Biz Apps Partner Podcast: Matt Abbott on Ecosystem Trends, How to Effectively Utilize ABM

Welcome to the “Biz Apps Partner Podcast,” a weekly video series designed to decentralize intelligence about how partners can scale their Microsoft practice by having short, to the point discussions with Microsoft leaders in product, engineering, marketing, partner management, programs, and more.

In episode 24, John Siefert is joined by Matt Abbott, Executive Vice President, Sales and Marketing, Ciellos, to discuss rising trends in the ecosystem and what to expect from his panel discussion at the Biz Apps Partner Marketing Workshop, taking place on October 13.

This episode is brought to you by the Biz Apps Partner Summit, taking place July 23-24, 2025 in Seattle, Washington.

Key Takeaways

• Overview: Ciellos is an independent partner focused on supporting Microsoft system integrators and ISVs, helping them scale their practices and maximize their relationship with Microsoft. As the head of sales and marketing, Matt leverages his professional services background to build long-term relationships and help companies achieve their goals.
• Rising trends: One trend that Matt emphasizes is the importance of having clean, curated data for AI models, whether for customer service, identifying profitable customers, or making pricing decisions. He highlighted the need for improved data governance to ensure accurate decisions as AI tools become more sophisticated and accessible.
• Biz Apps Marketing Workshop Preconference: During the Biz Apps Partner Marketing Workshop Preconference, taking place on October 13, Matt will be on the “AMB Outcomes Panel: Expert Tips, Tricks, and Tools.” In this ecosystem, the target companies for ISVs and system integrators are usually well-known, making Account Based Marketing (ABM) a crucial strategy. The panel will explain how to effectively use ABM, and why it’s important to prioritize the right companies in order to understand their needs and deliver compelling, high-value messages that keep you top of mind.
• Final tips: In closing, Matt shares a tip. Successful migrations are transformative, as they focus on understanding and improving a company’s top business metrics. This approach not only strengthens customers but also benefits partners and Microsoft by demonstrating business value and competing effectively against competitors.

Stream the audio version of this episode here: