Success is rarely the result of one initiative, campaign or programme. It happens when people have the means to thrive: whether that’s marketers building awareness, sales pros securing new pipeline or technicians solving real customer problems.
At Westcoast Cloud, we’re proud to partner with many companies doing just that – and we’re delighted to share three of their stories here. Let’s dive into how LIMA, Softwerx and Airnow Technology are forging an impressive growth trajectory.
For LIMA, the last few years have been about transformation. After nearly three decades in business, they wanted to evolve from a traditional value-added reseller to a strategic managed service provider.
Driven by a clear strategy to broaden their capabilities, deepen customer relationships and create more predictable revenue streams, managed services now account for the majority of LIMA’s business.
A result like that doesn’t come overnight, so how did they get there? It started when LIMA set us the challenge of providing more than transactional support.
A significant move for LIMA was growing their Azure optimisation offer. They became a pilot partner for our Turbo360 programme, which gave them free access to a specialist tool for understanding Azure usage.
This has created value on two fronts.
For existing customers, it highlights where unnecessary spend can be reduced and, more importantly, where that budget can be reinvested into higher-impact improvements.
For prospective customers, it provides a tangible, low-friction starting point for engagement — a practical way to open conversations that quickly move beyond cost into wider opportunities across the platform.
In both cases, Turbo360 has become more than an optimisation tool. It has given LIMA a structured way to start better conversations and naturally progress into higher-value managed services.
LIMA are also building strategic momentum via their flagship event – where customers, prospects and subject matter experts come together to explore current challenges and market trends.
Westcoast Cloud helps with some of the funding, speaker introductions and post-event engagement, but this is very much LIMA’s event. It is shaped around what matters most to LIMA’s customers, aligning closely to Microsoft priorities with experienced speakers who bring credible and practical insights. And it’s clearly working! Attendee numbers are growing year on year, with the 2026 event securing over 50 customer and prospect registrations.
Internally, LIMA have focused on expanding their technical capabilities and gaining additional Microsoft designations.
They’ve tapped into the expertise of Westcoast Cloud’s Thrive partner programme to help with this, including our on-site training and exam prep sessions. As a result, LIMA now holds three Microsoft designations across Modern Work, Infrastructure/Azure and Security. This gives customers greater confidence in LIMA’s expertise, and puts the business on a firm foundation for long-term growth.
Softwerx have spent more than 25 years helping Mid-market organisations access the enterprise-grade security they deserve. Over the last few years, they have sharpened their focus on building deep, long-term customer relationships to meet ambitious growth targets.
A key part of that journey has been moving conversations beyond renewals and licensing into strategic discussions around market challenges, long-term goals and future opportunities.
To support this, Softwerx sales and pre-sales teams have attended LinkedIn and Sales Navigator training sessions, delivered by Westcoast Cloud, to help them look at relationship building and social selling in a new way.
Following these sessions, account managers at Softwerx have become much more active on LinkedIn, regularly sharing updates, insights and event takeaways with their customers and prospects. Importantly, they are having far warmer and more informed customer conversations as a result.
The impact has been felt across the wider business too. Over the past year, Softwerx have seen an 83% increase in total LinkedIn engagements, a 23% increase in followers and a 50% uplift in newsletter subscribers.
Softwerx have also continued investing heavily in technical skills and certification pathways for their engineers and support teams.
Working closely with our technical specialists, the team has received on-site training, fast-track exam support and guidance around which certifications will have the biggest impact for both their business and their customers.
The team has recently achieved certifications in SC-300, AZ-104 and AZ-500, and further training is underway for AZ-305 and SC-401. However, for Softwerx, the benefits extend beyond passing exams. They are building the confidence, knowledge and expertise to support customers more effectively as their security and compliance needs continue to evolve.
Founded in 2021, Airnow Technology is one of the UK’s fastest-growing IT resellers. This is in large part due to their customer-service-led ethos and white-glove digital transformation support.
The business originally focused on reselling hardware only, but their attention quickly shifted to software services. With one long-standing customer looking to migrate to the Cloud, Airnow Technology saw the opportunity to expand their offerings and create recurring cloud revenue.
Working with us, Airnow Technology have strengthened their Cloud capabilities across Microsoft offerings such as Azure, Modern Workplace and Copilot. And with this shift comes continued revenue growth, with 2026 year‑to‑date revenue already at over two‑thirds of the previous full‑year total in just five months. Azure and Modern Workplace now represent a dominant share of 2026 revenue, reflecting a clear focus on higher‑value cloud services.
With this new expertise, Airnow Technology was able to work alongside the customer to adopt and deploy Microsoft Azure.
Despite a seamless Azure rollout, ongoing cost reviews remained a manual, spreadsheet-heavy process where teams would spend days investigating queries around usage, reserved instances and unexpected spend.
That changed with our support to implement Turbo360. Now, customers can easily see and predict usage, saving everyone time, strife and money.
A stronger foundation for customer reviews also helps Airnow Technology identify new optimisation opportunities and start strategic conversations about adopting new services from Microsoft Copilot to E7.
As a result, Airnow Technology are tapping into recurring software revenue streams, with Azure now forming a significant share of one account manager’s annual business – roughly doubling after focusing on Cloud services.
It’s not just tools like Turbo360 helping Airnow Technology deepen customer relationships, but our long-term specialist support.
The same customer also needed emissions data from their Azure environment as a top priority. Our technical team helped Airnow Technology set up a usable report within 24 hours, and this report has become an annual process that opens up new discussions around sustainability as well as cost optimisation. Better still, Airnow Technology have begun scaling this service to other customers.
This close collaboration with an industry-leading Cloud service provider gives Airnow Technology the confidence – as well as the tools and data – to talk with new and existing customers about Cloud as a continuous strategic enabler, not just a one-off purchase.
LIMA, Softwerx and Airnow Technology are three businesses embracing the Cloud in their own ways – whether it’s shifting from VAR to MSP, having the sales team lead the charge towards stronger customer relationships or turning Azure optimisation into more strategic conversations.
Even though their approaches may differ, one truth remains: when partners have close, continuous support, they can move faster, think bigger and create new opportunities for themselves and their customers.
At Westcoast Cloud, we believe that growth doesn’t come from one single success. It comes from working and learning together to build the knowledge and confidence to go further with each passing day.
That’s what we’re doing with all our partners.