This case study should take about five minutes to read.
But if that’s too long, here’s the takeaway: a compelling story and a partner marketing programme that boosted sales growth for enrolled partners by more than 100%.
Microsoft Surface had the products, the story, the legacy and the vision to win over the commercial (B2B) sector. Surface was looking for a way to grow its revenue exponentially, without having to scale its sales force. Empowering the channel was the best way forward. But channel partners found it difficult to tell the story and had low motivation since Surface was seen as a premium device that was difficult to sell.
Cool. So… what’s a “modern workplace” again?
A key motivator for Microsoft Surface customers was the need to move to a modern way of collaborating and working. This formed an intrinsic part of the Microsoft Surface narrative. “The ‘Modern Workplace’ story has many angles,” Creative Lead at TMP, Jade Mitchell, describes. “It’s defined by Microsoft as a combination of hardware, software, space and support. Devices that work ‘right out of the box,’ that give users uncompromising mobility and performance, and that empower IT departments with effortless deployment and flexible pricing solutions.”
“It sounds complicated,” continues Jade, “but, by focusing on the customers we were speaking to, and framing the modern workplace with relevant, industry-specific examples, the partners were able to finally have deep and meaningful conversations with their customers about their big picture digital transformation goals.”