The Challenge Microsoft has had great success capturing enterprise market share via value-add reseller (VAR), partner, advisor, and other sales channels. Yet, those channel are not as effective for the “micro” business segment (small businesses with 1 – 10 employees) as the smaller deal size is less profitable for the partner. They needed to efficiently grow and scale Office 365 subscriptions in this large and fast-growing segment without the support of the enterprise sales network. The goal: drive more small-business leads via improved engagement and conversion rates. Microsoft Going direct to small businesses with a high-performing programmatic approachThe Results 187% of FY16 goal of new subscriptions 27% below target CPA Using a comprehensive, holistic approach that included 5 prog

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