The Opportunity

As Microsoft prepared for its high-profile Windows 8 launch, they looked to AIM to help drive their North America channel sales efforts. The launch presented a massive opportunity to capture more Microsoft market share for Ingram Micro. Success would depend on AIM’s ability to connect all the related Ingram Micro business units with a high-impact Windows 8 campaign strategy, and leverage game-changing data analysis from Ingram Micro’s Business Intelligence Center.

The Approach

Our strategy was to shine a spotlight on Ingram Micro’s team of 78 Microsoft-dedicated experts. We featured accounts of how they impact our partners’ Microsoft businesses and pointed out that, though they are not famous, they deserve to be because of their influence. We emphasized the daily difference our “unfamous” people make by likening them to some of the world’s other unknown, but game-changing, people—such as Percy Spencer, inventor of the microwave oven.

The Result

The “Unfamous People” campaign provided an ideal platform for Microsoft and Ingram Micro to launch a full-scale Windows 8 launch. It also produced a common ground where Ingram Micro business units across North America could unite in their efforts to fill the sales pipeline. In the end, our Business Intelligence Center efforts generated big sales results, and more than 100 Ingram Micro solution providers achieved a 40-percent increase on their average quarterly sales compared to the previous 10 quarters. Overall, partners who participated in the campaign overachieved their sales goals and significantly out-performed their peers.