… And Boost Client Consumption

The majority of businesses that purchase Office 365 haven't implemented all its features, such as Skype for Business, SADA's Cutler said. Microsoft wants solution provider partners such as SADA to sell its products or take over existing licenses because they know that when a partner is involved, active usage goes up, he said.

"[Microsoft] can't go out and reach customers with the same effect we have," Cutler said.

Intelisys' Pryfogle compared businesses purchasing Microsoft retail to a car manufacturer selling millions of cars that never leave the garage "Long term, that’s not sustainable," he said of businesses not taking full advantage of Office 365's features on their own. 

Rapidscale's Szotkowski said that today, 92 percent of Microsoft's business comes from VARs.

"Love them or hate them, Microsoft is disruptive, and they are looking for [partners like] us to drive things like consumption and adoption," Szotkowski said.