Building Your Azure Practice A-Z: Phase 7 - Building an Azure AI Practice (The Next Frontier)

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Turning Microsoft’s Reserved VM changes into a business growth opportunity for partners
1 Jul 5AM English South Africa Technology · Business

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The Channel Is a Relationship Business, Not a Reseller Business

Reseller Business” argues that most channel strategies fail because they treat partners as transactional resellers instead of long-term relationship builders. The author explains that simply signing many partners (resellers) doesn’t lead to success. Real success comes from trust, enablement, and long-term investment in partners—helping them grow sustainable businesses.
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