Top tips for going to market with Microsoft
I’ve engaged with hundreds of partners over the last several months and one of the questions I often get asked is – How do I go-to-market with Microsoft? The great news is that no matter what size or scale of partner you are, there are programs and resources available from Microsoft for you to leverage as part of your go-to-market (GTM) journey. In this blog post and accompanying video, I want to share seven practical and repeatable tips for going-to-market with Microsoft. Integrating these tips with your current marketing strategy will amplify your impact and ability to successfully grow your business alongside Microsoft.
Tip #1: Develop a clear and differentiated value proposition
First and foremost, it’s important to develop your offers with a clear and differentiated value proposition. This will achieve two goals: (1) it will allow you to compete better against other offers in the market, and (2) it will signal to our sellers that you are ready to go-to-market. Don’t underestimate the importance of developing clear messaging around your offer – it could make all the difference in a successful GTM campaign!
Tip #2: Consider Microsoft’s priority plays across solution areas
As you build out your offers, it’s also critical to consider Microsoft’s priority plays across all four solution areas. We call these “Thing 0-10” and understanding these plays will ensure 100% alignment with our Microsoft field sellers. If you haven’t already, I encourage you to check out our Partner Play-in-a-Box.
Tip #3: Identify your targets
Once you’ve established your offer and aligned to Microsoft’s priority plays, it’s important to identify your target market and customers. Too often, I see companies make the mistake of trying to reach everyone when they should be clearly identifying, targeting and reaching out to specific audiences. Make it a best practice to get extremely crisp on where you will have the most momentum and build on those early successes!
Tip #4: Generate compelling case studies early and often
To amplify your early success, make it a priority to close business with customers in your target market that will make great case studies. Actively working to close these deals and generate great stories will show momentum to other potential customers and help you win even more business.
Tip #5: Take advantage of GTM programs
Along the entire GTM journey, Microsoft provides partners with programs, incentives and offers through the Microsoft Partner Network. We’ve developed these programs and resources specifically to help your go-to-market efforts – so make sure to take advantage of everything that’s available to you! If you’re looking for a good place to start, I encourage you to check out our GTM resources.
Tip #6: Round out your solution thru P2P
Analyzing the strengths of your offering can help you identify your unique position in the market. It can also help identify areas where you might be able to leverage other Microsoft partner offers to add value to your solution. With the largest partner network of its kind, you have the ability to round out and enhance your solution thru P2P relationships!
Tip #7: Ensure your solution is on Marketplace
My last tip for going-to-market with Microsoft is to ensure your solution can be found by sellers and customers on Azure Marketplace. Azure Marketplace is the premier destination for all software solutions that are certified and optimized to run on Microsoft Azure, so getting your solution known on this platform is crucial. It will also enhance your ability to meet with sellers to expand your reach!
Consider these seven tips as you put together your GTM strategy. They will help you align closely with Microsoft’s priority plays and take advantage of the many resources and programs to help you grow your business, generate new customers, and increase reoccurring revenue. I look forward to hearing about all your future GTM successes. Together, we can become an even stronger and more successful community!