by Gail Mercer-MacKay | Hyperscaler Alliance, Microsoft Partners, Partner Marketing
Navigating tectonic shifts: Why partner ecosystems matter more than ever In this post, Gail Mercer-MacKay explores how today’s industry shifts—what Vince Menzione aptly calls “tectonic shifts”—are redefining success for technology partnership leaders. Drawing on... 
by Gail Mercer-MacKay | B2B marketing, Integrated marketing, Marketing strategy
Customer-centric marketing: The key to outcome-driven results Outcome-based marketing is about focusing on results—not just activities. It’s the difference between measuring the impact of a campaign and simply tracking the effort that went into it. But here’s the... 
by Gail Mercer-MacKay | Digital marketing, Marketing, Marketing and sales alignment
Outcome-based marketing: The shift that delivers real value After two decades in sales, I made the leap into marketing—driven by a passion for storytelling and a belief that tech companies could connect more meaningfully with their audiences. Back then, we were at the... 
by Gail Mercer-MacKay | Hyperscaler Alliance, Integrated marketing, Partner Marketing
Navigating the power-trio partnership: Strategies for hyperscalers, ISVs, and GSI/SIs A few years ago, one of my ISV clients teamed up with a key implementation partner to launch an ambitious initiative called “Path to a Billion.” At the time, the ISV was generating... 
by Gail Mercer-MacKay | Integrated marketing, Thought Leadership
From awareness to action: The power of an integrated marketing strategy How can you create meaningful and lasting impressions on your target audience? One of the most powerful ways to achieve this is through integrated marketing – a strategy where all marketing...
