Erica Hakonson
CEO, Maven Collective -- The Marketing Partner for Microsoft Partners
Vancouver, Canada
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Erica Hakonson is the CEO of Maven Collective, a multi‑award‑winning Partner Marketing & GTM Strategy firm built exclusively for Microsoft Partners. She has led the firm to serve 500+ Partners globally, earn 200+ awards, and become one of the most trusted strategic advisors in the Microsoft ecosystem. Recognized as 2026 & 2025 Top Women We Admire in Marketing and Technology, she has been featured in The Globe & Mail and honored with titles such as Female Entrepreneur of the Year and SME National Business Awards Editor’s Choice.
She also leads the Microsoft Partner Global Benchmark & Success Index, delivering insight that cuts through noise and drives real growth. In 2025, Hakonson guided Maven Collective to B Corp Certification, joining the global movement to use business as a force for good, without sacrificing performance.
Area of Expertise
Topics
2026 Microsoft Partner Benchmark & Success Index: 300+ Partners & 185,000+ Data Points
Gut feelings don't scale. 185,000+ data points. 300+ Partners. 6 continents. The 2026 Microsoft Partner Global Benchmark & Success Index, no spin, just the truth about what's working.
You'll learn how and why:
* 58% of Microsoft Partners receive Microsoft-sourced leads while others are hustling their own pipeline.
* 87% of Microsoft Partners are listed on Marketplace, with 60% transactable. Getting listed is table stakes, not a victory lap.
* 65% of Managed Partners get funding versus 20% of Unmanaged. Worse, 70% of funded Partners use less than half of what's on the table. Free money, left unclaimed.
* 85% of Microsoft Partners show up to events. 76% belong to an association. Attendance isn't strategy.
Channel Partner (CSP, MSP, VAR), Software Development Company (ISV), or Systems Integrator (SI), any or all. Walk in guessing. Walk out knowing.
Who Should Attend:
Microsoft Partners who want to understand how their organization stacks up against industry benchmarks and are ready to sharpen their strategy for FY27.
This session is especially valuable for:
* Strategic Alliance Leaders
* Partner Marketing Leaders
* Business Development Executives
* Partner Program Managers
* Partner GTM Decision-Makers
Marketing Pre-Day: Rapid Fire AI-Driven Marketing Case Studies (SDCs/ISVs, SIs & VARs)
No theory. No vendor pitches. Just what's working right now in the Dynamics Partner Channel.
In this rapid-fire session, two Microsoft Partner Marketing Leaders share real AI-driven case studies from ISVs and SIs showing how to drive pipeline, conversions, and scale.
WHAT WE COVER:
Systematized Lead Gen (The Marketing Copilot Approach): Marie Wiese, CEO of Marketing CoPilot, breaks down a framework for ISVs and SIs to build predictable lead generation. Learn how to integrate AI tools to monitor buyer triggers, enrich contact data, and automate personalized multi-channel nurture sequences that book meetings.
Driving Conversions via AEO/GEO (The Maven Collective Strategy): Erica Hakonson, CEO of Maven Collective, shares the next frontier of search: Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). Discover how to "teach" AI your Dynamics IP so your solutions appear as the trusted answer in Copilot, ChatGPT, Claude, Gemini, and Perplexity searches.
KEY TAKEAWAYS:
* Frameworks, Not Just Features: Move from "random acts of AI" to documented AI marketing strategy.
* The "Zero-Click" Survival Guide: Ensure your content is cited by AI agents even when users don't click through.
* Lead Velocity: Use AI signals to identify high-intent prospects before they fill out a form.
WHO SHOULD ATTEND: Microsoft Dynamics ISVs/SIs Marketing Leaders, Demand Gen Managers, and Business Owners who need to modernize their marketing engine—fast.
Marketing Pre-Day: FY26 Microsoft Partner Landscape: Strategic Intelligence for Market Leaders
FY26 is rewriting the Microsoft Partner playbook. Digitally-led Marketplace sales are up 3x, partner designations have shifted, AI is reshaping go-to-market strategy, and funding models are evolving fast. Partners who understand these changes will lead. Those who don't risk falling behind.
Join Maven Collective Marketing CEO, Erica Hakonson, and MSDynamicsWorld Editor, Jason Gumpert, for a focused, LIVE session designed to help you navigate FY26 with confidence.
Drawing from the 2026 Maven Collective Global Microsoft Partner Benchmarking & Strategic Insights Report and the 2026 MSDW Partner-to-Partner Marketing Performance Survey, this comprehensive session shares survey results from 500+ Microsoft Partners globally.
WHAT YOU'LL LEARN:
* FY26 Designation Changes: How lower thresholds and new specializations impact incentive earning and competitive positioning
* Sales & Marketing Benchmarks: Where top partners generate leads, what buyers expect, and proven ROI metrics for your strategy
* Funding & Incentives: Who qualifies for Microsoft's most lucrative programs and how to unlock FY26's expanded offers
* P2P Collaboration: Strategies SIs/VARs and SDCs/ISVs use to accelerate joint GTM and align sales with marketing
* Untapped Benefits: Hidden FY26 funds, rebates, and AI-driven program opportunities
WHO SHOULD ATTEND:
Partner Marketing Leaders | Business Development Executives | Strategic Alliance Leaders | Partner Program Managers | Channel & GTM Leaders
Supercharge Your Microsoft Partner Marketing with AI (AI generated)
Almost a third of small businesses have already embraced AI, and an impressive 41% are in the process of developing an AI strategy for the future. Join us for an electrifying session showcasing AI's potential in Microsoft Partner marketing.
Discover how to:
- Elevate Content Quality with AI: Save time and resources while improving engagement.
- Craft AI-Driven Content: Create resonant content aligned with your brand's message.
- Master AI Content Prompts: Customize content for your marketing objectives.
- Maximize AI Content Versatility: Repurpose content across platforms while maintaining brand voice.
- Verify AI-Driven Content: Ensure authenticity and accuracy for trust and credibility.
Live AI demonstration by award-winning B2B digital marketer, Erica Hakonson, a global expert who has worked with hundreds of Microsoft Partners.
Don't miss this transformative session! Equip yourself with AI to elevate your Microsoft Partner marketing strategy and content to new heights.
Benchmarking Success for SIs and ISVs in the Microsoft Ecosystem
What separates top-performing Microsoft SIs and ISVs from the rest? Dive into our exclusive Microsoft Partner Benchmarking & Insights Report to uncover proven actionable strategies that drive growth, optimize Microsoft incentives, and secure your market position. Whether you're navigating industry challenges or seizing emerging opportunities, this session will equip you with the tools to thrive in the competitive tech landscape.
Key Topics:
- What Top Performers Are Doing Differently: Learn the distinct behaviors, programs, and resources that leading SIs and ISVs use to dominate the market.
- Making the Most of Microsoft Programs: Discover how partners are leveraging co-sell opportunities, AppSource visibility, and marketing incentives to amplify their impact.
- Cultivating Community Connections: See how engagement with Microsoft communities and partner events can drive innovation and accelerate growth.
Directions North America 2026 Sessionize Event
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