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Microsoft's Huddleston On Removing 'Artificial Friction' With Partners, The Future Of Software Licenses, And Why AWS Can't Learn A Partner-First Culture

The corporate vice president of Microsoft's One Commercial Partner organization speaks about the new sweeping changes in how the company goes to market with partners.

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How does the announcement of the channel manager position tie into this?

Those solution areas are set up to connect directly with the channel managers. Their job is to get the partners connected right in to all these different projects -- all the different solutions -- that customers are working with us on, or are interested in accomplishing. So what we've done is, we've tried to optimize how we're ensuring that we get customers the right resources they need, and then make sure we do the best job to get the partners connected to all of those. That channel manager role is very new -- we didn't have an army of people, historically, whose only job was finding a partner in the ecosystem. Because these channel managers are in a big global community, and we have a set of tools that give them prescriptive guidance by industry or by solution area -- because they're backed up by that global knowledge of what works -- they can pull in the right partner at the right time, for the right customer. So that's where the magic happens. So now, whatever partners make -- whatever they build, whatever IP -- they have one team to go to, to connect to all this stuff. Where historically, they'd have to find their own way.

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