AI Partner Executive Podcast: Microsoft’s Ross Eric Fink and Ross Ladwig on Closing Business with Microsoft, Advice for Partners, ISVS

In this episode of the AI Partner Executive Podcast, Joe Corigliano welcomes Eric Fink, Channel Sales Manager – SMB Dynamics, Microsoft, and Ross Ladwig, Partner Solution Sales, Microsoft. The three discuss Fink and Ladwig’s session at the Partner Enablement Workshop, taking place on October 19, ahead of Community Summit NA.

For a 36-Hour Immersion into the FY27 Priorities that define Partner Success in the AI Era, join us at the AI Business Solutions Partner Executive Summit, running July 28-29, 2026, in Bellevue, Washington. Register today.

Key Takeaways

• Partner Enablement Workshop session: “There’s been a lot of change since July in not only the SMB ecosystem, but really the Microsoft ecosystem, with programs, changes, dates, moving around,” noted Ladwig. Their session, “Working with Microsoft to Close Business,” will feature deal strategy conversations between Microsoft partners and sellers to help attendees better understand how partners navigate working with Microsoft. Fink noted that the session will include an overview of co-selling approaches and key programs. Further, attendees can expect updates on new initiatives like Bridge to Cloud 3, changes to Copilot Studio licensing, and upcoming announcements tied to Ignite.
• SMB and SM&C distinctions: Ladwig explained that the term “SMC” has evolved into “SME&C,” representing Small, Medium Enterprise & Channels. Within this structure, there are two distinct segments: Corporate, which is account-managed, and SMB, which operates differently but remains eligible for the same programs. SMB is heavily partner-driven, reflecting the strong value placed on partner collaboration. Fink added that he views SMB as a fourth distinct segment within the SME&C organization, alongside East, West, and Industry teams. In regard to the SMB segment, he noted that “we’re not managed… but when we look at our organization overall, it’s SME&C, Managed, East, West, Industry, and then SMB, all in a line.”
• Advice for new partners: Support for new partners varies depending on their stage. Regardless of where they are, the key priorities are education and communication to help Microsoft identify and engage the right partners in the community. Fink shared a real-world example to emphasize the importance of specializations when co-selling with Microsoft. He advised partners to focus on a specific industry or niche to become highly reliable collaborators, rather than trying to cover broad, undefined areas.
• Advice for ISVs: Fink emphasized that SMB is not responsible for solutioning; instead, implementation partners handle evaluation, selection, and support, including ISV enhancements. He encouraged partners to highlight ISVs in “win-wires” and case studies to help Microsoft teams make informed recommendations when needed.