Modern story, repeatable engine: Orchestrating a multi-partner campaign that scales
Situation
Knack was tapped by Microsoft to design a full-funnel campaign capable of generating qualified leads, nurturing buyer interest, and converting through in-person hackathon lab events. The deeper challenge was architectural: building a campaign framework that could extend across an entire partner ecosystem, from ISVs to top GSIs like CDW, Zones, and Insight, without losing coherence or attribution along the way.
Insight
Most partner campaigns are built around a single seller, a single product, or a single moment. They’re specific by design, which means they don’t travel.
Knack saw an opportunity to build differently. By anchoring the story in customer outcomes, the campaign could be localized, co-branded, and handed off across the channel while keeping the core value story and lead flow intact. The result: a reusable multi-partner offer that scaled systematically from ISVs to GSIs without starting over.
Solution
PHASE 1: BUILDING THE GTM ENGINE
Knack developed a cloud modernization go-to-market framework centered on business transformation outcomes. Rather than leading with technology, the campaign guided mid-size tech buyers through a persona-based journey using email, landing pages, gated e-books, nurture flows, and hackathon registration that connected modernization challenges to hands-on evaluation opportunities.
PHASE 2: SCALING ACROSS THE PARTNER ECOSYSTEM
After validating the model, Knack extended it to partners including CDW, Zones, and Insight. The goal was to preserve the core architecture while allowing each partner to present its own solution stack and value proposition while equipping GSIs with co-branded content, tailored CTAs, and a measurable demand journey.
Success
The campaign successfully scaled a single, unified story across a partner ecosystem with localized execution, driving strong funnel performance, accelerating co-sell velocity, and generating pipeline for Microsoft, GSIs, and ecosystem partners. Results included 3,500+ leads, 1,500 registered opportunities, a 46% SQL rate, $5M+ contribution, direct sales conversions, high hackathon participation, and a 15x ROI.
3,500+
LEADS CAPTURED
1,500
REGISTERED OPPORTUNITIES
46%
SQL RATE
$5M+
CONTRIBUTION
15X
ROI
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