May 05, 2025

Insider Secrets to Succeeding as a Microsoft Partner with Chris McNulty

39 minutes

#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 LESSONS

Understand 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.

TIMESTAMPS

00:00 Sometimes ignoring Microsoft is the right approach

00:33 Neil Benson introduces Practice Leading and today's guest, Chris McNulty

01:38 Chris McNulty's background at Microsoft, Dell, and Quest Software

04:13 Are you coaching Microsoft partners or mostly end customers?

05:29 Understanding the Microsoft field, acronyms, and partner programs

08:13 Navigating Microsoft's structure in Australia and missing opportunities

10:03 How Microsoft sellers are motivated and why partners should care

12:43 The changing value of Microsoft partner certifications

14:11 Balancing Microsoft alignment with independent product marketing

17:31 Deciding how Microsoft-centric your marketing should be

18:03 Using Microsoft Innovation Hubs to build relationships

21:00 Being proactive in bringing Microsoft into niche sectors

27:43 Risks and opportunities of filling product "white space" as an ISV

RESOURCES

Chris McNulty on LinkedIn
Chris' The Intrazone podcast
Synozur Alliance website
Synozur Alliance on LinkedIn
Synozur's Polaris podcast
M365 Community Conference in Las Vegas, 6 to 8 May 2025
TechCon365 in Seattle, 23 to 27 June

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By Neil Benson

May 05, 2025

Insider Secrets to Succeeding as a Microsoft Partner with Chris McNulty

39 minutes

KEY LESSONS

Understand 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.