#8. Chris McNulty heads Strategic Markets at Synozur. For almost ten years, he was Senior Director of Product Marketing for Microsoft 365 at Microsoft. Chris’s prior experience as CTO includes companies such as Dell and Quest Software. He is the co-host of The Intrazone and host of the Polaris podcasts.KEY LESSONSUnderstand the Microsoft field. Navigating Microsoft requires you to “study up in your abbreviations” and truly understand the distinct roles (ATU, STU, PDMs, etc.) within the Microsoft sales organisation. There’s no easy button—successful partners learn where to plug in and how to make life easier for sellers. Build credibility through track record. Sellers are motivated by what’s on their scorecard—not by the promise of flashy add-ons. Building trust takes a proven track record, compelling customer references, and an understanding of what Microsoft sellers care about most.Find white space to complement Microsoft. Don’t try to compete head-to-head. Look for industry or vertical solutions that Microsoft won’t cover directly. Fill those gaps (the “white space”), remain Microsoft-friendly, and stay nimble—being a strong complement gets you invited in.TIMESTAMPS00:00 Sometimes ignoring Microsoft is the right approach00:33 Neil Benson introduces Practice Leading and today's guest, Chris McNulty01:38 Chris McNulty's background at Microsoft, Dell, and Quest Software04:13 Are you coaching Microsoft partners or mostly end customers?05:29 Understanding the Microsoft field, acronyms, and partner programs08:13 Navigating Microsoft's structure in Australia and missing opportunities10:03 How Microsoft sellers are motivated and why partners should care12:43 The changing value of Microsoft partner certifications14:11 Balancing Microsoft alignment with independent product marketing17:31 Deciding how Microsoft-centric your marketing should be18:03 Using Microsoft Innovation Hubs to build relationships21:00 Being proactive in bringing Microsoft into niche sectors27:43 Risks and opportunities of filling product "white space" as an ISVRESOURCESChris McNulty on LinkedInChris' The Intrazone podcastSynozur Alliance websiteSynozur Alliance on LinkedInSynozur's Polaris podcastM365 Community Conference in Las Vegas, 6 to 8 May 2025TechCon365 in Seattle, 23 to 27 JuneRECOMMENDED EPISODES#3. The future of partner pricing models with Ben Vollmer👋 LET'S CONNECT🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations🟥 Subscribe on YouTube🟦

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