Microsoft Generating 135% partner growth for Microsoft

A VIP selection, training and sales support program empowered partners and delivered millions of dollars of revenue.



growth for enrolled partners, compared to…


growth for partners not in the program


partners recruited and trained

Microsoft Surface wanted its partners to sell a combination of Microsoft hardware and software, but partners found the integrated proposition complex.

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.

We developed a five-step program to recruit, onboard, train, motivate and equip hundreds of partner organizations to market better and sell more.

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The strategy

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 results

Against an initial target of 100 partners, 141 were enrolled into the program.

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.

The program in numbers


growth for enrolled partners, compared to...


growth for partners not in the program


partners recruited and trained

Empowering our partners through this program has delivered beyond our expectations. The financial results speak for themselves. But what we also see and hear is partners enjoying the program, and feeling closer to the Microsoft Surface brand because of how we’ve invested in them and their businesses.

Connor Douglass
Surface Product Marketing at Microsoft Corporation

Key deliverables

  • Partner recruitment

    Partners were selected based on previous relationships, experience selling Microsoft, and business profile. The team ran a targeted outreach campaign to recruit the partners.

  • Partner onboarding

    Partners were fast-tracked based on identification of near-term opportunities, and supported in navigating Microsoft’s systems.

  • Training platform

    A comprehensive training platform was created, encompassing technical product training, commercial sales training and supporting resources.

  • Partner marketing materials

    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.

  • Partner pipeline reporting

    Pipeline was tracked and regularly reported on, to show that partners generated more sales by joining the program.