BY TIM SANDS, MANAGING DIRECTOR
For an industry that prides itself on creativity and innovation, advertising is unashamedly gruelling and inflexible when it comes to its workplace culture. For whatever reasons, the industry seems to be holding tight to its Mad Men style heritage – with employees expected to work long hours in a central office against continual deadlines.
It’s now been a week since Satya Nadella’s opening Inspire 2017 keynote. It offered the blueprint for Microsoft’s success in the era of Intelligent Cloud and Intelligent Edge, and was steeped in strong product demos and Partner success stories. When you see and hear Satya live on stage it’s no wonder that Microsoft is undergoing such an amazing commercial transformation.
One of the key announcements for Partners at Inspire 2017 has been the launch of the ‘Build-with, Go-To-Market and Sell-with’ strategy. In this new world product-centric and cross-industry marketing efforts will become increasingly irrelevant, as Microsoft instead focuses heavily on industry-specific expertise to power Partner success.