s gonna continue to enrich every 30 days forever. [00:00:16] Vince Menzione: I want to double click here. You talked about ag agentic technology and ai. I just wanna go back in on this. [00:00:21] Vince Menzione: So where is the money? Where’s the real money for the partners that are, that are participating? Microsoft? We’ll talk to Microsoft about Frontier Firm in a little while, but is it on advisory? Is it on build? Is it on managed services or ongoing optimization? Of the, of the stack. Where, where is it? [00:00:36] Jay McBain: Yeah. All the above. [00:00:37] Vince Menzione: All of the above. [00:00:38] Jay McBain: So Microsoft is famous for, you know, $8 and 45 cents of multiplier. We’ve written probably three dozen of these reports. Just this year. So whether you’re in a cyber platform, whether you’re in a hyperscaler platform, big SaaS platform, the first thing the CEO does when they get on CNBC or they get, uh, on their keynote in Vegas is say, Hey, you know, you can make $7 and 5 cents. [00:01:01] Jay McBain: You can make $7 and 13 cents, and here’s where it’s. This percentage of it is in consulting advisory. This percentage is in design and architecture, implementation, integration, managed services. This is how much, it’s a small little slice in procurement. If you wanna resell, that’s fine, but here is the opportunity and there’s no customer on the planet that’s gonna outsource seven to one. [00:01:23] Vince Menzione: Right? [00:01:23] Jay McBain: You know, it’s not advisable that anyone hands over the keys. You have to have some insourced talent Absolutely. To keep the thing running. But what would’ve been in the past, maybe one to one, or you know, two to one, is quickly becoming three to one to say that I can’t find, as an end customer, the AI talent to do this. [00:01:43] Jay McBain: I can’t find the cyber talent. I can’t find the infrastructure talent. I, I can’t find the talent. Even if I did, I can’t compete with these magnificent seven. I can’t compete with these big partners in terms of what they can pay. So now my ability, and now a younger buyer, majority buyer, now being a millennial loves a team sport. [00:02:02] Jay McBain: So they don’t mind this outsourcing of talent where they need it, and that’s why there’s seven partners around the table. But in this multiplier effect, the biggest opportunity for partners is not a specific skill or not a specific part of the journey. It’s actually understanding this multiplier and better serving the customer. [00:02:20] Jay McBain: Through before, during, and after ...
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    11 m
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