Partner Spotlight: Arctiq
Merging two Microsoft practices should slow a company down. For Arctiq, it did the opposite.
At a glance
250% growth, including Arctiq's single biggest month on record
72% increase in CSP sales over the trailing period
47% increase in Microsoft incentive earnings year over year
2x marketing co-op funds, with incentives continuing to grow month over month
8 offerings published on Microsoft Marketplace
Tier 2 CSP attainment in Canada, expanding Arctiq's footprint
Most companies spend the first year after a merger just untangling systems. Arctiq spent it building its best year yet.
Arctiq grows through organic growth and acquisition, and it’s a deliberate strategy. One of the assets built into it is a Tier 1 CSP status with Microsoft that Arctiq has held for years. When Arctiq's latest acquisition brought a second, well-established Microsoft practice into the fold, the real opportunity was combination: two Microsoft relationships, brought together, stronger than either alone.
That's the decision worth paying attention to, and it holds for any company that grows this way: when an acquisition brings a new partner relationship into the fold, the real leverage is often in combining it with what you already have, not just adding it alongside.
3Seven partnered with Arctiq's VP, Strategic Partnerships and Alliances as the two organizations came together. A Microsoft Partner Center audit was one of the first moves, and it surfaced real value fast: completing CPOR and PAL attribution across Arctiq's CSP client base to unlock incentives and revenue recognition, identifying additional marketplace revenue that hadn't yet been processed, and recovering a sales tax credit once Arctiq's Tier 1 CSP exemption was properly set up with Microsoft.
From there, the work expanded. We helped Arctiq attain Tier 2 CSP status in Canada, working directly with Microsoft and a distributor to expand Arctiq's reach. We built quoting tools that carry Arctiq's sales team from first engagement through to service attach, and set up a self-service front end so clients can provision directly. We aligned the sales team around proactive pre-sales assessments, so new opportunities come from Arctiq going out and finding them, not just from inbound requests. And we negotiated a Microsoft support agreement that works well for everyone at the table.
The results followed: growth up 250% against prior performance, CSP sales up 72% over the trailing period, Microsoft incentive earnings up 47% year over year, and co-op funding climbing month over month because the standing behind it is stronger than it's ever been.
Every acquisition brings more than new size. It brings a partner relationship worth more combined than apart. Arctiq saw that opportunity. 3Seven helped build the plan.
Together, we're helping it move faster than either practice could alone.