How Apache Built Growth With Microsoft Partner Marketing

What happens when a Microsoft partner focuses on getting its business, brand, and marketing aligned before chasing more leads?

That is exactly what Apache set out to do. By implementing the Investible Partner Blueprint™, Apache improved its Microsoft partner marketing, clarified its messaging, strengthened its brand, and built the kind of momentum that supports long-term growth.

“I already have 20% of the $5 million that I set out to raise before starting the program — primarily as a result of implementing the Investible Partner Blueprint™ in our business.”

Incorporated in 1998, Apache is a Microsoft Software-as-a-Service (SaaS) consulting company. The team helps clients increase profits through the adoption of Microsoft SaaS solutions by first addressing business pain points and then designing the right solution to solve the customer’s problem into the future.

As an Investible Partner, Apache Director Rob Garsia sat down with us to talk through his experience in the program so far.

What Challenges Did Apache Face Before Starting the Investible Partner Journey? 

Apache’s challenges were different from the traditional lead generation problems many businesses talk about.

At that point, the team was not focused on generating net new business. Instead, the priority was getting the business into better shape from the inside out — improving the marketing, creating more consistent messaging across the business, and making sure the company was positioned well for future growth.

Apache also wanted to align more closely with Microsoft so future clients could clearly see the relationship between Microsoft and the business. The broader goal was to increase the value of the company in the Microsoft ecosystem.

With previous experience inside Microsoft, the team felt confident that Partner Elevate understood what Microsoft looks for in its partners. The Investible Partner Blueprint™ gave Apache a structure to grow and scale the business in a way that matched those goals.

The team understood that putting the business in order internally would naturally lead to new business over time. They saw lead generation as a flow-on effect of implementing the Investible Partner Blueprint™ across the business, rather than the only goal.

Because Apache had operated in a certain way for 20 years, the team also knew that if they wanted to grow and work more closely with Microsoft, they needed to improve alignment with Microsoft while still keeping their own personality, values, and purpose.

What Was Apache’s Initial Reaction to Partner Elevate? 

Rob and Des began discussing the program in the early stages of its development, and the immediate response was positive.

What stood out was the way Partner Elevate wanted to shape partners using the Investible Partner Blueprint™ rather than through a program run directly by Microsoft.

I was 100% on board from the beginning.

Were There Any Hesitations Before Starting? 

The main hesitation was making sure the business understood the real objective of the program.

There is often a perception that these types of programs are about paying money and receiving leads in return. For Apache, it was important to make it clear internally that this was an educational program designed to guide the implementation of a blueprint that could strengthen the business from all angles.

That included becoming more decisive, having more predictable control of the business, and building relevant currency as a Microsoft segment leader.

It also meant helping the wider team understand that the program was not about “bringing in leads” on its own. It was about aligning the business’s skills and capability with Microsoft so the company could be seen as a preferred partner. And that required much more than simply running lead generation activity.

What Happened During the Journey? 

One of the unexpected but valuable parts of the journey was finding the right people inside the organisation to engage with the program in the right way.

Apache strongly believes that partnerships need to be the right fit for both the business and the people inside it. As the team saw how Partner Elevate worked with the Marketing Director — helping him engage with new ways of thinking and unpack the blueprint — confidence in the process grew.

That discovery and learning approach made a strong impression. Apache felt the fit between both organisations was strong, not just professionally, but personally as well.

Another important shift was in marketing. The team evolved from traditional relationship marketing to a more nurturing marketing approach. They also gained a clearer view of how their pipeline should work and what lead generation should look like in a Microsoft-partner context.

What Business Processes Improved?

The clearest improvements showed up in Apache’s marketing processes.

This included stronger brand building, better lead generation, clearer communication to clients about what Apache offers, and a better explanation of why customers should choose the company for their transformations.

In other words, the business became much better at communicating its value and positioning itself more clearly in the market.

What Results Came From the Program? 

The most visible result was the investment milestone.

Before starting the program, Apache had set out to raise $5 million. By the time of the interview, the team had already secured commitment for $1 million — 20% of the original target — and Rob connected that progress directly to implementing the Investible Partner Blueprint™ in the business.

We saw results straight away. It's not the kind of results where we might say – we picked up two clients and two jobs out of this - it's that we've generated interest by generating a brand. People are recognizing who we are out there. It’s not just a hard sell strategy, people know who we are.

 This highlights a broader point: strong Microsoft partner marketing is not only about short-term lead generation. It is also about building a brand, creating recognition, improving positioning, and generating the kind of interest that supports long-term growth. 

Final Takeaway 

Apache’s story shows that growth does not always begin with chasing more leads.

Sometimes the smarter move is to first improve the internal foundations of the business — messaging, alignment, marketing, positioning, and brand clarity. When those foundations become stronger, lead generation, pipeline activity, and business growth become much easier to sustain.

That is what made the Investible Partner Blueprint™ valuable for Apache. It helped the business become more aligned, more visible, and better prepared for growth in the Microsoft ecosystem.