IAMCP & Microsoft

IAMCP & MicrosoftThe Power of Partnership:Our Evolution Together

Kati QuigleySr. Director Community Marketing

Heather DoranCommunity Marketing Lead

Melissa PorterDigital and Social Community Marketing Lead

Alyssa LondonCommunity Marketing Manager

Business Owner and experience ambassador driving a world-class partner engagement strategy both digitally and face to face.

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

Drive WPC awareness and conversions via demand generation and field engagement

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:

DigitalWPCWPC ConnectSocial MediaMobile

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 effortsMPN 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 Marketing: Who does what?

WPG Community Engagement & Storytelling Team

FY14 Plan 1 Community Infrastructure – Single Platform2

One Voice, One Tone, Editorial Coordination3 Expected Outcomes – Always Listening, Always Responding 4

Increased recruitment, retention and loyalty Partner Benefits Aligned messaging – Devices &

Services opportunity Uniformity of experience –

clarity and consistency Builds partner-to-partner

engagementMicrosoft Benefits Cost efficiencies and economies

of scale (low cost, high reach) Implement consistent operating

model and measurement. Create new audience reach

Inside OutWhy 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

WPC 2014IAMCP (WIT)PACsDigital WPC SMB

DigitalWPC & WPC Connect Trend

6.7 - 6.13

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 - 8.1

8.2 - 8.8

8-9- 8.15

• 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.

Partnering with Microsoft is the best business decision for companies in Devices & Services world

Community – Storytelling for the partner point-of-viewEngaging the partner. Telling their story. Driving Business.

Build & Engage Content

Modern storytelling Visual, shareable, sticky, actionable

• MSFT-Led contentAlignment w/major news announcements MS Corp Comms, WPG & Engineering Groups

• Partner-Led contentAdd Partner voice as evidence, impact P2P

• Develop Digital/Social Editorial calendar, shared with PR, exec comms, field & key stakeholders

• Social Engagement framework playbook. How to engage with Digital/Social team for 2P Msgs

Build holistic community across all channels

• Shift from community @ event WPC 365• Unauthenticated DigitalWPC• Authenticated WPC Connect• Managed social channels• Be active participants & thought

leaders in our communities.

• 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

• Min one piece partner led /week• Good rhythm of content• 9.8K Influencer shares • 63K Visits from shares• 3000 WPC Reg Conversions

Listening

Actionable insights

• 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

• Integrated approach• Triage CSC • Integration w/ALC

• Social Fans: 225K (FB/Twitter +40%)• Facebook 2.5% PTAT Avg• Support MPN ALC, mitigate common

partner issues

Tactics

Digital Connections Drive Enagement

FY14 Strategy Develop a scalable model

for community development by building

and strengthening existing WIT and SMB Partner

communities.

MissionProvide 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

Microsoft

SMB PALs

IAMCP WIT

Future communitie

s

SMB PAL Executive Sponsor: Sachin Vora

WIT Initiative Executive Sponsor: Julie Bennani

• Retain loyalty of the SMB community

• P2P and P2M

• Foster and retain a talent group• Increase diversity within the channel

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

Scalable Community Models: SMB PALS & IAMCP WIT

Microsoft IAMCP

Increase unmanaged SAT

Capture partner stories

Land Audience

Marketing Campaign

Priorities

$200k to support efforts

Greater exposure for

partners

Connections with

Microsoft

Leverage for advocacy

and feedbackSME speakers at

meetings

Benefits of Partnering

Web Presence

Branding

Rollout

Membership TargetsData

Management

Initiatives

Supporting the IAMCP International Board

Value Engagement

Plan

IAMCP Partnering & Engagement Plan

PromotionBusiness

Need Pilots

Engagement

Focus Groups/

Feedback

Meeting in-a-box Topics

Members Join ChaptersLooking forConnections to MicrosoftNetworkingLead OpportunitiesCommunity

SHARE STORIES

WE”LL PROMOTE.

MEMBERS GAIN BENEFITS, INSIGHTS &

SAVINGS

PILOT BUSINESS PRIORITIES

Digital

BASELINE

GREATER CONNECTIONS

FIELD ATTENDANCE

VOICE OF PARTNER IS HEARD

ADVOCACY & AMBASSADORSH

IP

VALUE OF MEMBERSHIP

TIMELY TOPICS WITH CONSISTENCY

Where we

can help

How we can work together

Adding Value to IAMCP: Content. Information. Opportunities

NEW scalable content• MOD Commercial Partner Readiness Update• MPN Overview & Program Change Meeting-in-a-

box Content

Download Content

Heather is disseminating

content to International Board

MOD content requested to be disseminated via email

MPN Overview content to be disseminated for use during Nov/Dec chapter meetings

CORPORATE ACTION

FIELD ACTIONDisseminate to your

local IAMCP

contacts

Recommend MOD content be disseminated now MPN Overview for use Dec/Nov

Partnering with MicrosoftAn overview of Microsoft Partner Network

Community

Subscription CompetencyCost-effective, annual subscription to help you promote, sell, and support solutions built on Microsoft technologies.

Microsoft Partner Network brand to help customers identify your high-level 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.

A place for every partner in the Microsoft Partner Network

Further enabling devices and mobility scenarios. Embracing Windows Embedded.

Key FY14 Microsoft Partner Network program changes

Creating opportunities.

Moving from Business Intelligence to Data Analytics.

New competency: User Experience Design.

Cloud Accelerate, Cloud Essentials, and Azure Circle integration.

Tailoring Microsoft Action Pack subscriptions.

Changes to the Small Business Specialist Community.

New policy: partner must earn silver or gold status by subsidiary.

Working together.

Realizing potential.

Recognizing the best SAM partners. Moving

forward.

Mainstreaming hosting partners into solution competencies.

Adding Azure, Windows Phone and Windows Embedded to Application Development.

New competency: Datacenter.

Are you using all your benefits? Find out here.

Key FY14 Microsoft Partner Network program changes

A P P L I C A T I O NP L A T F O R M

Application Integration

Application Lifecycle

Management

Data Analytics

Data Platform

Application Developmen

t

B U S I N E S SA P P L I C A T I O N S

Customer Relationship Management

Enterprise Resource Planning

B U S I N E S SP R O D U C T I V I T Y

Collaboration

and Content

Messaging

Project and Portfolio

Management

Communications

Digital Marketing

C O R EI N F R A S T R U C T U R E

Devices and Deployment Datacenter

SmallBusiness

Midmarket Solution Provider

C U S T O M E R S E G M E N T S

Software Asset

ManagementVolume

Licensing

L I C E N S I N G

O T H E R S

OEM Learning

User Experience

Design

Full and updated details about these changes are in the MPN Disclosure Guide.

•Align to how customers buy Microsoft solutions• Enable partners to expand across multiple solution competencies

The competency model is evolving, effective January 2014

Support your customers’ “power of choice” by selling, deploying, and supporting Microsoft cloud products. In January 2014, your Microsoft Partner Network experience will deliver the value of the cloud as an integrated component of your Action Pack subscription or Microsoft competency attainment.

Details about the changes that come with cloud integration are in the MPN disclosure guide.

Microsoft Action Pack subscription

1) Clear migration paths 2) Cloud services aligned and integrated with competencies

Cloud Essentials

Cloud Accelerate

Cloud DeploymentWindows Azure Circle

Microsoft competencies

Competencies• Devices and

Deployment• Messaging• Collaboration

and Content• Communicatio

ns• Project and

Portfolio Mgmt• Small Business • Midmarket

Microsoft Office 365

Competencies• Devices and

Deployment• Midmarket

Windows Intune

Competencies• Application

Development• Datacenter• Data Platform• Data

Analytics

Windows Azure

3) Options for all partners

Standard trackMeet all existing requirements and pass new cloud assessments

Cloud trackQualify through cloud performance, assessments, and cloud references

January 2014

Today Dynamics CRM OnlineCompetencies• Customer

Relationship Management Cloud-specific

benefits Internal use rightsCloud incentives

Cloud-specific benefits Internal use rightsCloud Accelerate logoCloud incentives

Cloud Partner program integration with MPN, effective January 2014

Single, universal Action Pack subscription leading with cloud6 resource centers aligned to partner practices (partners can choose 1 or more)

New benefits• Internal Use Rights (IURs): licenses to

support a 10 person organization – including both On-premise and Cloud products and services

• Technical support: access to telephone support for pre-sales, technical, and deployment issues related to Microsoft Cloud Services

• Training: access to over 2,000 training courses on selling, configuring, and implementing Microsoft products and services plus discounts on Microsoft Certified Professional exams

• Developer tools: access to world-class Visual Studio developer tools to support development across Microsoft platforms, including desktop, phone, server, and web

• Bing credits: a $600 Bing credit• Campaigns: exclusive access to Ready-To-Go

Marketing Campaigns for Microsoft products and services

Application design and development

Reselling Professional services

Hosting Managed services

Microsoft Action Pack subscription – update

Device design and development

If your renewal date is…Between now and January 2014• Meet the current requirements

now and follow the steps for your renewal in the Partner Membership Center.

• Complete your renewal in the Partner Membership Center before the new requirements take effect in January (exact date is TBD).

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.

In January, February, or March 2014• 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.

After March 2014• The new competency

requirements will apply to you when you renew in 2014.

The MPN disclosure guide provides a comprehensive look at the program changes planned across all membership levels: • Cloud Partner program integration• Competency structure and requirements

changes• Microsoft Action Pack Subscription

redesign

What to know for your next competency renewal

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.

If your company has an MPN competency or a Microsoft Action Pack Subscription, phone-based support is also available.

1-800-MPNSOLV (676-7658)

From any page on the MPN portal, quickly navigate to the forums by selecting Support > Partner Support Community

You can request private communications with a Microsoft expert within any forum.

Partner Support Options

19

Digital Marketing Business Opportunity1

What’s next:Partnership on SkyRocketDigital Marketing Lead Nurturing Engine

• Digital media is the most cost effective net-new revenue stream for our partners• Complete Campaign execution is <$5K (vs. $50K+ for traditional

marketing campaigns)• Easy to monitor and measure

• 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

Begin with Partner Digital “Baseline” Assessment2

The Road to Digital Leadership (SkyRocket Baseline)1

SkyRocket: Driving Revenue from Digital Marketing

1. Establish a Digital

Baseline

2. Develop recommendati

ons

3. Implement Recommendati

ons

4. Monitor Recommendati

ons

5. Update and Refine

Recommendations

Customer Discovery (SkyRocket SEO and Pinpoint)2

Search Engine Optimization Pinpoint Optimization

Customer/Partner Connection (SkyRocket Syndication) 3

On-Going Monitoring (SkyRocket Monitoring)4

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

Partner October NovemberDecember January February March April1 Y Y Y N N Y Y2 N Y Y N N Y Y3 N N Y Y Y Y Y4 N N Y Y Y Y Y5 N N Y N Y Y Y6 N N N N Y Y Y7 N N N N N N Y8 N Y Y Y Y Y Y9 N Y Y Y Y Y Y10 N Y Y N Y Y Y11 N N Y N N Y Y12 N N N N N Y Y13 N N N N N N Y14 N N N N N N Y15 Y Y Y Y Y Y Y16 N N N N N N Y17 N N Y Y Y Y Y18 N Y Y Y Y Y Y19 N Y Y N N Y Y20 N Y Y N N Y Y21 N Y Y Y Y Y Y22 Y Y Y Y Y Y Y23 N N N N N N Y24 N Y Y Y Y Y Y25 N Y Y N N Y Y26 N Y Y Y Y Y Y27 N N N N N N Y28 N N N N N N Y29 N N N N N N Y30 Y Y Y Y Y Y Y31 N Y Y Y Y Y Y32 Y Y Y Y Y Y Y

Syndicated Office 365 Content Office 365 Trial Invitation

SkyRocket: Driving Revenue from Digital Marketing

Wrap Up | Discussion

Heather [email protected]