個案資料

Industry leaders should adapt to changes in the business context and consider different ways to grow. Advances in technology had shifted software demand to the cloud. As a result, Microsoft announced a strategic shift in direction from its existing 'Windows first' strategy to an 'AI/cloud first' strategy to capture the increasing demand for digital transformation solutions. In line with this change in the overall firm strategy, Microsoft had to come up with a viable go-to-market plan that would align its new commercial strategy with sales, partners, products, services, and customers in order to drive long-term growth without hurting current revenue or profits. The case outlines the challenges involved in transforming the sales strategy of a well-established firm to better serve customers.

• Marketing
• Sales management
• Organizational transformation
• Software development and engineering