Ultimate Guide to Partnering‪®‬ Vince Menzione - Technology Industry Sales and Partner Executive

Microsoft's Jason Rook joins Ultimate Guide to Partnering







Jason Rook is an accomplished channel and sales leader with a wealth of experience in cloud computing. As the senior director of Product Marketing and commercial Marketplace Channel Sales at Microsoft, he leads strategy to help Independent Software Vendors (ISVs) build and sell applications through channel partners. 







Before Microsoft, Jason was the Global Modernization Program Lead - Systems Integrators at Amazon Web Services (AWS), where he grew revenue and created innovative service offerings with AWS consulting partners. He also served as Business Development Manager - Global ISV Modernization at AWS, enhancing customer service through agility and innovation.







Jason has contributed significantly as a Microsoft Partner Advisory Board – Inspire member, providing feedback on Microsoft's partner strategy and events. He was also the Senior Vice President of Business Development at 10th Magnitude, now Cognizant Microsoft Business Group, driving revenue growth and earning recognition as a 4x Microsoft Worldwide Partner of the Year.







With over two decades of experience and a proven track record of driving growth and innovation, Jason Rook remains a leading force in cloud computing and partner ecosystems.What You’ll Learn From This Episode







0:02 - Partner Growth and Success in the Cloud Computing Industry







3:59 - Azure Marketplace Growth and Partner Support







9:05 - Marketplace opportunities for ISVs and Channel Partners







13:35 - Microsoft Partnerships and Marketplace Deals







18:11 - Partner Relationships and Opportunities in the tech industry







21:58 - AI Opportunities in Microsoft's Marketplace







28:08 - Leveraging Marketplace Transactions to Build Better Microsoft Relationships







33:41 - Successful Partnerships and Key Strategies







37:45 - Microsoft Partnerships and Marketplace Opportunities







Don't miss this opportunity to learn from one of the industry's leading experts on how to navigate and succeed in the Microsoft commercial marketplace. Whether you're a software publisher, channel partner, or just interested in the tech industry, this episode is packed with actionable insights.









https://youtu.be/fpIFOpfGrhE









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For more insights and detailed discussions, tune in to the full episode of The Ultimate Guide to Partnering. Subscribe to stay updated with the latest trends and strategies in the world of technology partnerships.







Transcript







Keywords: 







Microsoft commercial marketplace, Azure Marketplace, ISVs, channel partners, cloud computing, AI opportunities, Microsoft relationships, tech industry, partner growth, marketplace dealsTranscript (Generated by Otter A.I. - Please Excuse Any Typos) Jay McBain 0:02  







Microsoft's purpose is in service of your purpose. And again, 2024 is the year that partners come out as the leading edge of the spear on finding this buyer intent you







Vince Menzione 0:13  







show up to every meeting and demonstrate why you are relevant every







Sharon Schoenborn 0:18  







day, I have to force myself to make sure that I'm taking one step ahead in terms of my own learning







Vince Menzione 0:23  

Trunal Bhanse, Co-Founder & CEO at Clazar, joins the Ultimate Guide to Partnering.







On this episode of Ultimate Guide to Partnering, we dive into the intricate world of cloud marketplaces and AI with our esteemed guest, Trunal Bhanse, Co-Founder and CEO of Clazar. Trunal's journey from engineering leader to innovator in the marketplace ecosystem is nothing short of inspiring.







Whether you're a tech alliance leader, ecosystem leader, or an entrepreneur, this episode promises invaluable insights into how Clazar is shaping the future of marketplaces, co-selling and market dynamics.







The Dominance of Hyperscalers







Trunal and Vince kick off the conversation by discussing the substantial impact of the three hyperscalers—AWS, Microsoft Azure, and Google Cloud. With over a third of a trillion dollars in durable cloud budgets, these giants are driving significant growth and innovation in cloud technologies. As Trunal notes, the technology and support provided by hyperscalers have evolved dramatically, offering robust APIs and comprehensive documentation that empower businesses to leverage cloud marketplaces effectively.















Evolution and Impact of Marketplaces







The transformation of cloud marketplaces is a central theme in this episode. Trunal shares his experiences from Yahoo, LinkedIn, Airbnb, and Confluent, illustrating the rapid advancements in marketplace technology. These platforms have shifted from rudimentary beginnings to sophisticated systems that are now crucial channels for software sales and procurement.















The Role of AI in Modernizing Software Sales







Artificial intelligence is revolutionizing the SaaS ecosystem. Trunal emphasizes how AI is not only enhancing product capabilities but also streamlining operational efficiencies, reducing the time required to bring new products to market. This dual impact of AI is creating more opportunities for innovative and differentiated products in the marketplace.







The Three-Body Problem Analogy







One of the most compelling parts of the episode is Trunal’s “three-body problem” analogy. He explains how the constant interaction between hyperscalers, Independent Software Vendors (ISVs), and evolving market conditions necessitates continuous adaptation. This analogy provides a nuanced understanding of the complexities and dynamic nature of the cloud marketplace ecosystem.















The Vision Behind Clazar







Clazar was founded with the mission to modernize software sales. Trunal and his co-founder, leveraging their extensive experience, aim to create a platform where every software seller can efficiently buy and sell products. Their vision is to drive the next phase of marketplace evolution, ensuring that technology adoption continues to accelerate.







10 Things You Will Learn Listening to the Episode









* Tectonic Shifts in Technology: Understanding the major changes in the technology ecosystem over the past few years.







* Dominance of Hyperscalers: How AWS, Microsoft Azure, and Google Cloud are leading the cloud market with significant budgets and influence.







* Evolution of Marketplaces: The transformation of cloud marketplaces from rudimentary beginnings to sophisticated platforms.







* Role of APIs: The importance and improvement of APIs provided by hyperscalers, enhancing marketplace functionality.







* Human Behavior in Marketplaces: Shifts in how buyers and sellers interact and the increased acceptance of marketplaces as a primary procurement ch...

Laurent Mechain, Vice President of Strategic Alliances at Elastic, joins the Ultimate Guide to Partnering.







With an impressive background in cloud technology and strategic alliances, Laurent Mechain brings a wealth of knowledge and experience to the role of VP of Strategic Alliances at Elastic. Laurent has played a crucial role in driving the company’s success in the highly competitive cloud industry, rising to Pinnacle Partner Status with all three Hyperscalers..







The Journey of Laurent Mechain







Laurent Mechain, originally from France, has spent almost 20 years in the U.S. After 17 years at Microsoft and a significant stint at AWS, he joined Elastic four years ago. Today, Laurent leads Elastic's Strategic Alliances team, focusing on partnerships with hyperscalers. His journey in cloud computing and his role at Elastic provide a unique perspective on the industry's evolution.







Elastic's Mission: Empowering Through Data







Elastic is a company that enables organizations to find answers with data at speed and scale. They focus on making the most of all data, using the power of search, AI, and analytics. Elastic offers out-of-the-box solutions for observability and security and a customizable search platform. Their mission is to help customers extract real-time insights from their data, enhancing operational efficiency and security.







Evolution of Search: From Keywords to Relevance







Traditional keyword search is no longer sufficient in today's data-driven world. Laurent explains the shift towards semantic search, which connects context to provide more relevant and accurate results. This evolution emphasizes relevance over mere keyword matching, enabling users to get higher-quality answers to their queries. Elastic's search technology leverages AI to enhance this relevance, making it a powerful tool for businesses.







Recognized Excellence: Awards and Partnerships







Elastic's success is highlighted by its recognition as a partner of the year by all three hyperscalers: Microsoft, Google, and AWS. This distinction underscores Elastic's integrations' quality and ability to create unique, market-leading solutions. Laurent attributes their success to three key factors: building strong integrations, effective go-to-market strategies, and robust customer engagement.







The Power of Data: Driving Business Transformation







Data is at the heart of modern business transformation. Laurent shares insights on how data drives customer experiences, operational resilience, and security. With the exponential growth of data, businesses need advanced tools to make sense of it. Elastic's platform, combining search and AI, is designed to extract valuable insights from vast amounts of data, helping businesses stay competitive and innovative.







Innovation at Elastic: Leading the AI Revolution







Elastic is at the forefront of integrating AI into its search capabilities. They were early adopters of machine learning and have seamlessly integrated large, publicly trained models with private enterprise data. This combination ensures that data remains secure while leveraging the power of AI to provide insightful results. Laurent highlights Elastic's continuous innovation, including new technologies like the Elasticsearch relevance engine and AI-powered search assistance.







Marketplace Strategy: Meeting Customers Where They Are







Elastic's marketplace-first initiative has significantly boosted its cloud business. They have seen tremendous growth by ensuring customers can buy, deploy, and manage Elastic solutions through cloud marketplaces. Laurent shares that in 2021,

Nicole Dezen, Chief Partner Officer and CVP of Microsoft Global Partner Solutions, joins the Ultimate Guide to Partnering.







In the latest Ultimate Guide to Partnering episode, host Vince Menzione flew to Redmond, Washington. He sat down with Nicole Dezen, Microsoft's Chief Partner Officer, to discuss Microsoft's plans for its new fiscal year 25 and the evolving landscape of technology, security, and the partner ecosystem. This engaging conversation delves into the transformative power of AI, the critical importance of cybersecurity, and the collaborative efforts of Microsoft and its partners to drive innovation and safeguard the digital world.







The Transformative Power of AI







Nicole Dezen kicks off the conversation by emphasizing the revolutionary impact of AI on various industries. She highlights how AI is not just a technological advancement but a catalyst for profound change, enhancing productivity, and fostering innovation. Nicole explains how Microsoft is at the forefront of integrating AI into its products and services, ensuring that they provide smarter, more efficient solutions for their customers. This commitment to AI is part of Microsoft's broader strategy to stay ahead in an increasingly competitive tech landscape.







Cybersecurity: A Priority Zero







In today's digital world, cybersecurity is paramount, and Nicole stresses its importance by describing it as "priority zero" at Microsoft. She delves into the company's proactive approach to addressing security threats, highlighting initiatives like the Secure Future Initiative (SFI). This program is designed to strengthen cybersecurity across Microsoft's products and infrastructure, ensuring that both the company and its customers are protected against evolving cyber threats.







The Role of Partnerships







A significant portion of the conversation is dedicated to the crucial role of Microsoft's partners. Nicole underscores how partnerships are central to Microsoft's strategy, allowing the company to address a diverse range of customer needs effectively. She talks about the collaborative efforts and mutual trust that underpin these partnerships, emphasizing that Microsoft's success is deeply intertwined with the success of its partners.







Geopolitical and Technological Challenges







Vince and Nicole explore the broader geopolitical and technological challenges that influence Microsoft's strategies. The discussion covers how global changes and technological advancements shape the company's approach to business. Nicole highlights the importance of being agile and responsive to these external factors, ensuring that Microsoft remains a leader in the tech industry.







Commitment to Innovation







Innovation is a recurring theme in the episode, with Nicole sharing insights into Microsoft's culture of continuous improvement. She explains how the company fosters a customer-centric approach, constantly developing cutting-edge technologies to meet the ever-evolving needs of its users. This commitment to innovation is key to Microsoft's ability to stay relevant and competitive in the fast-paced tech world.







Addressing Heightened Cybersecurity Threats







Nicole provides a detailed look at how Microsoft is tackling the increased scale and sophistication of cyber attacks. She describes the company's comprehensive strategy, which involves bringing together various teams and resources to combat these threats effectively. This unified approach is crucial in ensuring that Microsoft can provide robust security solutions to its customers.







Integrating AI into Microsoft Products

Ashleigh Vogstad, CEO of Transcends Joins Ultimate Guide to Partnering







With a background rich in entrepreneurship and a mission-driven approach, Ashleigh Vogstad has carved out a unique space in the marketing landscape within the Microsoft ecosystem.







About Ashleigh and Transcends







Ashleigh's journey to becoming a renowned entrepreneur is nothing short of inspiring. Her early entrepreneurial spirit and impactful volunteer work set the stage for her current success. Transcends, the marketing agency she founded, is dedicated to helping 1 billion people feel more connected. The agency thrives on core values like continuous learning, digital freedom, and conscious connection.







Microsoft Partnership and Achievements







Transcends started strong with Microsoft New Zealand as its first client. The agency has a proven track record of ensuring its clients either win or become finalists in award submissions. This success is built on key strategies, including developing Power BI custom visuals that have seen significant engagement and opt-ins.







Award-Winning Strategies and Storytelling







Ashleigh emphasizes the importance of having a compelling "big idea" and leveraging emotional storytelling to make a mark. An example is the touching story of a hospice maintaining care during COVID-19 using modern endpoint management, which highlighted innovation and empathy. Additionally, meticulous attention to metrics and data hygiene is crucial in validating and amplifying these success stories.







The Role of Teamwork







According to Ashleigh, successful partnerships require multidisciplinary teams that bring various organizational roles together. Transcends excels at conducting in-depth internal interviews to uncover valuable data and emotional stories that resonate deeply with their clients' audiences.







Comprehensive Content Creation







Transcends is adept at producing diverse multimedia content, including videos, white papers, and PDFs, all designed to support their compelling storytelling and award submissions. This holistic approach ensures that their clients' narratives are well-rounded and impactful.









https://youtu.be/B-zQkKgRuh4









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What You’ll Learn









* The Power of Emotional StorytellingAshley shares insights into how emotional storytelling can transform marketing strategies.







* Creating a Strong Business FoundationDiscussion on the essential elements needed to build and maintain a successful business.







* Leveraging Data for SuccessThe importance of data hygiene and metrics in crafting award-winning strategies.







* The Value of Multidisciplinary TeamsInsights into how bringing together diverse roles within a team can drive success.









Quotes









* “Emotional storytelling isn't just about telling a story; it's about making your audience feel and connect on a deeper level.”







* “Our mission at Transcends is to help people feel more connected, and we believe that starts with a strong foundation of trust and open communication.”







* “Success is not just about the metrics; it’s about the meaningful impact you create and the stories you share.”

















Transcript - Created by Adobe AI







00;00;00;06 - 00;00;09;09AshleighEven if you have a big idea,

Dux Raymond Sy, Chief Brand Officer at AvePoint, joins Ultimate Guide to Partnering®







With over 20 years of business, marketing, and technology experience, Dux has driven organizational transformations worldwide with his ability to simplify complex ideas and deliver relevant solutions. He is recognized by Microsoft as Regional Director (RD) and Most Valuable Professional (MVP), as well as the author of LinkedIn Learning course How to Build Your Personal Brand, book SharePoint for Project Management, and numerous whitepapers and articles.







In today's episode, we are excited to welcome a leader who stands at the forefront of technological advancements, Dux Raymond Sy. AvePoint is a global leader in data management and security solutions in the cloud, collaborating closely with hyperscalers and integrating AI into their offerings. Dux will discuss how AvePoint is driving change and helping partners achieve their greatest success through cutting-edge solutions and strategic partnerships.









https://www.youtube.com/watch?v=6q_wFKkp05M









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What You’ll Learn









* The importance of knowing when to pivot in business











* Timestamp: 00;30;02;16 - 00;30;05;09







* Vince and Dux discuss the significance of pivoting in business growth.











* Embracing a growth mindset











* Timestamp: 00;30;06;24 - 00;30;08;14







* They emphasize the role of a growth mindset in personal and professional development.











* Taking calculated risks











* Timestamp: 00;30;32;26 - 00;30;33;29







* Dux advocates for taking risks in business endeavors despite uncertainties.











* Choosing guests for a hypothetical dinner party











* Timestamp: 00;30;51;03 - 00;30;59;17







* Vince and Dux discuss inviting historical figures like Tim Berners-Lee and Mother Teresa.











* Tim Berners-Lee's impact on the internet











* Timestamp: 00;31;18;09 - 00;31;30;23







* They reflect on Tim Berners-Lee's invention of the World Wide Web and its global implications.











* Mother Teresa's legacy of service











* Timestamp: 00;32;30;20 - 00;32;37;21







* Dux praises Mother Teresa's dedication to helping the marginalized and underserved.











* Personal sacrifices and family influence











* Timestamp: 00;33;15;29 - 00;33;34;24







* Dux shares personal sentiments about his late father's sacrifices and influence on his life.











* Perspective on wealth and impact











* Timestamp: 00;34;21;02 - 00;34;45;12







* They discuss the balance between financial success and making a positive impact on the world.











* Encouragement to seize business opportunities











* Timestamp: 00;35;16;08 - 00;35;33;25







* Dux advises listeners to jump into business opportunities without overthinking, emphasizing the current market dynamics.











* Invitation to engage with their partnership community



* Timestamp: 00;36;44;29 - 00;37;23;27