The Marketing Practice wins Best ROI Campaign for Microsoft at The Drum 2020 Awards

Microsoft Modern Deployment Surface partner program recognized for 1,038% ROMI and 135% increase in partner growth

The Marketing Practice (TMP), a leading B2B Growth Marketing Agency, has won the Best ROI Campaign for Microsoft’s Surface Modern Deployment program at The Drum 2020 Marketing awards.

Shortlisted against seven other campaigns, the award win recognized the 1,038% ROMI achievement against closed deals for Microsoft’s Surface devices. Additionally, 135% partner revenue growth could be directly attributed to the Surface program vs 40% for partners, not in the program.

The integrated partner program was designed to deliver growth for both partners and Microsoft Surface – not merely as one-off sales but over the long term. By selling a portfolio of complementary products and services, partners win “stickier” customers, grow their businesses faster, and earn greater profits. 

“We’re so proud to win in the Best ROI Campaign category as it recognizes our dedication to delivering commercial outcomes,” said Harmony Crawford, EVP at The Marketing Practice. “The team at Microsoft had the vision and drive to make a step-change in the way they enabled their partners for success. This award is an absolute credit to the Surface Commercial team at Microsoft and those at TMP who worked hand-in-glove with them to achieve these outstanding results.”

The Marketing Practice worked with Microsoft to craft a narrative of the connected, modern workplace that would inspire partners and which they could articulate. By framing the modern workplace with relevant, industry-specific examples, partners could talk to customers about their big-picture digital transformation goals. 

For more information about The Drum awards, please visit:, and to hear more about the Microsoft program, please contact


About The Marketing Practice 

Founded in 2002 by Clive McNamara, The Marketing Practice is a leading independent B2B agency, with offices in the UK, Seattle, and Munich. We focus on delivering long-term value for a relatively small number of large B2B technology companies. 

We believe B2B marketing works best when it’s done consistently and over a long period. B2B demand generation is best thought of as an engine to make a real impact on growth, rather than a series of projects.

Our specialism allows us to understand the market and deliver differentiated results. A few highlights: increasing average deal size by 5x for Salesforce; working with Genpact to grow marketing’s contribution to the pipeline from 5% to 27%; generating a 95:1 ROMI with O2’s account-based marketing (ABM) program, and growing Microsoft devices’ market share from 12% to 26%.

We are ranked number 3 in the fastest growing UK B2B agencies and number 9 in the fastest growing US B2B agencies, according to B2B Marketing magazine.

For more information, please visit:


9th December 2020


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