Microsoft channel executives have their hands full trying to craft the company’s partner program to cater to a broad spectrum of constituents, from small ISVs to name-brand OEMs.
It’s no small feat, given the sheer volume of partners in the Redmond, Wash., software giant’s system: 122,000 in the U.S. and 394,000 worldwide. This year, the company’s channel executives have worked to improve partner-level communications and provide more targeted investments and resources. At its July partner conference, Microsoft plans to unveil a number of initiatives aimed at helping its partners run their businesses better. One of the goals is to make sure to identify their different partner types and develop programs that make sense to their specific business model.