Microsoft Overhauls Partner Collaboration System

The new "Channel Builder" tool, which some observers say is much-needed, goes hand-in-hand with Microsoft's recently reorganized partner program. Now, the company's partners are earning points to qualify as "Gold," "Certified

Microsoft Corp. made good this week on earlier promises to overhaul its online collaboration system for partners, a move some analysts and channel members say has been sorely needed for some time now.

The new Microsoft Partner Channel Builder online tool, which was released to Gold Certified partners during the first half of January, entered general availability on Monday.

"The tool makes it a lot easier to find listings of various types of partners, based on what youre looking for," said Jim Whitney, director of business alliances at ConfigureSoft Inc., one of the Gold partners that has helped Microsoft to develop the tool, starting with an early set of focus groups.

"Microsoft has spent a lot of time architecting and rearchitecting this tool, and its been a huge undertaking to get it right," Whitney said. "I think that its been improving greatly, and that its actually quite useful at this point."

"Theres been a fair amount of partner-to-partner communication going on anyway, but this [tool] provides a structured way for finding other partners on the Web," said Paul DeGroot, an analyst at Directions for Microsoft.

Microsofts new tool goes hand-in-hand with a channel reorganization effort that categorizes partners as Gold, Certified or Registered. Partners can earn points to qualify for these designations in any of 11 different disciplines.

/zimages/4/28571.gifClick here to read about Microsoft partners response to Visual Studio.

Through use of Microsofts new partner database—and its collaborative front end—partners can search for each other by a number of different criteria, including name, geography or solution.

An SI (systems integrator), approached by a prospective customer for a highly specific sort of Web site, might look for partners in areas including networking, databases and Web site design, DeGroot said.

"Now, the SI wont need to turn down the job immediately if he doesnt have all the needed skills available, or he doesnt know who to call," he said. "He can tell the customer, Ill get back to you on that."

Searches wont be limited to technology partners, either, DeGroot said. A small ISV with a promising solution for the banking industry might hunt for marketing partners that can help put it in front of big financial customers.

The tools front end is also designed to make it easier for partners to read about each others practices and respond to project requests.

The new offering helps place Microsofts partner program light years ahead of where it used to be, some observers say.

"What Microsoft used to have up there [on the Web] was really pretty ugly," according to Scott Braden, who worked for several Microsoft partners before launching an independent consultancy dubbed "The Licensing Geek."

Microsofts previous online partner listings were harder to search, and were targeted more at customers than at other partners, according to DeGroot.

"Also, [the listings] were voluntary," the analyst added. In the past, Microsoft provided no mechanism for corroborating partners claims. "Anybody could say they were an SQL Server data specialist, [or] a security specialist, even if they werent."

/zimages/4/28571.gifTo read about Oracles focus on channel repair, click here.

Although all Microsoft partners can use the new tool, Microsoft is only posting information about Gold and Certified partners, according to a Microsoft spokesperson.

Is this policy unfair? Some channel members dont tend to think so. "If I were a Microsoft partner making an inquiry, Id rather get connected to someone who had qualified as either Gold or Certified," Braden said.

"I think Microsoft is making things more manageable by confining [the companies listed] to fewer partners," echoed ConfigureSofts Whitney.

But Microsofts new tool does face some challenges ahead. "Its still a bit of a test for Microsoft, because theres no guaranteeing that partners are actually going to use this tool," DeGroot said.

"[The tool] isnt perfect yet. Its only in its first release. But well continue working [with Microsoft] on it to help make it even better," Whitney said.

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