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Pexip’s success tip: lead with marketplace-first sales

ElizabethBeals's avatar
Jan 08, 2025

One company’s advice for how ISVs can find success through the Microsoft commercial marketplace: Lead with it!

That’s what Anders Løkke, VP Product Marketing & Strategy at Pexip, shared during a recent interview at Microsoft Ignite 2024 in Chicago. Pexip, a Norway-based video technology company, was recognized as one of the marketplace Partner of the Year Award finalists in 2024 for their marketplace adoption. In the Microsoft Ignite interview, Anders talked about how Pexip has found success by leading with marketplace-first sales and engaging with customers early in the sales cycle about the benefits of buying through the marketplace.

“I would give advice to other partners wanting to get into it: start by leading with marketplace,” he said. “Don’t bring it in in the late end of a sale. Lead with the marketplace transactional capabilities and possibilities because it will benefit both you and the customer.”

Anders, who is a marketplace community member, also talked about marketplace as a “strategic move” for Pexip that allows them to reach customers where they are.

“It’s more about being able to serve the customer where the customer wants to buy. As I said, their procurement behavior changes, and we see [the marketplace] greatly reduces the cost of procurement, it simplifies their vendor management, asset management, everything,” he said.

Because of the marketplace, Pexip can sell to customers where they don’t have a presence. Their offers are also Azure benefit eligible, so customers with Microsoft Azure Consumption Commitments (MACCs) can use those commitments towards Pexip solutions and maximize discounts on their Azure infrastructure.

More about Anders from his Microsoft Ignite speaker biography:

"Anders, Vice President of Product Marketing and Strategy at Pexip, holds over 25 years of experience in the IT and AV industries. He has been leading Pexip’s Microsoft alliance GTM efforts for over eight years, collaborating closely with Microsoft at both field and corporate levels. Additionally, for more than five years, Anders has spearheaded the initiative to enable Pexip’s digital B2B sales strategy, facilitating the company’s sales through the Azure Commercial Marketplace. Pexip is recognized as a top-tier ISV partner and was a finalist in the 2024 Global Partner of the Year awards in the Commercial Marketplace category."

Published Jan 08, 2025
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