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Vince Menzione - Technology Industry Sales and Partner Executive

Ultimate Partner®

A Tech News , News and Technology podcast

#129 in Tech News · 🇨🇦 #177 in Tech News · 🇬🇧
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Empowering partners to achieve their greatest results through successful partnering.

Newest episodes

317 – Customers Trust Partners More than Us: OpenAI’s Candid Co-Sell Advice

31 min

OpenAI is building its partner ecosystem at a pace where a week feels like a month. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Frontier AI labs are becoming the newest hyperscaler-class partners, and the organizations that win with them are moving at a speed the channel has not seen before. In this session, recorded live at Ultimate Partner Live in Reston, host Vince Menzione sits down with Chelsea Berlucchi, who leads OpenAI’s North America partner ecosystem after eight years at Google and ten at Cisco, and Lori Borg, Chief Operating Officer of Eliza, a services firm built from scratch this year and focused entirely on OpenAI. Chelsea describes an OpenAI partner network that has grown to more than 12,000 registered partners in a few months, a team organized around partner sales and partner management rather than tiers, and a co-sell motion built on direct-sales instincts: partners in the room with the account director, covering the whole customer organization, and pitching in five minutes rather than forty slides. Lori explains why going all in on a single platform has paid off across her career, how Eliza structures itself around build-with, sell-with and market-with motions, and how industry depth and persona-led use cases let a small, nimble partner bring value faster than larger multi-cloud firms. The conversation closes with practical advice for partners who want a relationship with a frontier lab, the opportunity for MSPs on the day-two side of the business, and an audience question on how a Microsoft-only partner can add OpenAI through model choice and digital-native customers. https://youtu.be/BLKTlQIoxzw?si=_bGfEMsHKrHAXNVF YOUTUBE: [add link] Key Takeaways OpenAI’s partner network grew to more than 12,000 registered partners within months, almost entirely self-serve, and the North America team now aligns partners directly with account directors and sales e...

316 – The Death of Traditional Advertising: Secrets to Winning Trust With AI

36 min

The end of advertising is here. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this insightful discussion, AshleighVogstad and Leigh Ann Campbell dive into the fundamental shift from an attention economy to a trust economy driven by artificial intelligence. They explore how the sunsetting of traditional advertising forces go-to-market leaders to pivot towards product creation, humanized storytelling, and outcome-based hyperscaler partnerships. https://youtu.be/qeV3wgnnr7Q YOUTUBE LINK: https://youtu.be/qeV3wgnnr7Q Key Takeaways The go-to-market industry is transitioning from an attention-based model to a trust-based economy where machines and AI agents act as buyers. With content and product creation becoming commoditized, marketers must deeply integrate with product development to drive business impact. Small, niche in-person community events and executive roundtables are emerging as the most effective marketing tactics over massive conferences. Direct-to-fan platforms and individual thought leadership are thriving because algorithms now prioritize deep engagement and dwell time over vanity metrics. For hyperscaler partnerships, delivering 100% of the specific outcomes a customer needs is the ultimate currency of trust for field sellers. AI is changing the co-sell process by requiring partners to optimize their materials into a searchable, FAQ format for Answer Engine Optimization (AEO). 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: attention economy, trust economy, artificial intelligence marketing, agentic intelligence, product marketing disruption, in-person community events, direct-to-fan platforms, humanized storytelling,...

315 – Stop Losing Deals: How to Make Your Software Visible to AI Agents

19 min

Will AI buy your software next? Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ In this discussion, Vinod Nair and Michael Levy explore how product-led growth (PLG) and agentic AI are fundamentally reshaping the AWS Marketplace. They detail why relying on traditional sales-led motions is becoming obsolete as AI agents increasingly take over software discovery and procurement. The conversation provides actionable insights on auditing API strategies, adopting outcome-based commercial models, and removing setup friction to capture the growing wave of machine-driven B2B buying. https://youtu.be/enLOuppFYq0?si=A1uPSJ9ioXO7zbTS Key Takeaways Product-led growth (PLG) allows users to discover, try, and buy solutions without relying on direct sales interactions. A successful free trial must deliver immediate value rather than forcing customers to spend time on complex setup processes. AI agents prioritize technical availability, structured metadata, and API access over traditional brand identity during procurement. The Marketplace MCP server acts as an official connector for Claude, driving a significant increase in AI-based search and evaluation traffic. Sellers looking to monetize agentic AI should transition their commercial models toward usage and outcome-based billing. Over 90% of surveyed global sellers are expected to transition to product-led growth within the next three years. 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  product-led growth, AWS marketplace, agentic AI, software procurement, Claude connector, API strategy, outcome-based billing, SaaS transformation, technical availability, structured metadata, AWS seller prime, agent cor...

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All episodes

317 – Customers Trust Partners More than Us: OpenAI’s Candid Co-Sell Advice

31 min

OpenAI is building its partner ecosystem at a pace where a week feels like a month. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Frontier AI labs are becoming the newest hyperscaler-class partners, and the organizations that win with them are moving at a speed the channel has not seen before. In this session, recorded live at Ultimate Partner Live in Reston, host Vince Menzione sits down with Chelsea Berlucchi, who leads OpenAI’s North America partner ecosystem after eight years at Google and ten at Cisco, and Lori Borg, Chief Operating Officer of Eliza, a services firm built from scratch this year and focused entirely on OpenAI. Chelsea describes an OpenAI partner network that has grown to more than 12,000 registered partners in a few months, a team organized around partner sales and partner management rather than tiers, and a co-sell motion built on direct-sales instincts: partners in the room with the account director, covering the whole customer organization, and pitching in five minutes rather than forty slides. Lori explains why going all in on a single platform has paid off across her career, how Eliza structures itself around build-with, sell-with and market-with motions, and how industry depth and persona-led use cases let a small, nimble partner bring value faster than larger multi-cloud firms. The conversation closes with practical advice for partners who want a relationship with a frontier lab, the opportunity for MSPs on the day-two side of the business, and an audience question on how a Microsoft-only partner can add OpenAI through model choice and digital-native customers. https://youtu.be/BLKTlQIoxzw?si=_bGfEMsHKrHAXNVF YOUTUBE: [add link] Key Takeaways OpenAI’s partner network grew to more than 12,000 registered partners within months, almost entirely self-serve, and the North America team now aligns partners directly with account directors and sales e...

316 – The Death of Traditional Advertising: Secrets to Winning Trust With AI

36 min

The end of advertising is here. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this insightful discussion, AshleighVogstad and Leigh Ann Campbell dive into the fundamental shift from an attention economy to a trust economy driven by artificial intelligence. They explore how the sunsetting of traditional advertising forces go-to-market leaders to pivot towards product creation, humanized storytelling, and outcome-based hyperscaler partnerships. https://youtu.be/qeV3wgnnr7Q YOUTUBE LINK: https://youtu.be/qeV3wgnnr7Q Key Takeaways The go-to-market industry is transitioning from an attention-based model to a trust-based economy where machines and AI agents act as buyers. With content and product creation becoming commoditized, marketers must deeply integrate with product development to drive business impact. Small, niche in-person community events and executive roundtables are emerging as the most effective marketing tactics over massive conferences. Direct-to-fan platforms and individual thought leadership are thriving because algorithms now prioritize deep engagement and dwell time over vanity metrics. For hyperscaler partnerships, delivering 100% of the specific outcomes a customer needs is the ultimate currency of trust for field sellers. AI is changing the co-sell process by requiring partners to optimize their materials into a searchable, FAQ format for Answer Engine Optimization (AEO). 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: attention economy, trust economy, artificial intelligence marketing, agentic intelligence, product marketing disruption, in-person community events, direct-to-fan platforms, humanized storytelling,...

315 – Stop Losing Deals: How to Make Your Software Visible to AI Agents

19 min

Will AI buy your software next? Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ In this discussion, Vinod Nair and Michael Levy explore how product-led growth (PLG) and agentic AI are fundamentally reshaping the AWS Marketplace. They detail why relying on traditional sales-led motions is becoming obsolete as AI agents increasingly take over software discovery and procurement. The conversation provides actionable insights on auditing API strategies, adopting outcome-based commercial models, and removing setup friction to capture the growing wave of machine-driven B2B buying. https://youtu.be/enLOuppFYq0?si=A1uPSJ9ioXO7zbTS Key Takeaways Product-led growth (PLG) allows users to discover, try, and buy solutions without relying on direct sales interactions. A successful free trial must deliver immediate value rather than forcing customers to spend time on complex setup processes. AI agents prioritize technical availability, structured metadata, and API access over traditional brand identity during procurement. The Marketplace MCP server acts as an official connector for Claude, driving a significant increase in AI-based search and evaluation traffic. Sellers looking to monetize agentic AI should transition their commercial models toward usage and outcome-based billing. Over 90% of surveyed global sellers are expected to transition to product-led growth within the next three years. 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  product-led growth, AWS marketplace, agentic AI, software procurement, Claude connector, API strategy, outcome-based billing, SaaS transformation, technical availability, structured metadata, AWS seller prime, agent cor...

314 – The Brutal Truth: Why Most MSPs Leave Microsoft Money on the Table

26 min

Stop Begging Microsoft for Leads: The Proven Playbook Top MSPs Actually Use Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this insightful episode, Vince Menzione sits down with Chuck Kiessling of Partner Development Group (PDG), Tahmid Ahmed of Lenovo, and Paul Freeman of Pulse One to decode the complexities of the Microsoft partner ecosystem. The panel explores the transition of traditional MSPs into technology integration companies, the importance of operationalizing your Microsoft practice across all internal departments, and the critical need to adapt to generative AI. They also unpack the strategic collaboration between hardware giants, partner development experts, and integration companies to unlock co-sell referrals, optimize licensing, and leverage the Microsoft Marketplace for scalable mid-market growth. https://youtu.be/MHqENEk64S4 Key Takeaways MSPs should evolve into technology integration companies to stay relevant in the changing ecosystem. Success in the Microsoft channel relies on strategic behavior and engaging around the sale, not just asking for direct leads. A Microsoft practice should not be siloed but integrated across marketing, finance, and operations. Partners must focus on solving specific customer problems, such as providing automation and security, rather than just selling technology for its own sake. Optimizing enterprise licensing and moving customers to CSP can create stickiness and immediate ROI. Engaging with end users like HR and marketing provides better feedback on tools like Copilot than stopping at the IT manager level. Chapters 00:00  Intro 00:50  Meet the panel: PDG, Lenovo, and Pulse One 03:12  From MSP to technology integration company 04:39  Stop asking Microsoft for leads 07:32  The old days of the Microsoft channel 09:05  How PDG, Lenovo, and Pulse One work together 12:32  The PDG playbook: structured, not scripted...

313 – Missing the Copilot Boom? How Top MSPs Are Monetizing AI Now

25 min

Don’t miss the AI partnership revolution! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode, Vince Menzione sits down with Jason Ulacio from Enforcer and Oguo Atuanya from PAX8 to discuss the critical ecosystem shift happening as MSPs transform into Managed Intelligence Providers (MIPs). They explore the hidden dangers of shadow AI running rampant in organizations, the absolute necessity of establishing solid data governance before deploying tools like Copilot, and how curated agent stores are enabling partners to drive repeatable, monetizable business outcomes for SMBs. https://www.youtube.com/watch?v=ajn6FFFWMp4 Key Takeaways The traditional MSP model must evolve into a Managed Intelligence Provider (MIP) that focuses on business consulting and driving repeatable growth for SMBs. Almost 100% of organizations have a “shadow AI” problem, creating massive security vulnerabilities that MSPs must immediately address. Before successfully deploying Copilot, organizations must lay down a foundation of data governance and security to prevent dangerous oversharing of sensitive information. PAX8 is bridging the SMB gap with a curated agent store that ensures agents are native to SMB needs, secure, and deliver outcome-driven experiences. MSPs must become “Customer Zero” by actively using and understanding AI tools internally before attempting to commercialize them for clients. Providing simple, baseline services like monthly shadow AI reporting is an effective first step for MSPs to build recurring revenue streams based on AI. 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 Managed Intelligence Provider, PAX8, Enforcer platform, Mic...

312 – AWS Partners Unlock the Proven Path From AI Pilots to Profit

26 min

Don’t get left behind in the AI revolution. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this powerful episode, Vince Menzione sits down with Rebecca Jones of Bridge Partners and Mark Yaphe, Head of Consulting Partners for AWS, to uncover how AI is fundamentally rewiring the partner ecosystem. They explore the urgent shift from 90% stalled AI pilots to a new era of rapid execution, warning against the trap of “shiny object” syndrome. By unpacking the necessity of a “builder mindset” and a product-focused approach, this discussion reveals exactly what top-performing companies are doing to collapse six-month development cycles into four weeks and secure their place in the 2026 market landscape. Key Takeaways The transition from on-prem to cloud and marketplace is now entirely focused on AI transformation. Top companies approach AI with a product mindset rather than running scattershot pilots. Empowering frontline teams with a “builder mindset” can collapse solution cycles from six months to four weeks. Partners must avoid the $260 billion AI “FOMO” trap by specializing in specific industries and workflows rather than trying to do everything. Evaluating the “highest and best use” of AI models like Claude is essential for managing token economics and ROI. Thriving through AI disruption requires cultivating a strong growth mindset and prioritizing human connection and critical thinking. 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 AI transformation, AWS partner ecosystem, hyperscaler alignment, builder mindset, product mindset implementation, Bridge Partners insights, GenAI solution cycles, AI token economics, Claude model utilizatio...

311 – Why Deals Aren’t Falling From the Sky in Your Marketplace

34 min

Don’t miss this massive ecosystem shift! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Host Vince Menzione sits down with industry leaders Nicole Dziedzic, Erwin Visser, and Mira Ayad to uncover the critical transformations happening across the technology ecosystem and marketplace. The panel explores the impact of Reseller Enabled Offers (REO), the changing role of distribution into aggregation, and the immense opportunities surrounding agentic AI. They also dive into why MSPs need to ruthlessly simplify their technology stacks to make room for business value selling, and how data tools like ASPX are changing the game for proactive channel strategies. https://youtu.be/4Ox507-0l_8 Key Takeaways The marketplace has completely transformed software procurement and is now rapidly expanding into the SMB sector. Reseller Enabled Offers (REO) allow partners to own private offers on behalf of ISVs while maintaining their trusted advisor status. Ingram has introduced the MCP server to help partners automate and pull necessary distribution data seamlessly. The next few years represent a “golden age” for MSPs if they can successfully adopt, build, and operationalize AI agents. Microsoft’s ASPX platform gives partners critical usage and marketing signals to proactively target customer opportunities. MSPs must simplify their bloated technology stacks to create space for selling true business value with agentic AI. 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, Reseller Enabled Offers, MCP server, marketplace syndication, ASPX data, Agent 365, precision velocity, managed service providers, hyperscaler enablement, technology stack simpli...

310 – Why Sticking to a 3-Year Plan Will Destroy Your Business

30 min

Don’t get left behind in the AI shift! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this critical conversation, Vince Menzione sits down with Shannon Sigmon, Marc Harpster, and Jeff Mesnik to uncover how the rapid pace of change in the Google Cloud Marketplace and AI agent integration is forcing organizations to completely rethink their go-to-market strategies. They break down why traditional three-year business plans are dead, replacing them with agile 100-day sprints to keep up with the shifting ecosystem. The panel reveals that leveraging your Adaptability Quotient (AQ) and turning data patterns into actionable co-sell motions are the only ways to survive the upcoming “agent age” and maintain a competitive edge. https://youtu.be/xIaABKU1jmM Key Takeaways Consistent messaging is required to gather actionable data and build trust with channel partners. Three-to-five-year business plans are obsolete, and leaders must now operate in 100-day sprints to keep pace with hyperscaler changes. Google Cloud Marketplace uniquely supports channel partners by allowing them to own the customer relationship and recognize top-line revenue. The rise of AI agents is shifting discovery away from traditional SEO, requiring ISVs to adapt how they provide access to their tools. Creating interactive content variations from a single asset helps train AI agents to discover and prioritize your solutions. Despite rapid digital transformation, human connection remains the ultimate deciding factor in enterprise software purchases. 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 Adaptability Quotient, Google Cloud Marketplace, agentic age, co-sell motion, dig...

309 – AWS Marketplace Co-Sell: 3 Moves Partners Must Make in 2026

31 min

Don’t miss the marketplace revolution! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode of the Ultimate Partner Podcast, Vince Menzione sits down with AWS Marketplace leaders George Maroulakos and Arif Razvi to uncover the rapidly shifting ecosystem of technology procurement and partner transformation. They dive deep into the evolution of buyer experiences, the critical necessity of executive alignment, and how agentic AI is redefining software discovery and consumption. If you want to accelerate deal velocity and ensure your business isn’t left behind, this conversation outlines exactly why integrating the AWS Marketplace into your core co-sell motion is no longer optional. https://youtu.be/Avp0sIyxRU8 Key Takeaways Embracing the AWS Marketplace should be viewed as a natural extension of your co-sell motion, not an interrupt-driven exception. Successfully leveraging the marketplace requires top-down executive sponsorship to overcome internal friction across legal, finance, and revenue operations. Partners must prepare for global expansion by ensuring local entities and currencies are wired up to meet buyers where they are. Agentic AI and natural language queries are leveling the playing field for software discovery, moving beyond traditional SEO-driven presence. SaaS pricing models are shifting toward consumption and outcome-based structures, demanding highly detailed product metadata. The speed of deal closure is drastically increased when partners are prepared to transact seamlessly through the marketplace. 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 AWS Marketplace, partner transformation, buyer experiences, hyper...

308 – 7 Partner Secrets Microsoft’s New Channel Sales Leader Just Exposed at UP LIVE

29 min

Don’t miss this massive channel shift! Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ In this episode of the Ultimate Partner Podcast, host Vince Menzione sits down with Alexandra Zagury, Corporate Vice President of Channels at Microsoft, to explore ecosystem shifts, partner-led growth, and AI transformation. https://youtu.be/9jrSGX5bM90 Key Takeaways Microsoft’s telemetry and propensity data offer unprecedented insights that many partners are currently failing to unlock. Partners must evolve past basic licensing models and build comprehensive managed service stacks across the entire customer lifecycle. Establishing an AI Center of Excellence on the Microsoft platform is critical for capturing future market share and technical intensity. The modern tech ecosystem demands a shift from product-led growth to true partner-led growth driven by multi-partner collaboration. Renewal engines targeting 110% to 125% retention require an always-on motion starting well in advance of contract expiration. Investing in sales readiness and precision velocity training ensures that end sellers can effectively articulate the value of the Microsoft platform. 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, telemetry, Hyperscalers, channel, small medium enterprise, telcos, hosters, SSPs, Cisco, CSP, agentic GTM, propensity data, SPX, PUPP, cloud descent, MSPs, managed XDR, Agent 365, skilling, co-sell, renewals, flywheel, AI Center of Excellence, enterprise Transcript Alexandra Zagury Audio Podcast [00:00:00] Alexandra Zagury: One of the things that I think is the best kept secret at Microsoft is the telemetry that we offer our partners. [00:00:08] V...

307 – Service Now & WorkSpan Debunk The Co-Sell Myth: Why 50% of Sellers Decide Your Fate

28 min

Don’t miss the AI partnership revolution Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode, Vince Menzione sits down with Amit Sinha from WorkSpan and Marc Monday from ServiceNow to dissect the rapid evolution of AI-native partnerships and the shifting dynamics of the channel ecosystem. They explore how the hyperscaler co-sell model has transformed into a complex strategy of asymmetrical collaboration that demands unprecedented speed, simplicity, and scale from publishers. By integrating AI agents to orchestrate workflows, manage high-risk renewals, and automate low-dollar deals, companies can activate their sellers and drive explosive, exponential growth in their partner programs. https://www.youtube.com/watch?v=ZP4cFBcCI9Q Key Takeaways The partner channel is no longer just a piece of the strategy; it is the entire strategy for winning in 2026. Modern co-selling is an asymmetrical collaboration where publishers must often do more than fifty percent of the heavy lifting. Implementing AI agents within partnerships can lead to massive revenue impacts, such as a 24% higher lift on renewals for companies like Boomi. True scaling requires moving beyond traditional time-and-materials consulting toward outcome-based frameworks for customers. Activating sellers through continuous AI-driven account orchestration is the ultimate key to unlocking exponential ecosystem growth. The market is moving faster than ever, necessitating that partner enablement and roadmaps shift to agile, sprint-based cycles rather than long-term rigid plans. 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 AI native, ecosystem shifting, hyperscalers, Work Sp...

306 – Why Your AWS Marketplace Strategy Could Become a Single Point of Failure

30 min

Don’t get left behind on AWS! Don’t get left behind on AWS! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode, we go deep inside the AWS Marketplace with Louise Strandoo, who spent nearly a decade building AWS’s marketplace business from the ground up and now leads partner development for AWS’s data, analytics, and storage practice. We break down why operational excellence has to be in place before you ever enable your sales team, why executive sponsorship from the top of the organization is what keeps a marketplace strategy from collapsing into a single point of failure, and why product-led growth is no longer optional now that buyers, and increasingly AI agents, expect to try, buy, and deploy software without waiting on a human to close the loop, https://www.youtube.com/watch?v=pwyAP7yVy3I Key Takeaways Success on AWS Marketplace requires a comprehensive framework like COST, not just a simple checklist of tasks. Your product must be something customers actually want to buy, not a subpar offering used merely to test the waters. Operational excellence is required to ensure your marketplace motion has the sustainability to scale globally. Product-Led Growth (PLG) is essential for enabling frictionless procurement, especially as buyers shift toward agent-driven AI solutions. Executive sponsorship is critical; building a strategy without leadership buy-in will prevent it from gaining real traction. Sales alignment ensures reps are appropriately compensated and friction is removed, preventing them from avoiding marketplace transactions. 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 Louise Strandoo Audio Episode [00:00:00...

305 – The Hidden $20 Billion Microsoft SMB Secret Every MSP Desperately Needs Now

29 min

Don’t miss this massive SMB partner shift! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this pivotal episode, we sit down with Jose Gomez Cueto, Microsoft’s SMB leader for the Americas, to uncover the monumental shifts happening within the partner ecosystem and the $20 billion cloud opportunity currently on the table. The discussion dives deep into Microsoft’s commitment to the CSP channel, the explosion of AI agents, and why shifting from traditional headcount growth to outcome-based results is critical for survival. From navigating the complexities of the marketplace to the urgency of becoming “Customer Zero” with AI tools, this conversation provides the roadmap every MSP needs to thrive in the new era of technology. https://youtu.be/QE-1w7GeyPM Key Takeaways Microsoft operates a $20 billion cloud revenue business in the Americas alone, with 80% driven by the channel. The Cloud Solution Provider (CSP) program is now Microsoft’s primary hero motion for the fourth region. The currency of SMB growth is shifting away from headcount and moving directly toward AI-driven outcomes. MSPs must transition from traditional IT outsourcing to strategic business process consulting to survive. Failing to proactively adopt and secure AI tools creates massive liability and shadow AI risks for organizations. IT providers are urged to become “Customer Zero” by deploying and testing Copilot and autonomous agents internally before selling them. 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 CSP, Agent 365, SMB cloud revenue, outcome-based selling, Copilot for business, Defender for business, shadow AI risks, AI agent deployment, Purview data securit...

304 – Building Successful Multi-Product Solutions with Hyperscalers and GSI’s

47 min

Don’t Fade and Die in AI Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Matt Yanchyshyn, VP AWS Marketplace, Rekha Thangelapalita, Elastic GSI Leaders; Allison McFadden, Accenture AWS Leader; and James Kang of Nvidia join Ultimate Partner. In this panel discussion, leaders from Elastic, Accenture, Nvidia, and AWS dissect the urgent shifts in the ecosystem, emphasizing that partners must adapt to AI and agentic co-selling or risk fading away completely. The conversation explores the necessity of deep co-engineering, the power of multi-product solutions in the AWS marketplace, and how automated agents are now replacing traditional human sales pipeline progression. By embracing data readiness and strategic collaboration, organizations can survive the “token maxing” era, effectively scale their enterprise opportunities, and align with NVIDIA’s five-layer strategy to dominate the new cloud landscape. https://youtu.be/zUkL4Wqsa68 Key Takeaways AI agents will automate the majority of AWS partner co-selling attachments and opportunity progressions this year. Partners who fail to embrace agentic workflows and automated governance face the existential risk of fading into obsolescence. Successful multi-product offerings require a “blood to all organs” approach that benefits the client, the ISV, the GSI, and the hyperscaler simultaneously. Nvidia’s “five-layer cake” model emphasizes that successful outcomes at the application layer automatically drive growth for all underlying infrastructure. The “token maxing” phenomenon is forcing enterprises to seek cost-effective, open-model alternatives to scale their generative AI securely. Integrating GSIs and ISVs on the AWS marketplace significantly increases enterprise deal sizes and long-term customer renewal rates. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partn...

303 – AWS Marketplace Leader Matt Y Reveals What’s Coming. It’s Tectonic

36 min

Don’t let the AI wave crush you. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Dive into the seismic shifts happening within the AWS Marketplace and discover how AI, self-service product-led growth (PLG), and advanced co-selling strategies are redefining partner success. Matt Yanchyshyn, VP of Marketplace at AWS breaks down the recent announcements from the summit, illustrating how agility and adaptation are crucial to surviving the new agentic future. From lowering professional services fees to the explosion of business applications like ServiceNow, this conversation reveals the hidden mechanics of modern cloud procurement and how you can position your organization to capture massive enterprise opportunities before your competitors do. https://youtu.be/gaWxU1kgCLk Key Takeaways Adapting to the new agentic future requires agility rather than fighting the influx of AI tools. Lowering the listing fee for professional services from 2.5% to 0.5% drastically improves partner economics. Organizations without a self-service or PLG motion on the marketplace are literally leaving money on the table. Millennial buyers increasingly initiate complex enterprise procurements through self-service and AI-driven research. New AI-powered opportunity scoring empowers partners to prove their value internally and to AWS. Marketplace success hinges on optimizing metadata for AI agents, not just traditional SEO. 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: AWS Marketplace, agentic workflow, med pick scoring, phoenix.ai, Cara Cloud, branded storefronts, product-led growth strategy, intrinsic value boost, SaaS evolution, self-service motion, Databricks credi...

302 – How Top ISVs Are Winning With Cloud Marketplaces

48 min

Unlocking billions in cloud marketplace revenue. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ This powerful panel discussion featuring leaders from Google, Tackle, and dbt Labs dives deep into the explosive growth of cloud marketplaces and the radical shift toward AI-driven go-to-market strategies. With hyperscaler backlogs nearing half a trillion dollars, the conversation unpacks how top-tier organizations are transforming their compensation models, aligning executive buy-in, and navigating the complexities of co-selling to capture committed customer budgets. From the rise of AI agents acting as metered SaaS to the essential operational investments required to scale marketplace revenue from 10% to over 50%, this session provides an actionable roadmap for software companies ready to dominate the 2026 partner ecosystem. https://youtu.be/LSj49f5FEII Key Takeaways Hyperscaler backlog commitments represent a massive, nearly half-trillion-dollar addressable market that completely changes the budgeting conversation. Successful marketplace selling requires complete executive alignment, right down to the CFO, and strategic adjustments like spiffing sales teams for marketplace transactions. The AI category is experiencing staggering 18x year-over-year growth, forcing companies to pivot toward an “agent-first” go-to-market model. Shifting from traditional channels to cloud go-to-market demands a multi-year, intentional investment in operations, people, and technology. System integrators are evolving into software companies as they build orchestration agents to manage fragmented, end-to-end workflows. Leveraging cloud commitments bypasses standard 12-15 month budget cycles, allowing for significantly faster deal closures and larger initial lands. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this...

301 – Are You Missing Out on $150 Billion in Azure Commitments?

37 min

Master the new Microsoft Marketplace ecosystem. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Discover the tectonic shifts happening within the Microsoft ecosystem as Cyril Belikoff and Jon Yoo dive deep into the unification of the Microsoft Marketplace and the explosive rise of AI-driven commerce. This comprehensive discussion explores how the marketplace is transitioning from an incubation island to the mainland of Microsoft’s go-to-market strategy, allowing partners to tap into massive Azure consumption commitments. Learn how product-led growth, AI agents, and optimized digital flows are replacing traditional sales motions, making cloud marketplaces the default engine for scaling revenue in 2026 and beyond. https://youtu.be/cAeSIEXbnNo Key Takeaways Microsoft unified its various marketplaces into a single digital flywheel for customers to discover, try, and buy applications. Applications, such as Copilot certified agents, are contextually surfaced directly within Microsoft products to meet users in their flow of work. Customers are making massive Azure commitments, and purchasing full software stacks through the marketplace retires those commitments entirely. Cloud marketplaces have evolved from a secondary channel into the default go-to-market engine with triple-digit revenue growth. Partners must shift from deal-led transactions to product-led growth by optimizing their digital marketplace listings for AI and search engines. The future of software procurement will increasingly involve AI agents acting on behalf of organizations to seamlessly integrate multiple smaller applications. 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: M...

300 – The 7 Principles of Successful Partnering in the Age of AI

18 min

The 7 Principles of Successful Partnering in the Age of AI Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this engaging session, Vince Menzione reflects on his extensive career transitioning from direct enterprise sales to building massive channel ecosystems, while unveiling the seven core operating principles essential for modern partnering. Highlighting tectonic industry shifts—from the PC and Cloud eras to the current AI revolution—Vince explains how traditional playbooks are becoming obsolete and why adopting a growth mindset, modeled by leaders like Satya Nadella, is critical for survival. He delves into the rising importance of hyperscaler marketplaces and co-selling, urging leaders to cultivate adaptability (AQ), emotional intelligence (EQ), and mutual trust to thrive in this rapidly changing tech landscape. https://youtu.be/5n8dqiamnmE Key Takeaways Traditional industry playbooks are outdated almost immediately due to the rapid acceleration of AI and market changes. Implementing a “growth mindset” is a foundational operating principle that can transform corporate culture and drive massive valuation increases. Executive commitment and clarity of vision are mandatory for aligning an entire organization around successful partnering. Building a strong brand story and maintaining a maniacal focus on OKRs turns strategic vision into executed results. The technology landscape has experienced massive tectonic shifts from the PC era to the Cloud, Mobile, and now AI, requiring high adaptability (AQ). Mutual trust remains the non-negotiable foundation for any successful professional relationship or partnership. 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 transformati...

299 – Microsoft CVP Stephen Boyle: Why 95% of Partners Will Miss the AI Wave

32 min

Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ https://youtu.be/j0TuosYDQe4?si=7mzUwBe4PrQ-eB2E In this insightful session from the Ultimate Partner Live event in Bellevue, Washington, Vince Menzione sits down with Stephen Boyle, Corporate Vice President for Enterprise Partners at Microsoft, to pull back the curtain on the tectonic shifts redefining the tech ecosystem. Boyle details Microsoft’s massive organizational pivot into enterprise and SME/channel divisions , explaining how artificial intelligence acts as the foundational thread unifying systems integrators, software vendors, and digital natives. Moving past market noise surrounding competing foundational models , he highlights Microsoft’s strategy to become the ultimate “platform of platforms” by prioritizing user choice, security, and trust. Emphasizing a shift away from infrastructure technicalities and toward practical business outcomes , Boyle delivers an urgent mandate for partners to scale technical talent, eliminate traditional operational silos, and brace for the incoming consumption-driven, agent-based future of enterprise computing. Key Takeaways Microsoft has restructured its global sales divisions into distinct Enterprise and SME/Channel organizations to better target its massive total addressable markets. Artificial intelligence is fundamentally altering the partner ecosystem by dismantling traditional software and systems integrator silos to build interconnected, multi-party solutions. Rather than forcing alignment to a singular model, Microsoft aims to be the definitive platform of platforms by offering extensive choice across over 1,100 language models. The enterprise landscape is rapidly moving past experimental AI pilot phases and entering production setups completely focused on transforming core business outcomes. Tomorrow’s service organizations are aggressively evolving into software-minded opera...

298 – Jay McBain: The $6 Trillion Shift Rewriting Every Tech Partnership Right Now

36 min

Description The Future of Tech is Here. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this presentation from Ultimate Partner Live, industry analyst Jay McBain breaks down the monumental macroeconomic shifts rewriting the tech sector in 2026. https://youtu.be/r0qTDyw97Gs As the industry rapidly approaches a $6.07 trillion valuation, driven by massive AI infrastructure investments from Sam Altman and the “Magnificent Seven,” traditional sales and channel models are fundamentally collapsing. McBain reveals how buyer demographics have transformed to an integration-first millennial base, why marketplace ecosystems now command over half of all partner-funded deals, and how a tiny elite of just 1,000 tech service providers control two-thirds of global tech revenue. Learn the exact mechanics behind how Microsoft out-partnered AWS to win 26 straight quarters of dominant growth and how your business can deploy an algorithmic early warning system to capture massive wallet share before competitors even step into the boardroom. Key Takeaways Over half of the Fortune 500 companies vanish every 20 years because their leadership fails to anticipate macroeconomic technological cycles. The true opportunity in the $6.5 trillion AI boom lies not in single vendor products, but in the hardware, software, services, and telecom ecosystem surrounding them. Indirect tech sales are undergoing a structural shift toward direct cloud hyperscaler models driven heavily by Nvidia’s core infrastructure client base. Modern business deals are won or lost months before the point of sale based on the average of 6.3 partners surrounding a customer’s environment. Over 51% of tech buyers are now millennials who prioritize software integration capabilities and digital marketplaces over traditional human sales interactions. Tech service economics are pivoting aggressively away from upfront margins toward poin...

297 – 10 Years of Microsoft Co-Sell: What the Top Partners Do Differently in 2026

49 min

Master the Microsoft co-sell evolution today. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this deep-dive panel discussion, industry experts Erin Figer, Erika Irby, and Reis Barrie celebrate the 10-year anniversary of the Microsoft Co-Sell program by dissecting its evolution from its 2016 inception to today’s data-driven, outcome-focused landscape. The group explores the critical shift from transactional sales to modern, frictionless co-sell motions, emphasizing the importance of signals, intentionality, and building credibility with Microsoft field teams. Whether you are navigating the complexities of the marketplace, struggling with reseller enablement, or looking to integrate AI into your sales process, this conversation offers actionable insights to align your organization’s go-to-market strategy with Microsoft’s evolving priorities and achieve results. https://youtu.be/KV1MGSoyWbQ Key Takeaways Effective co-selling has shifted from autonomous, fragmented motions to a highly collaborative, data-driven approach essential for modern cloud GTM strategies. Credibility is the currency of partnership; without trust from vendors and customers, technical go-to-market motions will fail to produce long-term outcomes. The “REO” (Reseller Enablement Offering) model is an operational unlock for ISVs to go global and sell local without the friction of multi-party private offers. Integrating AI into CRM systems is vital for identifying total addressable market (TAM) signals and maintaining sales velocity. “Don’t automate a bad process” remains the cardinal rule; technology should be used to refine existing, successful motions, not to propagate inefficient ones. The human element—community, in-person events, and empathy—is a necessary differentiator in an increasingly digital, automated B2B landscape. If you’re ready to lead through change, elevate your business, and achieve extrao...

296 – Why the Obsolete MSP Model is Dying and How to Join the MIP Elite

40 min

Mastering the shift from MSP to MIP. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this insightful episode, Oguo Atuanya, CVP of Vendor Experience at Pax8, joins us to discuss the pivotal evolution in the IT channel: the transition from Managed Service Providers (MSPs) to Managed Intelligence Providers (MIPs). We explore how the marketplace is moving beyond traditional infrastructure support toward a future defined by AI-driven orchestration, business consultancy, and scalable agent-tech organizations. Oguo details how Pax8 is leading this transformation by curating solutions that allow partners to move from transactional service models to life-cycle management that prioritizes measurable ROI for the Small and Medium Business (SMB) market. Key Takeaways Pax8 is redefining the role of the distributor by acting as an AI commerce platform for the SMB market. The shift from Managed Service Provider (MSP) to Managed Intelligence Provider (MIP) is critical for scaling in the modern tech era. Successful MSPs must evolve into business consultants who integrate AI-driven workflows rather than just selling infrastructure. Security and automation are foundational elements that every modern MIP must prioritize to ensure scalability for customers. The “MIP Playbook” provides the curriculum-driven enablement partners need to successfully pivot their business models. Building strong, end-to-end customer lifecycle management is the key to minimizing churn and maximizing long-term value. https://youtu.be/c8uCnMJd9bg 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 Pax8, Managed Intelligence Providers, MIP, AI commerce platform, SMB technology, MSP evolu...

295 – What the C-Suite Isn’t Telling You About AI Trust and Governance

21 min

Unlocking the Power of Frontier Partnerships Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this compelling discussion from the Ultimate Partners Winter Retreat, Microsoft GM Katharine Kennedy joins Vince Menzione to break down the operating models of “Frontier Firms.” Katharine shares her incredible journey of scaling the ServiceNow partnership from zero to $1 billion in TCV and reveals her current mission: building Adobe into the next great frontier firm for Microsoft. The conversation dives deep into the necessity of AI-led innovation, the critical importance of placing trust at the center of every technological stack, and why traditional quarterly business reviews are being replaced by real-time, constant connectivity. Whether you are an ISV, SDC, or channel partner, this session provides a roadmap for navigating the tectonic shifts in the AI ecosystem through organizational alignment and shared vision. Key Takeaways Frontier firms integrate AI up and down the UI, agent, and data layers while evolving their internal operating systems. Successful partnerships require a shared vision at the highest level that melds two mission statements into a single belief system. The traditional QBR is becoming outdated, replaced by real-time, constant communication across engineering and product teams. Trust must be the primary pillar of AI development, supported by core principles like fairness, reliability, and accountability. Leading with co-innovation and customer-centric data solutions is more effective than leading strictly with revenue goals. Strategic use of the Microsoft Marketplace remains a “hidden gem” for achieving scale and high-velocity growth. https://youtu.be/OU22MIfs-1A 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...

294 – The Missing Piece of Your Ikigai: Why Nobody Finds Purpose Alone – Vince Menzione

11 min

Find the room that changes everything. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ I’ve been thinking about purpose a lot lately. Not your job title. Not your company’s mission statement. Not your OKRs. Your reason for being. In this solo episode, I challenge the traditional concept of Ikigai — the Japanese framework for finding meaning — and reveal the critical piece that’s been missing from the standard four-circle model all along. I draw from 40 years in this industry, from carrying a bag in the field to leading a $4.6 billion partner business at Microsoft, to a serious accident that stopped me cold and forced me to ask the hardest questions of my life. What came out of that experience changed how I see purpose entirely. My conclusion: purpose is not a solo exercise. You don’t find it in a diagram. You find it in the room — the right room, with the right people, at the right moment. In this episode, I introduce the Fifth Circle — the question every partner leader and ecosystem builder needs to add to their Ikigai: Who am I finding it with? https://youtu.be/_z_QRObCXSc Key Takeaways Ikigai represents your “reason for being” across four circles: what you love, what you’re good at, what the world needs, and what you can be paid for — but that’s not the whole picture. The traditional model is almost always framed as a solo exercise. For those of us building partnerships for a living, that framing is incomplete. Proximity is a strategic asset — especially now, in the Decade of the Ecosystem. My accident was the catalyst that clarified everything: my purpose wasn’t in the content I created. It was in the community I served. The best partner leaders don’t treat hyperscalers as vendors or partners as channels — they treat them as co-creators and extensions of their own mission. Nobody does the extraordinary alone. The Fifth Circle asks: Who are you finding it with? If you...

293 – The $500B Cloud Commitment Opportunity Are You Being Left Behind?

Master the $500B Cloud Marketplace Engine Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this compelling discussion, Vince Menzione sits down with Dexter Hardy, founder of Ntegral and the visionary behind Spark, to deconstruct the massive transformation happening within the cloud ecosystem. Dexter shares his journey of evolving from a traditional systems integrator to a marketplace powerhouse with over 300 solutions and customers in 100 countries, revealing the “Marketplace Operating System” that drives global sales without a massive headcount. They dive deep into the Spark GTM methodology, discussing how companies can bridge the gap between building a solution and actually driving “Get It Now” transactions while navigating the $500 billion committed cloud-spend landscape. From the nuances of multi-party private offers to the critical role of AI in becoming a “frontier firm,” this episode provides a high-level masterclass for any partner looking to turn the marketplace into their most effective revenue stream. https://youtu.be/VLkkuHPpYuk?si=x03Odt2UsCjhtVf4 Key Takeaways The cloud marketplace represents a potential $500 billion in committed spend that partners cannot access without MAC-eligible, transactable solutions. Marketplace as a Service (MaaS) helps traditional SIs pivot to becoming SDCs or ISVs by providing a strategic roadmap for IP conversion. Successful marketplace strategy requires a “Marketplace Operating System” that aligns digital sales with your internal operations and business goals. The “Get It Now” economy allows for 24-hour global sales and lead generation without the need for traditional manual email or phone chains. Becoming a “Frontier Firm” means combining human experience with AI to do things faster, better, and more efficiently than the competition. Co-selling is evolving beyond just the hyperscalers to include rich, multi-party private offers...

292 – Stop Automating Bad Processes: Why Your AI Strategy is Already Failing

28 min

Winning the AI Trust Race Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this compelling discussion from the Ultimate Partner Winter Retreat, Vince Menzione sits down with Marc Monday of ServiceNow and marketing expert Ashleigh Vogstad to deconstruct the “tectonic shifts” currently hitting the tech industry. As the market moves from AI excitement into a period of “POC fatigue,” the conversation pivots to the essential groundwork required for success: clean data, governed workflows, and the transition from an attention economy to a trust-based machine economy. They explore how Gen Z’s massive spending power is reshaping marketplaces and why simply automating a 27-step bad process with AI is a recipe for failure. Whether you are a partner manager or an entrepreneur, this episode provides a roadmap for staying human in a machine-to-machine world. Key Takeaways The market is experiencing “POC fatigue,” making it critical to transition from experimental AI to real-world value driven by central databases and knowledge graphs. ServiceNow is shifting focus toward “Control Tower” solutions to govern and orchestrate how various AI agents interact with mission-critical data. We are moving from a human-centric “attention economy” to a “trust economy” where machines make high-stakes decisions on behalf of users. Automating an existing 27-step approval process without rethinking the workflow first results in an “automated bad process” rather than a solution. By 2030, 75% of B2B buyers will be Gen Z, a demographic that favors authentic voices and direct-to-fan platforms like Substack over traditional channels. Hyperscaler partnerships are becoming essential “third-party validation” layers that allow AI agents to verify a company’s win rates and credibility. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership...

291 – The Power of Three: How Top Leaders Turn AI Into Growth

43 min

Mastering Ecosystem Growth and AI Transformation Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode, Vince Menzione sits down with Rebecca Jones, Chief Growth Officer of Bridge Partners, to deconstruct the “Power of Three” co-selling model and the shift from AI experimentation to scalable business outcomes. They explore the critical importance of customer-centricity, the role of agentic workflows in solving complex B2B problems, and why the most successful leaders prioritize progress over perfection to show momentum within weeks rather than years. From her background in the financial sector to her experience scaling with industry titans like Microsoft, Rebecca provides a masterclass on navigating the current “tectonic shifts” in technology through strategic alignment and executive commitment. Key Takeaways Bridge Partners focuses on connecting strategy to execution, boasting a 90% referral rate driven by deep expertise in product marketing and partner ecosystems. The market is shifting from mere AI “dabbling” to purposeful applications in MVP and scale, specifically through agentic AI that tackles real business problems. Success in today’s landscape requires knowing your underlying value and maintaining an unwavering focus on customer-centricity. The “Power of Three” (Hyperscaler, GSI, and ISV) remains the ultimate design for go-to-market scaling, provided there is a clear joint value proposition. To show immediate momentum, new executives should focus on “quick wins” achievable within six to eight weeks rather than long-term three-year plans. Effective co-selling requires removing blockers like compensation misalignment and securing top-down executive sponsorship across all leadership silos. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. https://youtu.be...

290 – The AI Pilot Era is Officially Dead—Are You Being Left Behind?

35 min

Description Stop experimenting with AI and start driving ROI. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this keynote from the Ultimate Partners Winter Retreat, Nina Harding breaks down the massive shift happening in the AI landscape as customers move away from experimental pilots and demand concrete ROI and business outcomes. She emphasizes that the era of selling products and time-and-materials approaches is over, replaced by outcome-based, verticalized selling where vendors and partners share accountability. Through real-world examples in healthcare and retail, Harding outlines how partners can leverage Copilot Studio, Agent 365, and Microsoft’s incentive programs to build specific superpowers, differentiate themselves, and ultimately lead the AI mission alongside Microsoft. Key Takeaways Customers are no longer interested in AI experimentation and now expect immediate, concrete return on investment. Selling products is dead; the modern approach requires a consultative, signal-based strategy focused entirely on business outcomes. The traditional time-and-materials billing model is disappearing as clients demand shared accountability for project success. Rapid proliferation of AI agents has made security and governance top priorities for enterprise customers. Success in the Microsoft ecosystem now requires partners to highly verticalize their value propositions by industry. Defining and clearly articulating your unique “superpower” or niche is essential to stand out to the Microsoft field sales organization. https://www.youtube.com/watch?v=HJJ4Zcf4tZc&t=1920s 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 Nina Harding, Microso...

289 – The End of Attention: Why ‘Business as Usual’ Will Fail in 2026

42 min

Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ The Shift from Attention to Trust In this compelling episode, Ashleigh Vogstad, CEO of Transcends, joins Vince Menzione to discuss the tectonic shifts occurring in the global partner ecosystem. Ashleigh shares her firsthand experiences studying AI at Oxford, the rise of the “Trust Economy,” and the controversial Amazon vs. Perplexity lawsuit. They dive deep into the practicalities of becoming a “Frontier Firm,” the importance of building proprietary AI agents, and the ways Gen Z and AI-driven marketplaces are revolutionizing the buyer journey. Whether you are looking to win Microsoft Partner of the Year or navigate the demise of traditional SaaS, this conversation provides a strategic roadmap for leading through the AI revolution. Key Takeaways The economy is shifting from a focus on human attention to a foundation of verified trust. Future commerce will involve “selling to machines” as AI agents begin making purchasing decisions on behalf of humans. Microsoft is prioritizing “Frontier Firms” that integrate AI into every customer interaction and internal process. Gen Z buyers are prioritizing product value and “dupes” over traditional brand names, with 75% of buyers expected to be Gen Z by 2030. To win Partner of the Year, organizations must publicly celebrate “better together” stories with validated customer wins. Modern leaders should transition from a “growth mindset” to a “frontier mindset” to keep pace with rapid technological change. https://youtu.be/xJmd43NvfnI 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 Trust Economy, Selling to Machines, Amazon vs Perplexity Lawsuit, Frontier Firm,...

288 – The Millions You’re Losing Without Even Knowing It

12 min

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, M...

287 – The $300B Marketplace Shift: Why Agents, REO, and the Channel Will Decide Who Wins

15 min

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 U...

286 – Why the AI Economy Is a Multiplier Game—and Most Companies Are Playing It Wrong

10 min

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 Econom...

285 – Why Most Partners Will Fail in the AI Era (If Your Missing the 4 Pillars)!

7 min

Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode, we dive deep into Microsoft’s new “Frontier Firm” concept—a strategic framework designed to help organizations become AI-first. We explore the four key pillars of the success framework: enriching employee experiences, reinventing customer engagement, reshaping business processes, and bending the innovation curve. The discussion also covers critical updates from Microsoft Ignite, including the introduction of “IQs” (Work, Fabric, and Foundry) and the new Agent 365 for observability. Finally, we outline the massive opportunities for Azure partners, from core migration to building unified data platforms and deploying AI agents. Key Takeaways A Frontier Firm is an AI-first organization built on a four-pillar success framework. The four pillars are enriching employee experience, customer engagement, business process, and innovation. New “IQs” (Work, Fabric, Foundry) provide the intelligence layer for AI agents to operate effectively. Agent 365 was announced to provide security, identity, and observability for AI agents. Change management is just as critical as technology implementation for AI adoption. Azure partners have three main opportunities: migration, unified data platforms, and building AI apps. 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: Frontier Firm framework, Microsoft AI strategy, Azure partner ecosystem, AI-first organization, enriching employee experiences, reinventing customer engagement, bending the innovation curve, Work IQ, Fabric IQ, Foundry IQ, Agent 365, AI observability, AI agents, Azure migration, unified data platform, Microsoft Ignite announcements, A...

284 – You Are Losing Deals You Never Even Saw (The 28 Moments)

7 min

Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this high-impact podcast episode to kick off 2026, Vince Menzione sits down with Jay McBain (Canalys/Informa) to decode the tectonic shifts reshaping the technology ecosystem. Jay reveals why the tech economy is forecasting double-digit growth while the broader economy lags, introducing a “Tale of Two Cities” where direct infrastructure sales are booming but partner influence is more critical than ever. He explains the drop in channel transact share to 66.7% and why the “96% Partner Assist” is the new metric for success. Jay also details the shift away from traditional “Gold/Silver/Bronze” programs toward point systems that recognize partners at every one of the “28 moments” in the customer journey, from influence to long-term retention. Key Takeaways The tech industry is forecast to grow 10.2% in 2026, outpacing the global economy’s 2.7% growth. Channel transact share has dropped from 75% to a forecast of 66.7% as infrastructure deals go direct. Nvidia and the “Magnificent Seven” are driving a massive direct infrastructure build-out for the next era. Microsoft measures a 96% “Partner Assist” rate, with up to seven partners involved in every deal. 80% of customers now prioritize partner certifications and competencies over relationships when choosing partners. The number one request from partners is to be recognized for value across all 28 moments, not just the point of 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: Jay McBain, Canalys, Informa Tech, Partner Assist, 28 Moments, Tech Growth 2026, Channel Strategy, Nvidia, Infrastructure Buildout, Partner Economics, Microsoft Ecosyste...

283 – Hyperscaler Domination: How Elastic Won the Triple Crown as a Pinnacle Partner.

12 min

Welcome back to the Ultimate Partner® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/  Check Out UPX:https://theultimatepartner.com/experience/ In this exclusive interview, Vince Menzione sits down with Darryl Peek, Vice President for Partner Sales (Public Sector) at Elastic, to decode how Elastic achieved the rare “triple crown”—winning Partner of the Year across Microsoft, Amazon, and Google Cloud simultaneously. Darryl breaks down the engineering-first approach that makes Elastic sticky with hyperscalers, reveals the rigorous metrics behind their partner health scorecard, and shares his personal “one-page strategy” for aligning mission, vision, and execution. From leveraging generative AI for cleaner sales hygiene to the timeless lesson of the “Acre of Diamonds,” this conversation offers a masterclass in building high-performance partner ecosystems in the public sector and beyond. https://youtu.be/__GE0r2fPuk Key Takeaways Elastic achieved “Pinnacle” status by aligning engineering roadmaps directly with hyperscaler innovations to become essential infrastructure. Successful public sector sales require a dual approach: leveraging resellers for contract access while driving domain-specific co-sell motions. Partner relationships outperform contracts; consistency in communication is more valuable than only showing up for renewals. Effective partner organizations track “influence” revenue just as rigorously as direct bookings to capture the full value of SI relationships. Generative AI can automate sales hygiene, turning scattered meeting notes into actionable CRM data and reducing friction for sales teams. The “Acre of Diamonds” philosophy reminds leaders that the greatest opportunities often lie within their current ecosystem, not in distant new markets. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this...

282 – How 7 Partners Decide Your Sale Before You Even Show Up

Welcome back to the Ultimate Partner® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/  Check Out UPX:https://theultimatepartner.com/experience/ https://youtu.be/vEdq8rpBM3I In this data-rich keynote, Jay McBain deconstructs the tectonic shifts reshaping the $5.3 trillion global technology industry, arguing that we are entering a new 20-year cycle where traditional direct sales models are obsolete. McBain explains why 96% of the industry is now surrounded by partners and how successful companies must pivot from “flywheels and theory” to a granular strategy focused on the seven specific partners present in every deal. From the explosion of agentic AI and the $163 billion marketplace revolution to the specific mechanics of multiplier economics, this discussion provides a roadmap for navigating the “decade of the ecosystem” where influence, trust, and integration—not just product—determine winners and losers. Key Takeaways Half of today’s Fortune 500 companies will likely vanish in the next 20 years due to the shift toward AI and ecosystem-led models. Every B2B deal now involves an average of seven trusted partners who influence the decision before a vendor even knows a deal exists. Microsoft has outpaced AWS growth for 26 consecutive quarters largely because of a superior partner-led geographic strategy. Marketplaces are projected to grow to $163 billion by 2030, with nearly 60% of deals involving partner funding or private offers. The “Multiplier Effect” is the new ROI, where partners can make up to $8.45 for every dollar of vendor product sold. Future dominance relies on five key pillars: Platform, Service Partnerships, Channel Partnerships, Alliances, and Go-to-Market orchestration. 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 joi...

281 – Why SHI’s Audacious Transformation is Mastering Agentic AI

22 min

Welcome back to the Ultimate Partner® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/  Check Out UPX:https://theultimatepartner.com/experience/ In this episode, Vince Menzione sits down with SHI leaders Joseph Bellian and Stefanie Dunn, alongside Microsoft’s Marcus Jewett, to dissect SHI’s massive evolution from a traditional Large Account Reseller (LAR) to a strategic Global Systems Integrator (GSI). They explore the cultural and operational shifts required to move from a transaction-heavy model to a services-led approach, highlighting their alignment with Microsoft’s MSEM methodology, the implementation of the Entrepreneurial Operating System (EOS), and their cutting-edge work with AI Labs and Agentic AI. Key Takeaways SHI has evolved from a transactional powerhouse into a Global Systems Integrator (GSI) focused on services and outcomes. The organization implemented the Entrepreneurial Operating System (EOS) to align vision, people, and data across sales and delivery. SHI serves as “Customer Zero” for Microsoft AI, implementing Copilot internally to better guide customers. The partnership mirrors Microsoft’s MSEM methodology to ensure seamless co-selling and customer success lifecycles. SHI’s AI Labs in New Jersey provides a secure environment for clients to build and test custom AI solutions. The shift requires moving from a “Hulk” (strength/sales) mindset to a “Tony Stark” (brainpower/strategy) mindset. Key Tags: SHI International, global systems integrator, Microsoft services, Joseph Bellian, Stefanie Dunn, Marcus Jewett, AI labs, agentic AI, MSEM methodology, entrepreneurial operating system, digital transformation, customer zero, copilot implementation, solution provider, cloud migration, data governance, services led growth. Ultimate Partner is the independent community for technology leaders navigating the tectonic shifts in cloud, AI, marketplaces, and co-selling. Through live...

280 – A Half Trillion Dollar Opportunity: How ServiceNow Unlocks Marketplace

41 min

Welcome back to the Ultimate Partner® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/  Check Out UPX:https://theultimatepartner.com/experience/ Jen Odess, Group Vice President of Partner Excellence at ServiceNow, joins Vince Menzione to discuss the company’s incredible transformation from an IT ticketing solution to a leading AI-native platform for business transformation. Jen dives deep into how ServiceNow has strategically invested in and infused AI into its unified platform over the last decade, enabling over a billion workflows daily. She also outlines the critical role of the partner ecosystem, which executes 87% of all implementations, and reveals the company’s strategic initiatives, including its commitment to the hyperscaler marketplaces, the goal to hit half a billion dollars in annual contract value for its Now Assist AI product, and the push for partners to adopt an ‘AI-native’ methodology to capitalize on the fact that customers still want over 70% of AI buying to be done through partners. Key Takeaways ServiceNow is an ‘AI-native’ company, having invested in and built AI directly into its unified platform for over a decade. The company’s core value today is in its unified AI platform, single data model, and leadership in workflows that connect the entire enterprise. ServiceNow will hit $500 million in annual contract value for its Now Assist AI products by the end of 2025, making it the fastest-growing product in company history. An astonishing 87% of all ServiceNow implementations are done by its global partner ecosystem, highlighting their crucial role. The company is leveraging the half-trillion-dollar opportunity of durable cloud budgets by driving marketplace transactions and helping customers burn down cloud commits using ServiceNow solutions. To win in the AI era, partners must adopt AI internally, co-innovate on the platform, and strategically differentiate themselves...

279 – Why Microsoft Sellers Are Ignoring Your Solution (And How to Fix It)

14 min

Welcome back to the Ultimate Partner® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/  Check Out UPX: https://theultimatepartner.com/experience/ In this insightful session, Vince Menzione is joined by Erika Irby of Veeam and Pat Primavera of Microsoft to discuss the evolution of their strategic partnership. They unpack Veeam’s transition from a “drinking company with a software problem” to a $2 billion enterprise aiming for $5 billion, revealing the tactical shifts in engineering alignment, sales play development, and co-sell activation that led to their landmark five-year agreement. Pat shares his framework for precision execution within the Microsoft ecosystem, while Erika details how Veeam leveraged “customer zero” strategies and internal alignment to drive success. Key Takeaways Engineering alignment is the critical first pillar before attempting to execute go-to-market strategies. Successful co-selling requires specific packaged plays tailored to distinct seller roles like security specialists or ATSs. Alliance leaders and cloud sales leaders must be in the same room to create joint plans rather than doing internal selling later. Veeam’s commitment to Azure and aligning with Microsoft seller compensation was vital for their five-year agreement. Partners should act as “Customer Zero” by using tools like the Data Resilience Maturity Model on themselves first to prove value. The next major growth opportunity lies in Partner-to-Partner (P2P) collaboration to bundle solutions for the marketplace. 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: Veeam, Microsoft partnership, co-sell activation, ISV strategy, engineering alignment, precision execution,...

278 – AWS Marketplace Unlocked: The AI Agent & Tools Strategy You Need to Win

33 min

Welcome back to the Ultimate Partner® Podcast. AI agents are your next customers. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/  Check Out UPX: https://theultimatepartner.com/experience/ In this critical discussion, Mike Levy from AWS and Jon Yoo from Sugar sit down with Vince Menzione to explore the seismic shifts occurring within the AWS Marketplace, focusing heavily on the recent launch of AI Agents and Tools. Mike Levy details AWS’s comprehensive strategy to provide not just off-the-shelf agents, but the foundational ‘ingredients’—like security, guardrails, and knowledge bases—via the marketplace to help enterprises become “agentic.” Jon Yoo provides the partner perspective, highlighting the immense but often misunderstood role of channel partners in marketplace revenue, and provocatively challenges the current state of AI ‘features,’ emphasizing that the future requires agents to truly understand a business’s tribal knowledge and processes, not just rules-based workflows. The conversation culminates with the two sharing best practices, including the AWS COSS (Characteristics of Successful Sellers) framework, to help ISVs and partners accelerate their growth and effectively monetize in this new, AI-driven cloud economy. Key Takeaways The AWS Marketplace is now offering a comprehensive suite of AI agents and tools, including agent development platforms and essential security ingredients. AWS is working across the AI stack, from underlying hardware like Inferentia chips to foundational services like Bedrock for accessing LLMs. The Marketplace organization at AWS is strategically integrated within the Partner Organization to build go-to-market channels and procurement systems. The growth of the private offer business and the inclusion of Channel Partner Private Offers (CPPOs) is fundamental to the Marketplace’s future strategy. Successful sellers on AWS Marketplace are guided by the COSS (Characteristics of Successful Sellers) f...

277 – Decoding the 22 Billion Dollar Secret to Partnership Success in 2026!

29 min

AI is changing everything: Are you ready?  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. As we kick off Thanksgiving in the United States this week, I’m incredibly grateful for this exclusive interview with Craig Abod, President of Carahsoft, which reveals the mindset and unique market strategy that fueled the company’s astronomical growth, hitting over $22 billion in bookings. Craig discusses the crucial role of the channel in serving the government and public sectors, how Carahsoft built its foundation by partnering with emerging technology companies like Salesforce and Splunk before they were giants, and how they balance massive $30 million deals with tiny $30 orders. He also shares his vision for the next chapter, including expansion into a $10 billion hardware business and a focus on accelerating partner implementation services, alongside his perspective on the inevitable, fast-approaching ‘aha moment’ for AI transformation across all industries. Craig shared this journey as we kicked of Ultimate Partner LIVE. This was the second LIVE event we hosted this year and the fourth Ultimate Partner Event of 2025, including Winter Retreat, UP Live Spring, and our Executive Breakfast at Microsoft Ignite. Through our events and community, you have access to exclusive content, workshops, and strategies that help you achieve more and stay ahead of what’s next. The buzz around our community is simply astounding. We are building something I couldn’t even dream of when we started a simple podcast almost 9 years ago out of my spare bedroom. If you haven’t already, please consider joining our Ultimate Partner Community, where the most compelling leaders in the technology partnership world come to experience, share, learn, and grow. Thanks for being on this journey with us. — Vince Key Takeaways Ca...

276 – Microsoft Co-Sell & AI: Erwin Visser on the $600B Growth Model

38 min

AI is changing everything: Are you ready?  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. What a thrilling week hosting partner leaders at Ultimate Partner LIVE in Reston, VA at the Carahsoft Training Center. Even if you couldn’t be with us in person at the groundbreaking event, you can listen to the most profound sessions. In this exclusive interview, Erwin Visser, a key leader at Microsoft, discusses the company’s major organizational restructuring into Enterprise and SMEC (Small, Medium, and Corporate) divisions, and their massive, channel-led $600 billion bet on partner-led growth, with a core focus on AI and security. Visser outlines the “Frontier Firm” mindset—a commitment to being AI-first across customer experience, employee productivity (with Copilot saving users an estimated 34% of their time on boring tasks), business processes, and product innovation. He details Microsoft’s enormous investment in partner enablement, a new dedicated partner sales organization, and the urgent challenges of data compliance and software sprawl in the new age of AI agents. He concludes by sharing the three non-negotiable traits of a great partner, providing crucial guidance for anyone looking to navigate the tectonic shifts of the current business world. Through our events and community, you have access to exclusive content, workshops, and strategies that help you achieve more and stay ahead of what’s next. If you haven’t already, please consider joining our Ultimate Partner Community, where the most compelling leaders in the technology partnership. Thanks for being on this journey with us. Key Takeaways The three non-negotiable traits of a great partner are integrity in business, leveraging Microsoft’s investments, and possessing proven technical/sales ability to deliver solutions for customers.....

275 – 12 Costly Microsoft Partnership Mistakes — and How to Fix Them!

46 min

Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. In this episode, Vince Menzione and Reis Barrie, CEO of Carve Partners, dive deep into the 12 most common pitfalls that can derail a successful Microsoft partnership. They discuss the misconception that Microsoft will simply send leads, the critical need for a dedicated partnership owner, and why a misalignment in sales compensation can be a recipe for disaster. The conversation also covers the importance of speaking Microsoft’s language, the proper way to leverage certifications and incentives, and the necessity of having a one-page plan. This is a must-listen for any organization looking to maximize its partnership with Microsoft by avoiding the mistakes that lead to stagnant growth and missed opportunities. 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. https://youtu.be/p0mkz5C0JvU?si=RASwYNmZxHT0L_OH Key Takeaways: Microsoft acts as an amplifier for your efforts; you must be proactive and put in the work to see results. A Microsoft partnership requires a dedicated, full-time owner or team to manage its complexity. Misaligned sales compensation models can doom a partnership before it even begins by creating internal conflict. Partners must translate their value proposition into Microsoft’s language, focusing on shared priorities and seller incentives. Certifications and badges are a start, but their true value lies in leveraging the benefits and programs they unlock. A one-page plan is a critical tool for aligning internal teams and providing a simple,...

274 – Why Success Is Never Built Alone: The Ultimate Partner Framework for Growth

7 min

Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. In this powerful discussion, Vince Menzione shares his personal journey and the mission behind the Ultimate Partner movement. After a near-fatal accident, he gained a new perspective on the importance of community and the power of partnerships. Vince dives deep into the “tectonic shifts” reshaping our industry—from the rise of AI and cloud marketplaces to new buyer expectations. He introduces the seven Operating Principles of successful partnering, a framework designed to provide leaders with the clarity and conviction needed to thrive in a world of constant change. This is more than a podcast; it’s a movement built on the belief that success is never achieved alone and that together, leaders can achieve extraordinary outcomes. 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. https://www.youtube.com/watch?v=k64CcIbLZNc Join Us In Reston, Virginia, October 27-29th. As we enter the last four months of the calendar year, you are probably asking yourself, “What events should I attend this fall and why?” Many Partners and Leaders are trying to determine if the big events make the most sense and what they will learn. Many of these events are big and unyieldy, and while you may bump into some friends, you need to really ask yourself if they will help you achieve your greatest results – as a leader, as an organization, or as a partner. Our attendees tell us they get more accomplished in two full days than in most of the year at our events – they learn from Hypersc...

273 – Transforming the Channel: Ingram Micro Drives AI-Powered Go-to-Market Success

26 min

Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. Join Peter Graber from Ingram Micro and Christine Mulcahy from ContentGen as they unveil a powerful synergy transforming the MSP and SMB landscape. Peter details Ingram Micro’s evolution from a traditional distributor to a “platform first, experience-driven company” with their Al-powered Xvantage platform, seamlessly integrating commerce, insights, automation, and enablement for multi-vendor, multi-solution environments. Christine then introduces ContentGen, an automated content development platform leveraging Al to drastically reduce the cost and complexity of content marketing for partners, enabling them to tell compelling “better together” stories and accelerate their go-to-market. This session highlights how these innovations are providing MSPs with simplified management and strategic growth, crucial for navigating the complex world of Al, hardware, and software solutions. https://youtu.be/MR2mGDnEbik Traditional distribution is evolving beyond logistics to focus on intelligence, integration, and enablement, driven by the increasing complexity of hybrid cloud, multi-vendor, and AI environments. Ingram Micro is transforming into a “platform first, experience-driven company” with its AI-powered Xvantage platform, designed to be a growth engine for partners by simplifying operations and accelerating market access. Xvantage unifies commerce, insights, automation, and enablement, allowing MSPs to manage subscriptions, hardware, SaaS, and services seamlessly in one intuitive interface, even integrating with their existing ERP/CRM systems. ContentGen provides an automated, AI-powered content development platform specifically for the partner channel, drastically reducing the cost and com...

272 – Unlocking SMB Potential: How PAX8 and AI Are Disrupting the Cloud Channel

20 min

Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. Join Vince and Hayley McSpirit from PAX8 as they explore the immense opportunities within the Small and Medium Business (SMB) space, particularly through the lens of cloud marketplaces. This session delves into how PAX8 is disrupting the traditional channel by being a cloud-first organization , empowering MSPs and SMBs to rapidly adopt and leverage AI, often quicker than larger enterprises. Discover the evolving role of MSPs , the power of community-first approaches , and how marketplaces are becoming the critical platform for delivering comprehensive, integrated solutions to this underserved yet highly lucrative market. https://youtu.be/4lcMHcoiejE Key Takeaways The SMB market represents a significant and often underserved opportunity for cloud and AI adoption. PAX8 differentiates itself as a cloud-first marketplace, focusing on providing best-of-breed technology and a complete customer lifecycle for MSPs and SMBs. SMBs and MSPs are at the forefront of AI transformation, capable of adopting and transforming with AI much faster than larger enterprises. The traditional channel is evolving, with MSPs increasingly becoming software development companies (ISVs) and system integrators, driven by new tech opportunities. Community-first approaches and strong partner engagement are crucial for supporting MSPs in their growth and adoption of new technologies like AI agents. Marketplaces are becoming the primary vehicle for delivering integrated solutions and enabling new business models, including the reselling of AI agents by MSPs. 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 U...

271 – Unstoppable MSPs: AI, Marketplaces & Partnerships in the Age of Tectonic Shifts

48 min

Our First LiveStream From the Boca Studio Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. Join industry leaders Vince Menzione, Scott Sacket, Per Werngren, and Nabil Aitonumeziane as they discuss the evolution of MSPs, the critical role of AI readiness, the power of strategic partnerships within the Microsoft ecosystem, and the growing importance of co-selling and digital marketplaces. Learn actionable strategies for profitability, navigating new buying behaviors, and becoming an “ultimate MSP” by focusing on outcomes, building trust, and embracing community. https://youtu.be/Z9towXE6hfk?si=Gjy11ItjqSN8yxf_ Key Takeaways The MSP landscape is undergoing “tectonic shifts” driven by cloud adoption, AI integration, and evolving customer buying behaviors through marketplaces. Successful MSPs must evolve beyond the “break-fix” model to become strategic partners, focusing on business outcomes rather than just technology. AI presents significant opportunities for MSPs, but requires immediate adoption and internal training to avoid being left behind. Strategic partnerships, particularly within the Microsoft ecosystem, are crucial for MSP growth, emphasizing mutual value and trust. Standardizing offerings and specializing in specific technologies or solutions can significantly improve MSP profitability and success. Engaging with communities and peer groups like Ultimate Partner provides invaluable networking, learning, and collaboration opportunities for MSPs. 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...

270 – Microsoft’s Tectonic Shifts: A Partner Roadmap for FY26 with Nina Harding

43 min

Microsoft’s America’s Partner Leader joins Ultimate Partner Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. Nina Harding, Microsoft’s partner leader for the Americas, joins host Vince Menzione to discuss the seismic shifts happening at the start of Microsoft’s fiscal year 2026. This isn’t just another discussion; it’s a deep dive into Microsoft’s renewed partner-centric strategy, the transformative power of AI, and the tactical steps partners need to take now to thrive. Nina reveals how partners are now “front and center” in Microsoft’s priorities, how a new industry-based structure is changing everything, and the crucial role of AI in boosting sales and innovation. She shares actionable insights on co-selling, the new “Frontier” mindset, and why being a “customer zero” for AI is no longer optional. This conversation provides a strategic roadmap for every partner looking to align with Microsoft’s vision for the future. Key Takeaways Partners are now one of Microsoft’s top three priorities, with a major focus on tighter integration with sales teams and a “partner-first” tone from leadership. Microsoft is moving to a 100% industry-based structure in the US, with new industries like oil and gas and gaming, to focus on solving customer problems with industry experts and partners. The new “SDC” (Software Development Company) term is more comprehensive and inclusive than the traditional ISV (Independent Software Vendor) term. AI is delivering a 10% increase in pipeline, a 23% higher close rate, and a 9% larger book of business in revenues for sales reps who use it consistently. The “Frontier” mindset is Microsoft’s new theme for FY26, emphasizing the exploration of possibilities with AI, moving beyond out-of-the-box functionality. The m...

269 – Stop Guessing, Start Winning: How to Master Microsoft Co-Sell with the FAME Framework

33 min

with Leigh Ann Campbell, Ultimate Partner Community Member Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. In this insightful episode of The Ultimate Partner, host Vince Menzione welcomes Leigh Ann Campbell, CEO of Rev Alliances and a seasoned expert in building successful Microsoft partnerships. Leigh Ann shares her remarkable journey, including her pivotal role in transforming Quest into Microsoft’s number one co-sell partner worldwide. They delve into the critical elements of effective partnering, introducing Leigh Ann’s powerful “FAME” framework: Focus, Audience, Message, and Execution (now “E-squared” with Enablement). The conversation uncovers practical strategies for navigating the complexities of the Microsoft ecosystem, emphasizing the importance of sales enablement for your own team, understanding Microsoft’s internal scorecards, and aligning partnership goals with your CRO’s revenue objectives. Leigh Ann provides valuable advice on focusing your approach, crafting the right message for the right Microsoft audience, and executing with precision. She also shares her vision for the future of Rev Alliances, including the exciting integration of AI to scale her proven methodologies and help even more partners achieve their greatest results. Key Takeaways: Sales enablement for your own sales team is crucial for scaling your Microsoft partnership beyond the alliance team. Understanding the tectonic shifts in customer buying behavior is essential for rethinking partnership models. Data quality and a shared purpose between your company and Microsoft are fundamental for a strong partnership. Leigh Ann Campbell’s FAME framework (Focus, Audience, Message, Execution/Enablement) provides a practical roadmap for partnership success....

268 – Cracking Microsoft SME&C: The Partner Playbook for Growth

37 min

Recorded Live at Ultimate Partner LIVE in Redmond, WA Unlock the secrets to explosive growth in the digital landscape!  Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Is your business ready for 2026? Welcome back to the Ultimate Partner® Podcast. Join Alistair Butler, Jennifer Weis, and Steve Hale in a deep dive into Microsoft’s Small, Medium, and Corporate (SME&C) business – aptly called the “Acre of Diamonds.” This session unveils how Microsoft’s intentional decision to establish SMEC as its fourth and fastest-growing region, now a $72 billion business, creates unparalleled opportunities for partners. Learn about the MCEM framework, a common methodology for solution selling, and how partners can strategically align their sales organizations, leverage Microsoft’s investments, and build a “win formula” to unlock immense customer value and profitability in this high-growth segment. Key Takeaways: Microsoft’s SME&C (Small, Medium Enterprise and Channel) business is now its fourth and fastest-growing region, representing a $72 billion opportunity for partners. This dedicated SME&C region brings unprecedented consistency, dependability, and investment that did not previously exist across Microsoft’s geographies. Partners must align their sales organizations with SME&C’s customer segmentation and internal structure (ATU, STU pods) to gain engagement from Microsoft sellers. Leveraging Microsoft’s funding and investments, particularly for driving Azure consumption and specific customer workloads, is a critical strategy for partners. The MCEM framework provides a consistent methodology and language for solution selling, enabling partners to fast-track their go-to-market and collaborate effectively with Microsoft sellers. Success in SME&C requires partners to have executive buy-in, build a clear “win formula,” and focus on delivering end-to-end customer lifecycle services, as Micro...

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