Microsoft UK refreshes its marketing: What the changes mean for partners

It's not often that Microsoft partners get the chance to sit down and discuss the future with senior Microsoft execs, asking them any questions they want. These sessions enable Microsoft partners to understand the thinking, strategy and direction behind Microsoft products, technology, and partner programs, and align their own plans accordingly - hugely valuable insight.

These meetings can happen from time to time if you are in Presidents' Club or Inner Circle, or maybe are part of Partner Advisory Council. However, being a Premier IAMCP member also is a way to attend exclusive round tables with Microsoft leaders.

Last week, IAMCP organised a great event hosted by Scott Allen, Chief Marketing Officer at Microsoft UK. Scott's mission for this meeting was to explain the shifts in mindset and activity that he has pushed through, to outline what marketing programs are currently in play, what is coming, and what tools / collateral will be made available to partners, so that partners can align their marketing strategy and timing to maximum effect.

Chatham House rules apply, but there is still some good stuff I can share with you.

With a fair amount of pride, Scott pointed out that from a quiet whisper starting in 2016, Microsoft are now widely recognised by analysts as being more innovative than Apple and other leading technology players. For me, this is Microsoft taking back the innovation position that it occupied maybe 15 years ago, driven by some great thinking and action from Satya Nadella. And reorganisation: we ...