5 Data-Driven Microsoft Partner Strategies
Estimated Read Time: 2 minutes
Intended Audience: Microsoft Partners
Amid shifting priorities and evolving Partner requirements, clarity on what drives success has never been more important. From funding access to community engagement, here are five strategies Microsoft Partners can implement to strengthen their Partnership.
For a deeper dive into these actionable insights, watch our recent webinar.
Microsoft Partner Strategy #1: Earn Trust with Designations and Marketplace Presence
Partners with Microsoft designations and Marketplace listings are more likely to be recognized as credible and reliable by both customers and Microsoft itself. Survey data shows that 86% of Microsoft Partners with at least one designation receive Microsoft funding.
Those with two or more designations and listings in both AppSource and Azure Marketplace reported the strongest lead-to-win rates overall. These results reinforce that Marketplace presence and official recognition work hand-in-hand to build authority and boost results.
Microsoft Partner Strategy #2: Make Marketplace a Top Lead Source
The Marketplace is becoming one of the most effective channels for Microsoft Partner lead generation, with 46% of Partners indicating it as a top Microsoft lead source.
This data suggests that the Marketplace should be viewed as an active part of a Partner’s go-to-market strategy. For those with the right listing strategy and positioning, it’s a reliable source of high-intent traffic.
Microsoft Partner Strategy #3: Invest in Marketing
Marketing investment directly impacts a Partner’s ability to attract and close deals. Survey findings suggest Microsoft Partners who invest less than 1% of annual revenue in marketing report an average lead-to-close rate below 10%. Meanwhile, Partners investing 11-15% annually have an average close rate between 51–75%. The difference in performance highlights a strong correlation between marketing spend and lead conversion.
Microsoft Partner Strategy #4: Leverage Microsoft Funding
Funding from Microsoft remains one of the most underused support tools, especially for Unmanaged Partners. 94% of Managed Partners reported receiving at least one source of Microsoft funding, compared to just 64% of Unmanaged Partners.
The Partners most likely to receive funding were those with a Modern Work designation. For eligible Partners who haven’t applied, this represents an opportunity to extend their marketing and sales reach with direct support from Microsoft.
Microsoft Partner Strategy #5: Build Community Connections to Strengthen Your Pipeline
Communities remain a valuable space for learning, networking, and generating leads. Survey data revealed that 66% of Microsoft Partners are active in at least one community, with 40% being part of the IAMCP, showcasing that communities are an important part of networking for many Microsoft Partners.
Get Access to the Full Microsoft Partner Benchmark Report
These five strategies offer a preview of what’s in the full Microsoft Partner Benchmark Report, which explores correlations across survey topics, giving Partners a clearer view of how different investments and actions connect to business outcomes. Access the full report here.
Strengthen Your Microsoft Partner Strategy
Curious how your Partner strategy compares to others in the Microsoft ecosystem? Watch Maven Collective’s Microsoft Partner Benchmark Report webinar for insights from hundreds of Partners. If you’re looking to apply these findings to your strategy or need help aligning with Microsoft’s priorities, contact the marketing partner for Microsoft Partners today.
