Challenge

As the cloud computing market began to heat up, Microsoft undertook a development effort for a ground-breaking platform, but found itself at a disadvantage. Established competitors had already set buying criteria in their favor. To gain the leadership role, Microsoft had to evangelize their point of view and progressively alter the course of the category.

Solution

Microsoft asked Firebrick to create a new positioning strategy and a series of issue-led buyer conversations to wake up the market and clearly articulate a compelling value proposition for its pioneering platform. The new positioning and messaging were put into action through a Field Playbook to accelerate adoption by the field channel organization and optimize their selling efforts.

Result

• Microsoft won over key analysts and influencers to become a category leader
• Enabled dozens of channel partners and field sales to put them in action in 41 countries
• Converted one of the world’s largest business applications companies, establishing credentials and starting domino effect