James B. Marshall is a Chief Technology Strategist at Microsoft, where he works with the UK's largest Microsoft partners to build their cloud, AI and security practices. With over 20 years in the technology channel, James specialises in the intersection of strategy and execution: go-to-market planning, skills maturity and figuring out what actually moves the needle for partner organisations. He writes about partner strategy, AI and commercial models at jamesbmarshall.com.