This article was co-authored by Michele Camuri, Managing Director Business Applications for EMEA at Microsoft and Jordi Rua Gonzalez, Biz Apps Global Sales for EMEA at Microsoft.

In the dynamic world of technology and business solutions, establishing collaborative partnerships and alliances is commonplace. However, too often, we see partnerships fail because too much onus is placed on operational fit, with strategic fit a fleeting afterthought.

Partnerships will only succeed when you share a common strategic vision, have a clearly defined partnering framework, and can operationalise your joint value proposition in a reliable and repeatable manner to solve real-world client problems.

This philosophy underpins Microsoft and Avanade’s joint go-to-market (GTM) strategy for business applications.

Let’s explore.

A shared vision
Microsoft and Avanade’s collaboration is founded on a shared vision – to harness their collective strengths for the benefit of their clients.

When Microsoft’s technological prowess and deep GTM perspectives are coupled with Avanade’s solutions knowledge, business perspectives and a rich repository of assets, intellectual property, and accelerators, that’s when the magic happens.

Microsoft’s arsenal includes the Microsoft platform – the underpinning foundation upon which the entire structure is built – and a dynamic toolset. Avanade complements these with a suite of accelerators designed to fast-track client success.

“When the Microsoft platform’s comprehensive tools are combined with Avanade’s accelerators, the result is a symphony of efficiency and innovation that resonates throughout the client’s organization, fostering adaptability and market agility,” says Paolino Montanino, Executive, Business Applications Lead for EME at Avanade.

“So, this partnership is more than just about technology; it’s about empowering clients to achieve more with less, to innovate without limits and to navigate the digital landscape with confidence.”

A united front
In addition to combining their resources, Microsoft and Avanade are intentional about presenting a united front to clients, as Michele Camuri, Managing Director Business Applications for EMEA at Microsoft, explains: “By crafting a joint GTM approach that leverages intellectual property across assets, the partnership provides a cohesive framework to address client needs.

"This approach is particularly relevant for large-scale deals that often span a multi-year roadmap. The success of these long-term engagements depends on the ability to bring disruptive business transformation ideas fast and at scale while ensuring ongoing and agile alignment with clients' business goals."

Repeatable scenarios
Another differentiating aspect of the partnership is the identification and development of repeatable scenarios. “Microsoft’s global reach across industries, including Retail and Consumer Goods, Financial Services, the Public Sector and Manufacturing and Automotive, provides a unique vantage point to spot patterns of value,” explains Jordi Rua Gonzalez, Biz Apps Global Sales for EMEA at Microsoft.

“Once identified, these patterns form the basis for crafting repeatable scenarios that can be implemented with strategic partners. Avanade is the logical choice for operationalizing these scenarios, given our similarities in global reach, industry experience and market viewpoint.”

The sectors earmarked for repeatable scenarios are diverse, reflecting the broad applicability of the partnership’s solutions. “While the specifics of these repeatable scenarios are tailored to each industry, they share common goals: speed of implementation, scalability, and transformation. Whether it’s streamlining supply chain processes in Manufacturing, enhancing customer experience in Retail, or driving digital transformation in the Public Sector, every scenario is designed to deliver measurable client outcomes,” Gonzalez adds.

For example, in the Retail and Consumer Goods industry, we’re deploying tailored AI tools powered by Copilot Studio to unlock new levels of productivity for frontline workers.

We’re helping our Financial Services clients spearhead the digitalisation and automation of the KYC onboarding process, setting new standards for customer verification, streamlining operations, and embedding compliance.

Public Sector clients benefit from our support as they transition away from analogue, siloed citizen services. Creating digital service hubs empowers government agencies to deliver more integrated, data-driven services.

We’re also helping our Manufacturing and Automotive clients leverage tools like Mixed Reality (MR) and Dynamics 365 Field Service processes to conduct AI-led inspections at any location and facility.

A structured delivery framework
The Microsoft-Avanade partnership is structured into a four-level framework, each stage building upon the last to create a comprehensive approach to opportunity discovery and delivery:

Opportunity discovery
At the foundation of the collaboration is the Opportunity Discovery phase, where Microsoft employs its positioning framework to identify potential opportunities. It’s also where Avanade is introduced as the preferred System Integrator. This stage is crucial for setting the tone of the partnership and aligning both organizations’ goals and capabilities.
Repeatable scenarios
Once an opportunity is identified, Avanade demonstrates how its Repeatable Scenario capabilities and assets can be deployed to deliver on the project's requirements.
Delivery framework
The third tier is the Delivery Framework, where Avanade shares its robust delivery model, which includes an assessment model, proof of concept (PoC), and a detailed implementation approach.
Implementation roadmap and estimates
Finally, Avanade lays out a detailed Implementation Roadmap complemented by Microsoft’s bill of materials Estimates. This stage is about precision and planning and providing a clear path to the project’s completion and a transparent view of the required resources.

A ripple effect
Microsoft and Avanade have forged a partnership that exemplifies the power of synergy in the tech industry. “By combining our strengths and focusing on repeatable scenarios, we’re not just meeting the needs of today’s clients. We’re also shaping the future of industry solutions and paving the way for a new era of innovation and growth,” concludes Michele Camuri.

As these scenarios unfold, we expect to see a ripple effect of innovation, efficiency, and unparalleled growth across all sectors.

The power of collaboration: Microsoft and Avanade’s joint GTM strategy

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