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The P2P Amplifier

Aug 3, 2016 by Dan Langille

Microsoft has long advised its partners to “Specialize.  Focus on what you do best, and partner for the rest.”  Microsoft itself adheres to that motto, and it invests heavily in programs to facilitate collaboration amongst the members of its partner ecosystem.  Why, though, does Microsoft, with all the resources at its disposal, care so deeply about the success of partners such as Quadrotech and Insentra?

Satya Nadella answered that question in his keynote at last month’s Worldwide Partner Conference:  “You know, Microsoft has always been a partner-led company, and we’ll always be a partner-led company.”[vc_column width=”2/3″]A number of sentiments are implicit in that statement.  Partners give Microsoft the ability to reach every person and every organization on the globe so it can achieve its mission “to enable people and businesses throughout the world to realize their full potential.”  Partners drive innovation.  Partners are that ‘last mile’ connection between Microsoft and our mutual customers—the architects of our customers’ digital transformations, solving business problems with Microsoft technology and empowering people to be productive anywhere on any device.

That is a tall order.  Microsoft can’t do it alone, nor can any one partner be all things to all customers.  Through the power of the P2P amplifier effect, though, partners can do amazing things.[vc_column width=”1/3″]The International Association of Microsoft Channel Partners (IAMCP) exists to help create the P2P amplifier.  The IAMCP’s ‘about us’ page says “(we represent) Microsoft´s best partners around the globe. Since 1994, our organization has been a strong, collective voice for Partners to Microsoft and the IT community. We also provide the industry’s best way to develop partner to partner business opportunities and accelerate growth.”

Quadrotech is a proud IAMCP member for those very reasons, and at last month’s WPC we were thrilled and honored to be recognized as IAMCP’s Gold Winner for APAC Partner of the Year.  The truth of that distinction, however, is that we share it equally with our partner Insentra.  Together in close P2P collaboration, we and Insentra helped Microsoft in FY16 to win one of the largest Office 365 migration projects on the planet.  None of us could have won that deal alone, nor could the end customer have solved its business problem without each of our contributions, all delivered as an integrated solution.

Such is the power of the P2P amplifier.  Quadrotech + Insentra + Microsoft is a recipe for global success that Microsoft recognized in one of their recent blogs (, and now it has been recognized again by the IAMCP.