ISV Successful Partnering With Microsoft


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My Queensland .NET Cluster presentation delivered on Tue 5 Feb 2008

Published in: Technology, Business

ISV Successful Partnering With Microsoft

  1. Christian Longstaff Channel Audience Manager – ISV
  2. Agenda <ul><li>Are you an ISV? </li></ul><ul><li>Why join the Microsoft Partner Program? </li></ul><ul><li>How to become a Microsoft Partner </li></ul><ul><li>Successful Partnering </li></ul>
  4. Are you an ISV? <ul><li>ISVs are organisations that exclusively develop software or software solutions instead of being part of a computer system or being a hardware manufacturer. </li></ul><ul><li>At least 30 percent of the company’s overall revenue comes from the sales of licenses of that solution. </li></ul><ul><li>ISVs integrate Microsoft licensed products with their application in any of the following ways: </li></ul><ul><ul><li>By integrating a Microsoft licensed product into the ISV’s application code; </li></ul></ul><ul><ul><li>By including a Microsoft licensed product along with the ISV’s application on the installation media; or </li></ul></ul><ul><ul><li>By pre-installing a Microsoft licensed product on a computer system that is part of the unified solution </li></ul></ul>
  5. What is the Microsoft Partner Program? Guided by you, the Microsoft Partner Program focuses on four pillars that closely align with the natural cycle of your business <ul><li>Expand skills </li></ul><ul><li>Win more business. </li></ul><ul><li>Retain your expertise. </li></ul><ul><li>Train your staff. </li></ul><ul><li>Build on your reputation. </li></ul><ul><li>Increase opportunities </li></ul><ul><li>Sales training benefits </li></ul><ul><li>Profiles of your business, services, and solutions </li></ul><ul><li>Marketing resources </li></ul><ul><li>Promotion of your solutions </li></ul><ul><li>Close more sales </li></ul><ul><li>Recommend solutions to customers and prospects </li></ul><ul><li>Pre-sales tech support in competitive situations </li></ul><ul><li>Supporting customers </li></ul><ul><li>Access to experts to resolve support issues </li></ul><ul><li>Advanced technology certifications </li></ul>. Get the most out of your relationship with Microsoft. Australia THE VALUE OF PARTNERING
  6. Microsoft Partner Program Requirements: ~$3465AUD (as of Oct 07) Slide <ul><li>120 Partner Points </li></ul><ul><li>Obtain at least One Competency </li></ul><ul><li>Extended Web Profile </li></ul><ul><li>Signed Terms and Conditions </li></ul><ul><li>50 Partner Points </li></ul><ul><li>2 Certified Employees or 1 Prod Certification </li></ul><ul><li>Extended Web Profile </li></ul><ul><li>Signed Terms and Conditions </li></ul><ul><li>0 Partner Points </li></ul><ul><li>Web Profile </li></ul><ul><li>Signed Terms and Conditions </li></ul>Registered member <ul><li>Examples of </li></ul><ul><li>Competencies </li></ul><ul><li>Networking Infrastructure </li></ul><ul><li>Advanced Infrastructure </li></ul><ul><li>Security Solutions </li></ul><ul><li>Business Intelligence </li></ul><ul><li>Information Worker Productivity </li></ul><ul><li>Integrated E-Business </li></ul><ul><li>ISV/Software </li></ul><ul><li>Solutions </li></ul><ul><li>Learning Solutions </li></ul><ul><li>Microsoft Business Solutions </li></ul><ul><li>OEM Hardware Solutions* </li></ul><ul><li>Licensing Solutions* </li></ul>
  7. Microsoft Partner Program: Value At Every Stage Of Your Lifecycle Low cost of development tools - Empower Pin point market opportunities - Market Research Reduce applications time to market – MSDN Reduce the cost of marketing – Partner Marketing Centre Accelerate market reach – Channel Builder Grow revenues & profits – Royalty licensing program Enable customers to find ISV solutions around the world – Solution Finder
  8. ISV Partner Program Benefits <ul><li>Product Roadmaps </li></ul><ul><li>Product Architectures (S+S) </li></ul><ul><li>Software Development Strategies </li></ul><ul><li>Software IP Protection </li></ul><ul><li>InnovateOn </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Innovation (Emerging Product Areas) </li></ul><ul><li>Product Development Support </li></ul><ul><li>Product Development Training </li></ul><ul><li>Code Samples </li></ul><ul><li>Shared Source/Open Source Libraries </li></ul><ul><li>Development Community Links </li></ul><ul><li>Endorsed 3 rd Party Dev/Test Resources </li></ul><ul><li>Software Dev Licenses, </li></ul><ul><li>Software Eval Licenses to Distribute ISV solution </li></ul><ul><li>Metro Early Adopter </li></ul><ul><li>Windows Live Quick Start </li></ul><ul><li>IDC Research </li></ul><ul><li>Software Distribution Strategies </li></ul><ul><li>Software Pricing/Licensing Strategies </li></ul><ul><li>Hiring/Comp Strategies </li></ul><ul><li>Software M&A Strategies </li></ul><ul><li>Business Analyst Reports </li></ul><ul><li>GTM Strategies </li></ul><ul><li>Emerging Opportunity Areas </li></ul><ul><li>Business Models </li></ul><ul><li>Customer Adoption Examples </li></ul><ul><li>Geo/Emerging Business Threats </li></ul><ul><li>Case Studies </li></ul><ul><li>P2P Opportunities </li></ul><ul><li>Communities </li></ul><ul><li>Partner-TV </li></ul><ul><li>Microsoft Finance </li></ul><ul><li>Co-Marketing Funds </li></ul><ul><li>Product Catalogs </li></ul><ul><li>Campaigns MS is Driving </li></ul><ul><li>Marketing Training </li></ul><ul><li>Press Support </li></ul><ul><li>Demo Development Support </li></ul><ul><li>Case Study Dev Support </li></ul><ul><li>MS Events Calendar (corp/reg) </li></ul><ul><li>Pre-Sales Tech Support </li></ul><ul><li>Sale Kit Support </li></ul><ul><li>Sales & Marketing Communities </li></ul><ul><li>Webcasts/Podcasts </li></ul><ul><li>ISV Royalty </li></ul><ul><li>Marketplaces </li></ul><ul><li>Solution Profiler </li></ul><ul><li>SPLA </li></ul><ul><li>Channel Builder </li></ul><ul><li>Cross Border </li></ul><ul><li>Press/Analyst </li></ul><ul><li>Showcase apps </li></ul>Business Technical Sales & Marketing Blogs
  9. Empower - your path to becoming a Microsoft Partner ($875AUD for a 12 month subscription as of 25 October 2007)
  10. Empower or Action Pack? <ul><li>Empower - Development Focus </li></ul><ul><li>$875 (as of Oct 07) </li></ul><ul><li>MSDN </li></ul><ul><li>Visual Studio </li></ul><ul><li>Advisory Hours </li></ul><ul><li>Action Pack - Business Focus </li></ul><ul><li>$699 (as of Oct 07) </li></ul><ul><li>Marketing tools </li></ul><ul><li>Sales tools </li></ul>
  11. Principles of Successful Partnering
  12. Like Microsoft, be Product Centric <ul><li>Align with product groups (talk in $’s via influenced or pull through revenue) </li></ul><ul><li>Align with our customer campaigns </li></ul><ul><li>Understand what is strategically important in any given fiscal year or part of </li></ul><ul><li>Master Microsoft’s “alphabet soup” </li></ul><ul><li>Know the organisation </li></ul><ul><li>Keep your PAM updated with what you are doing if you have one and develop relationships </li></ul><ul><li>Treat Microsoft as a ‘customer’ </li></ul>
  13. Like Microsoft, be Customer Focused <ul><li>Know the account team (sales; solution and technical people) </li></ul><ul><li>Understand and use the resources available </li></ul><ul><li>Customer comes first (CPE not PCE) </li></ul><ul><li>Help Microsoft enhance their product pitches and customer relations </li></ul><ul><li>Articulate your [direct / indirect] influence on Microsoft licence revenue </li></ul><ul><li>Contribute effectively </li></ul><ul><ul><li>Consistently help Microsoft sell product </li></ul></ul><ul><ul><li>Play where the market action is most intense </li></ul></ul><ul><ul><li>Navigate the field and work dynamically with it </li></ul></ul><ul><ul><li>Focus on efficiency (lower cost of sales) and efficacy (build co-branding, satisfy customers) </li></ul></ul>
  14. Avoid Common Pitfalls <ul><li>Do not tell Microsoft you can do it all </li></ul><ul><li>Don’t be another XYZ partner – differentiate youself in the market place </li></ul><ul><li>Do not spread your messaging in too many markets, but profile yourself in 1-2 verticals </li></ul><ul><li>Do not change your messaging to Microsoft, or your customer’s, too often </li></ul><ul><li>Don’t have “uneducated” people represent your company to Microsoft </li></ul>
  15. Know the Microsoft Organisation (general overview)
  16. The Partner Value Proposition Summary Slide Radar Leverage <ul><li>Opportunity Visibility </li></ul><ul><li>Pipeline / Forecast </li></ul><ul><li>Customer Insight </li></ul><ul><li>Competitive Feedback </li></ul><ul><li>Influenced Revenue </li></ul><ul><li>Scale / Reach </li></ul><ul><li>P2P Connections </li></ul><ul><li>Momentum </li></ul><ul><li>Competitive Advantage </li></ul><ul><li>Brand Credibility </li></ul>
  17. ISV Royalty Program Overview <ul><li>The ISV Royalty Licensing Program offers Independent Software Vendors (ISVs) a convenient way to integrate Microsoft software applications into your software business solutions, to replicate the solution, and to distribute a fully licensed solution to customers. </li></ul>
  18. Benefits Earn 25 Partner Program Points
  19. Sample of Microsoft Products Available** <ul><li>Microsoft BizTalk Server </li></ul><ul><li>Microsoft Commerce Server </li></ul><ul><li>Microsoft Dynamics CRM </li></ul><ul><li>Microsoft Exchange Server </li></ul><ul><li>Microsoft Host Integration Server </li></ul><ul><li>Microsoft Internet Security and Acceleration Server </li></ul><ul><li>Microsoft Office Professional Plus </li></ul><ul><li>Microsoft Office SharePoint Server </li></ul><ul><li>Microsoft Project Server </li></ul><ul><li>Microsoft SQL Server </li></ul><ul><li>Microsoft Virtual PC </li></ul><ul><li>Microsoft Virtual Server </li></ul><ul><li>Microsoft Visual Studio </li></ul><ul><li>Microsoft Windows Terminal Server Client Access Licenses (CALS) only </li></ul>**List is a sample only and current as of 1 May 2007
  20. Requirements
  21. Embedded Maintenance
  22. 3 Go Do’s
  23. My Contact Details Christian Longstaff [email_address]
  24. <ul><li>2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. </li></ul>
  25. Appendix
  26. 3 Steps in becoming a Microsoft Partner <ul><li>Step one: become a Microsoft Registered Partner: There is no cost to do this and it will enable you to access secure content and training resources on the partner website, as well as subscribing to our regular newsletter. In order to find out more about our local resources for ISV’s, please visit . </li></ul><ul><li>Step two: register for Empower: If you have not completed the development of your application yet, we have a different program to support your development efforts. As a Registered Partner you are able to enrol in the Empower program (12 month subscription for $875AUD). This is a program for partners who are developing a packaged software solution, and require development tools and access to resources to assist them for a period of time until their software is complete, and ready to be tested. At that stage, to progress in the Microsoft Partner Program and become a Microsoft Certified Partner it will be necessary to test your product, and provide some customer references in order to gain a “competency”. If you have completed the development of your application and it is market, proceed to step 3. </li></ul><ul><li>Step three: become a Microsoft Certified Partner If you have completed the development of your software application you may want to immediately submit it for testing. Full info on the testing and costs is here . Having a tested product and supplying customer references will gain you the ISV- Software Solutions Competency and with a competency you are able to become a Microsoft Certified Partner. The link to more information on gaining this competency is located here: </li></ul><ul><li>The cost per annum of Microsoft Certified Partner membership is ~$3465AUD.  This is membership for a single site – with one set of benefits. You can also register any other sites and they can use the Certified Partner logo too. Details of the benefits are here: </li></ul><ul><li>If you have any further questions about the process of becoming a partner, please contact our Partner Hotline on 13 20 58 option 4 or [email_address] .  </li></ul>
  27. Glossary <ul><li>GTM (Go to Market - Microsoft customer campaigns) </li></ul><ul><li>ISV (Independent Software Vendor - a development partner who builds a solution based on the Microsoft platform) </li></ul><ul><li>MSPP (Microsoft Partner Program) </li></ul><ul><li>MfP (Microsoft for Partners) </li></ul><ul><li>MSDN (Microsoft Developer Network – refers to either the developer community and/or the annual subscription of developer software) </li></ul><ul><li>PAM (Partner Account Manager) </li></ul><ul><li>CPE (Customer Partner Experience) </li></ul><ul><li>DPE (Developer Platform Evangelists – refers to the people in the group who ‘evangelise’ our latest product and platforms) </li></ul><ul><li>MCS (Microsoft Consulting Services) </li></ul><ul><li>CMO (Central Marketing Organisation) </li></ul><ul><li>SS (Specialist Sales) </li></ul><ul><li>TS (Technical Sales) </li></ul>