IAMCP & Microsoft
The Power of Partnership:
Our Evolution Together
WPG Community Marketing: Who does what?
Kati Quigley
Heather Doran
Melissa Porter
Alyssa London
Sr. Director Community
Marketing
Community Marketing Lead
Digital and Social Community
Marketing
Community Marketing
Manager
Business Owner and
experience ambassador
driving a world-class partner
engagement strategy both
digitally and face to face.
Drive WPC awareness and
conversions via demand
generation and field
engagement
Partner Advisory Council
(PAC) owner facilitating
engagement and feedback
from partners as well as
driving business insights for
Microsoft
IAMCP executive liaison
fostering strong
relationships with IAMCP
board members to drive
added value enhancement
with Microsoft
Develop WPC
communications and vision
keynote strategy that aligns
with One Microsoft vision
Increase brand and value for
IAMCP resulting in
membership growth and local
Microsoft engagement
Scale event globalization
opportunities with increased
field resources and greater
economies of scale
Build community strategy &
infrastructure through:
DigitalWPC
WPC Connect
Social Media
Mobile
Integrate WPC Brand and
DigitalWPC Platform into the
MPN Brand
Migration of DWPC à
GMO
Develop an all up social media
strategy
Guidance for Microsoft
Partner social media
efforts
MPN Today
Strategize and
execute community
engagement plan for
growing the SMB
community
Grow IAMCP
membership and
contribute to talent
gap initiative through
strengthening and
expanding the WIT
community
Project manage and
write narrative for
the “Join-In”
campaign
WPG Community Engagement & Storytelling Team
Community – Storytelling for the partner point-of-view
Engaging the partner. Telling their story. Driving Business.
Inside Out
Why Microsoft - Curate and create
content to reach channel influencers
across our owned, earned and paid
channels
Industry Leadership - Editorial
coordination of Social Media, PR, AR, and
Executive Communications
Outside In
Actively listen and amplify the partner
voice to instill within the community that
Microsoft is the best business decision
that they can make. This approach:
• Scales the P2P engagement
• Engages with NMP
• Creates a community focused on
partner profitability
DigitalWPC & WPC Connect Trend
6.7 6.13
WPC 2014
Digital WPC
PACs
IAMCP (WIT)
SMB
Partnering with Microsoft is the best business decision for companies in Devices & Services world
•
•
Demonstrate that Microsoft delivers the greatest depth and breadth of business opportunities for devices
and services across industries and the world.
Provide partners with evidence that shows Microsoft understands their business and customer needs.
Increased recruitment, retention
and loyalty
Partner Benefits
 Aligned messaging – Devices &
Services opportunity
 Uniformity of experience –
clarity and consistency
 Builds partner-to-partner
engagement
Microsoft Benefits
 Cost efficiencies and economies
of scale (low cost, high reach)
 Implement consistent operating
model and measurement.
 Create new audience reach
6.14 6.20
6.21 6.27
6.28 7.4
7.5 7.11
7.12 7.18
7.19 7.25
7.26 - 8.2 - 8.8
8.1
8-98.15
Digital Connections Drive Enagement
Build holistic community across all
channels
Modern storytelling
Visual, shareable, sticky, actionable
• Shift from community @ event  WPC
365
• Unauthenticated DigitalWPC
• Authenticated WPC Connect
• Managed social channels
• Be active participants & thought
leaders in our communities.
• MSFT-Led content
Alignment w/major news
announcements MS Corp Comms,
WPG & Engineering Groups
• Help Extend & Build partners business’
by fostering networking/ collaboration
and connections all year
• Grow community in turn would
stimulate demand for WPC
• 500K Unique Visits DWPC
• WPC Connect 15K active participations
Actionable insights
• Partner-Led content
Add Partner voice as evidence, impact
P2P
• Discovery, great area of potential to
provide listening insights to business.
• FY14 informal listening &
establish R/S with listening
council
• Identify social influencers /
themes & topics within the
partner community as potential
content opportunities / gaps
• Develop Digital/Social Editorial
calendar, shared with PR, exec
comms, field & key stakeholders
• Integrated approach
• Triage CSC
• Integration w/ALC
• Social Engagement framework 
playbook. How to engage with
Digital/Social team for 2P Msgs
Scalable Community Models: SMB PALS & IAMCP WIT
FY14 Strategy
Develop a scalable model
for community
development by building
and strengthening existing
WIT and SMB Partner
communities.
Mission
Provide partners the
platform and the
resources to develop
their local communities
organically and
independently
Primary areas of focus
• Bring partners together
who already have natural
similarities such as
partner type, and
location
• Provide opportunity to
network, collaborate and
generate leads
• Help partners build
profitable business models
with MSFT
IAMCP WIT
•
•
SMB PALs
• Retain loyalty of the SMB
community
• P2P and P2M
Foster and retain a talent group
Increase diversity within the channel
WIT Initiative
Executive
Sponsor: Julie
Bennani
SMB PAL Executive Sponsor:
Sachin Vora
Microsoft
Gain key insights through engagement
• Different perspective on programmatic changes
• Test and land business initiatives within the community
• Hear general partner feedback and business insights
Future
communities
IAMCP Partnering & Engagement Plan
Benefits of Partnering
Microsoft
Increase unmanaged SAT
IAMCP
Connections with
Microsoft
Land Audience
Marketing Campaign
Greater exposure for
partners
Priorities
Capture partner stories
$200k to support efforts
Leverage for advocacy
SME speakers at
and feedback
meetings
Supporting the IAMCP International Board
Branding
Rollout
Web
Membership Value
Data
Presence
Targets Engagement
Management
Plan
How we can work together
Connections to Microsoft
Networking
Lead Opportunities
Community
Promotion
Business
Need Pilots
SHARE STORIES
PILOT BUSINESS
PRIORITIES
Engagement
FIELD
ATTENDANCE
Focus
Groups/
Feedback
ADVOCACY &
AMBASSADORSHIP
Meeting ina-box Topics
TIMELY TOPICS WITH
CONSISTENCY
WE”LL
PROMOTE.
MEMBERS GAIN BENEFITS,
INSIGHTS & SAVINGS
GREATER CONNECTIONS
VOICE OF PARTNER IS
HEARD
VALUE OF MEMBERSHIP
Adding Value to IAMCP:
Content. Information. Opportunities
NEW scalable content
• MOD Commercial Partner Readiness Update
• MPN Overview & Program Change Meeting-in-a-box
Content
CORPORATE ACTION
Heather is disseminating
content to International
Board
Download
Content
 MOD content requested to be disseminated via email
 MPN Overview content to be disseminated for use
during Nov/Dec chapter meetings
FIELD ACTION
Disseminate
to your
local IAMCP
contacts
 Recommend MOD content
be disseminated now
 MPN Overview for use
Dec/Nov
Partnering with Microsoft
An overview of Microsoft Partner Network
A place for every partner in the Microsoft Partner Network
Cost-effective, annual subscription to
help you promote, sell, and support
solutions built on Microsoft
technologies.
Microsoft Partner Network brand to
help customers identify your highlevel expertise and specific skill set in
a given technology or service area.
The foundation of the Microsoft Partner Network. Engage with Microsoft
and build relationships with other partners to help you better serve
customers.
Key FY14 Microsoft Partner Network program changes
Key FY14 Microsoft Partner Network program changes
Cloud Accelerate,
Cloud Essentials,
and Azure Circle
integration.
Working
together.
Further enabling
devices and
mobility scenarios.
Embracing
Windows
Embedded.
Realizing
potential.
Changes to the
Small Business
Specialist
Community.
New competency:
User Experience
Design.
New competency:
Datacenter.
Moving from
Business
Intelligence to
Data Analytics.
Tailoring
Microsoft Action
Pack
subscriptions.
Creating
opportunities.
Mainstreaming
hosting partners
into solution
competencies.
Recognizing the
best SAM
partners.
Are you using all
your benefits?
Find out here.
New policy:
partner must earn
silver or gold
status by
subsidiary.
Moving
forward.
Adding Azure,
Windows Phone
and Windows
Embedded to
Application
Development.
The competency model is evolving, effective January 2014
• Align to how customers buy Microsoft solutions
• Enable partners to expand across multiple solution competencies
Full and updated details about
these changes are in the MPN
Disclosure Guide.
Customer
Relationship
Management
Enterprise
Resource
Planning
Cloud Partner program integration with MPN, effective January 2
MPN disclosure guide
Microsoft Action Pack subscription – update
What to know for your next competency renewal
Requirements changes for many MPN competencies, integration of
the cloud into relevant competencies, and new qualification tracks
within competencies will take effect in January 2014. Those new
requirements will need to be met by partners attaining or renewing
competencies after the effective date.
MPN disclosure guide
If your renewal date is…
Between now and January 2014
In January, February, or March 2014
• Meet the current requirements now
and follow the steps for your
renewal in the Partner Membership
Center.
•
You may be able to renew for 2014
under the current requirements, if you
complete your renewal prior to when
the new requirements take effect in
January (exact date is TBD).
•
You may complete your renewal
within 90 days prior to your renewal
date. Refer to the Partner Membership
Center for your renewal details.
•
Some of the new requirements are
available now, others are being
released between now and January.
• Complete your renewal in the
Partner Membership Center before
the new requirements take effect in
January (exact date is TBD).
After March 2014
• The new competency requirements
will apply to you when you renew in
2014.
Partner Support Options
Through the Partner Support Community forums, MPN
members get unlimited online support for questions
about:
•
•
•
•
Development
Presales assistance
Microsoft products
Program membership and benefits
The Support Community forums can be searched, with
results from not only the forum, but also TechNet,
MSDN, and the Microsoft Community.
What’s next:
Partnership on SkyRocket
Digital Marketing Lead Nurturing Engine
•
Digital media is the most cost effective net-new revenue stream for
our partners
•
•
Easy to monitor and measure
•
•
Complete Campaign execution is <$5K (vs. $50K+ for traditional marketing
campaigns)
Some partners had 600 net-new Office 365 trials within 2 weeks of launching
Office 365 Web Syndication
Ability to clearly view the sales pipeline
19
SkyRocket:
Driving Revenue from Digital Marketing
1. Establish a
Digital Baseline
5. Update and Refine
Recommendations
4. Monitor
Recommendations
2. Develop
recommendations
3. Implement
Recommendations
Search Engine Optimization
Pinpoint Optimization
SkyRocket:
Driving Revenue from Digital Marketing
Syndicated Office 365 Content
o
Skyrocket monitoring for Search
Engine Optimization, PPC, Responsive
Design, Web Syndication, Social
Presence and Pinpoint
o
Metrics Tracking in-place to measure
increase of Office 365 transactions
Office 365 Trial Invitation
Partner
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January
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March
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April
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Wrap Up | Discussion
Heather Doran
hdoran@Microsoft.com