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Professional services and consulting firms have long invested in developing
and promoting their industry expertise, but product-based companies have tended
to focus more on the features and benefits of their products and services.
Cutting through the clutter and attracting the interest of today's business-oriented
buyers requires a different approach to helping customers. This ITSMA Viewpoint explores
how Microsoft is building a thought leadership program that can work effectively
outside a professional services environment.
David Bridger, U.K. Services Marketing Manager at Microsoft, outlines
key factors of Microsoft's approach to thought leadership, including:
- Specific objectives for the services thought leadership program
- How to identify and screen issues that are important to customers
and build competitive advantage
- The methodology used to build and communicate thought leadership
- How to organize internally for thought leadership
- How to track the
right metrics for thought leadership
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