Riada Consultancy

The Gap Between Capability and Revenue

Technical excellence alone doesn’t drive growth. In fact, many Microsoft partners struggle to translate strong capability into a consistent pipeline because:

• Strategic disconnect: GTM activity isn’t aligned with their business objectives or Microsoft’s current AI Solution Plays.
• The language barrier: Messaging is built for engineers, not for customers or Microsoft sellers.
• Diluted impact: Effort is spread across too many initiatives. As a result, it leads to "random acts of marketing."
• The "cost centre" trap: Marketing results are disjointed from revenue. Therefore, it becomes difficult to prove ROI to the business.

Our Approach

To address this, our Clear. Focused. Ready. Microsoft-aligned GTM framework is designed to help partners move from technical capability to predictable revenue.

• Clear: First, define your Ideal Customer Profile (ICP), your specific AI business process solution value proposition, and the Microsoft-aligned outcomes that buyers actually pay for.
• Focused: Next, prioritise the right solution plays, industry verticals, and GTM motions. Instead of a scattered approach, we focus on where you have the highest right to win.
• Ready: Finally, execute multi-channel, co-sell-ready programs that customers want, partners trust, and Microsoft sellers understand.

The Hybrid Advantage - Strategy + Activation

We are not a traditional agency that just delivers "assets." Nor are we a pure consultancy that only delivers "advice." Instead, we combine 15 years of strategic clarity with hands-on execution.

Because of this, partners work with us when they need to reach three critical audiences:

• Their Customers: To drive direct demand through outcome-led marketing.
• Their Partners: To build P2P referral flywheels that scale reach.
• Microsoft Sellers: To become the "easy button" for co-sell engagement and referrals.