New (Fiscal) Year, New Campaigns

Those rumors you’ve been hearing about Microsoft’s Go-to-Market campaigns are no longer just hearsay. The company is replacing the GTMs with eight new Customer Campaigns, to be unveiled in August.

The campaigns, based on research about customer software-spending priorities, will be aligned with Microsoft Partner Program competencies. The initiative will include five campaigns targeted to business decision-makers and three aimed at technology decision-makers at enterprise and midmarket companies.

BDM campaigns have working titles such as “Build Customer Connections” and “Enable Your Mobile Workforce,” while TDM campaigns focus on optimizing different infrastructures.

Four additional campaigns are designed to reach executives at small businesses. Topics covered in those range from servers to mobility to financial management.

All the campaigns will include customer-oriented messaging, sales strategies, marketing materials and scenarios. And by focusing on scenarios and pain points at customer companies, all reflect the People-Ready Business Initiative that Microsoft kicked off in March.

“These campaigns are designed to target customers by role,” Allison Watson, corporate vice president for Microsoft’s Worldwide Partner Group, told the company’s sold-out partner conference in Boston earlier this week.

Watch for a major feature analyzing the new campaigns in an upcoming Redmond Channel Partner magazine. Meanwhile, we’ll continue to update you on related developments on our Web site, in our newsletters and in our new blogs.

Posted by Anne Stuart on July 13, 2006


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