High-trust networking that drives real Microsoft partner growth.

Discover how Microsoft partners and tech leaders can unlock exponential growth through intentional partnerships. In this episode, IAMCP Spain leaders share how Illuminate 2025 in Valencia delivers a unique “mini-MBA” experience for navigating Microsoft’s ecosystem, building cross-border collaborations, and creating high-value P2P opportunities. Gain practical insights to align your strategies, expand globally, and walk away with actionable partnerships that transform your business.

Key Discussion Points:

1. Illuminate’s Impact: 39% of attendees generate new P2P pipeline opportunities, proving the event’s focus on real outcomes, not just conversations.

2. Pre-Event Networking: A custom platform lets attendees connect and schedule meetings before arrival, maximizing ROI.

3. Succession & Sponsorship Model: IAMCP Spain built a self-sustaining chapter by securing sponsors and treating the group like a business.

4. U.S. → EMEA Expansion Tips: Language, culture, and local partnership strategies are critical for breaking into Europe’s complex markets.

5. AI Opportunities & Risks: Partners must find the balance between adopting Microsoft’s latest AI priorities and maintaining profitability.

6. Why Valencia: Beyond beaches and beauty, the location embodies resilience and collaboration, symbolic of the community’s mission.

7. Real Success Stories: P2P partnerships and even M&A deals have been sparked directly through Illuminate’s high-trust networking.

Chapters & Timestamps

• 00:00 – Opening

What makes Illuminate unique for Microsoft partners.

• 01:00 – Meet the Guests

Paco and Michiel share their IAMCP journeys and leadership roles.

• 06:00 – Building a Strong Chapter

Lessons on succession, sponsorships, and sustainable growth.

• 10:30 – What is Illuminate?

How the event delivers clarity, connection, and opportunity.

• 15:00 – Intentional Networking Design

Pre-event platform, curated 1:1s, and unforgettable experiences.

• 20:15 – Expanding into EMEA

U.S. companies learn the importance of language and culture.

• 29:00 – Partnerships to M&A

From collaboration to mergers sparked at IAMCP events.

• 33:30 – AI and Microsoft Priorities

Navigating AI adoption and Microsoft’s evolving ecosystem.

• 37:00 – Why Valencia Matters

A story of resilience and why the city represents Illuminate’s spirit.

• 57:30 – Real Success Stories

P2P wins and transformative partnerships born at the event.

• 01:03:00 – Closing & Next Steps

How to register and connect with Paco, Michiel, and IAMCP.

Notable Quotes:

• “Illuminate isn’t about talking collaboration—it’s where collaboration actually happens. The right handshake at Illuminate can change your fiscal year.” ” – Anthony Carrano

• “We focus on trust, transparency, and friendships that turn into business.” – Michiel van Vliet

• “Generosity is key to building partnerships." – Francisco Racionero

• “Culture and language shape how you sell—local partners are essential for navigating EMEA.” – Francisco Racionero

• “AI is the next frontier, but success depends on timing your jump.” – Michiel van Vliet

• "We roll in the same direction because of family." – Francisco Racionero

Profiles In Partnership, brought to you by Dunamis Marketing

International Association of Microsoft Channel Partners: IAMCP | Website

IAMCP Illuminate 2025 (10/29-31 in Valencia, Spain): Illuminate Valencia

Guests:

Francisco Racionero: LinkedIn

CEO at Aleson ITC: Aleson ITC | Website

IAMCP Spain President: IAMCP | Spain

Michiel van Vliet: LinkedIn

President at AdopTic: AdopTIC

Show hosts:

Anthony Carrano LinkedIn

Eddie Bader: LinkedIn