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by Vince Menzione - Technology Industry Sales and Partner Executive
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- 2 weeks ago36 min
316 – The Death of Traditional Advertising: Secrets to Winning Trust With AI
The end of advertising is here. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/Check Out UPX:https://theultimatepartner.com/experience/ In this insightful discussion, AshleighVogstad and Leigh Ann Campbell dive into the fundamental shift from an attention economy to a trust economy driven by artificial intelligence. They explore how the sunsetting of traditional advertising forces go-to-market leaders to pivot towards product creation, humanized storytelling, and outcome-based hyperscaler partnerships. https://youtu.be/qeV3wgnnr7Q YOUTUBE LINK: https://youtu.be/qeV3wgnnr7Q Key Takeaways The go-to-market industry is transitioning from an attention-based model to a trust-based economy where machines and AI agents act as buyers. With content and product creation becoming commoditized, marketers must deeply integrate with product development to drive business impact. Small, niche in-person community events and executive roundtables are emerging as the most effective marketing tactics over massive conferences. Direct-to-fan platforms and individual thought leadership are thriving because algorithms now prioritize deep engagement and dwell time over vanity metrics. For hyperscaler partnerships, delivering 100% of the specific outcomes a customer needs is the ultimate currency of trust for field sellers. AI is changing the co-sell process by requiring partners to optimize their materials into a searchable, FAQ format for Answer Engine Optimization (AEO). If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags: attention economy, trust economy, artificial intelligence marketing, agentic intelligence, product marketing disruption, in-person community events, direct-to-fan platforms, humanized storytelling, answer engine optimization, AEO, hyperscaler alliances, ISV co-sell pipeline, Microsoft Azure specialist, partner center optimization, outcome-based selling
- 3 weeks ago19 min
315 – Stop Losing Deals: How to Make Your Software Visible to AI Agents
Will AI buy your software next? Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ In this discussion, Vinod Nair and Michael Levy explore how product-led growth (PLG) and agentic AI are fundamentally reshaping the AWS Marketplace. They detail why relying on traditional sales-led motions is becoming obsolete as AI agents increasingly take over software discovery and procurement. The conversation provides actionable insights on auditing API strategies, adopting outcome-based commercial models, and removing setup friction to capture the growing wave of machine-driven B2B buying. https://youtu.be/enLOuppFYq0?si=A1uPSJ9ioXO7zbTS Key Takeaways Product-led growth (PLG) allows users to discover, try, and buy solutions without relying on direct sales interactions. A successful free trial must deliver immediate value rather than forcing customers to spend time on complex setup processes. AI agents prioritize technical availability, structured metadata, and API access over traditional brand identity during procurement. The Marketplace MCP server acts as an official connector for Claude, driving a significant increase in AI-based search and evaluation traffic. Sellers looking to monetize agentic AI should transition their commercial models toward usage and outcome-based billing. Over 90% of surveyed global sellers are expected to transition to product-led growth within the next three years. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags  product-led growth, AWS marketplace, agentic AI, software procurement, Claude connector, API strategy, outcome-based billing, SaaS transformation, technical availability, structured metadata, AWS seller prime, agent core payments Transcript Vinod Nair and Michael Levy AUDIO Podcast [00:00:00] Michael Levy: Humans, for the most part, care about brand and brand identity and all of that. Agents don’t care about that, right? It’s about the technical availability. It’s about the structured metadata. It’s about evaluating whether it’s the right tool to accomplish that task. [00:00:15] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us, the way Hyperscalers are partnering, how AI is remaking the channel and what it means to win in 2026. [00:00:26] Vince Menzione: Welcome to the Ultimate Partner Podcast. I’m Vince Menzi. Own your host. And each week I sit down with leaders at the [00:00:33] Vince Menzione: intersection of technology, partnerships and outcomes. The voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. [00:00:48] Vince Menzione: It is the strategy because being in the room changes everything. Let’s start. [00:00:57] Vince Menzione: All right. Thank you. All right, [00:01:01] Vince Menzione: so we talked about product led earlier today with that, um. Agent powered. And then marketplace growth is, uh, is part, part of your, your mandate. You’ve got a lot of mandates though, from what I remember. Um, why don’t we just go through like introductions and tell, take us through your mandate, your individual mandates and roles at AWS. [00:01:20] Vinod Nair: Okay, thank you. Uh, my name’s Vinod Nier. I’ve been with AWS marketplace close to eight years now. Uh, I started off as a category lead and worked with. Elastic, uh, MongoDB Databricks. Uh, and that’s where I kind of learned that one of the big missed opportunities in marketplace is helping ISV
- Sep 28, 202626 min
314 – The Brutal Truth: Why Most MSPs Leave Microsoft Money on the Table
Stop Begging Microsoft for Leads: The Proven Playbook Top MSPs Actually Use Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this insightful episode, Vince Menzione sits down with Chuck Kiessling of Partner Development Group (PDG), Tahmid Ahmed of Lenovo, and Paul Freeman of Pulse One to decode the complexities of the Microsoft partner ecosystem. The panel explores the transition of traditional MSPs into technology integration companies, the importance of operationalizing your Microsoft practice across all internal departments, and the critical need to adapt to generative AI. They also unpack the strategic collaboration between hardware giants, partner development experts, and integration companies to unlock co-sell referrals, optimize licensing, and leverage the Microsoft Marketplace for scalable mid-market growth. https://youtu.be/MHqENEk64S4 Key Takeaways MSPs should evolve into technology integration companies to stay relevant in the changing ecosystem. Success in the Microsoft channel relies on strategic behavior and engaging around the sale, not just asking for direct leads. A Microsoft practice should not be siloed but integrated across marketing, finance, and operations. Partners must focus on solving specific customer problems, such as providing automation and security, rather than just selling technology for its own sake. Optimizing enterprise licensing and moving customers to CSP can create stickiness and immediate ROI. Engaging with end users like HR and marketing provides better feedback on tools like Copilot than stopping at the IT manager level. Chapters 00:00  Intro 00:50  Meet the panel: PDG, Lenovo, and Pulse One 03:12  From MSP to technology integration company 04:39  Stop asking Microsoft for leads 07:32  The old days of the Microsoft channel 09:05  How PDG, Lenovo, and Pulse One work together 12:32  The PDG playbook: structured, not scripted 15:46  Orchestrating the partnership 17:21  Partner Center is a beast: the value left on the table 19:27  Outcomes and Microsoft Marketplace strategy 21:49  Advice for MSPs 25:05  Customers buy from people they trust If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership, this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience, where transformation begins. Tags Microsoft partner, Microsoft channel, MSP, Microsoft CSP, co-sell referral, Microsoft Marketplace, Microsoft Partner Center, solution designations, generative AI, Copilot, Lenovo, Partner Development Group, Pulse One, technology integration company, EA to CSP, mid-market, hyperscalers, Ultimate Partner Podcast, Vince Menzione Transcript Chuck Kiessling, Tahmid Ahmed, and Paul Freeman on the Ultimate Partner Podcast [00:00:00] Paul Freeman: You know, when, uh, generative AI came out a couple years ago, we kind of saw the writing on the wall like, this is the direction we have to get ready for. [00:00:08] Vince M
- Sep 21, 202625 min
313 – Missing the Copilot Boom? How Top MSPs Are Monetizing AI Now
Don’t miss the AI partnership revolution! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode, Vince Menzione sits down with Jason Ulacio from Enforcer and Oguo Atuanya from PAX8 to discuss the critical ecosystem shift happening as MSPs transform into Managed Intelligence Providers (MIPs). They explore the hidden dangers of shadow AI running rampant in organizations, the absolute necessity of establishing solid data governance before deploying tools like Copilot, and how curated agent stores are enabling partners to drive repeatable, monetizable business outcomes for SMBs. https://www.youtube.com/watch?v=ajn6FFFWMp4 Key Takeaways The traditional MSP model must evolve into a Managed Intelligence Provider (MIP) that focuses on business consulting and driving repeatable growth for SMBs. Almost 100% of organizations have a “shadow AI” problem, creating massive security vulnerabilities that MSPs must immediately address. Before successfully deploying Copilot, organizations must lay down a foundation of data governance and security to prevent dangerous oversharing of sensitive information. PAX8 is bridging the SMB gap with a curated agent store that ensures agents are native to SMB needs, secure, and deliver outcome-driven experiences. MSPs must become “Customer Zero” by actively using and understanding AI tools internally before attempting to commercialize them for clients. Providing simple, baseline services like monthly shadow AI reporting is an effective first step for MSPs to build recurring revenue streams based on AI. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags Managed Intelligence Provider, PAX8, Enforcer platform, Microsoft environments, shadow AI detection, Copilot assessment, data governance, work IQ, sensitivity labels, SMB native agents, curated agent store, vendor built agent, MIP playbook, purview adoption, MFA, HIPAA compliance, F1 engine analogy, trust AI, is AI trustworthy, AI governance, AI regulation, AI compliance Transcript Oguo Atuanya and Jason Ulacio Audio Podcast [00:00:00] Jason Ulacio: We are getting to the point where we ask AI questions, we ask copilot. We ask these stat questions, and we trust the answers that come back. [00:00:10] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us, the way Hyperscalers are partnering, how AI is remaking the channel and what it means to win in 2026. [00:00:22] Vince Menzione: Welcome to the Ultimate Partner Podcast. I’m Vince Menzi. Own your host. And each week I sit down with leaders at the intersection of technology, partnerships and outcomes. The voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. [00:00:44] Vince Menzione: It is the strategy because being [00:00:46] Jason Ulacio: in the room changes everything. Let’s start. [00:00:52] Vince Menzione: This is like a Microsoft, uh, alumni meeting. [00:00:56] Oguo Atuanya: Yes. [00:00:56] Vince Menzione: It’s an
- Sep 14, 202626 min
312 – AWS Partners Unlock the Proven Path From AI Pilots to Profit
Don’t get left behind in the AI revolution. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this powerful episode, Vince Menzione sits down with Rebecca Jones of Bridge Partners and Mark Yaphe, Head of Consulting Partners for AWS, to uncover how AI is fundamentally rewiring the partner ecosystem. They explore the urgent shift from 90% stalled AI pilots to a new era of rapid execution, warning against the trap of “shiny object” syndrome. By unpacking the necessity of a “builder mindset” and a product-focused approach, this discussion reveals exactly what top-performing companies are doing to collapse six-month development cycles into four weeks and secure their place in the 2026 market landscape. Key Takeaways The transition from on-prem to cloud and marketplace is now entirely focused on AI transformation. Top companies approach AI with a product mindset rather than running scattershot pilots. Empowering frontline teams with a “builder mindset” can collapse solution cycles from six months to four weeks. Partners must avoid the $260 billion AI “FOMO” trap by specializing in specific industries and workflows rather than trying to do everything. Evaluating the “highest and best use” of AI models like Claude is essential for managing token economics and ROI. Thriving through AI disruption requires cultivating a strong growth mindset and prioritizing human connection and critical thinking. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags AI transformation, AWS partner ecosystem, hyperscaler alignment, builder mindset, product mindset implementation, Bridge Partners insights, GenAI solution cycles, AI token economics, Claude model utilization, GSI strategy, 2026 ecosystem shift, AI ROI measurement, agentic tools, workflow specialization. Transcript Rebecca Jones and Mark Yaphe AUDIO EPISODE [00:00:00] Rebecca Jones: You can either, um, think about being disrupted or being a disruptor. [00:00:07] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us the way hyperscalers are partnering, how AI is remaking the channel. And what it means to win in 2026. [00:00:18] Vince Menzione: Welcome to the Ultimate Partner Podcast. I’m Vince Menzi, own your host. [00:00:23] Vince Menzione: And each week I sit down with leaders at the intersection of [00:00:26] Vince Menzione: technology, partnerships and outcomes, the voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. It is the strategy because being in the room changes everything. [00:00:45] Vince Menzione: Let’s start. We have another incredible session today, right? So I get to invite another friend of, of ultimate partner who’s been around for a while and, uh, it’s just absolutely amazing. Rebecca has been in the studio, she’s been at, how many of events have you been with? Fourth, fourth one, and I’m gonna have you introduce Mark as well. [00:01:10] Vince Menzione: So come on, on stage. Rebecca. Rebecca Jones to many of you know. [00:01:14] Rebecca Jones: Thank you, sir. [00:01:15] Vince Menzione:
- Sep 6, 202634 min
311 – Why Deals Aren’t Falling From the Sky in Your Marketplace
Don’t miss this massive ecosystem shift! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Host Vince Menzione sits down with industry leaders Nicole Dziedzic, Erwin Visser, and Mira Ayad to uncover the critical transformations happening across the technology ecosystem and marketplace. The panel explores the impact of Reseller Enabled Offers (REO), the changing role of distribution into aggregation, and the immense opportunities surrounding agentic AI. They also dive into why MSPs need to ruthlessly simplify their technology stacks to make room for business value selling, and how data tools like ASPX are changing the game for proactive channel strategies. https://youtu.be/4Ox507-0l_8 Key Takeaways The marketplace has completely transformed software procurement and is now rapidly expanding into the SMB sector. Reseller Enabled Offers (REO) allow partners to own private offers on behalf of ISVs while maintaining their trusted advisor status. Ingram has introduced the MCP server to help partners automate and pull necessary distribution data seamlessly. The next few years represent a “golden age” for MSPs if they can successfully adopt, build, and operationalize AI agents. Microsoft’s ASPX platform gives partners critical usage and marketing signals to proactively target customer opportunities. MSPs must simplify their bloated technology stacks to create space for selling true business value with agentic AI. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags agentic AI, Reseller Enabled Offers, MCP server, marketplace syndication, ASPX data, Agent 365, precision velocity, managed service providers, hyperscaler enablement, technology stack simplification, Ultimate Partner Experience, cloud solutions strategy, customer zero, ISV go-to-market. Transcript Nicole – Erwin – Mira Podcast [00:00:00] Mira Ayad: I think it’s a very simple formula. Start where your customer is at, like meet the customer. Where they act is not just a generic cliche state statement. [00:00:10] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us, the way hyperscalers are partnering, how AI is remaking the channel. And what it means to win in 2026. [00:00:21] Vince Menzione: Welcome to the Ultimate Partner Podcast. I’m Vince Menzi, own your host. And each week I sit down with leaders at the intersection of technology, partnerships and outcomes, the voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. [00:00:43] Vince Menzione: It is the strategy because being in the room changes everything. Let’s start. [00:00:53] Vince Menzione: We’ve got some word friends of ultimate partner coming up now, and then I’m gonna have them come up and introduce themselves. Uh, most of these people I’ve had the opportunity to meet Nicole, come on up. Come on. Good to meet you. I’m gonna have everyone introduce themselves. This guy, I never know. I’ve never met this guy before. [00:01:12] Vince Menzione: Mira, great to see you again. We gotta be on stage about a month ago. Yes. And w
- Aug 29, 202630 min
310 – Why Sticking to a 3-Year Plan Will Destroy Your Business
Don’t get left behind in the AI shift! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this critical conversation, Vince Menzione sits down with Shannon Sigmon, Marc Harpster, and Jeff Mesnik to uncover how the rapid pace of change in the Google Cloud Marketplace and AI agent integration is forcing organizations to completely rethink their go-to-market strategies. They break down why traditional three-year business plans are dead, replacing them with agile 100-day sprints to keep up with the shifting ecosystem. The panel reveals that leveraging your Adaptability Quotient (AQ) and turning data patterns into actionable co-sell motions are the only ways to survive the upcoming “agent age” and maintain a competitive edge. https://youtu.be/xIaABKU1jmM Key Takeaways Consistent messaging is required to gather actionable data and build trust with channel partners. Three-to-five-year business plans are obsolete, and leaders must now operate in 100-day sprints to keep pace with hyperscaler changes. Google Cloud Marketplace uniquely supports channel partners by allowing them to own the customer relationship and recognize top-line revenue. The rise of AI agents is shifting discovery away from traditional SEO, requiring ISVs to adapt how they provide access to their tools. Creating interactive content variations from a single asset helps train AI agents to discover and prioritize your solutions. Despite rapid digital transformation, human connection remains the ultimate deciding factor in enterprise software purchases. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags Adaptability Quotient, Google Cloud Marketplace, agentic age, co-sell motion, digital sales hub, private offers, propensity to buy, AI pattern analysis, hyperscaler CRM, interactive trivia content, product-led discovery. Transcript Shannon – Marc – Jeff AUDIO Podcast [00:00:00] Vince Menzione: That becomes the core of your data analysis because if you’re not submitting consistent content and submit, you know, consistent information, then you’re not gonna get information back. [00:00:13] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us. The way Hyperscalers are partnering, how AI is remaking the channel and what it means to win in 2026. [00:00:25] Vince Menzione: Welcome to the Ultimate Partner [00:00:26] Vince Menzione: Podcast. I’m Vince Menzione your host. And each week I sit down with leaders at the intersection of technology, partnerships and outcomes. The voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the [00:00:46] Vince Menzione: strategy. [00:00:47] Vince Menzione: It is the strategy because being in the room changes everything. Let’s start. [00:00:57] ——-: We have another incredible group of leaders coming up here and, uh, and friends of ultimate partner and, uh, Susan, do you need me for, okay, good. Come on up. So I’m gonna, I’m gonna invite you up and then have you each. Introduce yourself, uh, to this conversation. Shan
- Aug 23, 202631 min
309 – AWS Marketplace Co-Sell: 3 Moves Partners Must Make in 2026
Don’t miss the marketplace revolution! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this episode of the Ultimate Partner Podcast, Vince Menzione sits down with AWS Marketplace leaders George Maroulakos and Arif Razvi to uncover the rapidly shifting ecosystem of technology procurement and partner transformation. They dive deep into the evolution of buyer experiences, the critical necessity of executive alignment, and how agentic AI is redefining software discovery and consumption. If you want to accelerate deal velocity and ensure your business isn’t left behind, this conversation outlines exactly why integrating the AWS Marketplace into your core co-sell motion is no longer optional. https://youtu.be/Avp0sIyxRU8 Key Takeaways Embracing the AWS Marketplace should be viewed as a natural extension of your co-sell motion, not an interrupt-driven exception. Successfully leveraging the marketplace requires top-down executive sponsorship to overcome internal friction across legal, finance, and revenue operations. Partners must prepare for global expansion by ensuring local entities and currencies are wired up to meet buyers where they are. Agentic AI and natural language queries are leveling the playing field for software discovery, moving beyond traditional SEO-driven presence. SaaS pricing models are shifting toward consumption and outcome-based structures, demanding highly detailed product metadata. The speed of deal closure is drastically increased when partners are prepared to transact seamlessly through the marketplace. If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags AWS Marketplace, partner transformation, buyer experiences, hyperscalers, co-sell motion, revenue operations, strategic alignment, agentic AI solutions, outcome-based pricing, metadata optimization, software discovery, private offers, global expansion, deal velocity, cloud centers of excellence. Transcript Arif Razvi and George Maroulakos Audio Episode [00:00:00] George Maroulakos: From my perspective, think about marketplace as a why not as opposed to a why. [00:00:06] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us, the way Hyperscalers are partnering, how AI is remaking the channel and what it means to win in 2026. [00:00:17] Arif Razvi: Welcome to the Ultimate Partner Podcast. I’m Vince Menzi, own your host. [00:00:22] Arif Razvi: And each week I sit down with leaders at the intersection of technology, [00:00:26] Vince Menzione: partnerships and outcomes. The voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. [00:00:39] Arif Razvi: It is the strategy because being in the room changes everything. [00:00:44] Arif Razvi: Let’s start. [00:00:48] Vince Menzione: I’m excited to, because we were talking about some of this earlier with Matt, but I thought this would be a great conversation. I’m gonna ask each of you to introduce yourselves, George and Arif, and your r
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