The brief

Microsoft launched the Azure marketplace’s general availability in the UK in September 2024, and global distributor, TD SYNNEX, wanted to understand partner priorities and partner perceptions around the cloud marketplace so it could better align its services to support marketplace growth.

What we did

Working with TD SYNNEX’s Microsoft Marketplace Manager, Marianne Gilmour-Smith, we conducted a targeted piece of research, surveying UK partners on their priorities, perceptions and strategies around cloud marketplaces. The findings of which then informed a report titled “Into the Unknown”, laying out our detailed findings, with plenty of thought leadership-style content to educate partners on the benefits and dispel myths around cloud marketplaces. 

We printed 300 copies of the book, which were sent to a targeted list of partners and stakeholders in the UK, as well as key influencers in EMEA and North America.

To launch, we filmed a fireside-style chat between Marianne and Darren Sharpe, UK Marketplace Lead at Microsoft, talking through the findings of the book and what the partner community need to do to build their own marketplace-enabled practices.