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Selling the Microsoft Brand

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Selling the Microsoft Brand 0706rcp_cover.v4 6/9/06 8:09 AM Page 1 Redmond ■ ChannelPartnerwww.rcpmag.com July 2006 DRIVING SUCCESS IN THE MICROSOFT PARTNER COMMUNITYHonored as BEST START-UP PUBLICATION Jesse H. Neal National Business Journalism Awards 2006 ASpecial special reportReport:on theSelling ups and the downs Microsoft Brand of selling the world’s most valuable brand.19 +Exit Interview: Margo Day 4 High Marks on MSPP Report Card 38 Project1 5/26/06 10:20 AM Page 1 Whos guarding your Exchange Server? New version 10! Now with 5 anti-virus engines & RSS Quarantine feeds! Get the leading email content security & anti-virus solution! Multiple virus engines Email content checking/filtering Exploit shield and HTML sanitizer Trojan and executable analyzer Get a FREE trial version today from www.gfi.com/resc/ Project1 5/26/06 10:21 AM Page 1 Get your FREE trial version of GFI MailSecurity today! According to the 2005 FBI Computer Crime Survey, 98% of organizations GFI MailSecurity for Exchange/SMTP Features surveyed have anti-virus software installed yet 84% claim to have been Multiple virus engines affected by a virus at least once during the year. A single virus scanning Norman Virus Control and BitDefender virus engines included engine is no longer enough to guarantee protection against viruses. If you Kaspersky, McAfee and AVG Anti-Virus virus engines optional are serious about mail server protection, get the leading email content Trojan & Executable Scanner security, anti-trojan and anti-virus solution, GFI MailSecurity for Email content and attachment checking Exchange/SMTP, the only product to offer ten layers of email security: Exploit shield HTML sanitizer disables HTML scripts RSS feeds for quarantine Best of breed Exchange and gateway message scanning technology Spyware detection Detection of attachment extension hiding Embedded mail scanning Approve/reject quarantined mail using the web-based moderator Seamless deployment with Exchange Server User-based, flexible rules configuration Checkmark and ICSA certified GFI MailSecurity configuration Used by customers like Caterpillar, IBM, NASA, US Navy, Fujitsu and many others GFI MailSecurity supports multiple virus engines tel: +1 (888) 243 4329 | fax: +1 (919) 379 3402 | email: [email protected] | url: www.gfi.com/resc/ Project1 6/8/06 10:36 AM Page 1 0706rcp_TOC.v6 6/9/06 8:13 AM Page 1 Contents JULY 2006 • VOLUME 1• NUMBER 9 SPECIAL REPORT DEPARTMENTS 4 Channel Report Exit Interview: A Q&A with Margo Day . 4 PARTNER SPOTLIGHT: Bond International Software 19 Microsoft: World’s Biggest Brand With a new job-applicant tracking solution, the Our special report includes: company is making its first channel play . 8 ANATOMY OF THE DEAL: EMC-Interlink . 12 21 The Importance of Being Microsoft Microsoft isn’t just the world’s most powerful software company. 45 Solution Spotlight It’s also the world’s biggest brand. Virtual PC is a flexible, full-featured virtualization environment. 25 The Two Faces of the Microsoft Brand With a great brand name comes great partner responsibility. COLUMNS 31 Dealing with Microsoft Haters PARTNER ADVOCATE: Scott Bekker The Mother of All Partner Conferences . 2 Microsoft may be the world’s best-known brand, but it’s not necessarily the best-loved. Here are ways to overcome deal-busting objections. THE PARTNER VIEW: Jim Airdo The Value of Reseller Training Centers . 14 FEATURE THE MICROSOFT VIEW: Margo Day 38 Making the Grade Power to the People. 16 Partners evaluate the recent changes to the Microsoft Partner Program. MARKETING MICROSOFT: Mac McIntosh Don’t Doom Your Own Marketing Event . 50 SELLING MICROSOFT: Ken Thoreson RCPmag.com Sales and Marketing: Friends, Not Foes . 52 Worldwide Partner DIRECTIONS: Paul DeGroot Conference Coverage FindIT Codes Darwin and Intelligent (Software) Design . 56 Stay tuned to RCPmag.com and our newsletter, You’ll see FindIT codes Redmond Channel Partner Update, for the latest on embedded throughout Microsoft’s Worldwide Partner Conference this Redmond Channel month. The staff of Redmond Channel Partner will Partner. Simply type be at the show to bring you all the breaking news these into the FindIT code and more from Boston. If you haven’t yet, be sure box on any RCPmag.com to sign up for Redmond Channel Partner Update page and you’ll jump directly to the desired (FindIT code: Newsletter). And if you’re at the information. (Note that all show, be sure to stop by our booth (#1220) and FindIT codes are one introduce yourself to the team. We look forward to word, and they meeting you! are not case-sensitive.) 2 COVER ILLUSTRATION BY SANYA HYLAND 0706rcp_Advocate_2.v6 6/9/06 9:49 AM Page 2 PartnerAdvocate ChannelRedmond Partner RCPmag.com July 2006 ✚ Volume 1 ✚ Number 9 Editor in Chief Scott Bekker [email protected] Executive Editor Anne Stuart [email protected] Senior Editor Lee Pender [email protected] Managing Editor Wendy Gonchar [email protected] Solution Spotlight Editor Lafe Low The Mother of All [email protected] Editors, RCPmag.com Becky Nagel [email protected] Partner Conferences Michael Domingo [email protected] Art Director Scott Shultz By ScottBekker [email protected] Senior Graphic Designer Alan Tao The main event of Redmond’s partner [email protected] calendar happens this month. The Microsoft Worldwide Partner Conference: Velocity 2006 runs July 11-13 in Boston. Group Publisher Henry Allain [email protected] The amount of new software in Editorial Director Doug Barney the Microsoft pipeline, as well as [email protected] Group Associate Publisher Matt N. Morollo the uncertainty surrounding [email protected] Microsoft’s Software-as-a-Service Director of Marketing Michele Imgrund plans, means that this WWPC promises to be [email protected] Senior Web Developer Rita Zurcher Tan even more important event than usual. [email protected] The speaker schedule indicates the need Marketing Programs Videssa Djucich Associate [email protected] for plenty of channel preparation for the will offer perspectives on the major Editor, ENTmag.com Scott Bekker pending Microsoft product lineup. Microsoft competencies, along with sales [email protected] Editor, MCPmag.com Michael Domingo Following the opening-day fireworks of a and marketing, business leadership, ISV [email protected] keynote by Microsoft’s energetic CEO Steve concerns and customizing vertical solutions. Editor, Redmondmag.com Becky Nagel CertCities.com [email protected] Ballmer and partner context from Allison What’s more, we’ve been assured that Associate Editor, Web Dan Hong Watson, vice president of the Worldwide Microsoft will use the WWPC to begin shar- [email protected] Partner and Small Business Groups, ing its definitions for the phrase “Software Microsoft will dive right into the next as a Service.” Transparency is necessary for President & CEO Neal Vitale [email protected] round of products. Microsoft to bring its partners along in the CFO Richard Vitale Mike Sievert, corporate vice president, company’s transition to a services model. [email protected] Executive Vice President Michael J. Valenti Windows Client Marketing, will give part- Providing partners with definitions, even [email protected] ners the lowdown on turning Windows as Microsoft struggles with how the com- Director of IT Jerry Frazier [email protected] Vista into profits. Next, there’s a tour of pany itself will manage these changes, is a Director of Circulation and Abraham Langer Office 2007 in a keynote from Chris reassuring step. Data Services [email protected] Director of Web Operations Marlin Mowatt Capossela, corporate vice president, If you’re going to the show, keep an eye [email protected] Information Worker Product Management out for RCP ’s editors. We’d love to meet you Director, Print Production Mary Ann Paniccia [email protected] Group. Look to Capossela for tips on in person and hear what we can do for you. Controller Janice Ryan building solutions that connect Office desk- Stop by our booth (#1220) to let us know [email protected] Director of Finance Paul Weinberger tops into server-side software. what you think of the magazine and how [email protected] Microsoft is also lining up executives to we can help you strengthen your business. Chairman of the Board Jeffrey S. Klein [email protected] give partners the skinny on other future tech- In a recent reader survey, only 3 percent of nologies, such as Exchange Server 2007 and our respondents indicated they’d attended Redmond Channel Partner The opinions expressed within the articles and other contents herein Longhorn Server. The event will feature the WWPC in 2005. If you can’t make it do not necessarily express those of the publisher. Postmaster: Send address changes to recaps on the SQL Server 2005 value propo- this year, be sure to check our Web site Redmond Channel Partner, P.O. Box 2166, Skokie, IL 60076 sition and more detail about turning (RCPmag.com) throughout the conference Microsoft Dynamics into partner revenues. for articles and blog entries about all the Outside the big ballrooms, smaller sessions major developments from the show. • BPA Worldwide Membership Applied forMarch 2006 ILLUSTRATION BY CHAN ILLUSTRATION LILLIAN 2 REDMOND CHANNEL PARTNER JULY 2006 RCPmag.com Project3 5/9/06 9:37 AM Page 1 Provide accurate anddependable tax rates Cover all states Provide comprehensive taxability decisions Reduce the time it takes to fi le tax returns Provide ZIP + 4 extensions Assign rates by address and zip code I need solutions that: Ensure sales tax compliance and integrate with the Microsoft® Dynamics Suite Lower my total cost of ownership Validate addresses Maintain control of the fi nal approval process And I got them: CertiTAX®, ZIPsales® Returns, and ZIPsales® Database Technology-driven sales and use tax solutions from CCH will streamline all areas of tax compliance for your company. A wide array of programs such as CertiTAX, ZIPsales Returns, and ZIPsales Database integrate seamlessly with Microsoft® Dynamics AX, GP, SL, and NAV to save you time and increase productivity.
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