Why Fellowmind stands out in an era of AI and disruption
At Microsoft, the conversation is no longer about the promise of AI, but about the tangible value it delivers to organizations. Bart van der Knaap, Vice President of EMEA Channel at Microsoft, sees how Fellowmind succeeds in making that shift. With a clear vision on AI — translated into the Hive AI program — and with proven impact in practice. It was precisely this combination that earned Fellowmind the EMEA Channel Partner of the Year Award this year.
As a partner, Fellowmind truly makes technology land
The partner channel as an accelerator of impact
“The partner channel is the backbone of our go-to-market approach,” says Van der Knaap. “The vast majority of our technology reaches customers through partners. In such a broad ecosystem, we don’t look at a single isolated capability. Partners that truly stand out distinguish themselves on multiple fronts at the same time.” According to Van der Knaap, this comes down to three inseparably connected pillars: process knowledge, innovation power, and adoption.
What Microsoft expects from top partners
According to Van der Knaap, the difference between partners starts with understanding the business process. “Technology only adds value if you understand how an organization works, both horizontally and vertically. Especially with AI, it’s not about smart tools in isolation, but about identifying where in the process you can genuinely realize improvement.”
That requires more than technical expertise alone. In a time when AI is rewriting the rules in some areas, Microsoft expects partners to be able to adapt, to dare to reinvent themselves, and to actively guide customers through that change. “Not by promising everything, but by providing direction and helping organizations make the right choices.”
Ultimately, everything comes together in adoption. “It’s people who work with solutions. If technology isn’t used, its value remains theoretical. You may have built something technically impressive, but in practice very little changes.”
According to Van der Knaap, the real difference lies in this cohesion:
I sometimes see partners that are strong in one or two of these elements. The partners that truly make a difference are the ones who connect process knowledge, innovation, and adoption. Fellowmind has embedded these elements into an integrated approach.
AI shifts from experimentation to daily work
AI has now firmly landed at boardroom level. “The question is no longer whether AI is relevant, but how organizations deal with it,” says Van der Knaap. “A year ago, it was mainly about pilots. Now it’s about AI as a permanent part of work.”
That requires clear choices, solid data, and robust governance. “AI is only as good as the data it runs on. Without structure, you simply won’t get very far.”
Within Microsoft, the focus is therefore increasingly on AI agents.
We can build agents that support or even orchestrate entire business processes. The real value isn’t in individual agents, but in how they work together.
He sees this every day within Microsoft itself. “In sales, marketing, and support, agents collaborate. One agent handles standard questions, other agents gather context or prepare next steps. This frees up employees to focus on more complex issues, while customer satisfaction increases.”
This aligns with Microsoft’s vision of the Frontier Firm: human-led, AI-operated. “Organizations continue to be led by people. AI supports creative, analytical, and relational work. Not as a side experiment, but as an integral part of how organizations function.”
What sets Fellowmind apart
According to Van der Knaap, moving from isolated AI use cases to agents that deliver impact requires partners who look beyond technology alone. “I’m not just looking for partners who repeat our vision,” he says. “I’m looking for partners who reinforce that vision with execution. Who have the ability to execute, and who can translate human-led AI into something that actually works in practice.”
That, he says, is exactly where Fellowmind stands out.
Fellowmind is the connector of technology in an era of AI and disruption, across the full breadth of the Microsoft portfolio. They have deep technological expertise, but just as importantly, they are able to actually implement solutions, deliver projects, and bring employees along in that journey.
He sees this reflected, for example, in Fellowmind Hive AI. Fellowmind Hive AI was created from the conviction that agents do not stand alone. They must collaborate within processes and be developed, guided, and managed as if they were digital colleagues. This ensures that people don’t just try AI once but continue to use it as a permanent part of their daily work. “As far as I’m concerned, Hive AI aligns seamlessly with our vision of human-led AI,” says Van der Knaap.
EMEA Channel Partner of the Year
The combination of process knowledge, innovation, adoption, and execution power was decisive for Microsoft in naming Fellowmind EMEA Channel Partner of the Year. Van der Knaap also points to Fellowmind’s broad set of Microsoft specializations and partner designations. “For us, those are important quality markers. They show that a partner not only has knowledge but also access to programs and investments that customers directly benefit from.”
He concludes with a clear statement:
Vision matters. But the real difference lies in translating that vision into practice. Ultimately, what matters is whether technology truly lands with customers.
