Unlocking new revenue streams, operational scale, and AI-powered growth for Microsoft partners.
Welcome to a behind-the-scenes look at the latest episode of Profiles in Partnership, entitled “Scaling Smarter: AI, Talent, and Opportunity in the Microsoft Partner Ecosystem,” where innovation, community, and growth converge to shape the future of the Microsoft partner ecosystem. This episode features a lively, insightful conversation with Dux Raymond Sy, Chief Brand Officer at AvePoint, as he and hosts Anthony Carrano and Rudy Rodriguez unpack how the AvePoint-IAMCP partnership is unlocking new revenue streams, operational scale, and AI-powered growth for Microsoft partners. Whether you're an MSP, SI, or an IT leader ready to step into the age of AI, buckle up. this is packed with actionable insights and exclusive opportunities.
Listen to full episode here!
The Power of Partnership in a Shifting Microsoft Landscape
The Microsoft partner world is a whirlwind these days. With shifting IT services demand, persistent talent shortages, and seismic changes in the Cloud Solution Provider (CSP) program, the need for community and collaboration is greater than ever. Enter the International Association of Microsoft Channel Partners (IAMCP). the global network helping partners not just survive, but thrive, as digital transformation accelerates.
Meet Dux: From Dragon Boat Steersman to Brand Visionary
Dux Raymond Sy's journey is a master class in adaptability. Starting as an assembler coder and even steering the Philippine national dragon boat team, Dux evolved over two decades into a business and technology leader passionate about data security and empowering partners. His stories, from racing boats in Southeast Asia and running the 50th Marine Corps Marathon, set the tone for this episode: growth comes from embracing new challenges and continually honing your strengths.
- Partnership Lesson 1: Be open to discovering new strengths within your team.
- Partnership Lesson 2: Embrace new challenges—you might surprise yourself.
- Partnership Lesson 3: Partnerships require ongoing effort, clear goals, and a long-term mindset.
Why the AvePoint-IAMCP Collaboration Is a Game Changer
What makes this partnership stand out in the crowded Microsoft ecosystem? Dux points to three pillars: AI Leadership, Services Revenue Growth, and Scalable Operations.
- AI Leadership: IAMCP partners aren't just tech support—they're trusted guides, helping customers map and realize their AI ambitions.
- Services Revenue Growth: AvePoint's platform enables partners to go beyond migration and backup, delivering recurring, high-value services in data quality, security, and governance.
- Scalable Operations: Through AvePoint's global talent pool, partners gain access to vetted technical, sales, and marketing professionals at a minimal cost, thereby eliminating classic barriers to expansion.
Turning Pressure into Opportunity
Partners are feeling the squeeze: automation and AI threaten traditional services, talent is hard to find (and afford), and Microsoft's CSP changes mean reselling licenses won't pay the bills for long. The AvePoint-IAMCP partnership helps partners pivot by shifting focus to AI readiness, data security, governance, and leveraging global talent so they can grow smarter, not just bigger.
AvePoint Elements: Technology Designed for Partners
AvePoint Elements is purpose-built for the partner ecosystem. Imagine automating Microsoft 365 tenant onboarding and configuration in under an hour, freeing up days' worth of work and boosting your margins. Or offering data cleansing, storage optimization, and baseline management as recurring services that drive long-term customer value. With streamlined training (most partners are up and running in about a week!), plus AvePoint's hands-on enablement and resources, partners can hit the ground running.
Partner Talent Services: Solving Staffing Nightmares
This isn't your typical outsourcing. AvePoint's Partner Talent Services leverages its own global infrastructure to provide Microsoft-trained professionals—technical, sales, or marketing—without the headaches of labor laws, HR, or cultural barriers. It's exclusive to AvePoint partners, offers rapid onboarding, high quality, and a simple subscription-based cost model.
Exclusive Benefits for IAMCP Members
- Free Fly Migration License for one project (up to 500 seats)—get started today, earn more tomorrow!
- Waived $2,500 Talent Placement Fee for every hire through AvePoint
- Access to exclusive training, templates, and go-to-market resources
These incentives help partners launch new services, scale faster, and win more deals—fueling both quick wins and sustainable growth.
From Data Estate to AI Leadership—A Practical Blueprint
Dux drives home a critical point: AI success starts with data. Every partner can seize immediate, practical opportunities:
- Help customers clean up and secure their data estates (using AvePoint playbooks and tech)
- Introduce recurring services for data quality, governance, and security
- Deliver business impact by going beyond cost savings and focusing on true transformation
The message is clear: partners are best positioned to deliver the data foundation and trusted guidance that AI needs to provide real value.
Defining Success: For the Partnership and Beyond
What does winning look like? For Dux and the IAMCP, it's simple: tangible business growth for partners. If IAMCP members can point to expanded services, new revenue, and scaled operations thanks to the AvePoint collaboration, the mission is accomplished.
Growth Mindset: From Technical Leadership to Brand Stewardship
Dux shares two crucial lessons for technical founders moving into branding and marketing:
- Stay open to learning: don't box yourself in with "I'm not a marketer."
- Measure everything: brand awareness, engagement, and advocacy are all trackable and actionable.
And for SMB founders? The most prominent blind spot is undervaluing marketing and believing B2B is fundamentally different from B2C. In reality, it's about human connection: reach your audience where they are, whether that's LinkedIn, Instagram, or even TikTok.
Ready to Ignite Your Growth?
If you're an IAMCP member, exclusive AvePoint benefits are already within reach. Not yet a member? Visit IAMCP.org to join the community, unlock new value, and future-proof your Microsoft practice. For more on AvePoint solutions and partnership opportunities, connect with Dux Raymond Sy on LinkedIn, Instagram, TikTok, or X (@meetdux).
Stay tuned for more Profiles in Partnership episodes, where the partnerships powering growth, collaboration, and transformation across the Microsoft network take center stage.
