Insync Technology: Riding the wave while ‘drinking from a fire hydrant’

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This article appeared in the September 2016 issue of CRN magazine.

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Insync Technology: Riding the wave while ‘drinking from a fire hydrant’

The past 12 months have been among the biggest in Microsoft’s history with the launch of a new operating system, a push into hardware and big gains in cloud technology, to name just a few initiatives. 

Founded out of a perceived need for a dedicated Microsoft specialist, Insync Technology’s goal was to become the go-to guys for all things Redmond.

From humble beginnings three years ago, Insync has turned from a startup into Microsoft Australia’s 2015 emerging partner of the year. The communications provider managed to grow 74.6 percent in 2015 to hit $3.1 million in revenue and sit at No.17 in the current CRN Fast50.

Insync spent its first few years shoring up the Brisbane business, but over the past six months has set up shop in Melbourne.

“We saw a need for a specialised Microsoft partner, specifically around Skype for Business and cloud, in the Brisbane and Melbourne marketplaces,” says general manager Nathan Belling.

“What we were seeing was that if you’re a larger partner and you don’t have to fight for business, then you don’t. In our minds, there were a lot of those partners focused on selling the customer something rather than giving them a positive outcome.”

Part of Insync’s success comes down to being picky about who to work with – and not just from a vendor perspective, says Belling.

“We’re selective about who we work with, not in an arrogant way, but we will say ‘no’ to customers. If they ask for something and we know we can’t deliver it, we will say no. We answer only to ourselves.

“If we sell something we can’t deliver, then we only have ourselves to blame. There used to be a mantra: don’t confuse selling with installs. I believe that’s how a lot of integrators have come undone.”

Insync is also particular about its vendor relationships, only taking on communications players such as Polycom, Plantronics and Sonus, along with Microsoft.

While sticking with Microsoft has clearly paid off for Insync, Belling says it can be “like drinking from a fire hydrant” when it comes to the workload Microsoft provides.

“We’re a small Microsoft partner, so we have to be able to rapidly digest information and work out if it’s relevant to our customers. You can’t take it all, so you have to be sensible about what you can and can’t take on,” he says.

Even as Insync transitions out of that phase, Belling is passionate about Australia’s startup community.

“Startups are going to be the major employers in the future and vendors and governments need to put their minds to how they can accelerate the startup community.”  


  • Head office Brisbane
  • Established 2013
  • Key executives Nathan Belling, Stuart Moore, Damien Margaritis
  • 2015 growth 74.59%
  • 2015 revenue $3,152,206
  • Headcount 12
  • Top vendors Microsoft, Polycom, Sonus, Plantronics

Pictured: Insync’s Nathan Belling (left) and Stuart Moore 

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