The Avalanche logo, featuring a stylized snowflake design, with the word 'avalanche' in lowercase letters.

Building a sales GTM across a complex solution ecosystem

Avanade campaign playbook cover with a gradient background from yellow to orange, displaying text 'Future Ready. Now.' and a logo with the word 'avanade' at the bottom.

Situation

Avanade needed more than a campaign. They needed a unified platform that could:

  • Differentiate their brand in a future-saturated tech market

  • Resonate with a global audience

  • Empower both marketers and sellers to speak to value—at every level

As a Global Systems Integrator (GSI), Avanade brings a broad portfolio of industry solutions, services, and technical capabilities to enterprise customers. Their GTM strategy needed to speak not to a single segment or persona, but to buying committees across multiple industries, regions, and roles—from technical decision-makers to the C-suite.

The brief was clear: Deliver a bold new narrative, aligned across business units, customizable by market, and usable by sellers in the field.

Avanade digital infographic on a tablet screen illustrating business modernization. Central hexagon with the text 'Future Ready. Now.' surrounded by segments labeled Experience, Innovation, and Intelligence.

Insight

Our strategic methodology revealed a powerful tension: while emerging technologies like AI promise transformation, they’re often met with uncertainty, skepticism, and fear. In a sea of tech messaging that felt cold and impersonal, we saw an opportunity to lead with empathy—to position Avanade not as a futurist, but as a trusted guide helping businesses move forward with confidence.

That insight inspired a rallying cry: Future Ready. Now.  A call to act—not react—in the face of constant change.

Front cover of an Avanade e-book with the title 'Accelerating the Journey to Future Ready. Now.' and an illustration of glasses with virtual reality content, and inside pages with text and images related to future strategy and innovation.
A laptop displaying an orange and white advertisement for Avanade with a yellow taxi and a smartphone. Six smaller advertisements about technology and business solutions surround it, featuring images of office supplies, glasses with a digital overlay, a video conference phone, a smartwatch, and a man with a headset, all emphasizing themes of innovation and future readiness.

Solution

From the creative concept, we leveraged audience insights and media expertise to develop an omnichannel campaign. We designed the campaign to be:

  • Flexible: Adaptable across industries and buyer personas

  • Unified: Anchored in a global brand story that could scale

  • Actionable: Built to empower both marketing and sales teams

We validated messaging through qualitative testing to ensure it landed with both executive and technical audiences, then codified it into a global campaign playbook.

WHAT WE DELIVERED

  • A “whitespace” brand strategy rooted in our strategic framework

  • Messaging framework and hero creative concepts

  • Global campaign playbook

  • Executive summaries and industry-tailored infographics

  • A 30-second TV spot in English and French

  • Landing page design and social content

  • Sales enablement materials

The result? A unified brand story that could be localized, personalized, and activated across Avanade’s ecosystem.

Success

“Future Ready. Now.” became Avanade’s most successful global campaign to date—earning record-breaking reach and measurable commercial impact.

92.5M

DIGITAL IMPRESSIONS

7.1M

HERO VIDEO VIEWS

1.8%

SOCIAL ENGAGEMENT RATE

3.8%

CLICK-THROUGH RATE

$537M

INFLUENCED PIPELINE

A woman working at a desk, interacting with a large digital screen displaying graphs and data visualizations.

Situation

Avanade, Microsoft, and AMD aimed to drive awareness around AI readiness, cloud migration for AI, and Avanade’s leadership in modernizing cloud-native Linux workloads on Azure with AMD.

They needed a joint value proposition and key messaging points created to anchor a series of targeted content, campaign flights, and multi-channel media assets, all intended to drive engagement and action with Avanade’s global SMC and Enterprise-level targets.

Avanade also wanted some content and promotion to put into market to target early-stage awareness and engagement, while the majority of the campaign focused on driving market qualified leads based on their 100-point scoring threshold.

Laptop displaying a webpage about Linux modernization and AI readiness, alongside a smartphone showing an article about migrating Linux workloads to the cloud.

Insight

Avanade required a versatile, multichannel campaign to educate, engage, and qualify prospects aligned with their ideal customer profile—while clearly demonstrating the value of the Avanade + Microsoft + AMD partnership.

An omnichannel approach spanning email, social, 1:1 outreach, and digital experiences helped deliver compelling messaging and proof points to key personas from priority accounts to accelerate conversion.

Solution

Knack led the custom campaign strategy and build, delivering:

  • A compelling joint value proposition and messaging framework integrated across all assets

  • Net-new hero content, derivatives, and media designed for year-long engagement

  • A deep-funnel campaign aligned to five qualification criteria, including BANT scoring

ASSETS CREATED

  • Two ebooks

  • One whitepaper

  • One webinar

  • Two blogs

  • One joint landing page

  • Social assets

  • Display assets

Slide promoting AI-ready Linux on Azure, featuring logos of Avanade, AMD, and Microsoft, with a colorful wave design and text about what you need to know.
Advertisement for Linux on Azure, featuring logos of Avanade, AMD, and Microsoft, with a call to action button saying 'Explore now' on a red background.
Red banner with logos of Avanade, AMD, and Microsoft at the top. White text reads, "Achieve more with your Linux workloads."
Advertisement promoting Linux on Azure for AI solutions, featuring logos of Avanade, AMD, and Microsoft, with a call to action to explore now.
Advertisement banner with Avanade, AMD, and Microsoft logos promoting migration of Linux workloads to Azure with a see how button.
A woman working on a computer with a digital circuit board on the screen and logos of Avanade, AMD, and Microsoft at the top. Text reads '50% lower cloud costs? Yes! See how with Avanade.'
Open Avande e-books about modernizing Linux, featuring images of diverse people working on computers, technical graphics, and colorful design elements.
A booklet titled 'Linux on Azure' with the subtitle 'A five-phase roadmap to migrating Linux workloads to Azure 2024', the cover features an orange and yellow background with curved lines and logos of Avanade, AMD, and Microsoft. Inside, two pages are visible with diagrams, bullet points, and text discussing cloud impact phases and strategies.

Results to date

  • 424 MQLs from 18 countries around the globe, generating more than $2.5M in opportunity pipeline

  • 51% of the joint landing page visitors make a return visit to the page

Banner with logos of Avanade, AMD, and Microsoft, featuring two men working on technology devices, with colorful cityscape in the background.

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