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Vince Menzione - Technology Industry Sales and Partner Executive
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314 – The Brutal Truth: Why Most MSPs Leave Microsoft Money on the Table
Stop Begging Microsoft for Leads: The Proven Playbook Top MSPs Actually Use Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this insightful episode, Vince Menzione sits down with Chuck Kiessling of Partner Development Group (PDG), Tahmid Ahmed of Lenovo, and Paul Freeman of Pulse One to decode the complexities of the Microsoft partner ecosystem. The panel explores the transition of traditional MSPs into technology integration companies, the importance of operationalizing your Microsoft practice across all internal departments, and the critical need to adapt to generative AI. They also unpack the strategic collaboration between hardware giants, partner development experts, and integration companies to unlock co-sell referrals, optimize licensing, and leverage the Microsoft Marketplace for scalable mid-market growth. https://youtu.be/MHqENEk64S4 Key Takeaways MSPs should evolve into technology integration companies to stay relevant in the changing ecosystem. Success in the Microsoft channel relies on strategic behavior and engaging around the sale, not just asking for direct leads. A Microsoft practice should not be siloed but integrated across marketing, finance, and operations. Partners must focus on solving specific customer problems, such as providing automation and security, rather than just selling technology for its own sake. Optimizing enterprise licensing and moving customers to CSP can create stickiness and immediate ROI. Engaging with end users like HR and marketing provides better feedback on tools like Copilot than stopping at the IT manager level. Chapters 00:00 Intro 00:50 Meet the panel: PDG, Lenovo, and Pulse One 03:12 From MSP to technology integration company 04:39 Stop asking Microsoft for leads 07:32 The old days of the Microsoft channel 09:05 How PDG, Lenovo, and Pulse One work together 12:32 The PDG playbook: structured, not scripted 15:46 Orchestrating the partnership 17:21 Partner Center is a beast: the value left on the table 19:27 Outcomes and Microsoft Marketplace strategy 21:49 Advice for MSPs 25:05 Customers buy from people they trust If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership, this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience, where transformation begins. Tags Microsoft partner, Microsoft channel, MSP, Microsoft CSP, co-sell referral, Microsoft Marketplace, Microsoft Partner Center, solution designations, generative AI, Copilot, Lenovo, Partner Development Group, Pulse One, technology integration company, EA to CSP, mid-market, hyperscalers, Ultimate Partner Podcast, Vince Menzione Transcript Chuck Kiessling, Tahmid Ahmed, and Paul Freeman on the Ultimate Partner Podcast [00:00:00] Paul Freeman: You know, when, uh, generative AI came out a couple years ago, we kind of saw the writing on the wall like, this is the direction we have to get ready for. [00:00:08] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us, the way hyperscalers are partnering, how AI is remaking the channel and what it means to win in 2026. [00:00:19] Vince Menzione: Welcome to the Ultimate Partner Podcast. I’m Vince Menzione, your host. And each week I sit down with leaders at the intersection of technology, partnerships and outcomes. The voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. [00:00:42] Vince Menzione: It is the strategy, because being in the room changes everything. Let’s start. [00:00:50] Vince Menzione: So we actually have, I’m gonna invite them up here and have ’em introduce themselves. We went from two to three, so there’s gonna be four of us up on stage. Uh, this is gonna be a great conversation on how to get more practical about driving your success on partnership strategy. And so Chuck and team, come on up and then we’ll have you introduce yourselves. [00:01:10] Vince Menzione: Chuck, great to have you. [00:01:11] Chuck Kiessling: Thank you. [00:01:12] Vince Menzione: Partner Development Group. We have Lenovo, Pulse One. Thank you. Good to see you. Awesome. And we’re gonna, we’re gonna start and I’m gonna have everybody introduce yourself, your role and, and, uh, and your company. So, awesome. [00:01:24] Chuck Kiessling: Alright. I guess I’ll jump in. Uh, so I’m Chuck Kiessling, uh, CEO and Founder of Partner Development Group. [00:01:32] Chuck Kiessling: Uh, short version is, I’ve been in the Microsoft ecosystem in some way, shape, or form for the past 25 years. Uh, I am a former Microsoft employee. Like, like some of the other players that are around here today. Yeah. Couple of us. Right. And, and, uh, you know, what really brought me to build PDG was ultimately while I was at Microsoft, I found myself spending a lot of time helping partners help me. [00:01:56] Chuck Kiessling: By helping them. And so I realized there was a bit of a gap in that space. And then over about 15 years, um, I built our operational framework that, uh, allows us to be structured but not scripted. And, um, our goal is really to enhance Microsoft partners in really any way, shape, or form that they need to. So, perfect. [00:02:18] Tahmid Ahmed: Uh, my name’s Tahmid. I’m from Lenovo. My responsibility at Lenovo is managing our Microsoft partners around the globe. Um, we’ve kind of come into the CSP world with Microsoft over the last five years. Um, started off in APAC, in EMEA, and now we’re really looking at, you know, helping our partners and all of our partners from our distributors in that Microsoft space, really seeing how we can accelerate their journeys. [00:02:45] Paul Freeman: Great. Uh, I love being the surprise guest. So, hi, I’m Paul Freeman. I’m, uh, Chief Marketing Officer for, uh, an integration company called Pulse One. Uh, we’re based outta California. Uh, I would’ve described us a couple years ago as an MSP, but I think with all the changes that are happening, I would describe us now more as a technology integration company. [00:03:06] Paul Freeman: So, uh, I’m really happy to be up here, uh, able to hang out with you guys. [00:03:09] Vince Menzione: I like the new term, technology integration company. [00:03:12] Paul Freeman: Ooh, thank you. [00:03:12] Vince Menzione: And I think what’s really kind of, from a grounding perspective for this conversation too, because when people hear Lenovo, uh, I automatically go to hardware. [00:03:23] Tahmid Ahmed: I think it’s really important, right? We are a hardware company. I think most people have used the laptop with the little red dot in the middle. You know, there’s loads of memes flying around saying if you get given one of these devices, you’re gonna work for the rest of your life. Um, we do do the infrastructure, but. [00:03:39] Tahmid Ahmed: Probably you’ve seen recently, we’ve, you know, we’re in the FIFA World Cup, we’re in Formula One. We are really starting to change that shift with hybrid cloud and AI. Um, and our Microsoft partnership is much broader than just Windows Server and, you know, a platform. We want to help our customers really. [00:03:58] Tahmid Ahmed: Find solutions, not just with AI, but with all forms of technology. The goal is how can we help that customer with our partners, really find technology that fits around their business? You know, I’ve had lots of conversations this week around AI. How does AI actually fit into a business, not just buying technology for the sake of buying it, but lots of CTOs that you speak to. [00:04:20] Tahmid Ahmed: They want an ROI, and I really like what Vince went through yesterday about having five or six partners to actually work through. We’re a very channel-focused company, so we’re never gonna go to a customer directly and start spinning up solutions, and that’s where Pulse One and PDG come in. So we can really create that environment. [00:04:39] Vince Menzione: Yeah. Chuck, you’ve been around the Microsoft ecosystem, as I have, for a number of years. Um, it’s complex, right? What, um, so we miss a lot, but partners often miss, what do they often miss working with Microsoft and the Microsoft ecosystem? What do you see? [00:04:53] Chuck Kiessling: Yeah, I think a majority of the partners that we work with, um, and I’ll say like probably one of the first things that we hear is how do we get referrals and leads from Microsoft? [00:05:02] Chuck Kiessling: Right? Exactly. And, and the reality is, it’s about behavior, right? So this is one of those key items that gets missed. A lot of times, you know, historically, if you’ve been a Microsoft partner more than three to five years, it, it used to be more about, let me get certified, I’m gonna get my gold or silver competency. [00:05:18] Chuck Kiessling: But Microsoft spent a lot of time, um, trying to make sure that they could really determine who were true partners and who were just strictly vendors. So, um, that’s where the solution designations came in. So that is algorithm driven, it’s behavior driven. It’s, it’s about focusing on things like, um, everything that is around the sale. [00:05:39] Chuck Kiessling: Right. Because I think everybody in this room that, that is, um, ISV, SI, MSP, they know how to sell what they do. It’s about engaging Microsoft the right way. So it’s everything around that sale, right? Submitting the co-sell referral, making sure that you’re attaching the services, making sure that you’re utilizing the marketplace, reaching out to Microsoft and making sure that you are easy to present in essentially one, one line. [00:06:03] Chuck Kie
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