Answering the 64,000-partner question

How the Partner Demand Generation program fills the Microsoft pipeline

With over 300,000 partners, Microsoft has one of the largest networks of product resellers, authorized distributors, and managed service providers in the world. The Partner Network is a major driver of Microsoft’s continued commercial cloud revenue and growth.

Consistently supporting and improving sales pipeline growth and maximizing revenue through channel partners present a massive undertaking of orchestration on a global scale. It requires not only proven marketing best-practices, but endlessly versatile creative capabilities—challenges Knack meets every day with the Partner Demand Generation (PDG) program.

Knack’s PDG program assembled the right people, processes, and innovative technologies to architect a new and proprietary Knack-Microsoft methodology that delivers a global and scalable channel partner marketing program, reliably filling the Microsoft pipeline.

The result is more than a limitless variety of messaging and creative that empowers partners to sell more, consistently driving leads and sales. PDG is also continually improving, assessing evolving business, audience, and partner needs at each step and leveraging data to constantly iterate for improved program performance every quarter.

Content Marketing Program Results

Running in 40 countries; campaign and creative assets localized in 11 languages

Over 150 channel partners managed each year

100K+ qualified leads generated

10-15x ROI—with one partner achieving 31x ROI

$500M influenced revenue