Ingram Micro Puts Partners In Prime Position To Power Microsoft Copilot Adoption

Training, specialized events and strategic support are just some of the ways Ingram Micro is helping partners drive adoption of Microsoft Copilot, taking partners from basic understanding to advanced technical readiness for all that AI can deliver.

When it comes to the effective deployment of Microsoft Copilot, Trace3 has relied heavily on Ingram Micro’s resources to enhance AI adoption and expand its market presence.

Through a combination of targeted training, specialized events and strategic support, the distributor has played a crucial role in accelerating Trace3’s capabilities around Copilot.

Training includes exclusive invitations to events across the U.S., where Trace3 team members receive in-depth insight into Copilot’s functionality and sales strategies. The distributor has also facilitated multiday in-person training sessions in various regions, helping Trace3’s field sellers gain expertise on how to leverage Copilot for their customers.

“Ingram Micro’s support has been invaluable,” said Derek Smith, practice director of Microsoft Azure at Irvine, Calif.- based solution provider Trace3. “They have not only provided training for our team but also helped us set up regional workshops.”

Since utilizing Ingram Micro’s Copilot resources, Trace3 has seen a 30 percent to 40 percent increase in Copilot-related license sales and a significant rise in the size and number of professional services engagements, according to Smith.

“Our partnership with Ingram Micro has helped us achieve remarkable growth,” he said. “We’re seeing larger deals and more opportunities in the pipeline, which is leading to greater investments in AI and Microsoft services.”

Ingram Micro’s approach to AI enablement is designed to address the multifaceted challenges of adopting new technologies. The program begins with foundational education on Copilot, guiding partners from basic understanding to advanced technical readiness. This ensures that they not only grasp the technical aspects of AI but also learn how to demonstrate its value to their customers, both in terms of use cases and return on investment.

“Our goal is not just to introduce AI tools like Copilot but to ensure that our partners have a robust environment to support these technologies,” said Hailey Henry, director of global strategic partnerships at Irvine-based Ingram Micro. “We start by evaluating and improving their security posture, data governance and overall data hygiene. This comprehensive approach helps integrate AI seamlessly into their operations, rather than just tacking it on as a stand-alone product.”

Ingram Micro also offers co-sell opportunities and targeted support to help partners navigate the complexities of AI.

Ingram Micro partner Sentinel Technologies has effectively utilized Ingram Micro’s training and co-sell initiatives when it comes to discussing the value of Copilot with customers.

Jason Mercer, senior operations manager of IT solutions at Downers Grove, Ill.-based Sentinel Technologies, said the solution provider is making “significant strides” in its deployment of Copilot solutions thanks to Ingram Micro.

“This campaign [with Ingram Micro] was a great way to get our customers to test Copilot affordably,” Mercer said. “By providing an initial set of free licenses, we could demonstrate the value of Copilot and set the stage for future sales. Our goal is to re-engage with these customers in a few months to assess their experience and discuss expanding their use of Copilot.”

Sentinel Technologies also began to explore additional functionalities within the Microsoft suite.

“We discovered that many of our clients were unaware of the full spectrum of features available to them, such as Microsoft Purview for data governance,” said Michael Soule, national director of enterprise architecture and innovation at Sentinel Technologies. “This led to broader discussions about integrating Copilot for various functions, including security and sales and even custom solutions built on Azure OpenAI.”

The availability of Copilot licenses through Microsoft’s Cloud Solution Provider program and the guidance provided by Ingram Micro’s consultants also opened new revenue streams and expanded market opportunities, Soule said.

“By the time Microsoft officially launched Copilot, Ingram Micro had already enabled us to start using it internally, allowing us to better coach our customers on its benefits,” he said. “This early access was invaluable, giving us a head start in understanding and deploying the technology effectively.”

Ingram Micro’s support has been instrumental throughout Sentinel Technologies’ Copilot journey, Soule said.

“Our approach has been to offer initial consulting and guidance to our clients, which laid the groundwork for a smooth transition to AI solutions,” he said. “Ingram’s efforts in building content and shaping incentive programs have significantly expedited our go-to-market strategy, allowing us to leverage these programs more efficiently.”