A conversation on acquiring Microsoft capability, integrating culture, protecting people, and turning M&A into a real strategic advantage.

Buying Microsoft capability is the easy headline.

Building a business around it properly is the harder bit.

That’s what makes this conversation with David Keeling so useful.

This isn’t just a story about an acquisition.

It’s a story about why businesses make them in the first place.

David talks openly about the gap between wanting Microsoft capability and actually building it. Because in his words, you can’t just flick a switch, hire a few people, and suddenly become a serious Microsoft partner. The ecosystem is too complex, the skills are too specialist, and the credibility takes years to build.

Because this isn’t just about buying revenue.

It’s about buying capability.

Buying trust.

Buying a team that already knows how to navigate Microsoft properly.

David reflects on why Centrality was attractive as an acquisition, how Intercity approached the process with a clear cultural fit in mind, and why so much of the due diligence came back to one question: how do you make sure the capability you’re buying actually stays intact?

There’s a lot in this one for founders, Microsoft partners, MSP leaders, and anyone thinking seriously about growth through acquisition.

Because the truth is, becoming Microsoft-first isn’t just a positioning line.

It has to show up in the people.

The process.

The capability.

And the way the business actually operates after the deal is done.

If you enjoy this episode, don’t forget to like, follow, and subscribe on Spotify, Apple Podcasts, or YouTube.

What You’ll Learn in This Episode

Why Intercity chose acquisition rather than trying to build Microsoft capability from scratch

Why becoming a credible Microsoft partner takes years, not months

What made Centrality such a strategic fit for Intercity

Why cultural alignment and people retention mattered so much in the acquisition process

How David approached scaling Centrality with stronger structure, process, and capability

Why Microsoft security has become a much stronger proposition for customers and partners

How Intercity is helping customers unlock value from Microsoft licensing they already pay for

Why proprietary IP and customer-facing tooling can help Microsoft partners stand out

How David thinks about AI adoption, customer maturity, and practical use cases

Why leadership, health, and bringing people with you matter just as much as strategy

Memorable Quotes

“we are now Microsoft First MSP that is absolutely at our core”

“it’s not something that you can flick a switch and overnight… say we’re Microsoft capability”

“that journey to be known as they’re a great Microsoft partner can take… years”

“you’ve got great people how do we make sure that during this process that capability isn’t lost”

“the asset is the people”

“you’re like a Ferrari with no brakes”

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Links & Resources

Connect with David Keeling on LinkedIn

👉 https://www.linkedin.com/in/david-keeling-bb84a84/

Explore Intercity

👉 https://intercity.technology/

Connect with Oli Ridley on LinkedIn

👉 https://www.linkedin.com/in/oli-ridley/

Follow Cloud Decisions on LinkedIn

👉 https://www.linkedin.com/company/clouddecisions

About Cloud Decisions

Cloud Decisions is a trusted Microsoft Talent Partner, we combine deep ecosystem knowledge with data-led hiring strategies to help organisations scale securely and sustainably in a rapidly evolving technology landscape.