Implementing a partner demand center at global scale.

Microsoft’s mission is to empower every person and every organization on the planet to achieve more - and Microsoft’s Partner Network is the key driver.

With over 300,000 partners worldwide and 12,000+ new partners joining each month, Microsoft's ecosystem generates 95% of its commercial revenue.

To sustain and scale this success, Microsoft needed a partner demand marketing engine that could increase engagement, generate leads (MQLs), and accelerate revenue growth—at scale. That’s where Knack Collective came in.

Building a Scalable Partner Demand Generation Engine

To support Microsoft’s business goals and scale its partner marketing efforts, Knack developed a repeatable, scalable partner engagement framework. This framework includes a defined set of co-marketing offers, a campaign delivery playbook, and a design system to ensure consistency and efficiency across all partner-led marketing initiatives.

The entire engagement—from partner onboarding to lead delivery—is powered by a connected technology system that tracks partner participation and campaign performance in real time. This data-driven platform allows Microsoft to gain greater visibility, control, and compliance over campaign effectiveness, brand alignment, and privacy standards, while providing partners with predictable, high-impact co-marketing opportunities.

Offer delivery is supported by a team of B2B marketing experts providing partners with expert-led, 1:1 marketing strategy support, ensuring each campaign is customized, co-brand-aligned, and optimized for lead generation. Campaign deliverables include:

Strategic campaign planning tailored to their target accounts
Joint value proposition development to strengthen Microsoft-aligned messaging
Custom co-branded eBooks & content assets for multi-channel campaigns

With most campaigns launching in under six weeks, Microsoft partners can quickly capture high-quality leads and accelerate pipeline growth, all while maintaining consistency, scalability, and brand alignment.

Powered by our proprietary methodology, the Partner Demand Generation (PDG) platform has generated 150,000+ total leads—and counting. This operational engine and technology toolset delivers a reliable, scalable pipeline globally, ensuring a consistent flow of high-quality leads and sales opportunities across Microsoft’s diverse partner ecosystem—with a 13.7% average conversion rate to sales-qualified leads (SQLs).

By leveraging real-time data insights, Knack continuously refines and enhances program performance, applying evolving best practices, emerging industry trends, and direct partner feedback to optimize demand generation strategies at scale. This ensures that organizations of all sizes and industries can accelerate sales, drive innovation, and achieve sustainable growth.