Ep 40 | The Hidden Growth Engine: Why Partnerships, Not Marketing, Drive Real Pipeline (opens in new tab)

How do we build a predictable pipeline, without endlessly increasing marketing spend? It’s a question that surfaces in nearly every conversation with Microsoft partners today. Many organizations have strong technical capabilities, aligned offerings across Azure, data, and AI, and even a solid understanding of Microsoft’s priorities. Yet despite all of that, the pipeline remains inconsistent. One quarter feels strong, the next uncertain. So the natural response is to invest more in marketing, ...