From outsider to insider: How Richard Conway helped shape Azure in the UK

It started with two people in a pub… and ended with 250 people queuing outside a packed-out Azure event. That’s how you build credibility in the Microsoft ecosystem. Before Azure was mainstream, Elastacloud were deep in the weeds. Writing tools, building community, and backing the tech nobody else cared about (yet). Richard Conway and Andy Cross didn’t just spot the trend. They help make it happen. ➡️ Founded the UK Azure user group ➡️ Trained 200+ Microsoft Partners ➡️ Got seconded by Microsoft to onboard customers at scale That traction led to big data specialism, high-performance projects, and eventually, acquisition by Acora. Now Richard’s CTO of a modern MSP, helping mid-market customers navigate the same cloud journey Elastacloud once pioneered. If you’re trying to build credibility as a Microsoft Partner, this is how it’s done.