Building Community...

Too often, Microsoft puts the cart before the horse. We ask partners to make investments up front; invest time in readiness, training, competencies, or whatever.

Microsoft's partners who sell into State, Local, and Fed Gov't, plus Academic institutions owe me nothing. That's NOTHING as in I've never done anything for them. Yet, my new job (today is first day) is to convince them it's in their interest to work closely with me (and all of the others on my extended team).

Objective:
Help partners become "remarkable" in their marketing and affect the sale of Microsoft licenses

Strategy: Build community and trust.

This is the hard part of world-class marketing in a web 2.0 world, the immeasurable part, the part lacking hard metrics, but it is the most critical part. It's also the part that many old-school marketers fundamentally don't understand. And the value proposition that will engage partners in a conversation?

Join a community that will make you a truly Remarkable organization.

Next step: Invest in the relationship by starting an open, honest, and authentic conversation. Remember, People are the message.

Comments

• Anonymous
  November 06, 2007
  Too often, Microsoft puts the cart before the horse. We ask partners to make investments up front; invest

• Anonymous
  November 08, 2007
  I agree with you, helping partners become remarkable in their marketing, and building community and trust are key.   However, the accountability doesn't solely lie on Microsoft's shoulders.  Partners are the first to admit the reason they are in business is because they sell Microsoft licenses for profit, or they sell services to implement Microsoft products for profit, or they build products that leverage Microsoft's tools or platform and sell those products for profit.  It's in their best interest to invest time to become well trained, earn competencies they can use to differentiate their skill set from others, and become remarkable marketers.   I have heard a good deal of successful partners express gratitude for Microsoft's efforts to provide training, programs, and resources to help them- while we hear some frustration for sure, we also hear overwhelming appreciation.   The partners who commit to participation by making time and resources available to work on marketing, are generally happy with what Microsoft provides- and loyal because of it.  These partners are already forming communities- banding together to share experiences and make themselves even stronger.  Joining the community and developing a way to put what you hear in the conversation into action is Microsoft's next step. In my experience, issues partners have are less often as a result of what Microsoft asks of them, and  more often with a lack of clear, concise communication that makes the opportunities more accessible.  Could more be done?  Always.  You have an advantage- partners want to work closely with you already.  Pursue your good ideas, and they will stay with you.   So, how was day 2?

• Anonymous
  November 08, 2007
  Let's review the assets that the Public Sector partner marketing team has. a newsletter that has 1300

• Anonymous
  November 09, 2007
  Last night, lying in bed (hey, where else to do solid thinking), I outlined the three focus areas for