The Challenge
A Microsoft security upgrade required customers to move from a webhook solution to an API. Customers faced a mandatory technical change, new Microsoft-related costs, and a deadline, creating adoption and retention risk.
What I Uncovered
The FAQ development exposed four customer and seller concerns that made this more than a technical migration.
- The economics had changed: Customers had to reevaluate their investment in both our product and Microsoft technology.
- The added cost was unplanned: Customers needed to justify Microsoft-related costs outside annual budgets.
- The customer conversation was difficult: Account Executives had to introduce the change, then hand part of the pricing and upgrade discussion to Microsoft.
The Strategic Shift
I turned the migration into a retention strategy designed to position the firm as a trusted partner through a difficult transition.
- Positioned the API as a security benefit: Led with the enhanced security value and the firm's first-and-only certified partner position.
- Built the story around benefits, costs, and support: Clarified the no-additional-cost upgrade to our compliance solution and the Services support available for migration.
- Proactively educated customers and teams: Used coordinated communications and account-facing resources to give customers more time and clarity before the deadline.
My Contribution
- Established a first-mover education strategy: Built an integrated FAQ, press release, webinar, and website approach around the certification.
- Created joint market communication with Microsoft: Worked across Product Management, PR, and Microsoft to tell a coordinated API value story.
- Enabled account-facing teams: Equipped Sales, Customer Success, and Technical Sales with resources for difficult customer conversations.
Cross-Functional Work
I worked across Product Management, Marketing, Microsoft, Communications, PR, Website Development, and Graphic Design to coordinate the certification announcement and customer education campaign.
Outcomes
- 90% of customers migrated to the API.
- The webinar drove a 20% incremental revenue increase.
- Achieved first-and-only market certification on the API.
- Shifted the story from required migration to customer education and security value.
Work samples are not shown because the materials are proprietary.
