Lawson Software is a leading provider of enterprise resource planning software and solutions, serving more than 4,500 customers across 68 countries.
Over 200 high performing companies from around the world make up the Lawson Partner Network – select companies within each geography and market that share the Lawson commitment to providing value, flexibility and choice.
Five main partner programmes exist to enable mutually beneficial relationships: Channel Partner; Channel Solution Partner; Product Partner; Service-System Integrator Partner and Service- Direct Service Partner.
In addition to its regular Business Unit communications, Lawson wanted to produce and distribute a quarterly Global Partner Newsletter in order to share communications with international partners and help with the enablement process.
“We needed a partner with a clear understanding of the strategic issues surrounding communicating with a global network of partners in a fast-moving, hi-tech industry,” says Lawson’s Marketing Director, Global Partners & Emerging Markets.
“It was imperative that we satisfied partners on all continents, so the brief was international in scope,” she adds.
In fulfilling Lawson’s requirements, AdStorm’s effective process for global localisation and publication of material came into play. “The team’s pragmatic template design meant that partners could simply click on the relevant tab to reach information geared around their needs and stay up to speed with new additions to the partner network, new initiatives and updates.
“I knew that I could leave all aspects of compiling and globally executing the newsletter – including graphic design, compiling copy, images and photography, ensuring each article was cited under the correct menu tab and translations, all conforming to Lawson’s corporate guidelines – in AdStorm’s very capable hands.
“The graphical PDF newsletter was distributed by email and around a week post execution – or whenever requested – AdStorm provided a comprehensive, intuitive dashboard into newsletter performance, providing insight into such metrics as delivery, clickthrough and subscription. They also took care of our legal obligations with regards to subscription and opt-out facilities.
“AdStorm’s reporting know-how was important because it enabled us to track recipient behaviour and provided us with the insights that helped shape our partner communications from edition to edition.
“And from a project management perspective, there was always responsiveness, a ‘can do’ attitude and capability to get the job done quickly that we could rely on. AdStorm always delivered our partner newsletter on time, on budget, no matter how tight the deadline.”