Building a repeatable, ROI-driven partner demand engine

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Situation

With over 90% of Microsoft’s commercial revenue driven by partners, the need for scalable co-marketing was clear. But traditional approaches were:

Resource-intensive
Inconsistent in execution
Difficult to scale across partner size and region

Microsoft needed a repeatable, flexible co-marketing model that delivered measurable pipeline growth—without adding lift for partner teams.

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Insight

The challenge wasn’t just inefficiency, it was fragmentation. Co-marketing campaigns were being executed in silos, making it difficult for Microsoft to:

Maintain brand consistency across co-marketing efforts
Ensure adherence to privacy and compliance policies
Track how MDF dollars translated into actual pipeline

We saw an opportunity to centralize execution, not just for speed, but to provide Microsoft with the control, visibility, and attribution needed to optimize marketing investments across a complex partner ecosystem.

That vision became the foundation of PDG: a scalable, brand-safe, ROI-accountable co-marketing engine.

Knack designed and launched the Partner Demand Generation (PDG) program, Microsoft’s first centralized co-marketing engine for ISVs—engineered to simplify partner participation while giving Microsoft enterprise-grade oversight.

Key features included:

Menu of pre-approved offers: Partners selected campaigns aligned to solution areas and funnel stages, eliminating guesswork.
End-to-end program management: Knack owned campaign setup, creative, media, execution, and compliance—reducing internal burden.
Brand and policy governance: All assets and targeting strategies adhered to Microsoft brand guidelines and data privacy policies.
Custom co-branded content: Partners received personalized eBooks to elevate credibility and support solution messaging.
ABM + attribution: Account-based targeting ensured quality, while integrated reporting connected marketing investments to lead and pipeline outcomes.

Solution

Success

PDG made it easier than ever for Microsoft ISVs to execute high-impact demand marketing without the traditional resource burden. The structured approach helped Microsoft accelerate partner engagement and deliver measurable ROI.

Reliable and scalable pipeline globally, delivering a consistent flow of leads and sales to a diverse partner ecosystem.
13.7% average conversion rate to sales-qualified leads.