'Microsoft Partner Marketing' for Microsoft Dynamics by McDonald Butler

The background
Microsoft Dynamics traditionally co-funded their marketing programmes with their key partners but had very little visibility on the marketing ROI which this returns. In 2009 they decided to take a new approach. To identify an agency that could manage a selection of their tier 1 partners, across multiple industries, to provide marketing strategy and support.

This comprised an integrated, multi-touch campaign with marketing analytics and prospect mapping and tracking to measure the ROI at every stage of the buying cycle - McDonald Butler was that agency.

McDonald Butler worked closely with 18 partner companies in the following sectors: Manufacturing, Services, Public Services, Cross Sector and Niche Sectors

The challenge
The goal was agreed at the outset of the campaign, to deliver 300 marketing qualified opportunities across the overall programme and provide a warm prospect community which could be nurtured through the buying cycle.

Delving a little deeper, this entailed engaging partners in a connected marketing and sales programme. In conjunction with a working team from client companies, we identified the following objectives to drive achievement of this goal: