4 Ways Microsoft Partners can Accelerate Growth in the Microsoft Ecosystem
Estimated Read Time: 4 minutes
Intended Audience: Microsoft Partners
As a growing Microsoft Partner, it’s not always easy to know how your efforts measure up. With shifting Microsoft priorities and increasing competition for Microsoft funding, understanding what “good” looks like can often feel like guesswork.
To shed light on this, we’re sharing four key trends every Partner should know that will boost your growth. These highlights come from Maven Collective’s 2025 Global Microsoft Partner Benchmarking & Strategic Insights Report. Backed by insights from hundreds of Microsoft Partners worldwide, the report reveals how Partners are building stronger Microsoft relationships and generating high-quality leads.
Want to read the full report? Download the report for free here.
MS Partner Strengths & Opportunities at a Glance
While Microsoft Partners benefit from various program support and access to global channels, the 2025 Global Microsoft Partner Benchmarking & Strategic Insights Report reveals a wide gap between Partners who actively lean into these resources and those falling behind.
On the positive side, Managed Partners enjoy significant advantages, including hands-on support from Microsoft, prioritized Co-Sell access, and stronger visibility. Partners with solution designations and active Marketplace listings also benefit from increased discoverability, especially when listings are transactable and strategically messaged. Strong relationships with Microsoft field teams or MVP affiliations further increase visibility, often leading to collaboration invites or early access to programs.
Yet even with these structures in place, many Partners report recurring internal challenges. Legacy designations and outdated classifications are a major blocker, leaving some Partners misaligned with Microsoft’s current focus areas. Limited team capacity and low marketing investment continue to restrict many from capitalizing on Marketplace or Co-Sell opportunities.
Trend #1: Prioritizing Marketplace Visibility
Marketplace visibility is becoming a top priority for Microsoft Partners, and for good reason. 89% of Partners with a Marketplace listing report receiving support from Microsoft, whether through lead generation, monetary funding, marketing resources, or technical assistance. As Microsoft evaluates Partners for co-sell opportunities, maintaining active Marketplace engagement and keeping MAICPP designations up to date is important.
Which Marketplace Should MS Partners be Listed On?
Deciding which Marketplace to list your solutions on depends on your offering. Being listed in the right marketplace also improves your discoverability by Microsoft’s internal teams, which is especially important if you’re aiming for Co-Sell alignment. Microsoft offers several options: AppSource, Azure Marketplace, and the Partner Solution Gallery. While each Marketplace serves a specific purpose, 43% of Partners surveyed report listing their solution on AppSource and only 22% of Partners report listing their solution on Partner Solution Gallery.
Trend #2: Diverse Lead Generation Channels
When it comes to lead generation, Microsoft Partners aren’t relying on just one channel. In fact, 91% report sourcing leads through the Microsoft Partner Center, Marketplaces, 1:1 Microsoft relationships, and Partner communities. This highlights just how important a multichannel strategy has become. Digging deeper, 46% of Partners say they receive leads through Microsoft Marketplaces and the Partner Center, while 44% report leads coming from direct 1:1 relationships with Microsoft. Additionally, 29% generate leads through Microsoft Partner Communities.
But while many Partners leverage the same sources, what’s particularly interesting is how lead-to-client conversion rates differ based on Partner type. For example, 50% of Managed Service Providers (MSPs) report converting one in four leads from Microsoft Partner Communities and networks into clients.
Trend #3: Growing Through Microsoft Communities
Community engagement is proving to be a valuable growth strategy for Microsoft Partners, especially for unmanaged Partners looking to expand their network and access new lead sources. According to the report, 85% of Microsoft Partners participate in at least one community, with most Partners being part of IAMCP. In addition to networking, these communities offer a direct line to exclusive insights, co-marketing opportunities, and stronger alignment with Microsoft sellers. For Partners not currently managed by Microsoft, these groups can open new doors to leads and strategic partnerships with Partners.
Conferences also play a key supporting role in this strategy. Most Partners report attending at least two industry events per year, with Microsoft Ignite and Directions ranking as the most popular. These events help Partners stay connected to Microsoft priorities.
Trend #4: Exploring Funding Opportunities
Microsoft offers a variety of go-to-market funding programs, but many Partners aren’t taking full advantage of it. Only 47% of Partners leverage a single source of Microsoft funding, and 16% don’t access any funding at all. With multiple funding avenues available, this gap represents a significant missed opportunity for growth that Partners could be exploring.
Managed Partners are 47% more likely to qualify for Microsoft funding compared to Unmanaged Partners. Many programs also require specific criteria, such as having solution area designation(s), being Co-Sell ready, or maintaining an active Marketplace listing. As Microsoft continues to prioritize strategic alignment, Partners that understand and meet these requirements are better positioned to receive these funds. By aligning with Microsoft’s focus areas and keeping eligibility requirements top of mind, Partners can turn funding into a strategic growth driver.
Be a Leading MS Partner in the Microsoft Ecosystem
These four trends offer just a glimpse into the insights uncovered in the 2025 Global Microsoft Partner Benchmarking & Strategic Insights Report. Inside, you’ll find deeper analysis on the Microsoft ecosystem, Partner marketing investment tips, and data-backed recommendations to help you convert more leads and strengthen your Microsoft Partner relationship.
Download the full report for free and get the data you need to make informed, strategic decisions.
