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#11. Lucy Bourne is the cofounder and director of Oaka Studio in the UK. Oaka Studio, which just celebrated its second birthday, helps Microsoft partners level up their Microsoft alliance in their marketing, sales, their Microsoft alliance and in the operation of their Microsoft practice.
Lucy is a former partner development manager from Microsoft, and she dives deep into what it takes to thrive in your alliance with Microsoft. As you’ll hear in this episode, this is an area where I’m still struggling: wrestling with Partner Center, figuring out whether a solution designation is worthwhile or missing out on recognition in deals where we weren’t the invoicing CSP.
Lucy cuts through all that and helps us focus on what matters most in our Microsoft alliance and the steps we need to take to succeed.
KEY LESSONS
🔑 1. Alliance management needs two distinct skill sets. Don’t expect a single person to handle both the operational, programmatic tasks in Partner Center and the relationship-building with Microsoft sellers. Lucy recommends splitting these responsibilities: methodical, detail-oriented team members for the admin side, and storytellers/networkers for the relationship side.
🔑 2. Focus, focus, focus. To get noticed by Microsoft and the market, don’t try to be everything to everyone. Specialise—pick an industry or two, and build a crystal-clear narrative for your expertise. You can still deliver broadly, but your outward marketing should be laser-focused for maximum impact.
🔑 3. Recognition for implementation partners. Business apps partners can now claim recognition for workloads they’ve implemented—even if they weren’t the ones transacting the licenses. This “dual partner recognition” can accelerate your journey toward solution designation and unlock more opportunities and funding from Microsoft.
TIMESTAMPS
00:00 Lucy Bourne explains the value of vendor focus for large partners
00:40 Neil Benson opens the episode and introduces Lucy Bourne and Oka Studio
03:18 Lucy shares her career background and Oka Studio’s mission
05:24 Discussion of partner types Oka works with and the evolving Microsoft partner landscape
06:11 Is it harder now to become a successful Microsoft partner?
08:16 Do partners need a dedicated alliance manager? Where do you find one?
09:36 The two key roles in alliance management—operational and relational
12:54 The most important thing successful partners do: focus, focus, focus
14:17 How to balance specialization in marketing with versatility in delivery
16:08 Common mistakes partners make—neglecting alliance program management
17:30 Can partners succeed with multiple vendor relationships?
22:07 Discrete investments partners can make—case studies, awards, and social proof
28:21 Microsoft’s new dual partner recognition and what it means for partners
RESOURCES
- Lucy Bourne on LinkedIn
- Oaka Studio on LinkedIn
- Dual revenue recognition for Microsoft business applications partners (Oaka Studio webinar recording)
- Dual recognition for Microsoft business applications partners (Microsoft blog)
RECOMMENDED EPISODES
#8 Insider Secrets to Succeeding as a Microsoft Partner with Chris McNulty
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