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Challenge:
Microsoft’s IoT Strategy & Scale team faced the challenge of operationalizing its Azure IoT Solution Accelerator Program across nine distinct verticals—ranging from Energy and Healthcare to Industrial IoT and Smart Buildings. The team needed a strategic partner to cut through market complexity and define clear, actionable go-to-market strategies that internal sellers and partners could align to. The GTM strategy needed to be data-backed, use-case driven, and rooted in measurable value to drive Azure consumption, partner engagement, and co-sell success.
Solution:
M&G led a multi-phase engagement that began with deep industry research, competitive analysis, and interviews with IoT SMEs and customers. We identified emerging market signals, defined total addressable market (TAM) for each vertical, and aligned use cases to Azure value levers.
With this foundation, M&G built a vertical-specific GTM framework—complete with TAM narratives, buyer journey insights, and prioritized messaging for each solution accelerator. We developed partner enablement assets, sales plays, and positioning decks designed to help Microsoft field teams and partners articulate the business value of IoT solutions in simple, high-impact terms. The engagement also included the design of a comprehensive partner playbook to support field readiness, seller activation, and revenue acceleration.
Project Execution:
M&G's GTM strategy and enablement assets became a cornerstone of Microsoft’s IoT partner activation efforts—helping scale adoption and unlock new market opportunities:
- Delivered a multi-vertical GTM framework spanning 9 key industries.
- Developed field-tested sales plays and messaging tools used globally by Microsoft sellers and partners.
- Enabled $500M+ in net-new IoT pipeline through partner co-sell acceleration.
- Contributed to a 20X increase in Azure consumption revenue, resulting in ~$100M ARR uplift.
- Earned executive recognition for strategic rigor, executional quality, and cross-functional impact.
