Selling Microsoft Teams Rooms – The Channel Opportunity and Best Practices

The market opportunity for channel partners to sell Microsoft Teams Rooms (MTR) is substantial, driven by the global shift to hybrid work, digital transformation, and the increasing demand for seamless collaboration solutions.

The featured video shares the latest market and selling insights from the Teams and Rooms Tech Talk podcast, a channel dedicated to the vision, and ideas around Microsoft Teams Rooms by Michel Bouman and Jimmy Vaughan.

Market Drivers and Growth Potential

• Hybrid Work Adoption: The transition to hybrid workplaces has accelerated demand for integrated meeting room solutions. Microsoft Teams Rooms enable organizations to create inclusive, productive collaboration spaces for both in-office and remote workers. With over 300 million monthly active users of Microsoft Teams, the platform’s ubiquity creates a vast addressable market for MTR.
• Market Size and Trends: The unified communications and collaboration (UCC) market, including meeting room solutions, is projected to grow significantly. Microsoft dominates this space, with Teams adoption continuing to soar as organizations prioritize digital transformation. The estimated $100 billion opportunity in modern workplace solutions underscores the potential for partners to capitalize on MTR deployments.
• Customer Needs: Enterprises and SMBs alike seek end-to-end solutions that integrate video conferencing, voice, and productivity tools. MTR addresses these needs by offering scalable, secure, and AI-enhanced meeting experiences, such as IntelliFrame and Copilot integration, which improve collaboration and inclusion.

Opportunities for Channel Partners

Channel partners can leverage multiple revenue streams and value-added services when selling MTR, including:

• Hardware and Device Sales: Partners can sell certified MTR devices, such as Logitech’s Rally Bar, Tap IP, or Avocor’s interactive displays, tailored for various room sizes (small, medium, large). These solutions are flexible, supporting both Windows and Android deployments, and include peripherals like cameras, headsets, and touch controllers.
• Professional Services: Partners can offer deployment, configuration, and migration services. Microsoft’s marketplace now allows partners to list professional services (e.g., assessments, briefings, proofs of concept) on AppSource and Azure Marketplace, streamlining customer transactions and expanding reach.
• Managed Services: Ongoing support, including device management via Teams Admin Center, security, and analytics, provides recurring revenue. Partners can differentiate by offering managed services that simplify MTR operations for customers.
• Value-Added Integrations: Partners can enhance MTR with complementary solutions, such as Direct Routing for voice (e.g., AudioCodes Live Platform), contact center functionality (e.g., Voiceflex’s Voca), or AI tools (e.g., Leexi for meeting notes). These integrations address gaps in native Teams functionality, such as professional-grade voice or IVR, and cater to specific customer needs.
• Training and Adoption Services: Helping customers maximize MTR adoption through training and change management is a key opportunity. This is particularly valuable for organizations new to Teams or transitioning from legacy systems like Skype for Business.

Partner Ecosystem and Support

Microsoft’s Partner Center co-sell program enables partners to collaborate with Microsoft sales teams or other partners, unlocking access to Microsoft’s global customer base. Co-sell-ready MTR solutions can earn badges like Microsoft Preferred Solutions, increasing visibility on Azure Marketplace and AppSource. Partners can also contribute to customers’ Microsoft Azure Consumption Commitments (MACC), enhancing deal attractiveness.

Microsoft supports partners through training, bootcamps, and resources like the Teams Rooms Sales & Technical Bootcamp. These programs equip partners with technical and sales expertise to address hybrid workplace needs. They offer incentives for partners with advanced specializations in Teams, particularly in meeting and calling services. These incentives enhance partner visibility and profitability.

Partners like TD SYNNEX, Nuvola, and Voiceflex provide end-to-end support, from pre-sales consultation to ongoing management, enabling resellers (MSPs, SIs, or telecom partners) to enter the MTR market with minimal upfront investment.