Case Study:
Enterprise IoT Go-To-Market Playbook
Partners can’t sell what they can’t explain.
Microsoft’s IoT partner team supports partners on the technical side and the business side, and it needed a message that worked for both.
The team set its scorecard around engagement: which events worked, partner satisfaction, partner readiness.
Partners came in at different levels of capability. The team needed an approach tailored to specific personas: the right resources and message, at the right time.
The team’s Director decided that performing research to understand the partner personas would provide a cornerstone for building their messaging strategy and narrative. That is why they partnered with Go Narrative, who designed an original first-party research initiative that included surveys, focus groups, and 1x1 interviews--all critical to developing this go-to-market playbook. The resulting insights contributed significantly towards meeting and exceeding the team's objectives.
"The playbook contributed to our ability to meet and exceed our objectives." – Director, IoT Partners
An example impact of the go-to-market playbook was a 40% increase in event registrations.
Go Narrative ingredients: first-party research, go-to-market playbook. The study included surveys, focus groups, and 1x1 interviews. The playbook had personas, buyer journeys, content strategy, positioning frameworks, and a strategic narrative.