Dicker Data launches partner marketplace for Microsoft specialists

[This story has been updated with comments from Dicker Data clarifying aspects of the Solution ConX marketplace.]

The Australian IT channel has another marketplace – this time a Dicker Data marketplace called Solution ConX, for Dicker Data-validated Microsoft specialists to promote their own solutions to the distie’s partner network.

The marketplace aims to connect resellers with specialists across Microsoft Azure, Security, AI, Copilot, Modern Work, Data, and Business Applications that have developed their own Microsoft based service offerings.

The aim is that these approved partners deliver projects on behalf of other partners that don’t have the necessary skills - helping partners expand solution breadth while keeping complexity low.

The primary partner retains the customer relationship and CSP licensing, with specialist delivery partners providing “deep technical expertise under a governed and transparent engagement framework.”

Dicker Data sees Solution ConX helping partners move beyond licensing-only engagements.

Launch partners include Azure Virtual Desktop solution provider AVD Ninja, fixed-price Dynamics 365 Business Central implementation provider erpwerx, and Intune-based endpoint deployment and management solution provider SureDeploy.

“Partners are looking for practical ways to say yes to more opportunities, attach higher-value solutions to their existing customer base, and do it without taking on unnecessary delivery risk,” said Sarah Loiterton, General Manager, Microsoft Cloud ANZ, from Dicker Data.

She said the marketplace would protect “the partner-customer relationship that sits at the heart of every successful CSP business.”

The distributor will verify partners and their capabilities before they are listed, said Ben Johnson, general manager of marketing and strategy, ANZ, Dicker Data.

“This validation is a critical part of the model. It gives partners confidence that when they engage through Solution ConX, they are working with trusted providers who can deliver at scale and in line with Microsoft priorities.”

Darren Klooger, general manager at erpwerx, said “Solution ConX gives us a platform to collaborate with partners who want to tap into the ERP opportunity within their existing customer base without investing in specialised Business Central capabilities. We see a significant opportunity for partners to attach ERP projects to CSP relationships, and Solution ConX creates the structure to do that successfully.”

Commercials, rewards

Channel Dynamics managing director, Moheb Moses, told techpartner.news that based on the announcement, he thinks the distie’s new marketplace is a “great initiative”.

In Moses’ opinion, for Dicker Data to make its new marketplace a success, it will need to bring partners together, provide guidance and frameworks for defining the commercial agreements, measure the results of the partnerships, incentivise the right behaviour and recognise and reward the partners that do it well.

Moses also argued that “for this to really scale and become truly valuable, it eventually needs to go beyond just Microsoft to other technologies.”

Asked about bringing partners together, Johnson said Solution ConX “is deliberately more than a passive marketplace.”

“We actively identify where complementary capabilities exist across our partner base and help create the right connections, whether that’s through Solution ConX opportunities, targeted introductions, or structured engagement around specific Microsoft‑aligned solution areas.

“We have been providing these services to our partners for many years, albeit manually, and we're now in a position where we want to scale the engagements via a platform approach.”

On commercial agreements Johnson said partners featured on the marketplace “already have mature go‑to‑market models, with clearly defined services, pricing, and delivery approaches.”

On measuring results, he said there is a review and rating system for validated opportunities that are closed and delivered through the platform. Delivery partners are reviewed based on completed engagements, with ratings and feedback visible. The distributor plans on adding the ability to see how many projects a partner has delivered via the Solution ConX platform.

“Partners who consistently deliver strong outcomes, receive positive feedback, and complete more work through Solution ConX are surfaced more prominently within the platform” Johnson told techpartner.news.

He said recognition and reward in Solution ConX is “largely driven by performance and transparency, rather than artificial incentives.”

“A core part of the platform is that successful delivery is visible. Partners who consistently deliver high‑quality outcomes through validated Solution ConX engagements receive positive reviews and ratings, which are transparently displayed within the platform.”

“Over time, this naturally surfaces top‑performing partners and makes it easier for others in the ecosystem to identify trusted, proven providers.”