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Customer zero: your first Copilot case study should be about how you transformed your business

Case studies are the most persuasive content you can publish, and the hardest to get, because clients don’t always want their name on the story. Microsoft’s answer, from a recent IAMCP event: become customer zero. Transform your own business first, and make that your case study.

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What to include in a Copilot case study

Time saved used to win Copilot deals. Now it loses them. Microsoft’s EMEA market-intelligence lead told a room of Partners what a Copilot case study needs today, and it isn’t a feature list. Four things to include, and one metric to drop.

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If you’re selling Copilot, your content should tackle these four challenges

In the room at IAMCP, Microsoft told Partners what to sell next: not features, but fixes for the four problems that stall almost every Copilot rollout. Cost, skills, pricing and fear. Here’s the content that sells them, and how to make it pay for itself out of Co-op.

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All about the new ‘Paid Media with Multi-Touch Campaign’ requirements: the Microsoft Co-op change that’s retired “content-only” claims

“Paid Media with Multi-Touch Campaign” is the Co-op activity that’s replaced “Partner Website and Search Engine” from the end of July. A claim now needs paid media at its heart, plus at least two other activities run as one campaign. Here’s what changed, and how to keep your content claimable.

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Selling Copilot: your content should offer help, not features

You can’t sell Copilot the way you sold Dynamics or a cloud migration. The licence goes to a person, not a project. So whether you’re chasing licence growth or keeping managed services clients close, your content has to sell help, not features and it starts with one decision.

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Original Thinkers #9 Part 2: Leahanne Hobson on Copilot adoption and what users actually want to do first and the gap Microsoft Partners keep missing

Microsoft asked Leahanne Hobson to train 30,000 Copilot users, and the findings surprised even her. Most weren’t the enterprise technologists everyone expects. Part two of our Original Thinkers conversation on building a Copilot practice that earns well beyond the licence.

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Original Thinkers #9 Part 1: Leahanne Hobson on the cost of Microsoft Partners doing nothing, and why just reselling licences leaves you competing on price

Reselling licences won’t sustain a Microsoft MSP much longer. In part one of our Original Thinkers conversation, Leahanne Hobson makes the case for the MSP AI business model: why the cost of doing nothing is your customer base, and how to sell outcomes instead of technology.

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Selling Copilot to the C-suite: why Microsoft Partners need four stories, not one

“Outcomes, not features” is Microsoft’s FY27 message, but one message won’t sell Copilot to a CIO, a CEO, a CFO and a sceptical end user. Here’s how to tell the same story four ways, and why specific evidence wins every conversation.

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Original Thinkers #8: Per Werngren on betting big on Microsoft, the power of Partner networks and why you should never say ‘EMEA’

Five-time IAMCP president Per Werngren has spent decades building partner networks worth billions. He sits down with Juliet Stott to explain why specialising, recurring revenue and trusted partnerships beat going it alone.

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How AI agents decide which Microsoft Partner buyers shortlist, and how to win them over

AI agents now research and shortlist Microsoft Partners before a buyer ever visits your site. Here’s how MSPs and ISVs can give them a reason to choose you. Build it from specific, evidence-rich content rooted in real expertise.

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