Biz Apps Partner Podcast: Microsoft’s Ross Ladwig on Strategizing SMB Success and Role of Partner Engagement
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 this episode, John Siefert is joined by Ross Ladwig, Channel Sales Manager – D365 SMB, Microsoft. The two discuss the role of Partner Solution Sales (PSS), partner strategies for success, rising trends in the ecosystem such as AI and cybersecurity, and what you’ll learn from the Biz Apps Partner Summit.
Register for the Biz Apps Partner Summit, running July 24-25 in Bellevue, Washington, where attendees will make the right connections, gain insights into Microsoft’s FY 2025 priorities, and learn how to scale their Microsoft Business Applications practice at the 24-hour event.
Key Takeaways
- Overview: The Partner Solutions Sales (PSS) role, introduced in FY25, is similar to the previous Territory Channel Manager (TCM) role, focusing on business apps for SMB customers, with responsibilities including funding, swarming, and securing Microsoft executive sponsorship to collaboratively win business with partners. Ross explains that in SMB, there’s a mix of large customers and true SMB clients. However, for strategic pursuits against major business apps competitors, the presence of a Microsoft representative can be pivotal in selling to the customer.
- What to discuss: When you see Ross Ladwig at the Biz Apps Partner Summit, running July 24-25 in Bellevue, Washington, Ross encourages partners to talk to him about “anything related to their strategy.” The strategy for SMB segment engagement involves two key approaches: aiding partners in their pursuits to ensure the best support. Secondly, utilizing a team that handles Microsoft marketing leads to selectively distribute them to partners with relevant expertise.
- Rising trends: Ross discusses rising trends for partners. AI’s rapid evolution within Microsoft is evident in two areas: the integration of Azure AI into partner or customer solutions to enhance performance, and the use of Copilot to boost productivity. Copilot’s adoption, as seen with Dynamics 365 Finance and Operations Copilot, for example, demands a readiness plan that goes beyond initial implementation, encompassing security and data hygiene to ensure effective use and prevent data misuse. At the same time, the “normalization” of cyber attacks underscores the critical importance of security.
- How partners can stay ahead: To ensure partners are fully utilizing Microsoft resources, it’s crucial for them to be aware of the support available. The GTM team also plays a vital role in strategizing with partners, aligning incentives with Microsoft’s objectives. For those unfamiliar with these roles, attending the Biz Apps Partner Summit is recommended for gain insights. Staying engaged with the Microsoft team and regularly visiting partner sites for updates on products, partnerships, and incentives is essential for staying informed and leveraging on-demand resources.
- Connect with Ross: Register for the Biz Apps Partner Summit, happening July 24-25 in Bellevue, Washington to meet Ross Ladwig and learn how to dazzle customers, get insights into Microsoft’s FY 2025 priorities, and scale your Microsoft Business Applications practice.
Stream the audio version of this episode here:
