Nothing's More Attractive Than A Strong Value Proposition

A value proposition that exceeds those of the core cloud service providers, and for which customers are ready to pay a premium, will certainly go a long way toward wooing the software giant.

Many MSPs and ISVs need help in building out a value proposition that allows them to keep recurring revenue rates elevated. “I sell that too” is not enough, Paul said.

"They will give away their own margins or will drift away because there’s no commitment to adding something meaningful on top of Microsoft’s cloud," Paul said. "It’s beyond just attaching a brand and customers. There’s not enough in volume or margin for every partner unless they can offer a true value proposition."