In my efforts to provide some perspective outside the TechEd communications team, I came across a blog article from TechEd 2011, that's still valuable today in helping Microsoft Partners decide whether exhibiting at TechEd is a good investment. Again, the website provides plenty of input on the value of Partner participation, and what Partners bring to and take away from TechEd, but hearing directly from other Partners gives you an unbiased inside view.

Tiffany Ingargiola, Director of Partner Alliances with New Horizons Computer Learning Center, a Microsoft Gold Certified Partner for Learning Solutions, posted this article heading into her third TechEd conference. She says it took actually attending TechEd for her to see the true value of being there, and her article outlines her top three reasons why a Microsoft Partner of any solution competency should attend:

If only for the EXPO Hall: Imagine walking into a conference as if you were THE client/customer? Well this is where our decision makers come to find the NEXT big thing that they can and will implement in their company. Partners are contacted actively by vendors to re-sell their products. The Expo hall of TechEd is full of these vendors and here you actually have the opportunity to view their presentations as the client. I thought it was great to see where the crowds gathered and find out what the vendors had to offer. Wouldn't you love to see a client as they demo the products? Whether understanding the delivery or taking in the questions, if you have some products you are considering adding to your arsenal this is the place to make that decision.

What are the Sessions all about? Wouldn't you love to attend a session in which the presenter's message garners close to 10% of the attendees in one room? My biggest "aha" moment was attending a 300 level session with Mark Russinovich titled "Cases of the Unexplained". This session was on the last day of the conference, after lunch and still had at least 1,000 in attendance. Our two MAIN communities, IT Pro and Developers, gather at TechEd TOGETHER for one week. Regardless of your Microsoft Partner competency, this is where your clients/customers are. There are breakout groups and strategy sessions with the greatest minds in our industry providing real world problems and solutions. Sit back and listen to what the attendee's questions and concerns are. I include this in my top three because last year I began the week with a specific perspective and understanding of the issues my customers were facing. Attending sessions like Mark's and seeing such a large audience engage at the end of the week in a topic, opened my eyes and gave me a new perspective on what my clients have been facing.

Your NEW Microsoft Competency Strategy: When I have discussed this conference with partners in the past they initially state without hesitation that they send their own IT staff to TechEd and sending someone from the business or sales side doesn't seem necessary. While I contend this is a valid point, a typical attendee is going to this conference to learn, to be wow'd by not only the products but also by the team that created, envisioned and brought it to market. As a business development professional I find enormous value in actually understanding the vision behind these products and engaging in a conversation with the minds behind them. Do you see value in sitting in the room when great questions are discussed? How about hearing directly from your client’s mouth the areas where their business is struggling and the areas they see these new innovations helping? The ultimate value this conference provides to the future conversations you can have is immeasurable.

Read the full blog post including Tiffany's closing thoughts at http://blog.nhcomputerlearning.com/2011/04/08/why-would-a-microsoft-partner-attend-teched.

If you have any questions or would like to share your thoughts on the value of the TechExpo experience, please let me know by posting below or by sending me an email via myTechEd.