This strong-worded presentation was presented at the Microsoft Worldwide Partner Conference in 2013 and said a bunch of things that Microsoft themselves couldn't say.
8. It is not another line item
• Many SKUs and services available
It is not the same as on-premises
• Sales, marketing & technical knowledge required
You need to be leading the conversation
• Your competitors already are
9. Share case studies &
customer stories
Specialise in an industry
with domain knowledge
Provide feedback