Go-to-Market with

Microsoft
Maximize success at every stage
of your Go-To-Market journey.

Audience: Managed ISV partners with MACC

agreements
The information contained in this document represents the current view of Microsoft
Corporation on the issues discussed prior to the date of release. Because Microsoft must
respond to changing market conditions, this document should not be interpreted to be a
commitment on the part of Microsoft. This report and any recommendations contained
therein is for informational purposes only and do not guarantee any particular result.
Microsoft makes no warranties, express or implied, in this report. Microsoft does not
guarantee the continued accuracy of any information provided herein.
Microsoft offers and programs and eligibility requirements therefore may change at any
time per Microsoft’s sole discretion. The recommendations in this report for any Microsoft
offer, incentive and/or program do not guarantee that partner will be eligible to participate
in the offer, incentive and/or program in the future.
Enabling your Go-To-Market | Build, Launch, Grow
Progressing our relationship from “coaching” to “collaboration and co-creation”

Build 1 Launch 2 Grow 3

• To get started… you • For a successful launch… • To accelerate growth… Partner has Co-sell Ready + Marketplace
agree to having a MAAC Partner has an IP Co- Transactable offering(s) AND are working to expand your IP Co-sell
in place and an IP Co- sell Ready solution and practice to be MACC-eligible
sell solution ready for a listing on Marketplace • Microsoft helps amplify your current activities in the market
market in the next • We set you up for
3 months • Together, we maximize available programs and incentives to invest in your
success by onboarding
GTM, enabling to you to:
• Together, we envision onto Microsoft Partner
the optimal go-to- Tools & Programs • Expand footprint into new segments, markets, or use cases
market approach • Penetrate existing accounts
• Microsoft supports your
based upon your • Equip sellers for success through co-selling
launch with
business needs amplification and
• Co-creation of a enablement, with a
differentiated value special focus on
proposition and Marketplace
messaging to engage
customers and enable 1 2 3
sellers
How to use this playbook
• This playbook is targeted at Microsoft ISV partners. The contents of this playbook were chosen
to help you easily access the most relevant resources and gain a deeper understanding of how
to get the most out of your partnership with Microsoft.
• This playbook follows the GTM approach outlined on the previous page, with sections in place
for the Build, Launch and Grow phases. You’ll also find detailed information on becoming Co-
Sell ready, and Co-Sell Incentivized.
• As you move through each of these phases, you’ll find relevant guidance, templates, resources
and other tips. All completed templates in the appendix are fictitious and only provided for
example purposes.
• If anything is unclear, please speak with your Microsoft Partner Development Manager.
Build:
Readying your offerings for market
Use this section to…
Identify & express
your superpowers
This section gives you the
steps to define and create
your value proposition in
collaboration with Microsoft.
By taking the time to do
this, you’ll have a stronger
message for once you
reach the Launch phase.
Check your
synergies
We each bring something
different to the table,
strengthening the
proposition. Spend some
time understanding how
your priorities align with
Microsoft’s to understand
the best market fit for your
partnership
Align with
your audience
Key to preparing for the
Launch phase is knowing
who to target. We’ve
provided relevant personas
that you are likely to target
so you can understand
how to best to craft your
message. The superpower
slide is also key for
preparing Microsoft sellers
to sell efficiently.
Value Proposition building blocks
Objective of this stage: Align with
Microsoft on the steps to take to build
1 2
Outline what Microsoft and [ISV] Identify who the messaging will
the value proposition, and what
are looking to do with this be targeted towards – consider
information is needed. partnership and what you each if there might be multiple
bring to the table. audiences.

Tips for success!

• These blocks could be discussed through
a short meeting
• Be sure to share any relevant information
prior to building out the value proposition,
e.g., existing value propositions, messaging
houses, proof points from each side.
3 4
Build a unifying narrative Create messaging and proof
that helps key stakeholders points that resonate with
understand the value of the different target audiences. This
partnership. also includes the Superpower
slide for Microsoft sellers.

Need some additional help finding your brand’s unique superpowers? Check out the additional guidance in the appendix.
 Step

Key GTM objectives

1

Use this template to agree and outline the objectives you and Microsoft are looking to achieve as you Go-To-Market

1 Objective title 2 Objective title 3 Objective title

Add a short description Add a short description Add a short description

and desired outcome… and desired outcome… and desired outcome…

Access a completed template in the appendix.

 Step

Finding synergies
1

Objective of this stage: Figure out what are the different qualities that create synergies between you and Microsoft
and what drivers will create value in the eyes of the target audience(s).

ISV Scale Microsoft

e.g., global scale e.g., penetration
of capabilities across industries

Tips for success!

• Think about both benefits (e.g., the value that your target audience will receive) and differentiators
(what makes each stand out from the competition). Remember, some of these can also be quantifiable!
• This task is about quality, focus on the synergies that drive the highest value.
Where to find synergies Solution Priorities

Having clarity on where you and Microsoft can best collaborate across industry and
product will strengthen your market offering

FY23 Solution Priorities

Area Topic Area Topic Area Topic
Digital workforce Defend against threats with SIEM plus XDR Migrate and Modernize your Data Estate
Frontline workers Power Business Decisions with Cloud Scale
Secure Multi Cloud Environments
Converged Communications Teams Rooms Analytics
Modern Security Secure Identities and Access Data
Employee Experience Innovate with AI and Cloud Scale Databases in
Work and AI
Protect and Govern Sensitive Data Every App
Collaborative Apps
Mitigate Compliance and Privacy Risks Enable Customer Success
NextGen Windows Experiences
Enable Unified Data Governance
Refresh your Devices

Area Topic
Area Topic
Area Topic Migrate & Modernize your
Infrastructure and Workloads Modernize Enterprise Applications
Connected Sales & Marketing
Modernize SAP on the Microsoft Accelerate Innovation with Low Code
Modernize the Service Experience Cloud Digital & Innovate and Scale with Cloud Native Apps
Enable a Resilient and Sustainable Supply Infrastructure Modernize Workloads with Azure at Application
Business Enable Developer Productivity and Accelerate
Chain Any Scale with HPC plus AI Innovation
Applications Delivery
Innovate across Hybrid and Edge
Optimize Financial and Operating Models Enable Customer Success
with Arc and IoT
Accelerate Innovation with Low Code Enable Customer Success Build your Games in the Cloud with Azure
Where to find synergies Industry Priorities

Having clarity on where you and Microsoft can best collaborate across industry and
product will strengthen your market offering

FY23 Solution Priorities

Industry Vertical(s)
Automotive Mobility & Transformation Automotive, Mobility & Transportation
Financial Services Banking Insurance Capital Markets
Healthcare Health Payor Health Provider Life Sciences
Industrials & Manufacturing Discrete Manufacturing Process Manufacturing
Telecommunications & Media Media & Entertainment Telecommunications
Retail & Consumer Goods Retail Consumer Goods
Energy & Resources Energy & Resources
Sustainability Sustainability
Education Primary & Secondary Edu Higher Education Libraries & Museum
Defense & Intelligence Defense & Intelligence
Government Public, Safety & Justice Public Finance Critical Infrastructure Public Health & Social
Services
Identifying your target audience
Who you’re targeting could vary according to your solution, and having the right message can make or break
the potential for success

Solution Priority Target audience

Modern Work CFO, CEO & CHRO
Business Applications CRO, CMO
Cloud Infrastructure CFO, CTO/CIO
Digital & App Innovation CIO/CTO, CEO, Board
Data & AI COO
Security CFO, GC, COO, CIO/CTO

Learn more about each persona in the appendix

 Step

Design Template 1: Long-form Value Proposition

3

Use this template to complete your joint Value Proposition with Microsoft.

Objective at this stage: What’s happening

in the industry /
Using the proven Momentum environment that
ITSMA methodology, build a necessitates this
picture as to how, what and partnership?
why the joint offering will
add value to your target
audience. This long-form
What your joint
value proposition can then
offering can do
be adapted and applied to
your GTM campaigns and
collateral. How your
joint offering
adds value

Access a completed template in the appendix.

 Step

Elevator pitch & supporting themes template

4

Objective at this stage:

Following the proven

Momentum ITSMA Elevator Pitch
methodology, create an Create a shorter version of your long form
elevator pitch and supporting value proposition that summarizes the value-
themes that bring together add of this partnership in 1-2 sentences.
what has been discussed
and agreed in the previous
steps 1-3.
Theme 1 Theme 2 Theme 3
Include a messaging pillar
that identifies a key … ..
Tips for success!
benefit for your target
• Adapt the elevator pitch & audience.
messaging as needed if you
are targeting different sectors,
personas etc.
• Try to identify 2-4 messaging
pillars per audience.
Access a completed template in the appendix.
 Step

[Partner Name] | Superpower Slide

4
Partner Logo

Key Contact: • Name, Title, Email

Key Contact: • Name, Title, Email [Insert copy regarding partner offerings and solutions]

PDM: • Name, Email

PMA: • Name, Email Position If Solutions, Services Industry Focus Areas
PTS: • Name, Email • A • A
• B • B
C (sub) Industry (sub) Industry (sub) Industry
Number of • C Name Name Name
Employees

Industry Focus Mature New

Locations Customer Case Study: Customer Case Study:

Business Problem
• Description Business Problem
Regional Solution
• Description
Coverage • Description
Solution
• Description
Engaged Outcome
Outcome
Districts • Description
• Description
Microsoft
Competencies

Sales Plays
Best way to Engage
Partner Offers
By Territory By Scenario By Workload
• 1 • 1 • 1
• 2 • 2 • 2
• 3 • 3 • 3
Tips for success!
• Your target audience here
is Microsoft field sellers Access a completed template in the appendix.
Launch:
Launching your solutions into market
Use this section to…
Upskill & discover
what’s available
We’ve heard from our
partners that finding the
right resources can be
cumbersome. In this section,
we share some of the most
relevant to help you
efficiently prepare for Launch.
This includes examples of
best practice, brand
guidelines and important
links to be aware of.
Familiarize yourself Prepare for
with Marketplace Launch
Microsoft’s Commercial Once you’ve identified how
Marketplace offers endless different programs and
opportunities to grow your channels will support your
brand, boost sales and goals, proper planning &
accelerate your transition goal-setting is crucial. You’ll
to the Growth phase. find a template to follow
In this section, you’ll that covers all the key
learn more about the information you need
Marketplace and how to for each campaign.
use it to your advantage.
 STEP 1: Leverage the
relevant GTM programs
The Build phase will have
helped to determine the
Maximize the best GTM approach for
your business. According
success of your to this approach, there are
certain programs –
Launch by following including on Marketplace –
that will most help you
these steps: achieve your objectives.
Schedule time with your
Microsoft counterpart to
discuss what’s available if
you’re unclear.
STEP 2:
Co-create your GTM plan
As part of your overall
Business Plan, build out
your specific GTM plan.
Include your own customer-
facing campaigns, including
timelines and projected ROI,
as well as agreed programs
identified in Step one for a
complete picture of your
GTM plan. You and your
Microsoft counterpart
should review and agree
this plan before moving
further.
Drive demand and prepare for growth with these tips:

Take advantage of
Consider best practice
available resources

Following best We also recommend you check out

practices can be the
key to accelerating
acquisition. For more
advice on how to best
create and list offers
to the commercial
marketplace, provide
customer trials and
connect with Microsoft
customer and the
partner community.
the following to learn more about
what’s available and how to prepare
your Sales strategy:
GTM Toolbox overview
(can also be accessed via the Partner Center)
Learn how to generate impact by co-
branding, how to market smarter and
faster, and generate more sales leads
Check out
this link
GTM Sales Plays
 Leveraging the Microsoft brand To help you plan…

We’re proud to be positioned as one of the world’s most valuable brands, and this
association can help you to drive more success during your launch:

How can our brand help you?

• Aligning yourself with Microsoft means
aligning yourself with our expertise and
depth of offerings
• A unified brand can help drive new
opportunities, or reinforce trust with
existing ones
• Generate differentiation and stand out
in the market
Unsure of whether you’re on the right track?
Use these resources:
• Microsoft Trademark and Brand Guidelines (the best place to
go to access the latest brand elements and use cases for each)
• Microsoft Partner branding assets (including a customized
partner logo and certified letter)

Find more tips for creating co-branded assets in the appendix

 Step

Navigate the partner center & build your marketing

1

strategy
Having a clearly defined plan of action should help you to understand what you
need for a successful Launch. Now, it’s about where to find it…

Checkpoint!

The Partner Marketing Center Digital Marketing Content on Demand

Access resources now Learn more Sign up here

 Step

Scale your business with the Commercial Marketplace 1

Increase deal size by up to 400% with the most diverse and scalable marketplace

The Commercial Marketplace, includes both Azure Marketplace and

AppSource stores, and is a global catalog of partner solutions. As an ISV,
you can create, publish and manage your offers and get connected to
business’, organizations and government agencies around the world.

Why transact on Marketplace?

• Increase awareness and reach massive global scale with access to over 4M+
monthly users, 99% of top Azure customers and 100k+ potential leads to engage
with each month.
• Simplify sales and connect to a commerce engine dedicated to your success, with
lower than industry standard transaction fees, streamlined and simplified commerce
deployment and less procurement red tape.
• Monetize and unlock growth opportunities; the more your business grows, the
more benefits you receive to use towards further growth. These benefits translate
into upwards of $300K worth of value.
• Customers with a MACC agreement are motivated to buy from you, as 100% of
that spend will count towards deprecating their MACC. This also works in reverse,
as transacting on Marketplace contributes towards securing MACC eligibility, and
decrements your own agreement

Learn more about what the Set yourself up for success Follow the steps to create
Marketplace is here with these best practices your account here
 Step

Launch Template 1: Campaign Template

2
Partner Logo
Use this template to build out specific campaign plans according to your GTM approach.
Solution Area:
Campaign Name:
Solution Play:
Campaign Overview: Expected Scorecard Impact :

Goals & Targeting Campaign Strategy CTAs/Field Engagement Campaign Impact/Results

Target Roles Campaign Strategy: Partner CTA’s Campaign Progress

• Branding & Awareness • CTA • Total MQLs
Target Accounts
• Lead Generation - acquire customers • CTA • Total #SQLs
& non-penetrated workloads • Other relevant campaign metrics
Customer Segment Microsoft CTA’s
• Nurture the existing base
Industry Targets • Accelerate Pipeline & Expand • CTA
Customer Wins
• CTA
Investment/Funding Describe Marketing Activities
Campaign Insights
• Marketing Activity
• Marketing Activity Asks from Microsoft
• Marketing Activity

Campaign Timing
• Timeline

Expected Campaign Targets # MQLs # SQLs # Wins $ Revenue, ACR, etc.

Access a completed example in the appendix.

Grow:
Programs and resources to accelerate growth
Use this section to…
Discover how Microsoft
supports growth
As you continue your
relationship with Microsoft,
we invest in our partnership
to accelerate growth. In this
section, you’ll discover the
different incentives available
to advance your business.
Prepare for
Showcase wins
co-sell
Success stories are an Being co-sell ready unlocks
effective form of social more opportunities to
proof and can help to drive pipeline and partner
build your profile and with Microsoft. Learn more
drive further business. about how co-sell can
In this section, you’ll benefit your business, what
discover different requirements you need to
templates to help meet to be deemed co-sell
communicate wins. ready, and how you can
get the most from this
opportunity.
Role of partner investments & incentives
Microsoft partner investment and incentive programs are designed to reward partners when they deliver strategic
solutions to drive exceptional results for customers

7+ Local Marketing Custom

Global ISV
programs programs Development investments
Funds

Opportunity Amplify Accelerate Enable

enable partner growth in addition to global for reinvestment focused on partners and strategic
and support customer programs, we have local activities across demand growth opportunities
needs as we increase our investments to help you generation, partner readiness, with timebound, targeted
overall investment portfolio amplify your presence and market development investments
Microsoft is investing in your business
To accelerate your growth, Microsoft reinvests
Available incentives
in your business through incentives programs. and investments
Through these, you can earn dollars which can
be reinvested back into your business to then Co-operative marketing
stimulate even further growth. Can reimburse you for
expenses from print and
digital advertising, to events
To learn more about incentives and get started, check out and training
this link containing all the relevant resources. Incentives come
with their own eligibility requirements and incentive rates, so Transactional incentives
make sure you understand these before signing up to anything. Partners who drive sales
or influence increased
consumption of Microsoft
Check with your PDM to understand what incentives your Products and Services are
organization may qualify for. eligible for these.
Next steps to realize value with Microsoft
Contact partner support or your assigned PDM for additional information on how you can maximize your earning opportunity

Discover partner incentives Enroll in eligible programs

Microsoft Partner Incentives Partner Center

For common Partner Center FAQs, check them out in the appendix
Amplify success: customer success template
Success stories are an effective form of social proof that can help to drive further growth. Use this template to prepare
your own story.

Describe the need: what is the

problem that you and Microsoft
were looking to solve?

Who’s the customer? Add

some color around their
current situation.

Describe the solution. Add

quotes from the customer, and
meaningful results if possible.

Add any next steps for the

relationship, and a call-to-action
to your website or social media.

View some real-life success stories in the Key Links section.

 Amplify success: partner-partner case study template
Partner-to-partner case studies are another effective way to demonstrate the cumulative effects partnerships bring.
Use this template to draft your own.

Describe the team: Who are the

partners, and what synergies with
Microsoft make this a good fit?

What’s the mission? What

were you looking to solve?

Describe the solution. What have

you developed and what role
does each have to play?

How does Microsoft support

you and what’s next for the
relationship?

View some real-life success stories in the Key Links section.

Co-sell:
Best practices for co-selling with Microsoft
The co-sell journey
How to grow and succeed in co-sell

Path to co-sell ready Path to co-sell prioritized

1 2 3
Getting the most out of your PDM
What is the role of a Partner Development Manager?
Individuals that lead the partner segment engagement strategy, build relationships with partner senior
leadership and drive orchestration across teams to secure partner commitment to the Microsoft platform and
service.
Specifically, they are there to:
• Promote business initiatives and secure new deals
• Drive partner enablement
• Accelerate growth through revenue, consumption and other usage
• Provide support and best practices, help to align relevant stakeholders and close the feedback loop
between you and appropriate other Microsoft stakeholders
Preparing to become co-sell ready
Checkpoint!

To be achieve a co-sell-ready status, all partners must:

❑ Have a partner ID and an active Commercial Marketplace account
Useful resources
in Partner Center
❑ Have a complete busines profile in the Partner Center What is co-sell and what are the
benefits
❑ Publish the offer on the commercial marketplace
This overview will explain how
❑ Provide a sales contact for each co-sell-eligible geography
co-sell works and why it’s an
❑ Provide the required listing and document information on the important opportunity for growth.
Co-Sell>Solutions page
❑ Have ISV Connect program enrollment for Dynamics 365 apps Configuring a co-sell solution
on Dataverse and Power Apps and Dynamics 365 Operations Learning how to configure a
Apps solutions. solution for co-sell will help
Microsoft Sellers when they
evaluate a solution’s fit for
customer needs.
Find more details on each of the steps on this page.
Co-sell cheat sheet
You’re co-sell ready… but how do you now increase pipeline and continue growth?

Create, publish and Manage opportunities in Partner Center

manage quality offers

•
•
1. Creating a quality offer in the market •

here
2. Co-sell partner engagement with MSFT Sellers

Join the Co-Sell partner community

3. Manage existing offers in Partner Center

Access it here
Increase co-sell success with these Microsoft tools
Checkpoint!

Partner Center:
Key links and resources:
Quick reference
Staying informed
There’s lots happening as a Microsoft Partner. We recommend the below channels to make sure you find the latest
information when you need it

Find the latest information when you need it aka.ms/uspartnerblog

Announcements Leadership Insight Community Events Social Connections

Learn about key partner
programs and resources
Hear from the GPSUS
Leadership Team and
Microsoft SMEs
Connect with technical
communities and
register for live or
virtual events on
specific topics designed
to help partners grow
Easy access to the
variety of social
channels that make it
easy to stay connected
Key links:
Build phase Launch phase Grow phase
• Resources to Marketing best practices • Microsoft Azure Customer & Partner Success stories
develop a value • GTM Toolbox overview • Microsoft Partner Case Studies
proposition • Learn more about incentives & the types available
• GTM Sales Plays
• Harness your • Microsoft Trademark and Brand • Selling with Microsoft
superpowers Guidelines • Microsoft incentives
• Microsoft Partner branding assets • Microsoft Cloud Partner Program
Partner Marketing Resources
• Digital Marketing on demand
guidance Co-sell
• Create your commercial
• Creating a quality offer in the market
marketplace account
• Co-sell partner engagement with MSFT Sellers
• Expand your reach and sell through
Partner Center
Microsoft commercial marketplace
• Manage existing offers in Partner Center
• Activate Marketplace Rewards and
reap the benefits • Access the partner co-sell community
• Manage opportunities in the Partner Center
Appendix
Template examples, and other additional
useful information

Key GTM objectives
An example of the types of objectives you might be looking to put in place with Microsoft
Increase joint
1 solution awareness
Amplify Contoso’ current
GTM strategies through
joint Thought Leadership
to increase joint- brand
awareness.
Drive lead
2 generation
Target Azure accounts
(greenfield for Contoso)
across key industries:
• Healthcare
• Education
• Drive min. 50 leads
in each
Step
1
Drive private
3 instance migration
Kick off opportunities
across selected existing
and brownfield – moving
those to dedicated
instance and a subscription
type model
Appendix
Key Roles and Personas
Chief Executive Officer

As the highest-ranking executive in a company or organization, the CEO is

typically responsible for the corporation's entire operations and reports
directly to the chairman or the board of directors. In larger companies, the
CEO is tasked with leading the development and execution of long-term
strategy with a view to creating shareholder value, as well as ultimate
responsibility for all day-to-day management decisions.

Chairman/
Board of
Directors
Chief Executive Officer | Sample Persona
CEO’s balance the potential to drive growth and transform their business with uncertainty around the
potential of an uneven global recovery and the impacts of new virus variants and vaccine inequality.

1
Lead the development and execution of long-term strategy with a view to creating shareholder value.

CEOs focus on operational matters, like supply chain resilience, cyber security, and regulatory issues,
with resurfaced attention to the global health situation, inflation, and labor shortages. Hybrid and
remote have become top-of-mind post pandemic.

Fill in your solution and superpower.

Leverage key words and attributes to help your message resonate.

CEOs are likely to check news first thing in the morning, however they are increasingly doing this
throughout the day and on mobile devices. 62% of Fortune 500 CEOs are now present on at least one
social media platform. Email newsletters (50%), news websites or news apps (37% each), and social
media (31%) are preferred sources.
Chief Operating Officer

COOs are tasked with the day-to-day administration and operations of the
business while keeping their company’s high-level strategy front-and-center.
In other words, the CEO makes the plans, and the COO implements them.
Typically, the role reports directly to the CEO and is considered second in
command, acting as a bridge between the CEO and the rest of the company

CEO
Chief Operating Officer | Sample Persona
COO’s report to the CEO and, generally this role is tasked with the day-to-day administration and
operations. COO’s focus is executing the company’s business plans according to its business model and
must possess a mastery of change to help translate strategic vision into action. Creating an agile
business model was already a top priority
1
Organization and productivity are driving concerns for COOs, and additional challenges include
implementing sustainable business policies and continuous business improvement, particularly in
supply chains. To them, waste of any kind—money, time, space, product, process—is an opportunity for
bottom line growth.

Fill in your solution and superpower.

Leverage key words and attributes to help your message resonate.

COOs get much of their information and news from networking, in addition to blogs and podcasts.
Harvard Business Review, Financial Times Blogs, and VentureBeat are business publications of interest
for COOs. Additional resources include COO Magazine, a publication targeted Financial Services
industry, and COO Forum.
Chief Financial Officer

With a guaranteed, prominent seat in the C-suite, CFOs report to and have
always been indispensable to CEOs. Today’s CFOs are responsible for much
more than traditional finance and accounting skills, which are just table
stakes for the role today—they are increasingly accountable for the strategic
direction of the company.

CEO
Chief Financial Officer | Sample Persona
CFO manages financial actions for a company, from financial reporting and internal audit to ensuring
compliance with applicable laws and company policies to deciding where and when to invest company
funds. CFOs are often responsible for more than finance, including accountability for the strategic
direction of the company and addressing the issues surrounding capital structure.
1
CFOs are challenged by a rapidly changing risk landscape shaped by disruptions that include inflation,,
cost pressure, and geopolitical instability, Cybersecurity risks and supply chain issues are often top
concerns, along with talent attraction and retention. High upfront costs, lack of skills to build and
implement new technologies are also a top concern for digital technology deployments.

Fill in your solution and superpower.

Leverage key words and attributes to help your message resonate.

Wall Street Journal, Forbes, and Business Insider are common channels used by CFOs. Financial
executives are also active on social media, including LinkedIn, Facebook and Twitter. Peer connections,
events and organizations such as ACCFO - Association of Certified Chief Financial Officers, are another
way CFOs stay connected to each other and the business world.
Chief Technology Officer

CTOs oversee the effectiveness of technology resources within an

organization, including everything from phone systems to enterprise
software platforms. The role is a multi-faceted one and varies in scope
depending on the organization. They typically report directly to the CEO,
although a significant percentage report to the CIO.

CEO CIO
Chief Technology Officer
Chief Technology Officers (CTOs) oversee the effectiveness of technology resources within an
organization, from managing IT operations to leading digital transformation and driving strategy.

1
Must have technical acumen and be culturally compatible, see the big picture, flexible and adaptable.

CTOs focus on investing in new or emerging technologies such as analytics and artificial intelligence (AI)
to support them in driving technology innovation. Data privacy, cybersecurity, and compliance concerns
are typically top-of-mind.

Fill in your solution and superpower.

Leverage key words and attributes to help your message resonate.

CTOs must stay up to date with developments through industry publications like Wired, Fast Company,
and MIT Technology Review, and blogs such as “All Things Distributed” and CTO Vision.
Chief Information Officer

CIOs’ "seat at the table" is firmly established, with a majority reporting

directly to the CEO. More than ever before, CIOs are involved in areas
outside their traditional technology purview. Digital transformation remains
top of mind and is expected to continue to be a priority for the role.

CEO CMO
Chief Marketing Officer

CMOs oversee all marketing and sales functions in a business or

organization. Because of its strategic nature, the role should report to the
CEO, and the relationship between the two is increasingly close. With the rise
of digital technologies (accelerated further by Covid-19), analytics, and
social media, the position has transformed over the years to what is now
often seen as the growth engine for the business.

CIO,
CEO
CFO
Chief Human Resources Officer

The CHRO (aka Chief People Officer) is responsible for running an

organization's human capital management and other HR technology
systems. Considered the chief architect of culture and its main steward, the
role goes hand-in-hand with the growing attention around issues such as
diversity, equity, and inclusion (DEI). Most CHROs report directly to and
serve as trusted advisors and coaches for the CEO.

CEO COO CFO

Chief Legal Officer (General Council)

CLOs have a complex job encompassing law, business, and leadership roles.
Their most important function remains that of the chief provider of legal
advice and manager of the legal department. As the role of law departments
has broadened as a strategic business partner, CLOs are overseeing corporate
functions other than legal. A majority report directly to the CEO and say that
the executive team almost always seeks their input on business decisions.

CEO CFO
Chief Revenue Officer

The CRO is responsible for all revenue generation processes in an

organization. They are accountable for driving better integration and
alignment between all revenue-related functions, including marketing, sales,
and customer support. The role reports to the CEO and work closely with the
executive team, and often has heads of IT, sales, and marketing as solid or
dotted-line reports.

CFO,
CEO
CMO
 Step

Build phase: Value proposition – the long form

3

(example)
What’s happening in the
industry / environment that
necessitates this partnership?
Retail and Consumer Goods enterprises around the world understand they must re-think their business
and operational models to quickly adjust to new, still uncertain consumer and customer scenarios.
Technology is providing innumerable tools to meet those transformation needs effectively and rapidly:
the challenge, however, is to identify and implement the right agile pathways that can adapt and
facilitate innovation as customer, societal and business needs change. That’s where Microsoft can help;
with our scalable global cloud infrastructure, end-to-end connected data solutions, workforce
productivity tools and the interoperability and open standards of Microsoft, we go beyond providing
just ‘cool tech’. By democratizing consumer and business knowledge, connecting operations and
empowering the workforce, we provide retailers and CPGs with the ability to turn change into new
sustainable, customer-centric paths for growth.

What your joint offering

can do?

How your joint offering

adds value?

Note: This value proposition is only intended as an example. This methodology has been created by Momentum ITSMA.
 Step

Elevator pitch & supporting themes template

3

Democratizing data,
untangling operational complexities and
empowering your workforce: providing Retailers
and CPGs around the world with the backbone to turn change
into new sustainable, customer-centric paths for growth

Move closer to the Untangle operational Workforce as a change

customer complexities driver
Need to operate around the Need to transform the supply A need to stay relevant and
consumer, despite increasing chain into an agile, transparent, unlock faster GTM
volumes and data complexities. sustainable, lean machine

3 messaging pillars that support your value proposition and go into the benefits for the audience.

Note: This value proposition is only intended as an example. This methodology has been created by Momentum ITSMA.
Harness your superpowers
Collect all 4 power gems to create an invincible value prop.

1 2
Assess your customer experience Get to know yourself better
Resources: Resources:
Customer experience (CX) assessment tool Video: Your unique story
On-demand webinar: Demo of CX assessment tool Video: Tell your story powerfully
presented by Sasha Frljanic, Chief Experience Officer of Video: Stand out
Indigo Slate and creator of this CX tool
Video: Your elevator pitch
Access a complete
presentation around
3 4 this here.
Generate a unique value prop Check and correct your value prop
Resources: Resource:
Unique value prop worksheet Check and correct list
Webinar: Develop a strong unique value prop and
elevator pitch coaching presented by Lori Stutsman of
Extra Mile Marketing
 Contoso || Superpower
SAMPLE Superpower Slide
Slide [SAMPLE] Partner Logo

Key Contact: • Name, Title, Email

Contoso is a leading global cloud IT managed services company that enables customers by moving them to the cloud and offering support for
Key Contact: • Name, Title, Email applications on Azure, private cloud, multi-cloud and hybrid IT environments. Experts in strategic datacenter planning and migration with a
reputation for operational excellence, Contoso consults with customers to architect migration, optimization, change management, and
application refactoring.
PDM: • Name, Email
PMA: • Name, Email • Position If Solutions, Services Industry Focus Areas
PTS: • Name, Email • Your customer needs an Contoso has 5 core managed services Tied to Thing 1, 2,
end-to-end assessment and and 4:
transformation strategy • Azure Migration Services (sub) Industry (sub) Industry (sub) Industry
Number of regarding cloud and Azure • Cloud Adoption & Infrastructure Name Name Name
• 15,000
Employees • Your customer needs both • Security & Compliance
professional services as well • Modernize Apps
as managed services Mature New
Industry Focus • Healthcare • Data on Azure

Customer Case Study: Happy Valley Regional Healthcare Customer Case Study: Happy Valley Regional Healthcare
Locations • New York City, London
Business Problem Business Problem
Regional • To migrate a heavy, data rich platform of patient health records, appointments, • To migrate a heavy, data rich platform of patient health records, appointments,
• Global providers, invoices, payments, and other PII to a new environment to ensure real providers, invoices, payments, and other PII to a new environment to ensure real
Coverage time scalability and availability for new online health portal. time scalability and availability for new online health portal.
Solution Solution
• South Central • Contoso assessed the data assets and application portfolio and developed their • Contoso assessed the data assets and application portfolio and developed their
Engaged Districts cloud and data estate strategy. Migrated all accounts and apps over no-=peak cloud and data estate strategy. Migrated all accounts and apps over no-=peak
• North Central
periods. periods.
Outcome Outcome
• Gold – Azure Expert
Microsoft MSP • Reduced dependency on dedicated datacenters by moving dozens of apps • Reduced dependency on dedicated datacenters by moving dozens of apps across to
Competencies across to Azure with a consultative approach to cloud and application Azure with a consultative approach to cloud and application management,
• Gold – Cloud Platform monitoring, and ongoing support, while meeting stringent security and healthcare
management, monitoring, and ongoing support, while meeting stringent
security and healthcare compliance standards compliance standards
• DC Migration/EOS
Sales Plays
• Data Platform Services
Best way to Engage
• Architectural Design
Partner Offers Session By Territory By Scenario By Workload
• 3-day POC • TPP • Architectural Guidance • Apps and Infrastructure
• Co Sell Days • Migration Assessment • Data & AI
• 1:1 Customer strategy • Multi-Cloud Management • Security and Compliance
Tips for creating co-branded assets
 Please be aware that all assets follow a predesigned template structure to help ensure efficiency
and the shortest possible turnaround times, as well as to adhere to all Microsoft guidelines for
co-branded assets. This means that design elements such as—but not limited to—image and
header placements, text box locations, content guidelines, character counts, call-to-action (CTA)
placements, and/or pre-populated Microsoft content cannot be modified.
 All partner-provided content will be reviewed and is subject to modification or change to ensure
compliance with Microsoft co-branded asset guidelines. This also applies to partner-provided
testimonials and images.
 When creating assets, please read the field descriptions carefully. All of them specify the
input/content required for each field, as well as image size/resolution and theme requirements.
 Please ensure that the material you’re providing discusses how your organization uses Microsoft
technologies to benefit your customers.
 When providing customer testimonials and customer quotes, always ensure that they are fully
attributed, including the speaker’s name, title, and organization.
60
Tips for creating co-branded assets
 Being part of the Microsoft Partner Network does not equal being in partnership with Microsoft
unless there is a legally binding document between your company and Microsoft. If not, please
refrain from using wording that can be interpreted as your organization being in partnership
with and/or sharing responsibility with Microsoft on a specific project or program. Example:
[Your company name] partners with Microsoft to digitalize [client name]. Change to: Microsoft
partner [Your company name] uses Microsoft Azure to digitalize [client name].
 When selecting images, be aware that some slides include overlays and screens that can make
the images difficult to recognize, understand, or read (if they include text). Always check the
preview option to ensure that your images are appropriate to their display area.
 Please provide all logos and badges with a transparent background.

61
Launch phase: Go-To-Market Campaign example
Campaign Name: Security webinar series for Defense & Intelligence industry
Campaign Overview: Amplify brand awareness in the Defense & Intelligence Industry.
Solution Area: Security
Solution Play: Protect & Govern Sensitive Data
Expected Scorecard Impact: Azure Consumed Revenue for Security

Goals & Targeting Campaign Strategy CTAs/Field Engagement Campaign Impact/Results

Target Roles: CIO, CTO, CDO
Target Accounts: Top 10
providers in North America
region
Customer Segment: Enterprise
Industry Targets: Defense &
Intelligence
Investment/Funding:
Microsoft
ISV
Campaign Strategy: Partner CTA’s Campaign Progress
• Branding & Awareness • Register & attend Summit inc. 1:1 • Total MQLs - 85
invites for target audience execs • Total #SQLs - 21
Describe Marketing Activities • Security Awareness Toolkit • Article views (total) – 2,000
• Defense Intelligence Agency Future Tech
Summit Microsoft CTA’s • 10% increase in market Share of
Voice
• Top trends sponsored article series • Co-Sell days & field engagement
(Microsoft & ISV)
• Social amplification Customer Wins - 1
• Sales toolkit
Campaign Insights: Need to consider
• Marketplace leads nurture (email & webinar)
Penetrate, ABM approach to target
Campaign Timing those not-converting

• Kick off at Summit (May), 6-month duration

Expected Campaign Targets 100 MQLs 100 SQLs 6 Wins 100 Revenue, ACR, etc.
I have general questions about the
campaign. Who should I reach out to?
For questions related to this incentive
campaign not answered in this walking deck,
please open a support ticket in Partner Center.
Please mention the campaign ID GL002594 -
FY23 Marketplace Transact and Grow Incentive
Campaign.
For questions related to the Microsoft 365 ISV
Benefits program, please email Microsoft 365 ISV
Service Desk at
ModernWorkISVPartner@microsoft.com.
What email address will the Partner Center
Campaigns program invitation and
campaign Terms and Conditions be sent
from?
The Partner Center Campaigns Program invitation and
the campaign’s Terms and Conditions emails will be sent
from msftpc@microsoft.com to partners’ incentive admin
and/or account admin contact set up in Partner Center.
The campaign Terms and Conditions will include the
campaign ID GL002594 - FY23 Marketplace Transact and
Grow Incentive Campaign.
I have entered bank and tax information into
Partner Center, however my Partner Center shows
I am not yet enrolled in Campaigns incentive
program. What further action do I need to take?
No further action is necessary, as Microsoft is currently reviewing
and validating the profile. Please allow for approximately 48
hours to complete validation and to see an enrollment status
change from enrolling to enrolled for that program. For further
detail regarding enrollment statuses amongst other incentive
related topics, click here.
If the status does not change after 48 hours, partner should
open a support ticket in Partner Center

FAQs on Invitation, Enrollment and Payment

I am having trouble enrolling into the
campaign. I receive dozens of
incentive program invitations. What is
the specific name of the incentive
campaign to enroll?
Partners will want to look for the program
name “Campaign” listed under Programs in
the Incentives tab in Partner Center at the
specific Partner Location ID we sent the
invitation too. Refer to the Incentives
enrollment - Partner Center | Microsoft Learn
or Incentive Campaigns Enrollment
Instruction document for more guidance.

View your incentive and program details - Partner Center | Microsoft Learn
I am unable to see or do not
have the “Campaigns
Program” in Partner Center.
What should I do?
Please double check that you have
the appropriate Partner Center
access. Only users with Incentive
User or Incentive Admin role will
have visibility to the program.
Please see How do I check my user
role in Partner Center?
I am a first-time publisher on Microsoft
commercial marketplace. When will I
receive my Partner Center invitation to
participate in the campaign?
Partners who publish offers on the Microsoft
commercial marketplace for the first time after the
campaign start date 1 July 2022 should expect to see
the invitation communications in the first month of
the fiscal quarter following the publishing quarter.
Please refer to the FY23 Earning/Enrollment/Payment
Timelines section in this walking deck for more details.
What if my organization is not
on Partner Center?
Partners who do not have a Partner
Center account cannot participate in this
incentive campaign. To learn about the
Partner Center onboarding process, visit
Partner Center Documentation and Create
an MPN account in Partner Center
Partner Center enrollment by the
enrollment deadline 31 July 2023 is a
requirement for receiving incentive
campaign payment.
When will payments be made
to me?
Partners will receive payment on a
quarterly cadence – within 60 days of the
conclusion of the relevant earning
period. Example: For an offer that earns
the Publish incentive or the Grow
incentive in FY23 Q3 (FY23 Q3 is from
January 1, 2023, to March 31, 2023),
earning partner will receive payment by
the end of May 2023.

FAQs on Invitation, Enrollment and Payment

How do I find out if I have been paid my
incentive earning from this campaign?
Incentive earnings are paid quarterly and within 60 days
from the end of the earning quarter. Partner can view
incentive payment details in the Payout workspace in their
Partner Center. On the “Transaction History” page,
payments from this campaign will show up with the lever
name “GL002594 - FY23 Marketplace Transact and Grow
Incentive Campaign” Learn more at View your incentive
and program details - Partner Center | Microsoft Learn and
Transaction history - Partner Center | Microsoft Learn
”Microsoft has always been a
partner-led company and will always
be a partner-led company. Together
we have unprecedented opportunity,
as technology impacts every aspect
of our global society and economy.”

Satya Nadella
Thank you.

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