Microsoft Fabric
Product positioning & messaging.
The team was gearing up to launch Microsoft Fabric, bundling 7 tools into a single powerhouse. Each product had its own MPF, but the full story was missing. We needed unified messaging that made the whole feel greater than the sum of its parts.
Microsoft Fabric - BDM First Call Pitch Deck
Microsoft Fabric - Messaging and Positioning Framework (MPF)
Microsoft Fabric - eBook - Unlocking Transformative Data Value with Microsoft Fabric
The Challenge
Internal chaos
Multiple stakeholders and roadmaps meant wrangling feedback was half the job, and everyone wanted their piece to shine in the spotlight.
Value overload
With so many features bundled together, the core story got buried. Buyers didn’t know what Fabric was, let alone why it mattered.
Messaging mahem
Each product came with its own voice, tone, and value props. Stitching them together was like herding very smart, very loud cats.
The Solution
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Dug through existing MPFs and messaging docs across all 7+ products to understand what was working and what was wildly inconsistent.
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Developed a unified value proposition that clearly answered: What is Microsoft Fabric? Why now? Why does it matter? based on existing and new target persona research.
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Crafted layered messaging (exec, technical, business user) that spoke with one voice, while still giving each component room to shine.
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Wrangled input from product, engineering, and marketing to ensure everyone was on board — and on message — for launch day and beyond.
The Results
25+ assets created
including whitepapers, articles, first-call pitch decks, and customer stories to fuel sales and marketing.
25% trial conversion
a strong outcome for a net-new product launch in a crowded analytics market.
10-person team led
spanning strategy, design, and content to build GTM positioning, messaging, and visual identity from the ground up.
Cillian Mitchell, Sr. Product Marketing Manager, Microsoft
