Sappington
 
 
 
 

Technology and Cloud Marketing

Equipping the field with compelling sales tools and a more conversational approach

 
 
 
 
 
 
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Situation

The Corporate Accounts (CA) group at Microsoft looks after thousands of global small and mid-size companies, all of which need the latest cloud-based technology, as well as the licenses and support it requires. In a time of rapid change, digital transformation, and fierce competition, CA leadership knew that pleasing existing clients—and acquiring new ones—wasn’t going to be possible in the old ways of product and feature-focused sales.

We collaborated with product marketing to envision a new way of educating the field on overall sales approach, and interviewed numerous successful sellers to get firsthand knowledge of their strategies. The “Pitch Simple” conversation guides consisted of three separate manuals around Azure, Dynamics 365, and SQL data platform that armed the field with a business narrative, conversation starters, and useful field tips.

 

Engagement Activities

Content Strategy and Development

Research

Visual Identity Design

Copywriting

Sales Enablement Materials

 

Results

After testing, the guides have been distributed to the wider sales team and are currently being used to educate the field on comprehensive solution-focused selling that articulates business value to clients.