All Roads Lead to Cloud The Microsoft Dynamics channel has entered the “One Commercial Partner” era and all roads in Microsoft’s map now seem to lead toward the cloud. This means Partners need to be able to sell and support cloud infrastructure, productivity and business applications to continue working with Microsoft. Of course, going cloud means shrinking margins and service revenue opportunities. So, as cloud technology continues to take over the entire IT landscape, Microsoft needs to obtain greater share of the customer IT spend in order be profitable, as do Microsoft Partners. Earning decent margins in the cloud market requires selling more subscriptions to the same customer and driving down internal costs while meeting ever-changing customer demand.
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