The Partner Channel Magazine_Winter 2018

LEADERSHIP
Storytelling
story by BILL ALLEN
DEVELOPING A BRAND IN THE
MICROSOFT ECOSYSTEM
illustration by MATT MASTRUD
I
n the age of viral marketing, and considering the information overload we all struggle with,
consumers demand more accurate, condensed, and compelling messages than ever before.
Storytelling begins with a strong communication strategy and champions who will help evolve
and re-tell the story.
As the story is told and retold, it evolves, takes on a life of its own, and becomes richer and
more viral. Everyone loves to hear and tell a good story, especially when the upside is clearly
defined, it generates clear, tangible ($) or strategic benefits, and it is told by a highly credible source. The additional
content and credibility of “sponsors and influencers” as champions enhances and lands the key messages, ultimately
scaling the effort.
In one example, a leading Fortune 1000 ISV in the SAP space decided to pursue Partner development with
the Microsoft channel. The first challenge was gaining support from Microsoft sponsors in order to propagate a
managed relationship and garner support for certification, channel development, and marketing services. Even
though this company was a multi-billion dollar household name, and a current Microsoft vendor, they were amazed
that they could not raise any interest from Microsoft or from anyone in the channel.
Applying the principles of messaging framework, they developed a unique and compelling story that caught the
interest of Microsoft and key influencers in the channel. As their story was told and properly aligned with the right
sponsors at Microsoft, it gained momentum, landing their credibility and branding in the channel without a single
sale being achieved.
30 WINTER 2018 | THEPARTNERCHANNEL.COM