What our work means for Microsoft ISVs
Most of our work is with Microsoft managed service providers. Some of that work also applies to ISVs building Microsoft apps, and some does not. This page helps you judge whether talking to us is worth your time and ours.
What changed in our work with ISVs.
We used to work with MSPs, ISVs and growth-stage technology firms. Our main work now is the commercial side of an MSP’s AI practice. We help each MSP build its own commercial capability. Until that capability is ready, we also supply it in the MSP’s customer engagements.
MSPs and Microsoft ISVs make money in different ways. One offer cannot serve both well. MSPs also share one specific problem. Most can implement AI technology. Few can yet lead the business conversation that comes before the technical work. We fix that problem.
Microsoft ISVs still find us. This page tells you plainly where our work stops. You will not have to wait three emails to find out.
Our thinking applies to a Microsoft ISV. Our products do not.
The commercial half matters to Microsoft ISVs too
Every AI sale has a commercial half and a technical half. The commercial half is the business conversation that happens before any technology is chosen. Customers first buy a change to how the business works. The technology that delivers the change comes second. Whoever leads the business conversation writes the requirement everyone else responds to. Customers buy Microsoft apps in the same order. Our own operating experience includes software, consumer and services businesses.
Our thinking on the commercial half applies to Microsoft ISVs.
Both our products are designed for MSPs
Growth Executive assumes the business has a services P&L, a delivery practice and an installed base. We also sell AI Business Consulting, delivered with you. That service assumes the MSP wins the implementation after the consulting. Neither assumption holds for a Microsoft ISV. An ISV makes money from its product, and reaches customers through different routes to market.
For an ISV, we would have to adapt both products.
Two situations where talking to us makes sense.
- You sell through MSPs. Your MSP partners probably struggle to lead the business conversation with customers. That struggle may be one reason your channel sells more slowly than your direct sales team.
- You are becoming a services business. Plenty of Microsoft ISVs now also earn implementation, adoption and advisory revenue. Once you sell services, you need both capabilities: the commercial half and the technical half.
Outside those two situations, a firm that focuses on ISVs would probably serve you better. We would rather tell you that in ninety minutes than three months into working together.
We will tell you if we are not the right people to help.
A Growth Review costs nothing and takes ninety minutes. Are you an ISV in one of the two situations above? Then book a Growth Review. If neither situation fits, read the two pages below. One explains our approach, and the other shows the evidence. Neither page asks you for anything.
An AI practice needs two capabilities
The two capabilities page explains why the commercial half decides who leads the deal. It also shows the cost of arriving after the customer has already decided.
Proof
The record covers twenty-five years of P&L accountability, including software and subscription businesses. It includes work inside many UK MSPs. At Principle Networks, we put their commercial growth system in place.
Ninety minutes, and a straight answer.
A Growth Review ends with a straight answer. The answer may be that we are not the right people to help. That outcome is more likely for an ISV than for an MSP. Either way, you will get the answer quickly.
Win the business case before you win the build.