From: Subject: Marathon Training - VARBusiness.com - 10/8/2003 11:19:39 AM Date: Sat, 24 Jan 2004 22:29:48 -0500 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_0027_01C3E2C9.933C6AE0"; type="text/html" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2800.1165 This is a multi-part message in MIME format. ------=_NextPart_000_0027_01C3E2C9.933C6AE0 Content-Type: text/html; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable Content-Location: http://vb.channelsupersearch.com/news/var/45010.asp Marathon Training - VARBusiness.com - 10/8/2003 = 11:19:39 AM =20
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Annual Report Card
Marathon=20 Training
Why steep = investments=20 in partner fitness are paying off for=20 Microsoft
By Carolyn A.=20 April
VARBusiness
- 11:23 AM = EST Wed.,=20 Oct. 08, 2003

Warm and fuzzy is not something = you=20 often associate with Microsoft, but it is the feeling = a good=20 many business partners have toward the software giant = these=20 days. It seems that the world's largest software = company has=20 done something remarkable over the past year: It has=20 recommitted its focus on the channel in such a = personal way=20 that comments like, "They really understand what I = need" are=20 rolling off solution providers' tongues. And it's not = just=20 talk.=20

Partners are rewarding Microsoft at the ballot box = as well.=20 In the 2003 VARBusiness Annual Report Card survey, = solution=20 providers catapulted Microsoft to the top of three = major=20 product categories--enterprise operating systems, Web = apps and=20 tools, and data management software--doling out = winning scores=20 in a range of areas from product innovation to = partnership and=20 support.=20

"The last year-and-a-half has been a rebirth for=20 Microsoft's relationship with partners; it's back full = circle," says George LaVenture, president and CEO at = Trinity=20 Consulting, a Microsoft partner based in Marlborough, = Mass.,=20 who also heads the Boston chapter of the International = Association of Microsoft Certified Partners. "We hear = directly=20 from the Microsoft people formulating programs before = they=20 have finalized them. And to their credit, they pick = our brains=20 to see how those plans will play in Peoria."=20

It's that simple act of listening that has a = sizeable=20 number of partners shouting from the rafters.=20

Alan Kahn is co-CEO of AKA Enterprises, a Microsoft = Business Solutions (MBS) "inner circle" partner that=20 specializes in selling and implementing the former = Great=20 Plains ERP package and Microsoft's CRM software. He, = like many=20 other Great Plains loyalists, fretted about how = Microsoft=20 would handle the MBS channel integration, which = shifted into=20 high gear in August, two years after the purchase of = Great=20 Plains. But he has been pleasantly surprised at the = diligence=20 Microsoft has given that effort, and at the respect = paid MBS=20 partners on most issues. He is especially jazzed at = the shift=20 away from the Fargo, N.D.-centered support team to now = having=20 local Microsoft reps working with him in the New York = metro=20 area to drive deals.=20

But more than anything, Kahn says he is = basking in=20 his primary vendor's newfound personal touch. Six = months ago,=20 he sat across the table from Microsoft CEO Steve = Ballmer and=20 15 other solution providers at a "feedback" session in = Chicago, exhilarated by Ballmer's willingness to share = his $10=20 billion vision for MBS and at how he emphasized = partners'=20 roles in helping fulfill it. Six months before that = meeting,=20 Kahn received another surprise. He attended the annual = inner=20 circle retreat, where the top 1 percent of MBS = partners--based=20 on sales revenue--get face time with top Microsoft = channel=20 executives. There, during a breakout session, a group = of=20 partners suggested that the former Great Plains' = Dynamics and=20 Enterprise product lines, nearly redundant = technically, should=20 be sold under one brand.=20

"A few weeks later, in an amazing feat, Microsoft = announced=20 they were doing away with the separate product lines = and=20 making it one," he says. "And I knew that was based on = our=20 session at the inner circle. That's the kind of move = that=20 creates loyalty."=20

Loyalty Pays Off
Indeed, Microsoft's = loyalty=20 scores reflect that sentiment. The company ranked = first or=20 second in the subcategory against the likes of IBM,=20 Macromedia, Novell, Oracle and Sun. Taken as a whole, = the ARC=20 results underscore the company's massive financial and = organizational commitment to its channel, begun in = earnest a=20 year-and-a-half ago and hitting full stride this past = July,=20 says Allison Watson, vice president of worldwide = partner sales=20 and marketing at Microsoft.=20

"We are starting to feel like the investments that = we are=20 making are paying off," says Watson, who this month is = celebrating her first anniversary in her current = position.=20 "Eighteen months ago, we realized that we had taken = our eye=20 off the ball with respect to our partner community. = Since=20 then, we have been putting partners back on the map."=20

The partner epiphany followed a three-year period = at=20 Microsoft where feedback on partner satisfaction = surveys was=20 largely negative--a real "wake-up call," Watson = admits. That=20 prompted Ballmer's January 2002 directive to launch a=20 reorganization that, among other things, spawned the = current=20 brain trust of channel executives that includes = Watson,=20 Orlando Ayala, Kevin Wueste, Margo Day, Doug Burnum = and Don=20 Nelson. New this fiscal year (July 2003 to June 2004), = compensation packages for all Microsoft executives = will be=20 tied directly to partner satisfaction. And then = there's the=20 money: $1.5 billion committed to channel-related = initiatives=20 this fiscal year, with that figure expected to = increase=20 annually, Watson says. Major areas of investment = include=20 headcount to ensure that Microsoft's 30,000 U.S. = certified=20 partners (plus an additional 6,000 U.S. noncertified = Microsoft=20 Business Consulting partners) get more individual = attention;=20 presales, postsales and marketing support; exhaustive = and=20 accessible technical training; and channel research = and=20 development.=20

The results of this capital outlay have been fairly = astounding. Take the ARC category of data management = software,=20 where Microsoft's SQL Server 7 went up against the = database=20 elite of IBM's DB2 and related products and Oracle's = 9i=20 offering. Several years ago, it was a joke that = Microsoft=20 could compete in this department. This year, partners = ranked=20 it tops in a wide swath of criteria, including = technical=20 innovation, compatibility and ease of integration, and = quality=20 of technical support, as well as overall partner = loyalty.=20

In the Web apps and tools category, which pitted = the .Net=20 Framework, Visual Studio. Net and other tools against=20 developer offerings from BEA, IBM, Macromedia and = Oracle,=20 Microsoft ranked No. 1 in all 11 partner- and = support-related=20 criteria. Interpret that as a high level of = satisfaction among=20 ISVs and other developers. Microsoft is in a drag-out = battle=20 for ISVs' affections with many of the Java-based = platform=20 players, most notably IBM. One weapon deployed this = past year=20 is Microsoft's multichannel ISV Empower Program, which = has=20 been credited with improving communication between the = company=20 and its developer partners.=20

Not Quite There
Yet for all the = positives, not=20 all of Microsoft's broad palette of partners are = enamored of=20 the changes--or, for that matter, even notice them.=20

"To be honest, I think Microsoft has become so = large and=20 has so many layers in their org chart that it's hard = to figure=20 out who to go to [for] what," says Andrew Levi, = president of=20 Aztec Systems, a Dallas-based ASP and managed-services = provider of Microsoft solutions. One of Levi's pet = peeves is=20 Microsoft's new online complaint tool for partners to = provide=20 feedback on the company. "They are automating = something that=20 should be personal," he says. "It's like dumping = issues into a=20 black hole."=20

Microsoft officials are quick to agree that they = still have=20 a lot of work to do, particularly in areas such as = account=20 management and lead distribution, where they believe = their=20 rivals have been doing a better job. But it can't be = denied=20 that things are moving in the right direction. Many = factors=20 are at work, among them the company's persistence and=20 willingness to learn from its mistakes, according to = one=20 industry analyst.=20

"Too often, Microsoft doesn't get the respect they = deserve=20 for playing in the jungle," says Steve McHale, vice = president=20 of research for software business strategies at IDC. = "But they=20 live in the channel and take a lot of heat. They make=20 mistakes, like on licensing and services, but they fix = them.=20 They are in it for the long haul, whereas lots of = companies=20 who come and go from the channel don't do well."=20

So what puts Microsoft a cut above the rest? = Partners=20 repeatedly point to several attributes, among them the = availability and quality of technical training, = Microsoft's=20 informed focus on the SMB market's needs, partner=20 representative responsiveness on both sales and = technical=20 matters, its promotion of alliances between partners, = and the=20 fact that it has resolved many of its channel and = services=20 conflicts.=20

Ken Winell, president and CEO of Totowa, N.J.-based = Econium, can attest to big changes in the operations = of=20 Microsoft Consulting Services (MCS), which in the past = has=20 been accused of competing with partners on services=20 engagements. To underscore how things have improved, = Winell=20 cites a recent deal in which Microsoft recommended his = company=20 to build a software solution for a large = pharmaceutical=20 company. While MCS then acted as the prime contractor, = getting=20 its share of consulting dollars along the way, it did = not step=20 on Econium's toes, he says. Econium operated largely=20 independently on the project, able to charge its own = rates=20 and, at the same time, benefiting in the customer's = eyes from=20 the clout that comes with Microsoft's backing.=20

"Our challenge in years before was competition with = MCS,=20 where you had too much of a fiefdom of favored = partners=20 getting leads," Winell says. "But MCS has taken a much = more=20 subservient role now. They are maintaining their = niche, but=20 also handing off to partners."=20

Focusing On the SMB
Indeed, Microsoft is = winning=20 favor in the SMB space. Partners whose = bread-and-butter=20 consists of small and midsize customers are quick to = credit=20 their vendor with understanding the market and = building=20 products and programs that play well there.=20

Bill Blum, president of Alpine Business Systems in=20 Somerville, N.J., focuses his Microsoft practice on = hundreds=20 of small companies, in many cases effectively serving = as his=20 customers' IT staff. With its Great Plains acquisition = and own=20 CRM development, Microsoft "has made a serious = commitment to=20 the SMB market with its business applications," Blum = says.=20 Notably, he says, Microsoft has put together a product = set=20 that appeals to the SMB company's dual imperatives of=20 affordability and simplicity. By that, he means = end-to-end=20 software solutions that work well together out of the = box and=20 include all the pieces: word processors, accounting=20 applications, operating systems, e-mail and other = workgroup=20 apps. Competitors such as Best Software have great = products,=20 he says, but there are too many of them, and they are = hard to=20 integrate.=20

It should be noted that Best Software happens to be = a=20 Microsoft ISV partner, one of many that are now = competing=20 directly against Microsoft in the = business-applications=20 marketplace. It's a constituency that hasn't been as = pleased=20 with Microsoft as other partner groups this year.=20

In July, Best Software president and CEO Ron Verni = told=20 VARBusiness that Microsoft had sworn to him several = years back=20 that it would not enter the business-applications = market, only=20 to turn around and do exactly that. But Verni says = Best=20 Software isn't dejected; he says he can deal with the=20 formidable rival--as long as Redmond plays fair.=20

"We prefer they not be in our space, obviously, but = we also=20 believe anybody should be able to compete," Verni = says. "Where=20 we draw the line is if they start using their = operating system=20 and database monopolies for any unfair competition."=20

Blum's advice to ISV partners trapped in this = channel=20 conflict? If you can't beat 'em, join 'em.=20

"Hey, there are not many ISVs that can put out a = great=20 accounting package [like Microsoft] and, frankly, I = think a=20 lot of the stuff that is out there now should be = driven from=20 the marketplace," he says. Instead of trying to = outsell=20 Microsoft, Blum says ISVs should focus on building = custom=20 software that sits on top of Microsoft's core business = applications and extends its functionality with = vertical=20 capabilities.=20

Benefits of Training
If there's universal = praise=20 for any of Microsoft's partner moves this year, it = would be in=20 the area of training. Of the millions of dollars = earmarked for=20 programs and staff, training is high among the = company's=20 priorities, according to Margo Day, vice president of = the U.S.=20 partner group at Microsoft. Education runs the gamut = from=20 highly technical in-person sessions to Web-based, = e-learning=20 programs, and tends to be focused around the rollout = of new=20 products, including Small Business Server 2003, Visual = Studio.Net 2003 and Office System 2003.=20

"At a deep level last year, we trained 43,000 = partners at=20 three- and five-day boot camps on various = technologies," Day=20 says. "And we wanted to know the value of that = experience, so=20 we asked [partners], and we got high scores."=20

Day says the current uptake around Windows Server = 2003 has=20 a lot to do with how well-prepared partners were to = both sell=20 and implement it. The company also trained 160,000 = partners on=20 its licensing programs, such as Software Assurance, = over the=20 past year, and implemented a program called "Ready, = Set, Go,"=20 where partners earn points for prizes based on the = training=20 they complete.=20

Microsoft also has stepped up its partner outreach, = proactively inviting partners to educational sessions = of all=20 flavors: in-person or Web. In contrast, says Trinity=20 Consulting's LaVenture, few other vendors pick up the = phone to=20 call him about anything. "I have never received a call = from a=20 [Hewlett-Packard] rep in any capacity, despite being a = Gold=20 partner," he says. "And I have gotten maybe one phone = call=20 from IBM. They aren't interested in me."=20

So it seems that Microsoft has found the love. Can = it keep=20 it? Most agree that it can if the team stays the = course and=20 remains true to the new tenet of touch. Bumps along = the way=20 include finding the most effective way to get partners = selling=20 Software Assurance and determining how best to execute = on the=20 new maintenance-heavy licensing model, IDC's McHale = says.=20 "It's like making the move from hunters to nurturers = for some=20 partners; the channel rules will have to evolve to = find the=20 most effective way to go to market," he says.=20

Watson says Microsoft is up to the challenge. One = constant=20 in her group is channel research and development, with = Microsoft surveying the best sales opportunities and = business=20 models--and synching that up with partners.=20

"We talk to our partners, who deeply understand = where the=20 money is being made across different models," she = says. "We=20 say to them, 'Here are our ideas, now give us what you = think.'"=20

Judging by the ARC results, partners are happy to = be heard.=20

Copyright=20 2001 CMP Media=20 LLC. =

Copyright 2004 CMP Media = LLC. All=20 rights reserved. Do not duplicate or redistribute in any=20 form.
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