Is IAMCP Still Relevant? Only If You Use It Right.

Every few months, someone in the IAMCP (International Association of Microsoft Channel Partners) community asks the big question: Is this still worth it? After all, many members sign up, attend a couple of events, and then… nothing. No leads. No new partnerships. No impact. It’s not surprising that they question the value. When my good friend Jeff Shuey and I launched the Seattle Chapter of IAMCP and I was at the helm as chapter president (for 3 years), I was constantly addressing this question to members and those investigating the value of the program.

Here’s the hard truth: IAMCP only works if you do.

The Value Is There—If You Leverage It

IAMCP’s core belief is simple: strategic partnerships can grow your business faster, more efficiently, and with a broader reach than going it alone. But most member organizations aren’t putting in the work to actually build those partnerships.

The value of IAMCP isn’t in the membership itself—it’s in what you do with it:

• Who you meet
• What you collaborate on
• How you create value for others in the ecosystem

If you’re just passively attending meetings, you’re missing the point.

The Playbook for Using IAMCP to Grow

I’ve shared this outline at several IAMCP events over the years on how to truly leverage the channel—less theory, more tactical execution. Here are some of the key moves you should be making right now to get ROI from your membership:

1. Refine Your Channel Strategy

Stop chasing everyone. Focus on building a smart, repeatable indirect sales strategy:

• Find traction points with a few strategic partners
• Build awareness and trust
• Use partnerships to scale into new markets without ballooning your cost structure

2. Make It Easy to Partner With You

Your value proposition should be clear, simple, and repeatable. Define how you align with partner and customer needs, then make onboarding frictionless:

• Share your GTM strategy
• Provide training, marketing materials, and support
• Help partners become subject matter experts, not just resellers

3. Treat Partners Like Collaborators, Not Channels

Too many businesses wait for partners to drive the initiative. Flip it:

• Create space for partners to build their own sales paths
• Offer high-value co-branded materials and campaigns
• Get their feedback, act on it, and iterate fast

4. Be Strategic About Partner Selection

Not all partners are equal—and that’s okay.

• Focus on those who are already showing signs of success
• Don’t try to “boil the ocean” with one-size-fits-all programs
• Provide self-service tools for underperformers, but prioritize your time

5. Measure Everything

If you’re investing in partnerships, prove it’s paying off. Track:

• Pipeline growth
• Partner-generated leads
• Training participation
• Revenue attribution

Transparency builds trust—and keeps the C-suite on board.

So… Is IAMCP Still Valuable?

Absolutely. But only for those who engage with intention.

If you want IAMCP to move the needle, treat it like a business development engine, not a networking club. Show up. Share value. Build real partnerships. That’s where the growth is.

If you’re not sure where to start, revisit your partner experience. Or better yet, talk to a fellow member who’s seeing real results. The playbook exists—you just have to run it.