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Most Microsoft partners don’t have a content problem. They have an execution problem. These days, partners have access to more Microsoft-provided go-to-market (GTM) assets than they know what to do with—from playbooks and benefit portals to "campaigns-in-a-box." Yet the results are often a similar, familiar story: inconsistent campaigns, low engagement, and a lot of work that doesn’t translate into pipeline. The problem isn’t effort or intent. It’s the absence of a marketing

Multiparty Private Offers (MPOs) have become a defining co‑sell motion for Microsoft enterprise deals and one of the strongest engines for closing enterprise deals through Azure Marketplace. For SIs and SDCs, MPOs unlock: Faster enterprise sales cycles Greater deal sizes with MACC alignment Stronger AE/PDM engagement Repeatable services revenue This makes MPOs a high‑leverage motion for SIs, SDCs, and CSPs acting as channel partners who want to drive larger, faster deals with

A pitch deck is among the most utilized and potentially effective sales assets a company has in its arsenal—but if you’re not delivering your message in an impactful way it can leave opportunities on the table. Even the flashiest presentation will fail to deliver the leads you’re after without a compelling story and relevant positioning to back it up. A powerful, winning pitch deck not only has to reflect that you know and understand your audience, their industry, and their u

Private offers and transactable listings are quickly becoming table stakes for winning Microsoft field mindshare—especially for ISVs/SDCs aiming to accelerate co‑sell and close more enterprise deals. If you want Microsoft Account Executives (AEs) to bring your solution into customer conversations, you need more than a listing. You need a private offer they can champion—one that’s predictable, easy to position, aligned to Microsoft’s priorities, and helps drive customer incen

Born in the 1950s, the “Marketing Mix” concept, also known as “ The Four Ps of Marketing ,” defines the essential components that should always be considered when crafting a marketing strategy—Product, Price, Place, and Promotion. Modern studies show that marketing teams using the “Four Ps” framework create more cohesive strategies, identify weaknesses faster, improve customer satisfaction, and significantly boost their chances of sales success. From better resource allocatio

Display advertising is just one of many digital channels that can help you drive brand awareness, promote a product or service, or collect leads through a piece of content or event, and it has some great advantages—one being the sheer number of people your ads can potentially reach. Google Display Network alone can reach up to 90% of all internet users, everywhere. While this might sound like an enormous, easy opportunity for a quick win, banner blindness is a real problem.

In today’s competitive landscape, effective messaging is about more than just words—it’s about creating meaningful connections that inspire action. And for Microsoft partners that are trying to engage in co-sell, the challenge is to not only capture customers’ attention, but that of the Microsoft field as well—opening doors to deeper collaboration, increased visibility, and accelerated deal cycles. That’s why Cadence Preferred and Microsoft partnered to develop the M4 Messa

This year, Microsoft is leaning in to AI more than ever as it declares the start of a bold new era: the rise of the Frontier Firm . This...

As Microsoft heads into the new fiscal year, one thing is clear – 2026 will have a laser-focus on scaling AI, modernizing cloud...

Having helped a multitude of partners navigate the Microsoft co-sell process and take winning joint offers to market, we’ve gained...

While it takes a commitment of time and effort, developing a detailed account plan can help you move up in the decisioning process with...

Great offers don’t happen by accident. They’re strategic, persuasive, and built to win. But this also takes time and effort, especially...

Designed to help partners collaborate and co-sell effectively with Microsoft, the Microsoft Customer Engagement Methodology – dubbed...

Despite the growth of social, video, and other digital marketing channels, more than 59 percent of businesses still identify email as the most effective marketing channel for their brand.1 The necessity of email marketing is only expected to increase as distrust in social media grows and buyers demand more personal, authentic, 1:1 connections. While it [&hellip;]</p>

There’s no denying that social media has become an effective channel for B2B customer engagement and lead gen—roughly 95% of B2B marketers utilize social media as part of their marketing strategy.1 A staggering 4.2 billion people around the globe currently utilize social media,2 spending an average of 2.5 hours each day scrolling social media sites.3 [&hellip;]</p>

If your job involves sales, marketing, or attracting customer leads in any way, knowing how and when to blog is a critical skill. Blogging is a key lead generation mechanism, and a great way to set you apart from your competition. In fact, marketers that prioritize blogging see 13-times the ROI of businesses that don&#8217;t.1 [&hellip;]</p>

While it may be tempting to cast the widest net possible when trying to attract new customers, this may not actually deliver the most—or the best—prospects. Today, growing your business doesn’t mean throwing a bunch of marketing dollars at generic campaigns and seeing what sticks; it’s about targeting the most ideal prospects in order to [&hellip;]</p>

Developing original content—like eBooks, guides, case studies, blogs, and whitepapers—can have a multitude of benefits to your business. Not only does it help you establish your brand as a subject matter authority in your area of expertise, but it can provide valuable material for driving and strengthening your lead generation campaigns. In this over saturated [&hellip;]</p>

It’s safe to say that all businesses today leverage a website as part of their overall marketing strategy and a destination for lead gen campaigns and communications. Yet despite your best efforts, like many B2Bs, you might be finding that your campaigns are not generating the conversion levels you were hoping for—and it might be [&hellip;]</p>

In our last blog post, we discussed the advantages of adopting an account-based marketing (ABM) strategy, which centers around delivering highly targeted, one-to-one engagements instead of the traditional one-to-many approach. Now let’s take a look at some of the best practices that can help make your ABM campaigns a success. </p>