IAMCP Illuminate Valencia 2025: Driving Growth for Microsoft Partners

Episode Transcript
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Anthony Carrano (00:05):
What if you can walk into a room filled with
over 300 partner CEOs, Microsoftinsiders, and growth minded
innovators from over 15countries and walk out with a
year's worth of partnerships,pipeline, and strategic clarity.
Well, that's exactly what'sabout to happen in Valencia,
Spain at the upcoming IAMCPIlluminate conference, a three
day high intensity, high trustgathering where the Microsoft

(00:28):
partner ecosystem doesn't justtalk about collaboration, it
does collaboration. In thisepisode of profiles and
partnership, we're going behindthe scenes with the leaders
shaping Illuminate 2025 tounpack how they've engineered an
environment where 39% ofattendees would leave with new
P2P opportunities, satisfactionscores hit 4.8 out of five, and

(00:52):
the networking is so intentionalit starts before you even
arrive. So whether you're a UScompany eyeing the EMEA market,
a Microsoft partner looking todeepen your ecosystem ties, or a
growth leader who knows theright room changes everything,
this conversation is yourplaybook. Joining me today are
Paco Racionero and Michiel vanVliet, two respected leaders of

(01:16):
the IAMCP Spain chapter to talkabout the upcoming IAMCP
Illuminate conference thatthey're hosting. This is going
to be a conversation packed withpractical takeaways. So let's
jump in.
Hey, welcome to the podcasttoday. I'm really glad both of
you guys are joining us today.

Michiel van Vliet (01:32):
Thank you for having us.

Francisco Racionero (01:33):
Thank you for your invitation, Anthony.

Absolutely. Let's start off, why don't you
start off, tell us a little bitabout yourself and your
involvement with IAMCP?

Let me introduce myself. My name is
Francisco Racionero and I am thePresident of IAMCP Spain as well
as the CIO of Allison ITC, acompany that specializes in data
platform management, automation,AI readiness. I've been involved
with the IAMCP for severalyears, first an active member

(02:03):
and now leading the Spanishchapter. We work with a strong
collaboration between Microsoftpartners, creating business
opportunities and help theecosystem grow exponentially.
For me, IAMCP is about buildingtrusted relationships, sharing
knowledge and creating win winenvironments where partners can
innovate and succeed together.

Excellent, excellent. Michiel, how about
yourself?

Yeah, so my name is Michiel van Vliet
although I live in Spain. I'mDutch originally, but I've lived
here for the last twenty sixyears. I started with IAMCP in
2017, so I've been in theecosystem, Microsoft ecosystem
since 1995, worked at Microsoft,and then the then president
asked me to come in as vicepresident to help out, and then

(02:49):
I ended up being presidentshortly after, right? So I was
president in Spain, I waspresident in EMEA, been on the
global board, and we actuallyorganized the first EMEA event
back in 2019 in Madrid and Pacotook over for me as president in
Spain.

Excellent, excellent. Now Paco, you're
being a little modest herebecause I know I found out just
a little bit about yourbackground that you were a
paratrooper for a bit. Which isreally cool. Tell us a little
bit about that and your journeyfrom as a paratrooper to a

(03:28):
business owner, and your currentrole with the IAMCP Spain
chapter.

Yeah, can say like the film in a galaxy
far, far away...

So was there a stormtrooper? You're a
stormtrooper? Don't know.

I was not yet a business owner, but a
paratrooper in the Spanish AirForce. Those years were for me
the training grounds, more likea Jedi, where discipline,
courage and teamwork were thecore of everything we did. Our
motto was I dare. And that isthe spirit of the Account Force
and has guided me ever since.First, an employee, entrepreneur

(04:14):
and now president of the AI andCP.
Many liaisons have guided methrough my career as a business
leader and now as president. Iknow that success comes from the

three fundamentals: collaboration, trust and the (04:26):
undefined
ability to adapt to the change.These principles are essential
in the business as they were inmy earlier life and they
continue to define the way Ilead today.

That's fascinating. Well, I really
appreciate your service and agreat story.

You actually started smiling once we got away
from my IAMCP and startedtalking about paratroopers.

Then I don't know. Saw the smile was standing
in the galaxy far, far away. Sothere's a Star Wars thing going
on here. That's fantastic. Nowtalking about what's, you know,
with the Spain chapter, I meanfrom, from, and I'm here in The
Americas, but one of the thingswe've seen is that the Spain
chapter is one of the moremature ones in Europe.

(05:18):
What have been some of the keyfactors in some of just the
growth and just the strongreputation of the chapter there
in Spain?

Well, Spain chapter has been in existence
since 2008, so one of thesesuccess factors is just
succession. So you need to findpeople to take over. Because you
know, sometimes what happens isthat a president or a team
leaves and then things just diedown temporarily, right? Which
is kind of a pity. And the otherthing kind of what spreads best

(05:46):
for us I think is, you know,when I took over in 2017,
Microsoft was still a financialsponsor.
So we had Microsoft sponsoringmoney and we had the membership
fees and then Microsoft stoppedsponsoring. So I had to figure
out, you know, what my businessmodel was, right? So just with
the member fees, you can'treally make this work. So, two

(06:07):
things had happened. So, of all,we started looking at finding
permanent sponsors.
And the other thing we did iswith the yearly event instead of
losing money on the event on thefirst because then we started
making money on the event,right? There was kind of a
switch which then allowed us todo if you have money, you can do
much more things, right? You canget professional help in, you

(06:29):
don't only depend on volunteerwork, right? So that's kind of
really of chicken and egg thingthat's really, really important.

I'm going to actually unpack that a little
bit because you touched onsomething I think that's really
important about succession. Andone thing is, I mean, you were
president for many, many years.Paco's now, he's been president
for many, many years, especiallyin a volunteer run organization.
I mean, can you give us justsome nuggets for our listeners

(06:59):
about how to ensure successionwith their chapters?

Well, yeah, so I'm sorry Paco, I'm stealing
the limelight here. So for me,it's very important to find
people that are generators,right, that really want to make
the ecosystem better and have along term view of this, right.
So people that of course youwill get something back from
these roles in the IAMCPincreased visibility, potential

(07:25):
P2P, those kind of things, butthat's not instant, right? It's
not tomorrow, right? So we needto have people really that are
really, really important,willing to put in the work and
being you know consistent andhave tenacity, because there's
lots of people that jump up andthen want to do something and
that you have somewhere for twoor three months and then they
completely disappear, right?
So, it's important to have thatconsistency, that tenacity. And

(07:48):
that for me was one of the mainreasons also for you know asking
Paco to take out because Pacoput in a lot of work and put in
a lot of constant work, right?So I think generosity, long term
view, tenacity and willing toput in the work for me are the
key criteria.

Yeah, absolutely. I agree with
Micheal, 100%.

So, Paco, I'm going to put you on the spot
now, what are some of the thingsthat you're doing to ensure your
succession, you know, wheneverthat time comes?

Yeah, the idea is that we are looking
forward and we are trying to getsome persons and some team that
can continue with the work thatwe began a long time ago. So,
the idea is one person that isfocusing their company but has

(08:41):
to have the focus and work forthe others, create the trust,
create the relationship withMicrosoft and continue the trust
with Microsoft so IAMCP is not apress lobby. We are a company
working beside Microsoft, tryingto bring the information, the

(09:06):
strategies of Microsoft to ourpartners. Maybe it could be,
like Michiel said many times, amini MBA about how to work on
Microsoft because it's verycomplicated and every year
changes all change, all begin,all the teams where you have the

(09:28):
relationship are changing. So,the one nexus that continues
IAMCP and the continuedsuccession, like Michiel said,
in the teams.
So, the idea is to not leave theassociation goodbye and good

(09:51):
luck. No, we can continue in thebackground helping the new team
to take the steering andcontinue the work.

Just to build on that, right? So, same as what
happens globally that the exglobal president stays on the
board. So, I found myself with acompletely new team, right? So,
if you have to start from zeroor have to do everything over
again, it's difficult, right?So, Paco also, when we made this
change, he asked me to stay onthe board, and on purpose the

(10:21):
first couple of months Idisappeared, and then I slowly
came back because, you know, Ihave a certain tendency of being
very visible, and and I neededto give Paco that space, right?
But that's important is, youknow, to make sure that you
don't have to change the entireboard, right? So you change
maybe the president or maybe tworoles, but you have people
continue that were there before,and that's, I think that's the

(10:43):
best model. Have the globalbylaws, right.

No, that's fascinating. So obviously, know,
talking about what the strongfoundation with, you know, with
people, you know, love the useof, you know, just, know, about
what the mini MBA, you know,type reference. And I think
that's a great, you know,transition to like our next
thing. And you talked a lot to,you know, about events and, you
know, why we're talking today,you know, about the upcoming,
you know, Illuminate conference.So right out of the gate, like

(11:09):
for those who haven't attendedbefore, tell us about, you know,
like what is Illuminate and whyhas it become such a cornerstone
event, you know, for Microsoftpartners?

It's, you know, it's, as you know, we
rotate these across countries inEMEA, right? So we have had our
yearly event for years, so wehave a lot of experience running
these things. And basically,it's kind of a place where it's
kind of I'm not a big fan of theword but it's kind of a safe
space for Microsoft partners,right? You come together, you

(11:40):
have similar partners withsimilar problems well, not
similar partners, but similarproblems. There's a high level
of trust, there's a high levelof transparency, there's kind of
a no bullshit environment,right?
So, people really take you know,for them it's a moment to take
some time away, reallyunderstand you know the

(12:00):
Microsoft fiscal year landingbecause you know it's October,
Microsoft specifically thisyear, is in disarray, right, in
the field. It's complete chaos,right? So people are still
changing or not knowing if theyhave a job, right? So it's kind
of a way they kind of relativelyearly in the Microsoft fiscal
year, and then they figure out,okay, where do we stand, right?

(12:20):
What's happening?
What's important? What's notimportant? What's the focus?
That's one thing. And then theother thing is just a pure level
of trust and well, evenfriendship that is established,
right?
So there's a pretty frictionlessenvironment where a lot of
spontaneous P2P also happens,right? So it's kind of a, you
know, eighty plus percent of ourpartners are repeat offenders,

(12:44):
if I can see how that works, notrepeat participants. Most of
them even already registeredwithout having seen the agenda
because they know what level ofquality they will And get, for
them, it's kind of really okay,where do we stand this year? And
then partners that are new, it'skind of like a pressure cooker
mini MBA, you know, between theofficial information

(13:05):
presentations, the bar talks andthe other things, they get all
this, you know, very instantinformation on how Microsoft
really works, right? Because alot of our partners are non
managed partners.
For example, in Spain, you know,except for the distributors,
there's like 11 managedpartners, and then Spain has
10,000 partners, I think, right?So we're like, we said, if you

(13:25):
take the former Gold, it's like700. So a lot of these people
are non managed, and all thesepartners never have any contact
with Microsoft, So this is aplace where they have people
that know a lot about Microsoft,Microsoft senior folks, you can
connect with all of them, youcan have, you know, it's
probably the best practicallearning environment to get your
arms around this Microsoftthing.

One question, sorry. Let me say one
thing. What makes Illuminate sospecial is that it creates a
space where not only thebusiness and the innovations
really It's the personalrelationship of the event. So
it's very important, this kindof relationship, because the
partners can learn from eachother, hear directly from the

(14:08):
Microsoft leaders and buildtrust and connection that drives
growth. It's very, veryimportant.
Also, for us, for IAMCP Spain,it also has a special meaning
because our strength side withLATAM, we see this Illuminate

(14:29):
this event as a bridge, not onlywith EMEA, but also connecting
partners across The Atlantic.Well, this global perspective is
part of what makes the eventsuch a cornerstone for the
Microsoft partner ecosystem. Wehave in Spain, we have the
facility to join Europe, EMEAand Latin America. So for us, I

(14:54):
think we are the real bridge toconnect the two worlds.

That's fantastic. And both of you,
you've hit on several things,just especially around trust,
relationships, friendship, Ithink was a word that was used.
So, you know, with yourexperience in facilitating these
events, like how do you helpfacilitate, you know, that those
relationships, those networking,what are some things

(15:19):
specifically that you're doingto help facilitate that so folks
come away with a lot of thosemeaningful relationships from
the event?

Yeah, so a key decision we made six years
ago was to use a platform, anevent platform, much similar to
what Microsoft used to have forWPC, whatever ten years ago. And
so as soon as you subscribe tothe event, you can have access
to everybody who'sparticipating. We also ask when

(15:49):
you register, we also ask a lotof we ask certain questions,
right? So what are you lookingfor at the event? You know,
okay, I'm a specialist in modernsecurity and I'm looking for P2P
or and I have lots of goodresources and I want to share
them, right?
So you know kind of whatsomebody's looking for. So
that's a key instrument, right?So and most of these, you know,
people can do physically maybe15 meetings and most people are

(16:12):
booked out in the meetings,right? So we do that and the
event is on purpose booked updeath by PowerPoint. So we have
specific sections where we domeetings only, which sometimes
in parallel with side sex, youknow, side workshops there
before the keynotes, sometimesafter the keynotes.
So that's one piece. Then wehave of course on the Thursday
afternoon, we have a nonprofessional ludicall thingy

(16:36):
where this year we will go outon this natural lake close to
Valencia, we'll put people onboats, every boat will have 15
people. So, know, you'll be in aboat for three hours, you have
to talk to these 15 people. Andthen the other thing just is
spontaneous networking dinnersduring the bar, you know,
breakfast bar, all theseconversations are happening,
right? So, it's both tested anduntested, you know, networking

(17:00):
that's really, really happening.

Very true, because this is not about the
marketing messages or genericpresentation. It's about honest
conversations on priorities,roadmaps and the direction
Microsoft is taking. So the ideais the partners need clarity to
plan their own investment,whether in the cloud or AI,

(17:23):
security or compliance. Havingthat transparent insight helps
them align with Microsoft andanticipate and change their
build stronger in their go tomarket strategies. So in the
practice, they give the partnersa real competitive edge.
So for me, it's really themessage is not only marketing

(17:46):
and generic presentations, it'sconversation, check the
priorities with the othercounterparts in the business. So
people, at least people.

Eddie Bader (17:56):
Yeah, I'm kind of curious because you've built
such a strong culture aroundpartnering And, obviously, you
know, last year, I think you hadover 500 individual one on one
sessions, scheduled, in your inSpain's annual event. And and so
you've done a lot even your workwith the the LATAM members and

(18:19):
and chapters. What how do youcultivate that mindset in in the
in IMCP Spain? And and how whatwould you recommend for other
chapters globally on how tobetter cultivate that that
partnering mindset or that thementality that, hey, these are

(18:39):
this is cooperative. We can domore together than, you know,
than just compete. Right?

So yeah, so it's I won't say, Eddie, that
100% of the partners coming tothe event are proactive P2P, you
know, so I would probably say atleast half of them, right?
Because the first thing, it's ongenerosity as well, right? So if
you are a generous person,you're looking at how you can
help somebody else first insteadof, you know, how you can be

(19:06):
helped. I think that'simportant. And then the other
thing which is important is, youknow, people tend to think they
are competition, right?
But if you ask three, four, fivefollow-up questions and go a
level deeper, you kind of figureout that they're not really
competition, right? Becausethey're either on the same
customers or they either don'tdo exactly the same thing or in
some cases it's very clean, It'scomplementary. But even in cases

(19:29):
that in the first instance,people or companies seem to be
competitive, just go a leveldeeper, you have open
conversation what you really,really do. You always find
angles when you can worktogether. And then again,
depends on the people.
These people that are generallylooking for a win win. And I
would say probably at least halfof our partners would do that,

(19:50):
right? So if you come in withthis very aggressive hey, what
am I getting out of this, right?I think that's probably the
wrong approach to bring to thetable.

No, I think that's great. And to that point,
obviously there's the idea ofknow, if I'm a US partner doing
business in EMEA, that's athat's a different landscape.
Right? There's a nuance to it.There's a bunch of different
countries.
Obviously, within there, there'sdifferent languages, different
cultures. So, like for a UScompany attending the event this

(20:24):
year, you know, what do youthink will be some of their
biggest surprises or biggestlearnings about doing business
in EMEA or just connecting withpartners in that region?

Well, so there's both challenges and
positives, right? So I think thepositive is, you know, a
Microsoft partner that doesmodern work is the same in The
Netherlands or in US or inSingapore or whatever, right? So
you'll find a lot ofcommonalities just on the basic
problem set, right? So one thingyou'll find is of course

(20:57):
customers are a lot smaller inEurope than The US, right? US,
you know, everything has a zeromore.
You have of course the languageissue, right? So English is a
language you can use in TheNordics, Netherlands and UK
easily, and then maybe on largeaccounts in some countries like
Switzerland, but you know, thenit kind of stops, right? So you
need to adjust to the culture aswell. And sometimes you have

(21:20):
better command of English thanother countries. And then in
some countries, it's you know,they accepted that you know, you
work in English or Spanglish inour case.
In other countries, you're kindof expected to speak the local
language, like Germany andFrance. Big countries, you know,
big demands, right? So, I thinkit's kind of an interesting
thing to find out that there areprobably lots of things in
common, but then there aredifferent cultural language and

(21:43):
cultural things, right? So, it'salso how people buy and sell is
probably different, maybe lessdirect than in The US, maybe
with an exception of TheNetherlands. So, we have all
these different language andcultural aspects, but in this
whole setting which, know, we'reall micro partners, we all speak
the same micro language, weunderstand what you're trying to
offer me, right? So, that's theeasy thing.

Let me say one thing about it, because
Michiel says about the culture.And I think it's very, very
important, the culture, becausein Europe we have different
cultures. So, when you go tomarket, the culture is
absolutely different.Netherlands, Germany, Spain or
France, you need a partner hereto know this culture, to know

(22:28):
what is the way the people thinkwhen they are speaking about
business. So, for a US partner,I think it's a very good help if
they can get some partnershipwith a local partner to go to
the market, because of theculture we have. Maybe the

(22:49):
language is a problem, well, butif you and me want to make
business and we have an idea, noproblem. I am sure we can speak
in whatever.

Yeah, I was going to ask you about that too,
right? Especially when it comesto language. Do you find that
and and I I think I know theanswer to this, but it'd be
great to hear a little bit moredetail. If if I'm a I'm a US
partner coming into Spain orinto France or into Germany, how

(23:24):
much more impactful will myinteractions be if I can
actually speak that locallanguage, right? Does it make a
difference?
Even though, even if I couldspeak your language, I'm still
an American trying to dobusiness in your country, but
does that language kind ofbridge a little bit of the gap?

Well, that's a good question, Eddie. I do
think that if you want to dobusiness in Germany and France,
unless you are working with verylarge multinational customers,
you have to speak the locallanguage, right? And you have to
speak it at a decent level. Andthen depending on you know, some
countries or clusters ofcountries, you can work with

(24:04):
English because you know, UK,Benelux, Nordics, you know,
people speak almost perfectEnglish, right, even at the
butcher.
So that's I don't think that'san issue. And then in some other
countries, it's more a questionof making yourself understood,
right? So let's say the level ofEnglish in Italy and Spain is

(24:26):
lower than in Sweden, right, sofor historical reasons. So
depending on where you focus, Ithink your strategy needs to be
different and needs to be fullyflexible. I have a very
simplified view of I did travelaround a lot in EMEA, right?
And I always say I'm an improvedDutch guy because I'm living in

(24:48):
Spain and my wife is French, soI'm a little bit European. But I
always say you know, I alwaystake Brussels as a center,
right? South Of Brussels youhave like a Romanic culture with
all of that. And East OfBrussels you have like a
Germanic country culture. Andthen Netherlands, Nordics, UK,
although Nordics is a bitdifferent, you have more of an

(25:08):
Anglo Saxon acceptable way ofworking. So that's kind of a
very simplistic, simplified wayof viewing Europe.

That's super helpful. Thanks.

I agree with Michiel. The language is
not the real barrier. I I thinkwith you have the intention to
come you can fall down the thebarriers.

And how is the the culture let's just talk
specifically about IAMCP Spainand the Spanish members. Are
they open to working withpartners outside of Spain and
how often do you think thathappens right now?

Yes and no. So the Spanish partners tend to
be a little bit shy because ofthe language issues sometimes,
right? So the thing, the culturething also has to do with you
know, who's less shy. You know,if your language skills are
better, you're probably lessshy, right? Because sometimes
the Spanish partners are alittle bit too shy.
And the difference is when youhear them speak in Spanish,

(26:06):
blah blah blah. So this is verydifferent energy and emotion and
everything, right? But thenagain, as Faco said, right, if
you bring business, you know,the language in it doesn't
really matter, right? So leastin these days with AI, anything
which is written, you know,doesn't really matter which

(26:27):
language it is, right? So the AIis so perfect that 98% of
automated translation is good,So it's just more on the
speaking side, but then again,you have a good value prop and
if you know you bring businessand you know we can even have a
conversation in Chinese if youwant to I think.

So just want one follow-up question on that
because I'm interested, like,every region or every country
tends to have maybe somethingthey do well or they're
positioned well within thewithin the ecosystem. What is
what is something that, youknow, Spanish partners are

(27:07):
positioned well to offer otherpartners in the ecosystem in
terms of services or whateverthat may be? What is that, you
know, special sauce that youtypically find amongst the IAMCP
Spain members?

Well, Spain in general is a country that has
lots of IT engineers, right?Also because a lot of our large
customers have always wanted tocustom develop stuff, right? So
the large banks and so there's alot of very skilled people
technically skilled people for avery reasonable price, right?

(27:42):
Because the pricing differencesare also very big in Europe,
right? So the most expensiveprobably is you know Switzerland
uses Germany as a low costregion, right?
So for example, Switzerland isvery expensive. Germany is
expensive. Denmark is expensive.And the further we go south, the
cheaper it gets, right? So Iwould state that we can
comfortably from Spain competewith the Indian companies

(28:05):
almost, right?
So, there's lots of pricingdifferences in the region. So,
there might sometimes be alittle bit of language barrier,
but I do think Spain has verydeep technical knowledge for an
economically very interestingprice. And then of course, what
we're good at here as well issector wise, you know, it's
tourism and sun, right? So,know, we have very large tourism

(28:27):
organisations. We have partners,dynamics partners that
specialize in tourism.
We were one of the earliercountries to move to the cloud.
Because of the crisis, had youknow, we had a very deep crisis
coming on from 2008 to 2012, Soeven the government moved to the
cloud at a much higher speedthan in some of the Germanic

(28:48):
countries, for example. So Iwould say there is a very high
level of technical knowledgehere.

Excellent, thank you.

So one question I was going have just as we're
talking about, you know,bringing back to the Illuminate.
How can companies and if youhave a story that would be great
to share, but like how cancompanies use Illuminate
specifically as a launch pad forsome of those cross border
partnerships or even likeM&A exploration?

Well, yeah, and of course thanks to Eddie we
will have an M and A boutique ITexchange that works with IAMCP.
We will be there, right? Sowe'll holding keynotes and
workshops and then we're meetingwith people. We did that last
year as well, but that was alocal M&A boutique. All
different ways, right?
So I think it's just, you know,having as much meetings as you
can, right, with companies fromdifferent countries. Just, you

(29:36):
know, the only thing is dependson what you are looking for,
right? So what we can't say isokay, well I want to meet a
company from Germany that isspecialized in fabric or maybe
they're not there, I don't know.

And somebody can use the I'm sorry,
interjected like the you weretalking earlier about there's
the platform for like thatnetworking platform. So somebody
can get that specific in thatplatform to help try and find
it. Good. Go ahead. Yeah. Talkabout that.

Yeah. Yeah. So we kind of we preselected
this, sorry about it, we kind ofpreselected this with, you know,
a list of questions we ask,right? So just people clarify
that they can explain whatthey're looking for. We have a
marketplace as well, right?
And then of course, you can ofcourse study the company the
internet, You can study inperson who's coming, LinkedIn
and whatever, right? So I wouldsuggest if you spend money to

(30:25):
come overseas for the event andyour time, right? I would expect
you to study you know who am Igoing to talk to, what do they
do, how senior are they, right?So it's just low on you, right?
So a lot of spontaneous thingswill happen, but you plan for a
lot of these things to happen aswell.

But not only for M&A agencies,
because many times we knowcompanies that join between them
and go together, go join thecompany, buy the company, sell
the company, something likethat. And that first, IAMCP
events are in the region. I amin the region because you first

(31:08):
begin to collaborate. Onecollaboration, after that, think
more things and much more realcollaboration, business plan
together, commercial strategytogether, and then what is the
next pay and the next pass? Getmarried. Get married. Get
married, buy, sell, join betweenthem.

(31:32):
So, I think this and, Michiel,you know me, several companies
that begin in the IAMCP, eachone in different paths and at
least join the same path andthey today are working together.
And so, the problem is that welost one member of the

(31:52):
association in Spain becausewhen they joined together

Well, the thing is, so the difficulty is
when you buy a services companywithout knowing the company,
it's always very difficult tounderstand what you're really
buying, right? But if you haveknown partners for years,
because you're an IMTP, and youknow what they're good at and
what they're not good at, youknow, and you know if they can
be trusted, So, let's say, so wehave some of our IAMCP members

(32:21):
with, you know, outside fundingthat have become consolidators,
right? And they know who to goafter because they know that,
for example, Paco's company is aspecialist in data and they've
been doing this for twenty yearsand they're one of the four
companies maybe in Spain thatknow more and more about data,
right? So they have all of thisimplicit knowledge that they
know who they want to, you know,go over that with. And that's

(32:41):
because of their years ofengagement with the IAMCP.

One question then. So I know we've talked
like with the upcomingIlluminate event, obviously,
know, we've talked about likethe networking, just the
tremendous opportunities there.We've talked about, I think the
use of the mini MBA, Microsoft'sunderstanding kind of the
programs and how to navigatethat. What about are there just

(33:06):
going to be any emergingtechnologies or business models
that you expect to dominate theconversations this year?

Still trying to figure out what frontier is.
I think that's just a label thatthey put on it this way. But I
think we're still trying to getour arms as an ecosystem all
around AI and how we as partnerscan make money around AI, right?
And there's always a challengewith Microsoft, because
Microsoft always needs to pushthe latest things, right? As an
ISV, you know, as a partner youalways need to understand okay,

(33:48):
how far do I jump in, right?
Because I need to keep on makingmoney and do the new stuff,
right? So there's always equalincome you have to find all the
time, right? It's happening withcloud, it's not happening with
AI, right? So you can't youknow, if you're too much ahead
of things, you probably you knowmaybe you're losing money. If
you're too far behind of it,then you know Microsoft will say
hey, well bye bye, I don't needyou anymore, right?

(34:10):
So you need to find thatequilibrium, right? So I think
AI is still very much will bethe key thing, right? But I
think that we're all nobodyknows really how the world is
changing or who will be majorbusiness models or who's making
money in AI, right? Because youhave your OpenAI's or LLM

(34:32):
providers, then you have yourhyperscalers, then you have your
specific vertical companies,then you have the services
company, right? So I think we'reall still trying to figure out.
And sure, Microsoft wants us tojump in full head in AI. Part of
our role as IAMCP is helpingpartners understand how far they
should jump and when.

So how are you, so at the conference is there
going to be a lot of discussionaround that? I mean, main
sessions, breakout sessions? Howare you envisioning, yeah,
helping folks navigate some ofthat stuff?

Yeah, so we have a couple of Microsoft
people in corp, but these aremore of the program people,
right? So what we normally alsohave, we have parallel sessions
around solution areas, right? Soto be honest, we're still
filling these up as we speak. Sonormally we'll get, you know,
sessions around Azure, sessionsaround, you know, security. And

(35:22):
this year, course, the veryinteresting one is talking about
business model is, you know,business applications and model
work being together, right?
So I think we're also stilltrying to figure out how is that
going to work, right? It wouldbe great to have somebody from
Microsoft explain the realbusiness rationale, right?
Because Microsoft will alwayssay, well, we spoke to
customers, we spoke to partners,and they've asked us to do these

(35:43):
things. I'm not sure how Ibelieve that. That's kind of the
level of of course nobody atMicrosoft will give the during a
keynote the honest answer, butif you maybe catch one of those
guys at the bar, you know, youprobably get the honest answer,
right?

Yeah. Or the boat, right? The bar or the
boat.

So there is a so of course the very big reorg
that happened, field reorg thathappened was like 2018. But this
year is worse than other yearscompared to other years. So
there's a lot of differentregions being set up, know, a
lot of middle management havebeen taken out, a lot of
confusion inside Microsoft aswell, right? So I hope that when
we have our event in Octoberthat all that has come down, and

(36:27):
we can explain it to people, andthen explain the rationale and
explain who's who, who's sittingwhere.

I'm gonna ask this kind of a more of a like a
soft question around and keep inmind I've never been to Spain so
this might be a really dumbquestion after I ask it but why
Valencia?

Let me explain. So, Valencia is
more than just a beautifullocation. So, one year ago, we
suffered flood in the region,very heavy flood with more than
200 deads in the flood. The DNAthat we suffered was incredible.

(37:09):
So, I have lived in Valencia forthe last twenty five years.
I was born in Madrid, so I livedfor, I say, twenty five years
here. When the board, we beginto think and where we can
prepare the next event, all theboard thinks about Valencia

(37:32):
could be the best option to thenew event with Illuminate also.
Valencia should be third or thefourth city in Spain, So, we
have the best communication,maybe very well communication by
plane, by ship, by train, withhigh velocity trains. So, it's

(37:56):
an nexus of the transfer inSpain and internationally. So,
our beaches are incredible.
The weather in last October willbe very good weather, only with
a light coat or something likethat. But we had this disaster,

(38:22):
I could see things that I wantto share with my colleagues.
This is the younger people,because they let their offices,
their houses, their institutes,their colleges, their schools,
to help the others. So, manytimes, we see the younger

(38:44):
people, we see the young peoplewith Instagram, the selfies,
this kind of focus that we putin the right people. So, in
Valencia, in two days, all thischanged.
200 deads. 200. The village wasabsolutely devastated. And the

(39:09):
next day, a legion, a legion ofmore than 10,000 people, helping
without the government. No one-The government arrived after the
people go to help other people.
So, this character is, for me,the most incredible lesson of

(39:33):
resiliency, of an event whichmaybe is a reason to try to get
the illuminated here. I want toshare with my colleagues who is
Valencia, who is this city, andthey go who, not what is this
city, who, because this city hasa personal personality, has its

(39:57):
own personality and can learn alot of things about the
character of the Valencians.

So, just to build on what Paco was saying,
right, so Valencia is the thirdbiggest city in Spain. It also
happens to be on the coast,right? And Spain is not like
although we have a big tourismindustry and event industry, it
is not like The US where you canhost events for lots of people
everywhere, right? And when weselect hotels, we have to start
a year before, right? Sobasically, we were in the

(40:28):
process of selecting hotels whenthis whole flooding, the Dana
happened, right?
So a lot of mistakes were made,a lot of political infighting,
people were not warned in timeand you would not expect a
modern society to have floodingsall of a sudden in big city and
have two twenty people killed.Because normally what happens

(40:48):
is, you know, it's a habit thatpeople in Valencia, they have
their cars in the parking garagebelow sea level. And when they
hear it's going to rain, theytake out the cars because, you
know, it might flood, you mighta little bit, right? So they did
the same thing. The only thingis nobody warned them that the
flooding was going so fast,right?
So all these people got to getout of their cars, the parking

(41:08):
garage, and they didn't get outanymore, right? So we felt
emotionally obliged to do thisevent in Valencia, right, just
to share that and maybe havesome positive impact on the
economy of Valencia. A littleimpact, but you know, any impact
is good.

Guys, that's a fascinating story. I did not
expect that as an answer. In allhonesty, was when I asked the
question, thought I was justgoing to be talking about, you
know, just, you know, being onthe coast, how beautiful it is,
the culture, the food, you know,all those things that you would
hear normally under, you know,like touristy type type things.

(41:52):
But that's a fascinating

One thing, let me say one thing. Valencia
was selected the best city inthe world for life.

Work life balance or, you know, working
with- I'm not sure who does it,but there's these international
organizations that figure outwhich are the best cities to
live, right? From health, youknow, financial, work life and
everything, right? Food.
You always get like Toronto andVancouver I think we had like

(42:23):
three Spanish cities in like inthe top four or something.

That's that's fascinating. And then to just
even go back to the earlierstory about just the just the
story of resilience and how, youknow, I think translating that
into as I just think about, youyou were just kind of like in
going back to the event like,okay, as a thing that come away
with just the importance ofthat, you know, having that

(42:50):
tenacity, having thatresiliency, especially as a
small company, where you justgot, know, you're grinding it
out, you know, every day. Whata, you know, what a, what a,
what a powerful story just evento about, if I, if I understood
correctly, Paco, where you'resaying how there was, you know,
you had all these, you know,thousands of people kind of come
together, like even before thegovernment did. I mean, that's,

(43:12):
that's P2P, right? That'spartner, you know, people
collaborating to collaboratingto collaborating together to
create something, you know, oftremendous value.

Specific point that Paco is making is
that we as business owners tendto be mostly male, older, and
sometimes we complain about allthese young people, right? Young
millennials and generation Z.And the first ones that went out
the next day and helped clean upand go there were 16 to 25 year
olds.

Wow.

Every day going on again, going on again,
going on again, helping.

Wow. That's a great story. I'm really glad you
shared that. So thank you.
Eddie?

Yeah, no, I was just saying that's a great way
to find some common ground whenyou said, know, Michiel you just
talked about, hey. We used tocomplain about the younger
generations, but they were thefirst ones out there. That's a
great thing to to come togetherand and find more ways and more
things that you have in common.And and maybe the gap isn't as
big as everybody thinks it isright, which I think is super

(44:17):
important. I do I do have aquestion from talking, though.
So you said you've been livingin Valencia for twenty five
years. I wanna I kinda wannaknow how you found Valencia. Did
you jump out of a plane and landin Valencia and then decide
you're gonna stay there? Youknow, in your life?

I live here for love. My my wife is from
Valencia. So as you know, a manis not from his born, he's where
his wife is born. So this is thereal case for my own. I live
here, I can create my owncompany and then create and to

(44:58):
be the freedom to involve inseveral projects, not only in
business projects, only in otherkind of projects, and so this is
the consequence of this travel Itook several years ago.
So, I think this is the momentfor not to help Valencia, you

(45:21):
know, without to show who isValencia, and the new
generation, because we aremature people, we are mature
men, so we are in my case, youare younger than me, but maybe I
am in the finish of myprofessional career. I look back

(45:44):
at who is behind me. So, I cansee right now, behind us, behind
all of these are people withpush, with amazing strength to
continue with the business, tocontinue to grow this country,

(46:04):
this region, so to grow with theworld at least.

Yeah. I think what's really very cool about
this conversation is we've kindof come full circle, where we
started talking about successfor IAMCP Spain, about being,
the continuity. Right? Findingleaders that were who were
generous and willing to put inthe time and take the effort.
And now we're talking about thesuccess of a city or the success

(46:32):
of the country being in theyounger generation and kind of
this handover to another groupover a period of time and and
just knowing that there aregenerous people who are willing
to make the time and commit to,you know, helping Valencia,
helping Spain in general.
I think that's that's a coolcool story.

It's the simple. It's the simple for the
others.

Well, easy to complain about the next
generations, right? Because wehave our worldview at our age,
right? We expect certain thingsthat might not be normal for
them. And I think this is a verygood lesson for us to
understand, hey, you know, thesepeople can be motivated, they're
just motivated in a differentway, right? So for us, in the

(47:21):
crisis, it was a really positivesurprise.
And I think specifically, Pacokind of changed his whole view
on the world positively, right?So we tend to complain sometimes
about the next generations, butyou know, they just have a
different world group.

And I I think, coming back to your bit of
advice earlier is, you know, bewilling to ask that next set of
next level questions. Right? Gothree or four questions deep and
you'll find, you know, you'llfind that common ground. You'll
find what motivates. You'll findthat you have some things in
common.
I think that's that's an awesomelesson for all of us. It's
really cool.

So we are in in my my generation. My
generation is the I don't know.It's x generation, but I don't
remember. Well, I am sixties. Iam 62 in the next month.
So, we live the transformationfrom the analog to the digital
world. So, if my generationcould understand these real

(48:22):
changes, these incrediblechanges, the only thing that we
have to understand is how thenew generation thinks and will
think how to how to stir in, howto go with the the new business
or with our business in thislegacy.

So I have a this is a little bit more- This is it's
gonna be a combination question.It was gonna be an IAMCP
question, but now that we've gotthis really cool conversation
about just life in general andand, you know, Spain and
Valencia. So I'm gonna ask twothings. Michiel, you you've come
to Spain. Right?
You, this is you're home now,but you came there. What is what

(49:07):
is the biggest benefit of ofbeing in Spain, of being in, you
know, in this culture and andwith the people that you work
with, you know, are friends withand that? And then secondly,
IAMCP as a community, what isthe the biggest thing that
you've gotten from thatcommunity? And that question is

(49:29):
for both you and and Paco.

So yeah, so for me there is a first there's
a physiological thing, right? Soevery day I wake up and I open
the shutters and the sun isshining, which is quite a you
know, has a different really, Ithink it has a crystal effect on
you. Yeah. I live in TheNetherlands with lots of rain
and grey skies, specificallygrey skies, so I think that's
very important. And it alsomakes for people being out on

(49:53):
the streets, right?
The Spanish people are out allthe time. They're out in
terraces, they're out eating,drinking, shopping, they're
outside. So life is outside. Sothat for me was a big
difference. Then another bigdifference is the importance of
family friends.
So as I remember, I was as anexpat first at Unisys and my
daughter was in the hospital andI came to work. I'm a Dutchman,

(50:17):
came to work. And then thegentleman said, you know, I told
him what was happening. He said,well, why are you at work? Go to
the hospital, right?
And then, you know, during thenext couple of days, I had
everybody calling me, thegeneral manager, the finance
director, everybody wasgenuinely interested figuring
out how my daughter was doing.So it's much more of a in The US
you work a lot and then you livein The Netherlands you work

(50:39):
maybe less than The US, butItaly and Spain is kind of that
balance, right? And the samething goes for customer
relations. So it's difficulthere to sell because in The
Netherlands, you can go to apotential customer who will have
a parking space waiting for you.The customer will receive you at

(51:00):
the exact time.
They will give you a cup ofcoffee. They will listen to your
speech and then will say ifthey're interested or not. Very
efficient, right? In Spain it'sa lot more inefficient, right?
Because you have to do a lot ofpre meetings and then you know.
But once you have gone throughthat, the relation is almost I
wouldn't say like family, butmuch stronger. So there's a lot

(51:22):
more initial barrier, then therelation. So I think here in
Spain in general, therelationships are a lot
stronger, right? So it's veryimportant to get that trust to
build that relation. It's muchless transactional in The
Netherlands than or in The US Ithink. So that for me and I kind
of forgot the second part ofyour question, think Eddie.

Yeah, it's more about the IAMCP community

So I think it might be more difficult
initially to have a directbusiness conversation because
you will start talking aboutfootball or some other things.
But as soon as you have thatlevel of trust, you know,
there's this openness and longterm view on things, right? So,
I think that's the same. It'sthe same in business here as

(52:11):
well. So maybe initially morework to be done, but once you've
gone through that, it's morelong term, it's more permanent.

Awesome. Paco, what about you?

Yeah, agree with Michiel from his point of
view. I think Spain from therelation is incredible. So,
there is a thought about OttoBismar, the big general from
Germany. He said one time, Spainis the stronger country in the

(52:48):
world because they are trying tobreak the country for hundreds
of years and they couldn't. So,why is it?
Because the Spanish are there.So, we are maybe not comfortable
with our country, with ourpoliticians, like everyone, like

(53:12):
everybody in the world, yeah,but at least we row in the same
direction. We row in the samedirection because the direction
is not the country, it's not theregion, it's not the IAMCP it's
not the business, it's thefamily. It's the family, it's
the friendship. If you are myfriendship, work together

(53:33):
because I trust in you.
Maybe I will need an NDA, anagreement, or something like
that because legally we need tohave this kind of documents, but
for many times, for me, if Idon't have a feel with you, I
will not work you. I need tocheck your hand and see your

(53:58):
eyes. Maybe you can lie to me,of course, but I need to trust
in my counterpart in thebusiness, and this is the IAMCP.
In the IAMCP, we see through theeyes, we shake our hands, And I
will see the next year, and Iwill see the next month in
workshop, in another kind ofevent. So, if I trust in you, I

(54:23):
will work with you. If I don'ttrust in you, really, we will
continue my path and if I seeyou the next time, we will drink
a beer and go on.

And there's this prejudice, right, which
exists around Spain or SouthernEurope. It's like when I speak
to Germans or Netherlands orpeople from Netherlands
somewhere else and they say, Oh,you're in Spain? Oh, siesta,
siesta, Spanish are so lazy. Tobe honest, since I came to
Spain, work a lot more hoursthan I did in The Netherlands.

(54:57):
Because the system is moreefficient.
So the first time I went to TheUS, I stopped my head out at
5:00 P.M. and there was nobodyleft in the office. I went
whoops, right? In TheNetherlands it's at six, I came
home at seven.
In Spain, you make very longdays from Monday to Thursday.
Friday is a little more easier,but the thing is, when you live

(55:18):
in richer and more efficientsystems like The Netherlands and
Germany and Finland, right? Youcan afford to work less hours,
but there's this old prejudicestill that, you know, in
Southern Europe, there's peopleare lazy and they work less. No,
they work more.

That's great perspective and insights. Thank
you guys for sharing. That'sawesome.

Yeah. So kind of as we're wrapping up, I mean,
as we've talked, you know, thegamut about, you know,
relationships, networking, miniMBA content, you know, the, just
the, the beauty of in the storyof the area. I kinda would like
to, you know, just kinda wrapthis up. There was an
interesting, data point, youknow, coming back to illuminate,

(55:56):
where the post event surveyshowed that 39% of attendees
increased their P2P opportunitypipeline, come through. Can you
you share maybe just a story oran example of a partnership that
was born, you know, there atIlluminate and turned into real
business?

Yeah. Well there's several. Right? But, for
example, I just had lunch withone of the, the partners that
they're they're a company thatwas created they were a spin off
created four years ago. They'rea specialist in Microsoft cloud
security. They have their ownSOC. And they came to
Illuminate, I think, the firsttime two years ago, right? So
and since then they have built afantastic P2P business, right?

(56:36):
Because they have a very clearmodel, right? They only do
Microsoft cloud security SOC.
They don't get into you know allthe things that the other
partners might do, right? Andthey have established really,
really, really trusted andtransparent relationships
because of our event, right? So,and I think their model is now,
you know, 90% indirect. Ofcourse, that's easier when you

(56:57):
have a clear and non competingthing that you do when you're
one of three members in Spain,right? So it's easier, but
there's different scales ofgrey.
And then the other example, Ithink it's for us it was a very
important example, is Arrow,right? Arrow the distributor. So
Arrow reached out to when I wasstill president in Spain and

said (57:15):
Well, hey, Michiel, we've been trying to get better at
business with Microsoft. We haveexternal consultants here. We're
not getting anywhere.

And I said (57:22):
You know, come to some of our events. So they
came. They started learning,started learning, and they went
to our big event. Became ourfirst Platinum yearly sponsor,
because they went through thismini MBA with us understanding
Microsoft what to do, what notto do, right? Because Microsoft
has many priorities, right?

(57:42):
They've done many things and thetrick is figuring out what you
should be doing and where youshould jump and maybe where you
should wait a little bit, right?And if you only go as a newbie
to Microsoft, you will speak toa person that has an agenda and
he will want you to jump or shewill want you to jump. And you
will think oh Microsoft! Firstquestion to all of my people I

(58:03):
work with all the time asgeneral managers also: Microsoft
told me this and this. And Iwill say well, oh, the guy that
opens the door or Satya Nadella,right?
Let's figure out. So I don'tthink those are tools and Arrow
has been our platinum sponsorsin the beginning. And the great
thing that happened is becausewe started doing all things with

(58:24):
Arrow, so all the other distisgot FOMO, right? Fear of missing
out. So then we got GriSynix,you know, we got Lee Valley, we
got some of the other guys in aswell, right, so and that's
mainly because of the learningthat they did through our
events.

I can say, I can tell you, for example, my
own sample. In my history in theIAMCP, I have worked and work
right now with partners inSpain, a lot of them in Spain,
in Italy, Netherlands, Sweden,Finland, so maybe not all are in

(59:04):
the INCP, but in Spain the focusis because, in my case, I
specialize in data, inrelational data, so I am
complementary and I am notcompeting with others, so they
can work us and and workingtogether, really, together like

(59:31):
our only company, but this is anabsolute success for us because
we work with, I think, more than10 partner to partner companies
and 80 at least are in the INCPand if they weren't in the INCP
before, I try to join to theIAMCP of course.

That's fantastic, that's fantastic.
Well, Paco and Michiel, this wasa wonderful conversation. You
guys have been really generouswith your time. And I really
appreciate having you on, youknow, the podcast, you know,
IAMCP Profiles and Partnership.Last question is, what's the
best way, you know, how canpeople find out about you and
connect with you?

Michiel van Vliet (01:00:15):
You mean for the events?

Anthony Carrano (01:00:16):
I'll have the event, URL in the show notes.
But just for, you guysindividually.

Probably the easiest, easiest, you find us on
LinkedIn, right? Because we'reboth daily on LinkedIn, and then
we can share emails or whatever.So just type in our names and
mine is pretty, if you searchfor my name in Spain, you will
only get one.

What's the one lone Dutchman in Spain? Is that
what you're saying?

With this name and surname, right? I
actually created a LinkedIngroup. I found all the
Michiel van Vliet fleets in theworld.

Oh really? Okay.

Great LinkedIn group between all of
us.

That's fantastic.

Francisco Racionero (01:01:01):
Also, my name is easy also to recognise
on LinkedIn. So, if you write tothe LinkedIn page from IAMCP in
Spain, our incredible marketingteam will answer you in a few
minutes maybe. So it's veryimportant for us because our

(01:01:21):
team is incredible. The workthat the team for supporting the
IAMCP all the year, this work isincredible for us. The
organization of the events, theorganization of the workshop,
the organization of the agendas,really, let me say that we can
deploy all of the events of thework that we developed during

(01:01:45):
all the year because we have thebest team for these kind of
things.

Eddie Bader (01:01:52):
Excellent, excellent. Awesome, that's
great.

Well, I appreciate you both. Enjoy the
rest of your day, gentlemen.

Thank you.

Thank you very much.

Glad to be here.

See you.

Wow. That was such a fantastic episode. I
really appreciate, both Paco andMichiel just for spending their
time. You know, for those thatare listening, Illuminate just
isn't an event. It's a catalyst,the kind of place where strategy
meets serendipity and where theright handshake can change your
fiscal year.
If you wanna see the fullagenda, explore the networking
platform, or secure your spot inValencia this October, head to

(01:02:27):
the link in the show notes. Andtoday's conversation sparked
ideas for your own partnershipstrategy. Share this episode
with a colleague who needs tohear it. But before we kind of
wrap up, I definitely want totouch on a couple things that
really stood out to us. Eddie?

Yeah, I think one of the things that stood out to
me was the culture, right? Theidea of how they partner and ask
that next level set ofquestions, right? It's not just
about what you do but who youare and how they build
relationships over time. I thinkMihiel mentioned, you know, you
might spend more time in Spainupfront creating these, but when

(01:03:03):
you come out of that, work, youhave you have a friendship a
friendship that you can buildupon in in many different ways
and that is a really greattakeaway because I do believe
that can work just just aboutanywhere.

Yeah there was a ton of really great lessons
that I took away from just justthis interview. But one that
really hit me pretty good. Itwas you know, also, you know,
not only am I principal inGenamis marketing, I help, you
know, host this podcast, but I'malso as a chapter president of
the Austin IMCP chapter, justhearing about like their success
in growing it from, you know,just the emphasis on what the

(01:03:39):
succession planning, how hethought about the the income
model, how they went aboutgetting, you know, sponsors to
which then led to helping themhire professional help and just
that whole mindset of saying,this isn't yes, we're
volunteers, we're going toapproach this like a business. I
thought it was really valuableand just kind of hit me pretty

(01:04:00):
close just being as a chapterpresident kind of in the thick
of it myself.

Yeah. And and to add to that, you know, Michiel
talked about, being veryintentional with IMCP Spain's
success and really, you know,nurturing identifying and
nurturing the next set ofleaders so that there's no drop
off once there's a change inleadership. I think that's
really important. And then whenwe brought it full circle
towards the end of theconversation, we talked about

(01:04:26):
that same concept, but in termsof the country and of Valencia
itself and how there was maybe aperception of the older folks
like Paco and Mihiel about, youknow, millennials and Gen Z. But
then through that unfortunateevent that happened with the
flooding last year, how thesetwo kinda came together and how

(01:04:50):
they saw that those two, youknow, the millennials and Gen Z
step up in terms of helping andand putting effort into the
community.
And I thought it was a veryspecial moment, and I think that
is that's not only how, a cityand a country build and and grow
and continue good things, butit's also a blueprint for what

(01:05:11):
we can do, within chapters inthis community.

For everyone listening, here are your next
steps. You need to register forthis exciting event. You can by
visiting iamcp.org and click onthe illuminate banner on the
homepage or visit the URL forthe conference that's in the
show notes. Thanks again forjoining us on this episode of
IMCP profiles and partnershippowered by unanimous marketing.

(01:05:35):
We hope you enjoyed this podcastand find it useful and
inspiring.
If you did, please subscribe,rate, and review us on your
favorite podcast platform. Oneof the best ways to partner for
success is to join IAMCP, acommunity of Microsoft partners
who help each other grow andthrive. IAMCP members can find
and connect with other partnerslocally and globally and access

(01:05:57):
exclusive resources andopportunities. So whether you're
looking for new customers, newmarkets, or new solutions, IAMCP
can help you achieve your goals.To learn more, visit the website
at www.iamcp.org.

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