Visit ten Microsoft partner websites and you will probably find many of the same phrases: trusted partner, end-to-end solutions, digital transformation, industry-leading expertise and solutions tailored to your unique needs.

The problem is not that these statements are necessarily untrue. The problem is that they do very little to help a potential customer understand why they should choose one partner over another.

In this session, Robbie Janes will examine why Microsoft partner positioning becomes vague, how that vagueness weakens content and what marketers can do to create a more recognizable position.

Using practical examples from Sabre Limited’s move toward manufacturing, the session will show how a clearer market focus improves website messaging, campaign development, webinar topics and sales conversations.

Attendees will learn how to move beyond broad descriptions of products and capabilities and begin communicating who their company serves, which problems it understands and why its approach is meaningfully different.