December 2, 2025 • 35 mins
In this engaging episode of IAMCP Profiles in Partnership, hosts Anthony Carrano and Rudy Rodriguez reconnect with Patricia Maia, Director at Arquiconsult and EMEA finalist for the P2P Solution Partner Awards. Patricia shares her expert perspective on forging successful international partnerships, particularly within the Microsoft Dynamics ecosystem. She highlights the critical role of trust and honesty, the impact of cultural differences on collaboration, and the transformative power of AI in business processes. Patricia’s stories illustrate real-world challenges and solutions for working across borders, building resilient partnerships, and balancing technical expertise with people skills. Her commitment to community involvement rounds out an episode packed with practical advice and inspiring lessons for business professionals and Microsoft partners.
Guest:
Personal LinkedIn: Patricia Maia | LinkedIn
Company Website: Arquiconsult | Website
Company LinkedIn: Arquiconsult | LinkedIn
Host:
Anthony Carrano LinkedIn, Managing Partner at Dunamis Marketing
Rudy Rodriguez LinkedIn, Managing Partner at Dunamis Marketing
Podcast Website: IAMCP Podcast
Key Discussion Points:
• Strategies for building and sustaining international partnerships in the Microsoft ecosystem
• How trust, patience, and honesty drive successful collaborations
• Leveraging AI to enhance business efficiency and decision-making
• Adaptability and resilience in the face of cultural differences and challenges
• Client success stories across France, Lithuania, Germany, and beyond
• Balancing technical capabilities with interpersonal skills in partner relationships
• Frameworks for evaluating potential partners and defining partnership goals
• Community engagement and the importance of social responsibility
Notable Quotes:
• "We are in the business of people." – Patricia Maia
• "Trust is built based on honesty." – Patricia Maia
• "Partnership is a win-win situation." – Patricia Maia
• "Sometimes it starts with small things and in a year or two, we become… or a challenge comes or a new customer comes that we suddenly have that big opportunity." – Patricia Maia
• "AI is here already. It accelerates our work and brings new opportunities, but you still have to think for yourself." – Patricia Maia
• "One of the things we learn is that sometimes the countries that are smaller, like Portugal, really have to adapt to others to grow." – Patricia Maia
• "Do not point fingers, do not start blaming each other. See how you can help each other to best serve the customer." – Patricia Maia
Chapters
00:00 Introduction to Patricia Maia and the episode’s focus on partnership strategies
02:10 Partnerships and client success stories – centralizing international support
07:24 Navigating challenges in partnerships: trust, transparency, and resilience
10:29 The impact of AI on business processes and partner collaboration
13:15 Cultural insights from working across France, Lithuania, Denmark, and Spain
22:01 Balancing technical expertise and people skills in partnerships
29:15 Principles for successful partnerships: honesty, patience, and long-term vision
30:23 Patricia’s involvement in community initiatives and social responsibility
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Anthony Carrano (00:05):
Welcome to the IAMCP Profiles and Partnership,
the podcast that showcases howMicrosoft partners and IAMCP
members boost their business bycollaborating with other members
and partners. I'm your co hostAnthony Carrano, and in each
episode I'll be talking to someof the most innovative and
successful partners in theMicrosoft ecosystem. In this
(00:26):
episode, we reconnect withPatricia Maia, Director at
Arquiconsult, the 2025 EMEAfinalist for P2P Solution
Partner Awards, and an expert inforging international
partnerships and transformingchallenges into opportunities
with the help of technology,culture, and integrity. Whether
you're a seasoned businessleader or just beginning your
(00:48):
partnership journey, this showdelivers insights you won't want
to miss. Before we jump intotoday's episode, I want to set
the stage with a couple ofquestions for you to consider.
What does it take to build realtrust across borders and culture
in business partnerships? Andare you leveraging the full
potential of AI in yourcollaborations, or could you be
(01:09):
missing out on hidden risk andopportunities? As you listen,
think of how these questionsapply to your own experiences
and what you can learn fromPatricia's journey navigating
the complexities ofinternational business,
technology adoption, and honestleadership. Let's hear what she
has to say. Well, Patricia,welcome back to the podcast.
(01:30):
It's so great to see you again.
Patricia Maia (01:32):
Hi, Anthony. How are you?
Anthony Carrano (01:35):
Doing great. Doing great. Well, really
appreciate you, being on with ushere at profiles and
partnership. Now, I know, youknow, it's, it's been a little
over a year, but for those whodon't know you, tell us a little
bit about yourself and your rolein the company.
Patricia Maia (01:53):
So I'm Patricia Maia. I'm from Portugal, and I
work for a company calledArquiconsult. We are a global
dynamics partner. So we do focuson Microsoft Dynamics solutions
from Business Central, F&O,and customer engagements and
everything that goes around ERP.So PowerPoint from AI now,
(02:17):
Copilot, Fabric, everything thatour customers need.
My particular role is I work forthe international business. Most
of my work are with partners orthrough partners that need some
support in different geographiesor they are local partners and
(02:39):
they have a internationalopportunity. And I try to engage
with other partners or with us.
Anthony Carrano (02:46):
Excellent. Well, I know before, I know
Rudy's gonna get into somequestions about like your story
and different things like that.Before I do, give us a I know
like I said, it's been about alittle over a year. What's
happened? What's been going on?
Patricia Maia (03:01):
One year goes like this, right? Very, So very
I would say most mostly thesame. I think, connections and
business is growing. So if Icompare myself of Patricia last
last year, I would sayconnecting with much more people
(03:21):
and, well, trying to learn andgrow.
Anthony Carrano (03:26):
Excellent. Excellent. Rudy?
Rudy Rodriguez (03:29):
So, Patricia, in the story that that you're about
to tell us about this partnershowcase, can you tell us a
little bit about the client? Youdon't have to give us a name,
but if you could share a littlebit about the size of the
company, the industry, and thetechnology that was implemented
and what challenges they werefacing.
Patricia Maia (03:46):
So we had a very good case that we did with a
partner to several customers,but one case in particular, it
was a big customer that had theneed of having support in
(04:06):
different countries. And thatpartner only had offices in one
geography. And what we did, wepartnered with them in order to
being able to help their owncustomer in several countries.
So instead of the customer haveto go one by one trying to get
(04:28):
different partners in differentgeographies, we centralized
everything on us and then whenneeded we were the ones that
subcontracted a partner.
Rudy Rodriguez (04:40):
So what business was the company in and
the solution?
Patricia Maia (04:45):
The company was an accessibility company, so
elevators and things like that.And they are present in many
countries. And what we helpedwas in the Dynamics Business
Central Solution. So the ERPsolution they had, so they would
(05:09):
have to have their accountingteam needing support on fiscal
requirements, differentrequirements in different
geographies, and that's where wehelp them.
Rudy Rodriguez (05:20):
And what was the solution that you implemented
with your partner?
Patricia Maia (05:25):
Well, the solution we implemented was
already Dynamics BusinessCentral. So, they already had
it. Their struggle was how tohave support in these different
areas. And in the past they wereengaging with different
partners. So every time theyneed something or they would go
(05:46):
to a different country, theywould have to engage again with
another company and have again anew contract, new trying to
choose another company. And theway we helped was they don't
have to worry about that. Theyjust have to work with us, and
we are the ones that subcontractif needed.
Rudy Rodriguez (06:08):
So what was the initial spark that led you to
and your partner organization tocollaborate, and how did you
recognize it as an opportunityworth pursuing?
Patricia Maia (06:18):
Yeah. The reason was the this partner that we
collaborate with, they only havepresence in in one country. So
they could only support in thiscase in Germany. And they were
looking for a solution to theirown customer. And they already
knew us because we've donebusiness in different ways.
(06:41):
And well, why to pursue this isa little bit our focus. So that
was what we engage or why weengage with them. Saying, okay,
we might have a solution to thecustomer. So, in the end, the
three parties are winning,meaning the customer does not
(07:03):
have to choose differentpartners. Our partner does not
have to take care of, engagingwith several partners for the
different countries.
And we would gain a new partnerand a new customer in the end,
because we believe that we aregiving value added to everyone.
(07:23):
Now, the question about why topursue them. Usually I say I'm
very patient in this kind ofbusiness. We are in the business
of people and people in the end,or they trust or they do not
trust. So this sometimes have,they need to have time to gain
(07:47):
some, some trust on us.
So this, this German partner,they already worked with us for
several small cases. And, well,they decided to go in a higher
level and challenging us to oneof their own customers. And I
think we are working with themfor for several years. So we
(08:11):
succeed on that.
Rudy Rodriguez (08:13):
Very good. Anthony?
Anthony Carrano (08:14):
Yeah, no, that's excellent. So just to
kind of piggyback on that youmentioned about, you know, that
you're patient.
Patricia Maia (08:21):
Yes.
Anthony Carrano (08:23):
And you're in the business of people and
earning and gaining trust. Andyou've been doing this for, for
you know, quite some time. Canyou share a time when a
partnership maybe just didn't goas planned? And what you learned
about resilience or leadershipfrom that experience.
Patricia Maia (08:42):
I think didn't go as planned several times it
happens because expectationssometimes are different. And the
other thing is in the beginningof any every partnership we have
to learn with each other. Wehave different ways of working.
We have different sometimes evenif we are working exactly in the
(09:03):
same system we have and we saywe use the same methodology in
the end we are different peopleworking in different ways. So we
always have a learning processthat we need to adapt.
So I think things does notsucceed when we do not we are
(09:25):
not there to share our profitsand our goals. So if we don't
see it as something thateveryone will win in the end, a
partnership will not succeed. Sosome cases that happened was
when people are not beingtransparent and they are not
(09:48):
sharing everything that willhappen in that deal is when it
does not succeed. When we trusteach other and we are
transparent saying, okay, thisis our goal. What we want to
achieve is this.
And if we share that with allthe parties that are involved, I
think we can have a we alwayshave a successful case. Even
(10:14):
sometimes it's not immediate.Sometimes it's we start with
small things and in a year ortwo we become or the challenge
comes or a new customer comesthat we suddenly have that big
big profit or big opportunity.But sometimes it starts with
small small things that we arelearning from each other and
(10:39):
growing together. I think in theend, it has to be like that. We
need to have trust, and we haveall to win in the end of the
game.
Rudy Rodriguez (10:48):
Well, Patricia, I've I've got a question for you
because one of the things thatwe're seeing these days, we're
entering a new frontier with AIand automation. And so that's
reshaping the whole partnerlandscape. What's the one area
where you see partners bothleveraging and possibly even
underestimating the opportunityor the risk?
Patricia Maia (11:10):
Well, that's a very, very big and interesting
question. Because we used to sayAI is there, it's not the
future, it's here already,right? So there are lots of
things that for instance in ourcase that we as a company
already have taking advantagesof AI. We can accelerate our
(11:37):
work. So things that we used todo in two or three days now we
can do in one or even less.
So, and starting withdevelopment where we when we are
developing a tool or developingsomething to our customers. Now
we can do it much much faster.This is one way. The other thing
(12:02):
is even in our productivitytools. So small details like
finding an email.
So we use Copilot. With Copilotit's easier. We just have to ask
him, can you find this for me?And he does it. And in the past
we had to look who in ourarchives or even use the search
(12:26):
tool, but it's not as quickly aswe get.
So this is, I think we have lotsof opportunities there. Of
course, there are some riskssometimes we cannot have or
sometimes no, we we really haveto confirm everything that we we
have from AI when we aresearching for something. It's
(12:49):
not replacing the way we think.So it's just just take that as
suggestions and not it's thesame that we say to our kids in
school. So ChatGPT will notreplace the work that you have
to do.
It can suggest you some things,but do it by yourself.
Otherwise, you don't learn. Soyou can do the same in your day
(13:12):
to day. You cannot trusteverything. You have to think
after you get it.
And but there is lots ofopportunities. It's a new world
that we need to adapt. It's ait's a we had the industrial
revolution some years ago, andnow we have AI. And we need to
(13:33):
to think in a completelydifferent way and see it as
something that we will help orthat will help us in the end.
Anthony Carrano (13:44):
That's excellent. You know, one of the
things too, if I can, know,maybe go back a little bit just,
you know, about your story andyou know, the where you know as
is the end specifically the, youknow, the story in which you
know, as the may have, you know,finalist, you know, for the
solution partner. You wereworking with a Danish, I mean,
(14:05):
you're in Portugal, you'reworking with a Danish ISV and
you got a customer in France anda customer in Lithuania, which
you know, I find just, know,fascinating all that, know, like
the cross cultural and theborders and, and I know, you
know, you've been, you know,working in that, you know, in
that type of arena for a while.What's the biggest cultural
lesson you've learned fromworking with partners and
(14:28):
customers in different regionslike that? I mean, and I can if
you could really unpack that, Ithink you've got some unique
insight there.
Patricia Maia (14:35):
Now one of the cases that I gave, with a German
partner was, when we won the P2Pfinal, award from IAMCP. That
case we were finalists. This wasa Danish company and ISP. So
they are on the graphic andpackaging solutions. They have a
(14:59):
solution to this industry. Andwe help them in different ways.
And one of those was thisproject that we did in France
and in and we it was alsoLithuanian sorry. I think it was
not Lithuanian. It's PolishPolish company. So they were in
(15:19):
Poland.
They were in France, and we werewith a team from Portugal. So
and the Danish team also. Soculturally, lots of different
ways of of approaching it. Andin fact, there are differences.
(15:40):
One of the things we learn isthat sometimes the countries
that are smaller, like Portugal,we are a smaller country and we
really have to adapt to theother countries to grow.
So that is one of thecharacteristics that we have is
that we are able to adapt to theway the others work and the
(16:08):
others are. So we are, forinstance, in this case you could
see different types of Nenishpeople are more pragmatic.
Usually we are we are morediplomatic. So this kind of
(16:28):
cultural things we see that andsometimes it's difficult at the
beginning because they do notunderstand why we are not being
so straightforward. And we donot understand why they are so
We feel it like no, they are toodirect for us.
And these are the kind of thingsthat in the multicultural
(16:51):
environment you face and evenother things. Now I got an
example of a different companyfor instance in Spain, in Spain
they do not work on Fridayafternoons. So, kind of small
details of course we have totake that in consideration when
we are booking a meeting becauseif we are booking on Friday
(17:14):
afternoon, they will not be ableto attend and they feel like why
are they booking in a it's likefor us booking on a Saturday,
why are they booking somethingon a Saturday Or so these small
details we need to take inconsideration these cultural
details when we try to work indifferent with different
(17:37):
geographies.
Anthony Carrano (17:38):
If I can ask a kind of a follow-up is, I'd like
you just to share like, what wasone of your biggest cultural
hurdles that you've encounteredand you don't have to give
partner name, customer name oranything like that. But because
you know, obviously, you've hada lot of success, right? And,
and just, know, in the story,which you were the finalists for
(17:59):
this year, you know, the winner,you know, in previous years,
you've obviously, you've got alot of success, you know,
navigating, navigating all that,I want to hear where you have
one of like the biggest culturalchallenges. Like what's the
story you can share with ouraudience? And then, you know,
what did you learn from that?
Patricia Maia (18:16):
Suddenly, don't know why the story that comes to
my mind was, well, it was manyyears ago. And it was with a
Spanish partner. And in fact, itwas a customer. He was so rude
the way he wrote. And I think itwas a personal thing, but also a
(18:38):
cultural thing because he wasreally rude, even in the
wording.
Some words that we do not use,And I don't use them, you know,
in front of my parents. And hewas using it. And at the
beginning I thought, wow, thisis not the way that we talk with
(19:02):
people. And then I understood itwas not it's really some words
that for us translate intoPortuguese. It's really bad
word. In Spanish, it's not thatbad. And it was a way of the way
he he acted under pressurebecause every time I called him
(19:24):
about something, it wascompletely different. So it was
not that he was being rude. It'sjust the way he was. So one of
the things I start doing was,okay, let's not exchange emails
about certain topics, let's do ameeting, because sometimes it's
better and then we can write itdown.
(19:45):
So that was, I don't know whyit's the first thing I because
it was a cultural shock at thebeginning, I can say we are
still, we still work togetherafter fifteen years or
something. Wow. And we learnedalso to work with each other
because I also, he alsounderstood that was some things
(20:09):
that I said, cannot write thislike that. I feel a little bit
offended when you say that. Ithink one of the things that
sometimes I say is when youwrite I don't know if you made
this this exercise.
If you write an email and twoweeks later you read it,
(20:32):
Sometimes the way you read it,the sound that you put in the
way you are reading it, it canbe different. And if you do it
just between your colleagues orjust giving in your own country
two weeks time to between thoseemails and you do it in
different cultures. It's evenexponential the way you can be
(20:56):
perceived. So it's somethingthat I think we have to take in
consideration. We were talkingabout AI but we had this
revolution with emails also.
That people tend to write anemail for everything and
sometimes it's just a phone callor a meeting that the email does
(21:17):
not replace a meeting and themeeting is not replaced does not
replace several emails.
Rudy Rodriguez (21:22):
Well, I find that to be a really interesting
story because I can relate toit. In in the company that I
sold. We used to have a classfor our employees, and it was
based on email tone. And toalways we had to train our our
our whole staff.
Be very careful how you writebecause we did international
business as well. And and youhave to be very careful because
(21:45):
different countries interpret itvery differently. So I really
appreciate where you're comingfrom. So this leads to the next
question. When building apartnership, how do you
intentionally balance thetechnical capabilities, the
people side of collaboration,and deliver the right customer
value, and what frameworks orpractices, help you keep those
(22:09):
things in alignment?
Patricia Maia (22:11):
Well, that's, I thought, a big question.
Rudy Rodriguez (22:16):
That's two in a row now.
Patricia Maia (22:17):
Yeah. The partnerships that I deal with
and here in Arquiconsult that wedo, most of our partners we do
more or less the same. Meaning,we are implementers or ISV is in
the Microsoft Dynamics world. Sothat allows us to kind of speak
(22:40):
the same language when we aretalking technically speaking.
Okay?
And that allows us to align alittle bit better. Of course,
are things that when we start apartnership, first thing is we
need to learn from each otherand we need to understand not
(23:04):
only what we can sell or what wecan give to the other, but we
have to be open to understandwhat we have to receive from the
other partner. Because this hasto be balanced. It has to be a
win win situation. So usually,we start us showing how we can
help, how what we can deliver,but also trying to understand
(23:28):
what they what are the needs andalso what they can deliver to
us.
And after that, of course, weneed that boring part, which is
the contracts and the the way wewe have to have some rules
behind everything. To be honest,it's the part that I hate. It's
the administrative thing, butit's needed because we need to
(23:50):
have some understanding on theon the rules also. And and then,
again, it's finding the theopportunity, finding the what
our end customer could need oreven these partners, what are
the things that they they needand we can help.
Anthony Carrano (24:09):
That's great. Now what about, you've talked
about, like, when you'rebuilding and, you know, and and
intentionally, like, balancingall that. Are there things that
and so if I'm a if I'm a companythat's, you know, starting out
and wanting to do partnerships.Right? What type of maybe
(24:29):
frameworks or signals could yousay, hey. This these are some
things that you need to kindakeep in mind when evaluating,
you know, another, you know, youknow, tech company, you know, as
a potential partner? Are thereany kind of I mean, is that
possible? Like, are there anylike signals, things that that
you want to look out for? Let'ssay, I'm kind of getting new to
(24:52):
this game of partnership.
Patricia Maia (24:54):
Well, first I would say what is a partnership,
right? What's the essence of apartnership? And the partnership
is something that we do and canbe business or can be whatever
we do together with anotherentity or another person. When
(25:15):
we go and start working togetherwith another partner, as I
mentioned, is we have toevaluate if there is any value
added between both parties. Ifwe are both going to win
something in the end of thegame.
And winning can be revenue andprofits but can be much more. It
(25:41):
could be knowledge. I can know,I can be an expert on again
dynamics area and I could notknow anything about let's say
cyber security for instance. Andit can be also knowledge sharing
or as the case as we were thefinalists. I was working with an
(26:04):
ISV, they had a great product.
They have a go to marketproduct, but they did not have
the skills to implement in thiscase in a French company because
they did not know the fiscalrequirements for that French
company. So that was for the forFrance. So we need to take in
(26:30):
consideration what is the thegames? How are we going to to
collaborate? Usually, I comparethis with the marriage.
So when we get married, you haveto balance things in a way that
we both are comfortable and inin the end we both win
(26:51):
something. And when you start apartnership, you also need to
understand if it's somethingthat is just opportunistic.
You're just engaging because wehave a small case that is going
to be a short term thing. Andthat I will not say it's really
a partnership, it was a casethat we companies work together.
(27:14):
But if it's a long termrelationship that you start
building something together andyou want to achieve and continue
working for a long period oftime.
And it was not just because youhad this particular issue or
problem or challenge or dealthat you have to solve. So
(27:38):
another thing that usually Ithink we should take into
consideration is what are thegoals and if it's a long term
thing so that we will worktogether like a marriage. I
married for thirty years so.
Anthony Carrano (27:56):
Yeah, well congratulations.
Patricia Maia (27:57):
I have experience on that so no, but that we have
to build. We have to- Anotherthing is during the process of
and when we are engaging withother partners, even in the same
country, companies have theirown culture. And things will go
well and things will go wrongalso. We are not going to do
(28:21):
everything right at the firsttime. And sometimes during a
project things go wrong.
And one of the things is do notpoint fingers. Do not start
blaming each other. It's tryingto see how we can help each
other instead of pointingfingers. That's another and act
(28:42):
like a unique team. It's nottheir team, our team, the other
part team is we are one teamwith different expertise and
different knowledge that we worktogether and we will succeed
achieving something.
Anthony Carrano (28:58):
Well, as always, you give a lot of really
great advice, a lot of greatsteps and things to keep in
mind. I want to I want to honein though, if you know if
another partner listening todaywant to replicate your success,
what's one principle or mindset?Because you provided a lot of
(29:18):
great things, frameworks andsignals and things just to kind
of keep in steps just to just tokeep in mind, really appreciate
that. But what would oneprinciple or mindset shift that
you tell them that you if beforeyou do anything, you need to
adopt this first. What wouldthat be?
Patricia Maia (29:35):
Be honest.
Anthony Carrano (29:38):
Okay.
Patricia Maia (29:39):
If you're honest, everything then will will
succeed because again, we arepeople and trust and trust is
built based on honesty. Right?So if I had to say one thing is
be honest.
Anthony Carrano (29:58):
That's great. That's great. Well, that this
was excellent. Before we wrapup, know as I was thinking about
our our last episode, are youstill involved with REFOOD?
Patricia Maia (30:09):
Well, I made a pause. I'm still involved. I'm
in the SOS team. The thing is Istart traveling so much that I
was being absent so much timesaying I cannot this Monday, I
cannot go there. I thought thisis not on again, it's not honest
(30:32):
saying that. So I'm stillengaging with them as a SOS.
Anthony Carrano (30:37):
And what's an SOS?
Patricia Maia (30:38):
They need help. I I try to help. I still
contribute. You know, we needthe boxes to put the food in. So
I still save them when I havethe takeaways. It seems like
food. I still save them, But Ihad to pause a little bit.
Anthony Carrano (30:56):
Remember, I remember when we were talking
about it was just a greatorganization just helping with,
redistributing food to thosethat are in need. So I wanted
to, you know, make a point tobring that up. And you know, for
those that are listening, if youwant to, you know, either get
involved or really help support,it's at www.refood.org and we'll
(31:19):
have, you know, the links in theshow notes for those that are
listening. But I just rememberthat was something that, that
you had brought up that Ithought was really, really,
really cool.
Patricia Maia (31:28):
And they still, go to help lots of people. And
as I said, I had to pause due topersonal things, but it's still
something that I really believeon is the this kind of
associations and them inparticular. Because it's not
(31:49):
profitable. They do not ask formuch money, just volunteer
people to help them with thewaste.
Anthony Carrano (31:57):
That's great.
Patricia Maia (31:57):
And there is so many waste in food and so many
people that need it.
Anthony Carrano (32:02):
Well, this has been fantastic. We really
appreciate you. What's, forthose listening, what's the best
way that they can reach out andconnect with you?
Patricia Maia (32:09):
K. They can find me on LinkedIn. You can also
have my emailpatricia.maia@arquiconsult.com
and reach out and I'm availableto talk and ask questions and
answer to questions and also asksome questions.
Anthony Carrano (32:31):
Excellent, excellent. Well, thank you. This
was fantastic. Patricia, enjoythe rest of your day.
Patricia Maia (32:37):
Thank you for inviting me.
Anthony Carrano (32:39):
Absolutely.
Well, wow, that was a greatepisode. I always really
appreciate Patricia and justperspective that, that she tends
to bring, you know, to theseinterviews. Rudy, what really
stood out to you?
Rudy Rodriguez (32:53):
Well, one of the things I appreciated about,
Patricia's the conversation withPatricia today was how
partnerships can work on aninter international level and
the challenges that you face.She brought an interesting story
about the directness of workingwith a Danish partner and, or
and also with a Spanish partner,challenges that you face. So
(33:15):
there's always challenges thatyou face in when collaborating
with people, and it could belanguage. It could be culture.
And one of the things that itdoes require is patience and
honesty in your dealings withwith everyone.
I thought that was reallyinsightful from her. Those are
the challenges that she faces,every day working in in
(33:36):
especially in the Europeanmarket where there's many
different languages. So I reallyappreciated that from her.
Anthony Carrano (33:41):
Yeah. No. That that was that was really
insightful. And the thing thatreally stood out to me was just
like towards the end where, youknow, she started talking about
like, is what is a partnership,you know, and just, you know,
taking the time to really definethat, you know, is this is this
something that, is it justopportunistic, for the short
(34:02):
term, or is going into it likeit's truly a long term, like
relationship as you're going tobuild your businesses, you know,
and providing these these, youknow, joint solutions for for
customers, just the importanceof defining what does actually
winning mean for, you know, youknow, each partner as well as
for the customer, how are yougoing to play the game together.
(34:24):
But also understanding that lookgoing into that during the
process, things are going to gowell, but sometimes things are
not going to go well, and youknow, just not not pointing
fingers, but how are we goingto, you know, help each other,
you know, to best serve thecustomer. So I just really
appreciate she's got a just anincredible blend of something
(34:45):
that's both diplomatic as wellas, know, pragmatic. So I just
really appreciate what youbrought there.
Rudy Rodriguez (34:52):
Absolutely. Well, want to thank all of you
listening today for joining uson this episode of IAMCP
Profiles in Partnership poweredby Dunamis Marketing. We hope
you enjoyed this podcast andfind it useful and inspiring. If
you did, please subscribe, rate,and review us on your favorite
podcast platform. One of thebest ways to partner for success
(35:13):
is to join IAMCP, a community ofMicrosoft partners who help each
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IAMCP members can find andconnect with other partners
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(35:36):
To learn more, the website atwww.iamcp.org.
Welcome to the IAMCP Profiles and Partnership,
the podcast that showcases howMicrosoft partners and IAMCP
members boost their business bycollaborating with other members
and partners. I'm your co hostAnthony Carrano, and in each
episode I'll be talking to someof the most innovative and
successful partners in theMicrosoft ecosystem. In this
(00:26):
episode, we reconnect withPatricia Maia, Director at
Arquiconsult, the 2025 EMEAfinalist for P2P Solution
Partner Awards, and an expert inforging international
partnerships and transformingchallenges into opportunities
with the help of technology,culture, and integrity. Whether
you're a seasoned businessleader or just beginning your
(00:48):
partnership journey, this showdelivers insights you won't want
to miss. Before we jump intotoday's episode, I want to set
the stage with a couple ofquestions for you to consider.
What does it take to build realtrust across borders and culture
in business partnerships? Andare you leveraging the full
potential of AI in yourcollaborations, or could you be
(01:09):
missing out on hidden risk andopportunities? As you listen,
think of how these questionsapply to your own experiences
and what you can learn fromPatricia's journey navigating
the complexities ofinternational business,
technology adoption, and honestleadership. Let's hear what she
has to say. Well, Patricia,welcome back to the podcast.
(01:30):
It's so great to see you again.
Patricia Maia (01:32):
Hi, Anthony. How are you?
Anthony Carrano (01:35):
Doing great. Doing great. Well, really
appreciate you, being on with ushere at profiles and
partnership. Now, I know, youknow, it's, it's been a little
over a year, but for those whodon't know you, tell us a little
bit about yourself and your rolein the company.
Patricia Maia (01:53):
So I'm Patricia Maia. I'm from Portugal, and I
work for a company calledArquiconsult. We are a global
dynamics partner. So we do focuson Microsoft Dynamics solutions
from Business Central, F&O,and customer engagements and
everything that goes around ERP.So PowerPoint from AI now,
(02:17):
Copilot, Fabric, everything thatour customers need.
My particular role is I work forthe international business. Most
of my work are with partners orthrough partners that need some
support in different geographiesor they are local partners and
(02:39):
they have a internationalopportunity. And I try to engage
with other partners or with us.
Anthony Carrano (02:46):
Excellent. Well, I know before, I know
Rudy's gonna get into somequestions about like your story
and different things like that.Before I do, give us a I know
like I said, it's been about alittle over a year. What's
happened? What's been going on?
Patricia Maia (03:01):
One year goes like this, right? Very, So very
I would say most mostly thesame. I think, connections and
business is growing. So if Icompare myself of Patricia last
last year, I would sayconnecting with much more people
(03:21):
and, well, trying to learn andgrow.
Anthony Carrano (03:26):
Excellent. Excellent. Rudy?
Rudy Rodriguez (03:29):
So, Patricia, in the story that that you're about
to tell us about this partnershowcase, can you tell us a
little bit about the client? Youdon't have to give us a name,
but if you could share a littlebit about the size of the
company, the industry, and thetechnology that was implemented
and what challenges they werefacing.
Patricia Maia (03:46):
So we had a very good case that we did with a
partner to several customers,but one case in particular, it
was a big customer that had theneed of having support in
(04:06):
different countries. And thatpartner only had offices in one
geography. And what we did, wepartnered with them in order to
being able to help their owncustomer in several countries.
So instead of the customer haveto go one by one trying to get
(04:28):
different partners in differentgeographies, we centralized
everything on us and then whenneeded we were the ones that
subcontracted a partner.
Rudy Rodriguez (04:40):
So what business was the company in and
the solution?
Patricia Maia (04:45):
The company was an accessibility company, so
elevators and things like that.And they are present in many
countries. And what we helpedwas in the Dynamics Business
Central Solution. So the ERPsolution they had, so they would
(05:09):
have to have their accountingteam needing support on fiscal
requirements, differentrequirements in different
geographies, and that's where wehelp them.
Rudy Rodriguez (05:20):
And what was the solution that you implemented
with your partner?
Patricia Maia (05:25):
Well, the solution we implemented was
already Dynamics BusinessCentral. So, they already had
it. Their struggle was how tohave support in these different
areas. And in the past they wereengaging with different
partners. So every time theyneed something or they would go
(05:46):
to a different country, theywould have to engage again with
another company and have again anew contract, new trying to
choose another company. And theway we helped was they don't
have to worry about that. Theyjust have to work with us, and
we are the ones that subcontractif needed.
Rudy Rodriguez (06:08):
So what was the initial spark that led you to
and your partner organization tocollaborate, and how did you
recognize it as an opportunityworth pursuing?
Patricia Maia (06:18):
Yeah. The reason was the this partner that we
collaborate with, they only havepresence in in one country. So
they could only support in thiscase in Germany. And they were
looking for a solution to theirown customer. And they already
knew us because we've donebusiness in different ways.
(06:41):
And well, why to pursue this isa little bit our focus. So that
was what we engage or why weengage with them. Saying, okay,
we might have a solution to thecustomer. So, in the end, the
three parties are winning,meaning the customer does not
(07:03):
have to choose differentpartners. Our partner does not
have to take care of, engagingwith several partners for the
different countries.
And we would gain a new partnerand a new customer in the end,
because we believe that we aregiving value added to everyone.
(07:23):
Now, the question about why topursue them. Usually I say I'm
very patient in this kind ofbusiness. We are in the business
of people and people in the end,or they trust or they do not
trust. So this sometimes have,they need to have time to gain
(07:47):
some, some trust on us.
So this, this German partner,they already worked with us for
several small cases. And, well,they decided to go in a higher
level and challenging us to oneof their own customers. And I
think we are working with themfor for several years. So we
(08:11):
succeed on that.
Rudy Rodriguez (08:13):
Very good. Anthony?
Anthony Carrano (08:14):
Yeah, no, that's excellent. So just to
kind of piggyback on that youmentioned about, you know, that
you're patient.
Patricia Maia (08:21):
Yes.
Anthony Carrano (08:23):
And you're in the business of people and
earning and gaining trust. Andyou've been doing this for, for
you know, quite some time. Canyou share a time when a
partnership maybe just didn't goas planned? And what you learned
about resilience or leadershipfrom that experience.
Patricia Maia (08:42):
I think didn't go as planned several times it
happens because expectationssometimes are different. And the
other thing is in the beginningof any every partnership we have
to learn with each other. Wehave different ways of working.
We have different sometimes evenif we are working exactly in the
(09:03):
same system we have and we saywe use the same methodology in
the end we are different peopleworking in different ways. So we
always have a learning processthat we need to adapt.
So I think things does notsucceed when we do not we are
(09:25):
not there to share our profitsand our goals. So if we don't
see it as something thateveryone will win in the end, a
partnership will not succeed. Sosome cases that happened was
when people are not beingtransparent and they are not
(09:48):
sharing everything that willhappen in that deal is when it
does not succeed. When we trusteach other and we are
transparent saying, okay, thisis our goal. What we want to
achieve is this.
And if we share that with allthe parties that are involved, I
think we can have a we alwayshave a successful case. Even
(10:14):
sometimes it's not immediate.Sometimes it's we start with
small things and in a year ortwo we become or the challenge
comes or a new customer comesthat we suddenly have that big
big profit or big opportunity.But sometimes it starts with
small small things that we arelearning from each other and
(10:39):
growing together. I think in theend, it has to be like that. We
need to have trust, and we haveall to win in the end of the
game.
Rudy Rodriguez (10:48):
Well, Patricia, I've I've got a question for you
because one of the things thatwe're seeing these days, we're
entering a new frontier with AIand automation. And so that's
reshaping the whole partnerlandscape. What's the one area
where you see partners bothleveraging and possibly even
underestimating the opportunityor the risk?
Patricia Maia (11:10):
Well, that's a very, very big and interesting
question. Because we used to sayAI is there, it's not the
future, it's here already,right? So there are lots of
things that for instance in ourcase that we as a company
already have taking advantagesof AI. We can accelerate our
(11:37):
work. So things that we used todo in two or three days now we
can do in one or even less.
So, and starting withdevelopment where we when we are
developing a tool or developingsomething to our customers. Now
we can do it much much faster.This is one way. The other thing
(12:02):
is even in our productivitytools. So small details like
finding an email.
So we use Copilot. With Copilotit's easier. We just have to ask
him, can you find this for me?And he does it. And in the past
we had to look who in ourarchives or even use the search
(12:26):
tool, but it's not as quickly aswe get.
So this is, I think we have lotsof opportunities there. Of
course, there are some riskssometimes we cannot have or
sometimes no, we we really haveto confirm everything that we we
have from AI when we aresearching for something. It's
(12:49):
not replacing the way we think.So it's just just take that as
suggestions and not it's thesame that we say to our kids in
school. So ChatGPT will notreplace the work that you have
to do.
It can suggest you some things,but do it by yourself.
Otherwise, you don't learn. Soyou can do the same in your day
(13:12):
to day. You cannot trusteverything. You have to think
after you get it.
And but there is lots ofopportunities. It's a new world
that we need to adapt. It's ait's a we had the industrial
revolution some years ago, andnow we have AI. And we need to
(13:33):
to think in a completelydifferent way and see it as
something that we will help orthat will help us in the end.
Anthony Carrano (13:44):
That's excellent. You know, one of the
things too, if I can, know,maybe go back a little bit just,
you know, about your story andyou know, the where you know as
is the end specifically the, youknow, the story in which you
know, as the may have, you know,finalist, you know, for the
solution partner. You wereworking with a Danish, I mean,
(14:05):
you're in Portugal, you'reworking with a Danish ISV and
you got a customer in France anda customer in Lithuania, which
you know, I find just, know,fascinating all that, know, like
the cross cultural and theborders and, and I know, you
know, you've been, you know,working in that, you know, in
that type of arena for a while.What's the biggest cultural
lesson you've learned fromworking with partners and
(14:28):
customers in different regionslike that? I mean, and I can if
you could really unpack that, Ithink you've got some unique
insight there.
Patricia Maia (14:35):
Now one of the cases that I gave, with a German
partner was, when we won the P2Pfinal, award from IAMCP. That
case we were finalists. This wasa Danish company and ISP. So
they are on the graphic andpackaging solutions. They have a
(14:59):
solution to this industry. Andwe help them in different ways.
And one of those was thisproject that we did in France
and in and we it was alsoLithuanian sorry. I think it was
not Lithuanian. It's PolishPolish company. So they were in
(15:19):
Poland.
They were in France, and we werewith a team from Portugal. So
and the Danish team also. Soculturally, lots of different
ways of of approaching it. Andin fact, there are differences.
(15:40):
One of the things we learn isthat sometimes the countries
that are smaller, like Portugal,we are a smaller country and we
really have to adapt to theother countries to grow.
So that is one of thecharacteristics that we have is
that we are able to adapt to theway the others work and the
(16:08):
others are. So we are, forinstance, in this case you could
see different types of Nenishpeople are more pragmatic.
Usually we are we are morediplomatic. So this kind of
(16:28):
cultural things we see that andsometimes it's difficult at the
beginning because they do notunderstand why we are not being
so straightforward. And we donot understand why they are so
We feel it like no, they are toodirect for us.
And these are the kind of thingsthat in the multicultural
(16:51):
environment you face and evenother things. Now I got an
example of a different companyfor instance in Spain, in Spain
they do not work on Fridayafternoons. So, kind of small
details of course we have totake that in consideration when
we are booking a meeting becauseif we are booking on Friday
(17:14):
afternoon, they will not be ableto attend and they feel like why
are they booking in a it's likefor us booking on a Saturday,
why are they booking somethingon a Saturday Or so these small
details we need to take inconsideration these cultural
details when we try to work indifferent with different
(17:37):
geographies.
Anthony Carrano (17:38):
If I can ask a kind of a follow-up is, I'd like
you just to share like, what wasone of your biggest cultural
hurdles that you've encounteredand you don't have to give
partner name, customer name oranything like that. But because
you know, obviously, you've hada lot of success, right? And,
and just, know, in the story,which you were the finalists for
(17:59):
this year, you know, the winner,you know, in previous years,
you've obviously, you've got alot of success, you know,
navigating, navigating all that,I want to hear where you have
one of like the biggest culturalchallenges. Like what's the
story you can share with ouraudience? And then, you know,
what did you learn from that?
Patricia Maia (18:16):
Suddenly, don't know why the story that comes to
my mind was, well, it was manyyears ago. And it was with a
Spanish partner. And in fact, itwas a customer. He was so rude
the way he wrote. And I think itwas a personal thing, but also a
(18:38):
cultural thing because he wasreally rude, even in the
wording.
Some words that we do not use,And I don't use them, you know,
in front of my parents. And hewas using it. And at the
beginning I thought, wow, thisis not the way that we talk with
(19:02):
people. And then I understood itwas not it's really some words
that for us translate intoPortuguese. It's really bad
word. In Spanish, it's not thatbad. And it was a way of the way
he he acted under pressurebecause every time I called him
(19:24):
about something, it wascompletely different. So it was
not that he was being rude. It'sjust the way he was. So one of
the things I start doing was,okay, let's not exchange emails
about certain topics, let's do ameeting, because sometimes it's
better and then we can write itdown.
(19:45):
So that was, I don't know whyit's the first thing I because
it was a cultural shock at thebeginning, I can say we are
still, we still work togetherafter fifteen years or
something. Wow. And we learnedalso to work with each other
because I also, he alsounderstood that was some things
(20:09):
that I said, cannot write thislike that. I feel a little bit
offended when you say that. Ithink one of the things that
sometimes I say is when youwrite I don't know if you made
this this exercise.
If you write an email and twoweeks later you read it,
(20:32):
Sometimes the way you read it,the sound that you put in the
way you are reading it, it canbe different. And if you do it
just between your colleagues orjust giving in your own country
two weeks time to between thoseemails and you do it in
different cultures. It's evenexponential the way you can be
(20:56):
perceived. So it's somethingthat I think we have to take in
consideration. We were talkingabout AI but we had this
revolution with emails also.
That people tend to write anemail for everything and
sometimes it's just a phone callor a meeting that the email does
(21:17):
not replace a meeting and themeeting is not replaced does not
replace several emails.
Rudy Rodriguez (21:22):
Well, I find that to be a really interesting
story because I can relate toit. In in the company that I
sold. We used to have a classfor our employees, and it was
based on email tone. And toalways we had to train our our
our whole staff.
Be very careful how you writebecause we did international
business as well. And and youhave to be very careful because
(21:45):
different countries interpret itvery differently. So I really
appreciate where you're comingfrom. So this leads to the next
question. When building apartnership, how do you
intentionally balance thetechnical capabilities, the
people side of collaboration,and deliver the right customer
value, and what frameworks orpractices, help you keep those
(22:09):
things in alignment?
Patricia Maia (22:11):
Well, that's, I thought, a big question.
Rudy Rodriguez (22:16):
That's two in a row now.
Patricia Maia (22:17):
Yeah. The partnerships that I deal with
and here in Arquiconsult that wedo, most of our partners we do
more or less the same. Meaning,we are implementers or ISV is in
the Microsoft Dynamics world. Sothat allows us to kind of speak
(22:40):
the same language when we aretalking technically speaking.
Okay?
And that allows us to align alittle bit better. Of course,
are things that when we start apartnership, first thing is we
need to learn from each otherand we need to understand not
(23:04):
only what we can sell or what wecan give to the other, but we
have to be open to understandwhat we have to receive from the
other partner. Because this hasto be balanced. It has to be a
win win situation. So usually,we start us showing how we can
help, how what we can deliver,but also trying to understand
(23:28):
what they what are the needs andalso what they can deliver to
us.
And after that, of course, weneed that boring part, which is
the contracts and the the way wewe have to have some rules
behind everything. To be honest,it's the part that I hate. It's
the administrative thing, butit's needed because we need to
(23:50):
have some understanding on theon the rules also. And and then,
again, it's finding the theopportunity, finding the what
our end customer could need oreven these partners, what are
the things that they they needand we can help.
Anthony Carrano (24:09):
That's great. Now what about, you've talked
about, like, when you'rebuilding and, you know, and and
intentionally, like, balancingall that. Are there things that
and so if I'm a if I'm a companythat's, you know, starting out
and wanting to do partnerships.Right? What type of maybe
(24:29):
frameworks or signals could yousay, hey. This these are some
things that you need to kindakeep in mind when evaluating,
you know, another, you know, youknow, tech company, you know, as
a potential partner? Are thereany kind of I mean, is that
possible? Like, are there anylike signals, things that that
you want to look out for? Let'ssay, I'm kind of getting new to
(24:52):
this game of partnership.
Patricia Maia (24:54):
Well, first I would say what is a partnership,
right? What's the essence of apartnership? And the partnership
is something that we do and canbe business or can be whatever
we do together with anotherentity or another person. When
(25:15):
we go and start working togetherwith another partner, as I
mentioned, is we have toevaluate if there is any value
added between both parties. Ifwe are both going to win
something in the end of thegame.
And winning can be revenue andprofits but can be much more. It
(25:41):
could be knowledge. I can know,I can be an expert on again
dynamics area and I could notknow anything about let's say
cyber security for instance. Andit can be also knowledge sharing
or as the case as we were thefinalists. I was working with an
(26:04):
ISV, they had a great product.
They have a go to marketproduct, but they did not have
the skills to implement in thiscase in a French company because
they did not know the fiscalrequirements for that French
company. So that was for the forFrance. So we need to take in
(26:30):
consideration what is the thegames? How are we going to to
collaborate? Usually, I comparethis with the marriage.
So when we get married, you haveto balance things in a way that
we both are comfortable and inin the end we both win
(26:51):
something. And when you start apartnership, you also need to
understand if it's somethingthat is just opportunistic.
You're just engaging because wehave a small case that is going
to be a short term thing. Andthat I will not say it's really
a partnership, it was a casethat we companies work together.
(27:14):
But if it's a long termrelationship that you start
building something together andyou want to achieve and continue
working for a long period oftime.
And it was not just because youhad this particular issue or
problem or challenge or dealthat you have to solve. So
(27:38):
another thing that usually Ithink we should take into
consideration is what are thegoals and if it's a long term
thing so that we will worktogether like a marriage. I
married for thirty years so.
Anthony Carrano (27:56):
Yeah, well congratulations.
Patricia Maia (27:57):
I have experience on that so no, but that we have
to build. We have to- Anotherthing is during the process of
and when we are engaging withother partners, even in the same
country, companies have theirown culture. And things will go
well and things will go wrongalso. We are not going to do
(28:21):
everything right at the firsttime. And sometimes during a
project things go wrong.
And one of the things is do notpoint fingers. Do not start
blaming each other. It's tryingto see how we can help each
other instead of pointingfingers. That's another and act
(28:42):
like a unique team. It's nottheir team, our team, the other
part team is we are one teamwith different expertise and
different knowledge that we worktogether and we will succeed
achieving something.
Anthony Carrano (28:58):
Well, as always, you give a lot of really
great advice, a lot of greatsteps and things to keep in
mind. I want to I want to honein though, if you know if
another partner listening todaywant to replicate your success,
what's one principle or mindset?Because you provided a lot of
(29:18):
great things, frameworks andsignals and things just to kind
of keep in steps just to just tokeep in mind, really appreciate
that. But what would oneprinciple or mindset shift that
you tell them that you if beforeyou do anything, you need to
adopt this first. What wouldthat be?
Patricia Maia (29:35):
Be honest.
Anthony Carrano (29:38):
Okay.
Patricia Maia (29:39):
If you're honest, everything then will will
succeed because again, we arepeople and trust and trust is
built based on honesty. Right?So if I had to say one thing is
be honest.
Anthony Carrano (29:58):
That's great. That's great. Well, that this
was excellent. Before we wrapup, know as I was thinking about
our our last episode, are youstill involved with REFOOD?
Patricia Maia (30:09):
Well, I made a pause. I'm still involved. I'm
in the SOS team. The thing is Istart traveling so much that I
was being absent so much timesaying I cannot this Monday, I
cannot go there. I thought thisis not on again, it's not honest
(30:32):
saying that. So I'm stillengaging with them as a SOS.
Anthony Carrano (30:37):
And what's an SOS?
Patricia Maia (30:38):
They need help. I I try to help. I still
contribute. You know, we needthe boxes to put the food in. So
I still save them when I havethe takeaways. It seems like
food. I still save them, But Ihad to pause a little bit.
Anthony Carrano (30:56):
Remember, I remember when we were talking
about it was just a greatorganization just helping with,
redistributing food to thosethat are in need. So I wanted
to, you know, make a point tobring that up. And you know, for
those that are listening, if youwant to, you know, either get
involved or really help support,it's at www.refood.org and we'll
(31:19):
have, you know, the links in theshow notes for those that are
listening. But I just rememberthat was something that, that
you had brought up that Ithought was really, really,
really cool.
Patricia Maia (31:28):
And they still, go to help lots of people. And
as I said, I had to pause due topersonal things, but it's still
something that I really believeon is the this kind of
associations and them inparticular. Because it's not
(31:49):
profitable. They do not ask formuch money, just volunteer
people to help them with thewaste.
Anthony Carrano (31:57):
That's great.
Patricia Maia (31:57):
And there is so many waste in food and so many
people that need it.
Anthony Carrano (32:02):
Well, this has been fantastic. We really
appreciate you. What's, forthose listening, what's the best
way that they can reach out andconnect with you?
Patricia Maia (32:09):
K. They can find me on LinkedIn. You can also
have my emailpatricia.maia@arquiconsult.com
and reach out and I'm availableto talk and ask questions and
answer to questions and also asksome questions.
Anthony Carrano (32:31):
Excellent, excellent. Well, thank you. This
was fantastic. Patricia, enjoythe rest of your day.
Patricia Maia (32:37):
Thank you for inviting me.
Anthony Carrano (32:39):
Absolutely.
Well, wow, that was a greatepisode. I always really
appreciate Patricia and justperspective that, that she tends
to bring, you know, to theseinterviews. Rudy, what really
stood out to you?
Rudy Rodriguez (32:53):
Well, one of the things I appreciated about,
Patricia's the conversation withPatricia today was how
partnerships can work on aninter international level and
the challenges that you face.She brought an interesting story
about the directness of workingwith a Danish partner and, or
and also with a Spanish partner,challenges that you face. So
(33:15):
there's always challenges thatyou face in when collaborating
with people, and it could belanguage. It could be culture.
And one of the things that itdoes require is patience and
honesty in your dealings withwith everyone.
I thought that was reallyinsightful from her. Those are
the challenges that she faces,every day working in in
(33:36):
especially in the Europeanmarket where there's many
different languages. So I reallyappreciated that from her.
Anthony Carrano (33:41):
Yeah. No. That that was that was really
insightful. And the thing thatreally stood out to me was just
like towards the end where, youknow, she started talking about
like, is what is a partnership,you know, and just, you know,
taking the time to really definethat, you know, is this is this
something that, is it justopportunistic, for the short
(34:02):
term, or is going into it likeit's truly a long term, like
relationship as you're going tobuild your businesses, you know,
and providing these these, youknow, joint solutions for for
customers, just the importanceof defining what does actually
winning mean for, you know, youknow, each partner as well as
for the customer, how are yougoing to play the game together.
(34:24):
But also understanding that lookgoing into that during the
process, things are going to gowell, but sometimes things are
not going to go well, and youknow, just not not pointing
fingers, but how are we goingto, you know, help each other,
you know, to best serve thecustomer. So I just really
appreciate she's got a just anincredible blend of something
(34:45):
that's both diplomatic as wellas, know, pragmatic. So I just
really appreciate what youbrought there.
Rudy Rodriguez (34:52):
Absolutely. Well, want to thank all of you
listening today for joining uson this episode of IAMCP
Profiles in Partnership poweredby Dunamis Marketing. We hope
you enjoyed this podcast andfind it useful and inspiring. If
you did, please subscribe, rate,and review us on your favorite
podcast platform. One of thebest ways to partner for success
(35:13):
is to join IAMCP, a community ofMicrosoft partners who help each
other grow and thrive.
IAMCP members can find andconnect with other partners
locally and globally and accessexclusive resources and
opportunities. Whether you'relooking for new customers, new
markets or new solutions, IAMCPcan help you achieve your goals.
(35:36):
To learn more, the website atwww.iamcp.org.
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