Companies who want to move toward digital transformation need to start with a firm foundation that includes
solid business systems and reliable, secure, cloud-based data. No matter what mix of Microsoft solutions you offer, you have an audience who needs your services. Focus on the first steps, and the rest of the path will appear.
Originally published in The Partner Channel Magazine - Fall 2018
The nightmare scenario for software consultants is:
MARKETING: “It’s the simple software program that solves all your business problems—and it comes with a free toaster!”
SALES: “Well, there’s no toaster, but the software is SUPER simple.”
CONSULTING: “They promised WHAT?! OMG!” <runs out of the room crying>
As a software consulting organization that must deliver on what you market and sell, how do you sell Microsoft’s digital transformation message, when many of the enabling technologies like blockchain feel like light years away from a solution you can deliver?
BRIDGE THE GAP
Recognize that marketing must capture attention, pique interest, and create desire before you can get someone
to take action. You want to inspire company executives to think about what’s possible. Only then can they take the first steps toward a more efficient, profitable future.
Think about any fitness ad you’ve ever seen. Fitness ads don’t show the thousands of people who are now average weight, thanks to their program. They show six-pack abs! Like a gym, your job is not to help every client get six-pack abs, but rather to get into functional shape to live a happy, healthy life.
USE MICROSOFT TO INSPIRE THE DIGITAL DREAM
As Microsoft Partners, we are incredibly fortunate to be able to use the software, tools, and materials developed
by Microsoft. They’ve spent millions of dollars developing flashy brochures, website content, and other marketing
materials.
They also have an enormous software development engine. Think how many new business applications have
become mainstream offerings in the last few years. Azure. Office 365. Dynamics 365. There’s no doubt that
Microsoft is a credible player in the cloud space. Microsoft has software and tools for every size business—at every stage of the digital transformation journey.
MASTER THE DIGITAL TRANSFORMATION MINDSET
Digital transformation is a business approach that’s been made possible by technology. It recognizes fundamental shifts in today’s business landscape. You don’t have to have the technology offerings in place to have conversations about digital transformation.
| Domain | Analog | Digital |
| Customers | Mass market broadcasting of information |
Two-way dialogue appealing to key influencers |
| Competition | Clear rivalry playing a zero-sum game; assets fiercely guarded |
Fluidity between Partners and rivals; cooperation; sharing of assets and resources |
| Data | Challenged to store, structure, and manage operational data in distinct silos |
Data is continuously generated everywhere and turned into useful, valuable information |
| Innovation | Decisions flow down from executives; failure is avoided at all costs |
Ideas are continually validated and tested, making failures smaller and seen as a learning experience |
| Value | Become the best; optimize that model as long as possible |
Value is defined by the customer, and evolution gets you ahead of the curve |
RECOGNIZE THE REALITY OF DIGITAL GAP
It’s not just you. Many organizations don’t feel ready to jump into cloud business apps and digital transformation.
Their conservative executives are more comfortable sitting back to see what pans out and what falls out. Meet these clients exactly where they are, presenting yourself as the down-to-earth consulting firm, brimming with pragmatic advice. Clients appreciate honesty and transparency.
FOCUS ON THE FIRST STEPS
Companies who want to move toward digital transformation need to start with a firm foundation that includes
solid business systems and reliable, secure, cloud-based data. No matter what mix of Microsoft solutions you offer, you have an audience who needs your services. Commit to continually learning about digital transformation. Focus on the first steps, and the rest of the path will appear.