But my time at Superware has come to an unexpected end.

A huge thanks to all the guests who joined me for the lessons they shared: Mohamed Mostafa, Joel Lindstrom, Ben Vollmer, Areti Iles, Bob Bell, Edit Kapcari, Kathrine Hogseth, Chris McNulty, Nancie Calder, Lucy Bourne and Ole Gjerde.

👋 LET'S CONNECT

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Ole shared lessons from years of building, merging, and separating MSPs, and why focus and clear division of teams are crucial for success.

We discussed when it’s smart to outsource your own internal technology support for any Microsoft partner, and if you’re going to launch an application support practice or MSP business, how to structure pricing for real client value, and why it’s more important than ever to prioritise transparency and partnership.

KEY LESSONS

1. Focus is everything: Ole stressed the importance of keeping business lines like managed IT services and business app development truly separate—unless you’re large enough to support dedicated teams and leadership. Otherwise, you risk operational headaches and stunted growth.
2. Onboarding customers (and their baggage) is tough: Inheriting support for systems built by someone else is inherently challenging. A strong onboarding process is a must to manage the friction and uncover those “skeletons in the closet”.
3. Designing win-win support models matters: There’s no universal delivery or pricing model. Empower your customers with options, but be wary of making your operations too complex in the process. Striking the right balance can help foster healthier, longer-term partnerships.

TIMESTAMPS

00:00 Security concerns of a fully remote business

00:29 Neil Benson introduces Practice Leading and today’s themes

02:32 Ole Gjerde’s journey from IT services through MSPs to business applications

04:18 Is it a bad idea to combine managed services and a business apps practice?

06:20 Deciding what should be covered by your MSP offering

09:56 Signals that it’s time to outsource your internal technology support

13:08 How to choose the right MSP partner for your organization

15:49 Security, compliance, and working in a remote or hostile environment

17:43 Aligning your MSP’s compliance to your client’s industry standards

20:17 Key considerations when adding managed services to a business apps practice

26:35 Pricing models and structuring value for managed application support

33:08 Balancing resource allocation between support, consulting, and product teams

36:07 Handling customer requests for 24/7 support with a smaller team

39:46 Final advice, summary, and episode wrap-up

RESOURCES

• TruNorth Dynamics website
• TruNorth Dynamics on LinkedIn
• Ole Gjerde on LinkedIn

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 Neil Benson on LinkedIn

🦋 Neil Benson on BlueSky

🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS

#13. Ole Gjerde, CEO of TruNorth Dynamics, Ole built a custom software business, before running a managed services business, before running a business applications business so he’s seen run the full gamut of business models.

Ole shared lessons from years of building, merging, and separating MSPs, and why focus and clear division of teams are crucial for success.

We discussed when it’s smart to outsource your own internal technology support for any Microsoft partner, and if you’re going to launch an application support practice or MSP business, how to structure pricing for real client value, and why it’s more important than ever to prioritise transparency and partnership.

KEY LESSONS

1. Focus is everything: Ole stressed the importance of keeping business lines like managed IT services and business app development truly separate—unless you’re large enough to support dedicated teams and leadership. Otherwise, you risk operational headaches and stunted growth.
2. Onboarding customers (and their baggage) is tough: Inheriting support for systems built by someone else is inherently challenging. A strong onboarding process is a must to manage the friction and uncover those “skeletons in the closet”.
3. Designing win-win support models matters: There’s no universal delivery or pricing model. Empower your customers with options, but be wary of making your operations too complex in the process. Striking the right balance can help foster healthier, longer-term partnerships.

• TruNorth Dynamics website
• TruNorth Dynamics on LinkedIn
• Ole Gjerde on LinkedIn

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 Neil Benson on LinkedIn

🦋 Neil Benson on BlueSky

🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS

Apply to join Practice Leading Lab

⭐ RATE AND REVIEW THE SHOW

Rate Practice Leading

Here’s what stood out from our process and why it made such a difference for us. After landing a major consulting win, we still hadn’t cracked product market fit for our industry apps. Instead of more generic goals and vision statements, we dove into Rumelt’s practical framework and it completely reset how we tackled strategy as a team.

KEY LESSONS

1. Diagnose, don’t guess. We spent time individually reflecting and then collectively diagnosing our core business challenge—rather than just listing random goals, we drilled down to the one issue holding us back.
2. A strategy is a hypothesis. We treated our strategy as an experiment instead of a guarantee. This mindset (so familiar to us coming from agile software backgrounds!) lets us iterate, learn, and adapt much faster.
3. Coherent actions aligned around guiding policy. Instead of a to-do list, we identified focused, coherent actions that all support our guiding policy—making it clear what to prioritize and what to (confidently) leave out.

TIMESTAMPS

00:00 Learn how Superware used Good Strategy/Bad Strategy to reset direction

00:25 Introduction to Practice Leading and Neil Benson

01:12 Kicking off a new financial year with strategic planning

02:00 Major consulting win versus lack of product market fit

02:51 Discovering Richard Rumelt’s Good Strategy/Bad Strategy framework

03:31 Defining bad strategy and pitfalls to avoid

04:21 Key elements of good strategy: Diagnosis, guiding policy, coherent actions

05:03 Tangible example of guiding policy: The local grocery store

06:00 Diagnosing Superwire’s biggest challenge using design thinking

06:57 Dot voting and achieving team alignment on strategy

07:50 Addressing industry focus concerns and building a strategic hypothesis

08:49 Aligning team around coherent actions and a six-month strategy horizon

09:28 Treating strategy as a living hypothesis, not a fixed plan

10:12 Inviting listeners to share their strategy approaches and engage with Practice Leading

RESOURCES

• Good Strategy/Bad Strategy: The Difference and Why It Matters, Richard Rumelt

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 Neil Benson on LinkedIn

🦋 Neil Benson on BlueSky

🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS

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⭐ RATE AND REVIEW THE SHOW

Rate Practice Leading

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

#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

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 Neil Benson on LinkedIn

🦋 Neil Benson on BlueSky

🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS

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⭐ RATE AND REVIEW THE SHOW

Rate Practice Leading

Nancie shares her hard-won insights about what it really takes to nurture innovation and continuous learning across a 3,000+ person global practice—especially in the fast-changing Microsoft ecosystem. Her emphasis on combining practical experience with scalable programs really hit home.

KEY LESSONS

1. Innovation is for everyone. True innovation goes beyond technology. Nancie instills an innovative mindset throughout her team by hiring for passion and curiosity - not just technical skills. Encouraging everyone to leverage AI and new Microsoft tools is at the heart of their success.
2. Continuous learning is non-negotiable: Avanade dedicates specific learning hours, gamified certification paths, and peer mentoring to ensure their team is always up to speed. A growth mindset isn’t just a buzzword - it’s a requirement for staying relevant.
3. Global knowledge sharing matters: With biweekly cross-regional meetings, dynamic communities of practice, and creative use of Copilot to gather project learnings, Nancie demonstrates the importance of collaboration and knowledge sharing for scaling leadership across borders.

TIMESTAMPS

00:00 Helping teams deliver AI assessments and using AI in practice

00:35 Introduction to Practice Leading and the focus on innovation at Avanade

02:42 Nancie Calder introduces herself and her journey in the Microsoft partner ecosystem

05:02 Scaling a global practice and building capability across regions

06:40 Defining innovation at a global systems integrator: product development and service improvement

08:26 Balancing billable work and professional development in consultancy

10:48 Instilling a culture of innovation and continuous learning at scale

13:17 Capturing and sharing project lessons learned across the organization

16:07 Incentivizing knowledge sharing and using AI to identify expertise internally

19:34 Formal innovation initiatives like hackathons, Innovation Days, and global knowledge sharing

21:11 Practice overlaps and navigating resource contention between business units

23:48 Supporting team members with different growth mindsets and learning from client attitudes toward innovation

29:36 Choosing which Microsoft innovations to invest in and building specialized practices

RESOURCES

• Nancie Calder on LinkedIn
• Avanade on LinkedIn
• Avanade website

RECOMMENDED EPISODES

#7 From Four to Forty: Building CRMK’s Team and Culture with CEO, Kathrine Hogseth

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 #10. Nancie Calder is a Senior Vice President and Global Consulting Practice Lead at Avanade, based in Toronto, Canada. From her start as a freelance consultant to leading a global team of 3,000 people, Nancie brings three decades of experience driving innovation at scale.

Nancie shares her hard-won insights about what it really takes to nurture innovation and continuous learning across a 3,000+ person global practice—especially in the fast-changing Microsoft ecosystem. Her emphasis on combining practical experience with scalable programs really hit home.

KEY LESSONS

1. Innovation is for everyone. True innovation goes beyond technology. Nancie instills an innovative mindset throughout her team by hiring for passion and curiosity - not just technical skills. Encouraging everyone to leverage AI and new Microsoft tools is at the heart of their success.
2. Continuous learning is non-negotiable: Avanade dedicates specific learning hours, gamified certification paths, and peer mentoring to ensure their team is always up to speed. A growth mindset isn’t just a buzzword - it’s a requirement for staying relevant.
3. Global knowledge sharing matters: With biweekly cross-regional meetings, dynamic communities of practice, and creative use of Copilot to gather project learnings, Nancie demonstrates the importance of collaboration and knowledge sharing for scaling leadership across borders.

TIMESTAMPS

00:00 Helping teams deliver AI assessments and using AI in practice

00:35 Introduction to Practice Leading and the focus on innovation at Avanade

02:42 Nancie Calder introduces herself and her journey in the Microsoft partner ecosystem

05:02 Scaling a global practice and building capability across regions

06:40 Defining innovation at a global systems integrator: product development and service improvement

08:26 Balancing billable work and professional development in consultancy

10:48 Instilling a culture of innovation and continuous learning at scale

13:17 Capturing and sharing project lessons learned across the organization

16:07 Incentivizing knowledge sharing and using AI to identify expertise internally

19:34 Formal innovation initiatives like hackathons, Innovation Days, and global knowledge sharing

21:11 Practice overlaps and navigating resource contention between business units

23:48 Supporting team members with different growth mindsets and learning from client attitudes toward innovation

29:36 Choosing which Microsoft innovations to invest in and building specialized practices

RESOURCES

• Nancie Calder on LinkedIn
• Avanade on LinkedIn
• Avanade website

RECOMMENDED EPISODES

#7 From Four to Forty: Building CRMK’s Team and Culture with CEO, Kathrine Hogseth

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 Neil Benson on LinkedIn

🦋 Neil Benson on BlueSky

🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS

Apply to join Practice Leading Lab

⭐ RATE AND REVIEW THE SHOW

Rate Practice Leading

You’ll hear the real-world results as I experiment with these ideas in my own business, Superware, and the challenges and successes we’ve faced along the way.

If you’re leading a Microsoft practice, this episode is a masterclass from trailblazers who know what it takes to succeed in the Microsoft ecosystem.



KEY LESSONS

1. Culture Over Hierarchy. Our journey began with Mohamed Mostafa from TechLabs London, who shared a secret interview question that's now a staple in my hiring process: “Tell me something not on your CV or LinkedIn.” It’s been a game-changer for uncovering cultural fit!

2. Managing Yourself First. Joel Lindstrom inspired me to prioritise managing myself first— and I share my biohacking experiments from tracking sleep to surviving cryotherapy chambers. I also experimented with team video updates (still a work in progress!) and debated the role of technical certifications for practice leaders. Where do you stand on keeping your certs up to date?

3. Pricing for Value. Ben Vollmer from RSM US drove home the importance of micro-verticals and flexible pricing. We’re testing new app and service models that reflect true customer value. Pro tip: Don’t be afraid to experiment with custom deals early on!

4. Empathetic Leadership Areti Iles of Telefonica Tech reminded us that clear communication, coaching, and meaningful feedback are at the heart of great leadership. It's pushing me to keep stretching those empathy muscles—even when it doesn’t come naturally.

5. The Power of a Talent Manager. Thanks to Bob Bell at ITK Consulting, I’m on the hunt for a talent manager to help formalise HR and talent acquisition at Superware. (If you know a good one, hit reply!)

6. Mentorship & Hackathons. Edit Kapcari at Orbis SE inspired me to rethink 1:1s and mentorship frequency. I may not be meeting every week just yet, but regular check-ins are now firmly on my radar. Plus, we’re exploring team hackathons—stay tuned!

7. Building a True Team Culture Katherine Hogseth at CRMK sets the bar high with weekly team breakfasts and a culture that dedicates 20% of company time to learning and development. We’re working towards one day per month for now, but the aspiration is there!

8. Microsoft Partnering Secrets Chris McNulty of Synozur brought clarity to the art (and challenge) of partnering with Microsoft. From leveraging customer innovation hubs to decoding dual recognition, we’re taking steps to sharpen our Microsoft alliance.

TIMESTAMPS

00:00 Welcome to Practice Leading and Neil’s mission

01:00 Why Neil started Practice Leading and what Superware does

01:49 Lessons from episode one: Culture over hierarchy and secret interview questions

03:45 The challenge of hiring for industry experience and onboarding new talent

04:24 Managing yourself first: Healthspan, conferences, and the power of routines

06:13 Should leaders keep technical certifications up to date?

08:52 Pricing strategies and focusing on micro-verticals

09:46 Leading with empathy: The importance of career conversations

11:35 Hiring a talent manager and building HR capabilities

12:25 Mentorship,...]]>#9. Welcome to Practice Leading, the podcast for ambitious and curious Microsoft partner leaders who are passionate about growth, innovation, and building high-performing teams—with no tolerance for BS. I’m your host, Neil Benson, and in this special retrospective episode, I’m sharing the biggest lessons learned from the show’s first eight guests. We’ll revisit insights on creating a culture-over-hierarchy, hiring for industry expertise, empowering teams, pricing strategies, empathetic leadership, mentorship, and building a sustainable team culture.

You’ll hear the real-world results as I experiment with these ideas in my own business, Superware, and the challenges and successes we’ve faced along the way.

If you’re leading a Microsoft practice, this episode is a masterclass from trailblazers who know what it takes to succeed in the Microsoft ecosystem.



KEY LESSONS

1. Culture Over Hierarchy. Our journey began with Mohamed Mostafa from TechLabs London, who shared a secret interview question that's now a staple in my hiring process: “Tell me something not on your CV or LinkedIn.” It’s been a game-changer for uncovering cultural fit!

2. Managing Yourself First. Joel Lindstrom inspired me to prioritise managing myself first— and I share my biohacking experiments from tracking sleep to surviving cryotherapy chambers. I also experimented with team video updates (still a work in progress!) and debated the role of technical certifications for practice leaders. Where do you stand on keeping your certs up to date?

3. Pricing for Value. Ben Vollmer from RSM US drove home the importance of micro-verticals and flexible pricing. We’re testing new app and service models that reflect true customer value. Pro tip: Don’t be afraid to experiment with custom deals early on!

4. Empathetic Leadership Areti Iles of Telefonica Tech reminded us that clear communication, coaching, and meaningful feedback are at the heart of great leadership. It's pushing me to keep stretching those empathy muscles—even when it doesn’t come naturally.

5. The Power of a Talent Manager. Thanks to Bob Bell at ITK Consulting, I’m on the hunt for a talent manager to help formalise HR and talent acquisition at Superware. (If you know a good one, hit reply!)

6. Mentorship & Hackathons. Edit Kapcari at Orbis SE inspired me to rethink 1:1s and mentorship frequency. I may not be meeting every week just yet, but regular check-ins are now firmly on my radar. Plus, we’re exploring team hackathons—stay tuned!

7. Building a True Team Culture Katherine Hogseth at CRMK sets the bar high with weekly team breakfasts and a culture that dedicates 20% of company time to learning and development. We’re working towards one day per month for now, but the aspiration is there!

8. Microsoft Partnering Secrets Chris McNulty of Synozur brought clarity to the art (and challenge) of partnering with Microsoft. From leveraging customer innovation hubs to decoding dual recognition, we’re taking steps to sharpen our Microsoft alliance.

TIMESTAMPS

00:00 Welcome to Practice Leading and Neil’s mission

01:00 Why Neil started Practice Leading and what Superware does

01:49 Lessons from episode one: Culture over hierarchy and secret interview questions

03:45 The challenge of hiring for industry experience and onboarding new talent

04:24 Managing yourself first: Healthspan, conferences, and the power of routines

06:13 Should leaders keep technical certifications up to date?

08:52 Pricing strategies and focusing on micro-verticals

09:46 Leading with empathy: The importance of career conversations

11:35 Hiring a talent manager and building HR capabilities

12:25 Mentorship, one-on-ones, and hackathon ideas

14:16 Building a team culture and investing in learning and development

15:29 Partnering with Microsoft: Challenges and new opportunities

RECOMMENDED EPISODES

#1 Culture Over Hierarchy: TechLabs London's Unique Recruitment and Retention Strategies with Mohamed Mostafa

#2 What's your "Why?" for becoming a leader? with Joel Lindstrom

#3 The future of pricing models in the Microsoft partner ecosystem with Ben Vollmer

#4 Building Diverse and Empathetic Leadership with Areti Iles

#5 Talent Acquisition in a Boutique Consultancy with Bob Bell, ITK Consulting

#6 Mentorship and Hackathons for Professional Development with Edit Kapcari

#7 From Four to Forty: Building CRMK’s Team and Culture with CEO, Kathrine Hogseth

#8 Insider Secrets to Succeeding as a Microsoft Partner with Chris McNulty

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 Neil Benson on LinkedIn

🦋 Neil Benson on BlueSky

🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS

Apply to join Practice Leading Lab

⭐ RATE AND REVIEW THE SHOW

Rate Practice Leading

KEY LESSONS

1. Understand the Microsoft field. Navigating Microsoft requires you to “study up in your abbreviations” and truly understand the distinct roles (ATU, STU, PDMs, etc.) within the Microsoft sales organisation. There’s no easy button—successful partners learn where to plug in and how to make life easier for sellers.
2. Build credibility through track record. Sellers are motivated by what’s on their scorecard—not by the promise of flashy add-ons. Building trust takes a proven track record, compelling customer references, and an understanding of what Microsoft sellers care about most.
3. Find white space to complement Microsoft. Don’t try to compete head-to-head. Look for industry or vertical solutions that Microsoft won’t cover directly. Fill those gaps (the “white space”), remain Microsoft-friendly, and stay nimble—being a strong complement gets you invited in.

TIMESTAMPS

00:00 Sometimes ignoring Microsoft is the right approach

00:33 Neil Benson introduces Practice Leading and today's guest, Chris McNulty

01:38 Chris McNulty's background at Microsoft, Dell, and Quest Software

04:13 Are you coaching Microsoft partners or mostly end customers?

05:29 Understanding the Microsoft field, acronyms, and partner programs

08:13 Navigating Microsoft's structure in Australia and missing opportunities

10:03 How Microsoft sellers are motivated and why partners should care

12:43 The changing value of Microsoft partner certifications

14:11 Balancing Microsoft alignment with independent product marketing

17:31 Deciding how Microsoft-centric your marketing should be

18:03 Using Microsoft Innovation Hubs to build relationships

21:00 Being proactive in bringing Microsoft into niche sectors

27:43 Risks and opportunities of filling product "white space" as an ISV

RESOURCES

• Chris McNulty on LinkedIn
• Chris' The Intrazone podcast
• Synozur Alliance website
• Synozur Alliance on LinkedIn
• Synozur's Polaris podcast
• M365 Community Conference in Las Vegas, 6 to 8 May 2025
• TechCon365 in Seattle, 23 to 27 June

RECOMMENDED EPISODES

#3. The future of partner pricing models with Ben Vollmer

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 #8. Chris McNulty heads Strategic Markets at Synozur. For almost ten years, he was Senior Director of Product Marketing for Microsoft 365 at Microsoft. Chris’s prior experience as CTO includes companies such as Dell and Quest Software. He is the co-host of The Intrazone and host of the Polaris podcasts.

KEY LESSONS

1. Understand the Microsoft field. Navigating Microsoft requires you to “study up in your abbreviations” and truly understand the distinct roles (ATU, STU, PDMs, etc.) within the Microsoft sales organisation. There’s no easy button—successful partners learn where to plug in and how to make life easier for sellers.
2. Build credibility through track record. Sellers are motivated by what’s on their scorecard—not by the promise of flashy add-ons. Building trust takes a proven track record, compelling customer references, and an understanding of what Microsoft sellers care about most.
3. Find white space to complement Microsoft. Don’t try to compete head-to-head. Look for industry or vertical solutions that Microsoft won’t cover directly. Fill those gaps (the “white space”), remain Microsoft-friendly, and stay nimble—being a strong complement gets you invited in.

• Chris McNulty on LinkedIn
• Chris' The Intrazone podcast
• Synozur Alliance website
• Synozur Alliance on LinkedIn
• Synozur's Polaris podcast
• M365 Community Conference in Las Vegas, 6 to 8 May 2025
• TechCon365 in Seattle, 23 to 27 June

RECOMMENDED EPISODES

#3. The future of partner pricing models with Ben Vollmer

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

🟥 Subscribe on YouTube

🟦 Follow on LinkedIn

🟦 Neil Benson on LinkedIn

🦋 Neil Benson on BlueSky

🧪 PRACTICE LEADING LAB FOR EMERGING LEADERS

Apply to join Practice Leading Lab

⭐ RATE AND REVIEW THE SHOW

Rate Practice Leading

KEY LESSONS

1. Building teams through values & genuine connection. Kathrine shares why “competence, honesty, and win-win” aren’t just words on a wall, but the living foundation of CRMK’s culture. She reveals how every new hire goes through a values analysis—and how the team revisits those values every two years to ensure they still reflect who they are.
2. Weekly company days for learning & belonging. Forget monthly check-ins—CRMK brings their people together every single Friday. Over breakfast, the team shares customer wins, lessons learned and actively fosters their culture. Kathrine credits this consistent connection as crucial to consultant growth and team happiness.
3. Leading with empathy & flexibility. Kathrine discusses the importance of supporting team members through different life seasons, providing space when needed, and leading transparently as a leader—showing up authentically, even when life gets tough.

TIMESTAMPS

00:00 People are people: Understanding individual growth and challenges in consulting

00:33 Introduction to Practice Leading and guest Kathrine Hogseth

01:34 Kathrine’s background and CRMK’s journey

02:48 What it’s like to lead a business for over ten years

05:09 The role and setup of an advisory board in a Microsoft partner business

06:45 Working with a spouse in business leadership

08:49 Letting people grow and challenges in supporting team development

13:06 Company and personal values: How they shape CRM-Konsulterna

14:53 Weekly company meetings and fostering a learning culture

17:05 Remote work, flexibility, and bringing teams together in the office

19:56 International expansion: Opening offices in Germany and southern Sweden

23:40 Specialization, industry focus, and identifying win-win client relationships

29:11 Meeting rhythms, one-on-ones, and team dynamics at CRM-Konsulterna

31:43 The benefit and challenge of having multiple MVPs in a small business

RESOURCES

• Kathrine Hogseth on LinkedIn
• CRMK on LinkedIn
• CRMK website

RECOMMENDED EPISODES

• #4 Building Diverse and Empathetic Leadership with Areti Iles

👋 LET'S CONNECT

🌐 Subscribe to Practice Leading newsletter for key lesson takeaways and special event invitations

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🟦 Neil Benson on...]]>#7. Kathrine Hogseth is the CEO of CRM-Konsulterna (CRMK), a Swedish Microsoft partner business that she has led for 10 years. Kathrine has a master’s in electrical engineer and held several roles in telecommunications before achieving her MBA and then venturing into the technology industry. Today, CRM-K is one of the most highly regarded business applications partners in Sweden with a team of 40 people that has recently expanded into Germany.

KEY LESSONS

1. Building teams through values & genuine connection. Kathrine shares why “competence, honesty, and win-win” aren’t just words on a wall, but the living foundation of CRMK’s culture. She reveals how every new hire goes through a values analysis—and how the team revisits those values every two years to ensure they still reflect who they are.
2. Weekly company days for learning & belonging. Forget monthly check-ins—CRMK brings their people together every single Friday. Over breakfast, the team shares customer wins, lessons learned and actively fosters their culture. Kathrine credits this consistent connection as crucial to consultant growth and team happiness.
3. Leading with empathy & flexibility. Kathrine discusses the importance of supporting team members through different life seasons, providing space when needed, and leading transparently as a leader—showing up authentically, even when life gets tough.