A VIP partner selection, training and sales support program helped Microsoft Surface shift to selling ‘device-as-a-service’, delivering millions of dollars of revenue and 135% partner growth
growth for enrolled partners, compared to…
growth for partners not in the program
partners recruited and trained
We developed a five-step program to recruit, onboard, train, motivate and equip hundreds of partner organizations to market better and sell more.
Microsoft recognized that people wanted a tech experience at work that reflected their seamless experience at home.
To take advantage of the estimated $100bn opportunity, they needed partners to shift from piecemeal hardware and software sales to selling the full device-as-a-service Modern Workplace proposition.
The program kicked off with a new articulation of the Modern Workplace proposition to inspire partners and help them sell the value.
We selected and approached partners to join the program, helped them with onboarding procedures, delivered product and sales training on the new proposition, shared success stories from around the channel to help motivate them, and gave them access to marketing materials which were designed to be easily customized and deployed.
The impact on partners was measured and used as part of the recruitment process. Enrolled partners grew by 135% compared to 40% for partners who weren’t in the program. Pipeline in the hundreds of millions and revenue in the tens of millions was generated for Microsoft Surface.
Partners were selected based on previous relationships, experience selling Microsoft, and business profile. The team ran a targeted outreach campaign to recruit the partners.
Partners were fast-tracked based on identification of near-term opportunities, and supported in navigating Microsoft’s systems.
A comprehensive training platform was created, encompassing technical product training, commercial sales training and supporting resources.
Microsoft Partner’s training library was audited and updated for the new proposition. An automated system was produced for partners, pre-populated with customizable Microsoft marketing materials.
Pipeline was tracked and regularly reported on, to show that partners generated more sales by joining the program.
growth for enrolled partners, compared to...
growth for partners not in the program
partners recruited and trained
Connor Douglass
Surface Product Marketing at Microsoft Corporation