Microsoft Builds the Next-Gen Global Demand Center, powered by N3

Microsoft’s flagship Cloud solution, Azure, is used by developers and IT professionals to build, deploy, and manage services and applications through a global network of data centers.

To ensure the long-term success of Azure and drive revenue quickly, Microsoft knew they needed to move beyond free trials and accelerate adoption and usage of the platform. They needed a go-to-market (GTM) strategy that would convert trial users into ongoing paying customers. Equally critical was the need to rapidly expand consumption of Azure’s 600+ integrated Cloud services.

128%+

increase in Inside Sales Qualified leads

110%+

revenue goal attainment

Strategic Partnership

To ramp up quickly, Microsoft brought N3 on board as a strategic consultant and sales execution partner. Their vision was to develop a Global Demand Center for Azure where sales and marketing teams worked in unison, with sales following up quickly on marketing’s qualified leads. An integrated sales and marketing platform would monitor customers’ digital activity, trigger Inside Sales interactions, and deliver timely, ongoing digital messaging relevant to each step of the buyer’s journey.

N3 understood our goals and provided a unique approach to meeting them. Not only did they drive new customers and increase Cloud product consumption, but they also helped move our prospects more quickly to closed revenue.

Sr. Product Marketing Manager, Microsoft

Working nimbly, N3 guided the development of the customized Demand Center. They recruited top performing sales reps from five countries to participate in a Cloud product boot camp. The program equipped the N3 reps with deep technical product knowledge as well as sales expertise. This execution strategy ensured a strong focus on sales while enabling product and tech support. It produced a global tech sales support team holding 300+ Microsoft Azure certifications.

Best-in-Class Demand Center @ 2016 SiriusDecisions Summit

N3 leveraged their prior experience with global sales teams, bringing expertise in different businesses, cultures, and languages in the countries Microsoft had targeted for rapid Azure expansion. Tapping into N3’s team of technically-certified, sales professionals to filter the most qualified leads freed up Microsoft’s sales force to concentrate solely on closing sales and provided analytics to measure the effectiveness of marketing efforts.

The Demand Center provided a centralized system while allowing each local market to launch and manage unique marketing campaigns tailored to their market needs. It also provided consistent integration of global digital marketing efforts with a global Inside Sales tele-engine so all demand was captured and followed up on appropriately.

Automated Sales Processes

Developing and automating the sales and marketing platform was key to the partners’ plans for deepening customer relationships and driving product consumption. Together with Microsoft, N3 designed and deployed an integrated platform with a multi-layered customer communication strategy. Now, identified and qualified leads moved quickly through the pipeline. And converted prospects moved smoothly through the evaluation state to purchase.

Results

In the first quarter of 2016, sales of Azure doubled, sending company shares to an all-time high, past a level hit in 1999 at the peak of the tech stock bubble.

The Global Demand Center’s outcome surpassed all expectations, including a 128%+ increase in Inside Sales Qualified leads. Microsoft’s partnership with N3 exceeded 110%+ of its goal for three consecutive years.

Due to significant revenue impact, N3’s Azure program was expanded to include all of Microsoft’s Cloud and Enterprise solutions. It is Microsoft’s only full Global Demand Center and is used as the model within Microsoft. In addition, it was showcased as a best-in-class Demand Center at the 2016 SiriusDecisions’ Summit.

That’s how N3 helped Microsoft transform revenue impact. Contact Us  to learn how N3 can power your revenue growth.

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