Driving Growth with Microsoft Co-Sell and Strategic Partnerships
Estimated Read Time: 5 minutes
Intended Audience: Microsoft Partners
Ever wonder how some companies scale faster, reach more customers, and close bigger deals? Their secret is strategic collaboration.
Strong collaboration is essential for growth and building lasting partnerships. That’s where Microsoft Co-Sell comes in, offering unique opportunities for partners to leverage new ways of working, connecting, and growing with Microsoft.
In this blog post, we’ll explore what Microsoft Co-Sell is, how it works, the benefits it offers, and how you can get started.
What is Microsoft Co-Sell?
Microsoft Co-Sell is a collaborative selling initiative that helps Microsoft Partners grow by working directly with Microsoft’s global sales teams. Instead of going to market alone, partners can collaborate with Microsoft to promote and sell their cloud-based solutions to a broader audience.
As part of the larger Microsoft AI Cloud Partner Program, Co-Sell supports businesses at every stage, from startups to enterprise solution providers.
There are three key levels of Co-Sell engagement:
- Co-Sell Ready: Your solution is published in Microsoft’s commercial marketplace and meets baseline requirements.
- Co-Sell Incentivized: Your solution gains traction with Microsoft sellers, who are financially incentivized to sell it.
- Co-Sell Prioritized: Your solution aligns with Microsoft’s strategic goals and receives elevated support and visibility.
What are the Benefits of Microsoft Co-Sell?
Participating in Microsoft Co-Sell offers a wide range of benefits that help partners grow faster, expand their reach, and build stronger customer relationships. Here are some of the key advantages:
Access to Microsoft’s Global Sales Force
- Collaborate with thousands of Microsoft sellers around the world.
- Tap into Microsoft’s extensive enterprise customer base across industries and regions.
- Build deeper connections within the Microsoft ecosystem to position your business for long-term success.
Increased Visibility and Credibility
- Get featured in Microsoft’s commercial marketplace (Azure Marketplace or AppSource).
- Build trust with customers through Microsoft’s endorsement and co-branding opportunities.
Joint Selling Opportunities
- Work directly with Microsoft account teams to pitch and close deals.
- Engage in joint customer meetings, product demos, and solution workshops.
Lead Sharing and Deal Acceleration
- Receive qualified leads from Microsoft’s sales teams.
- Accelerate sales cycles with the added weight of Microsoft’s relationships and influence.
Marketing and Go-to-Market (GTM) Support
- Gain access to co-marketing programs, event opportunities, and digital marketing resources.
- Leverage Microsoft’s brand and promotional channels to amplify your reach.
Co-Sell is more than just getting listed; it’s about building a true partnership with Microsoft’s field sellers to drive mutual customer success.
How to Co-Sell with Microsoft
To join Microsoft Co-Sell, partners need to meet a few basic requirements to show they’re ready to work closely with Microsoft’s sales teams. These include:
- Join the Microsoft AI Cloud Partner Program: Sign up in Partner Center and ensure your profile and partner details are up to date.
- List your solution: Publish your offer on Azure Marketplace or AppSource with clear messaging, pricing, and deployment info. Download our AppSource Self-Audit to optimize your listing.
- Meet Co-Sell requirements: Ensure your solution is cloud-based, repeatable, and customer-ready. Complete the Co-Sell assessment and validation.
- Engage with Microsoft sellers: Use Partner Center to connect with sales teams. Share use cases, customer wins, and sales materials to support collaboration.
Meeting these criteria ensures that both Microsoft and its partners are well-positioned for successful collaboration through the Co-Sell program.
What Solutions Qualify for Co-Sell?
Microsoft Co-Sell supports a variety of partner offerings, but eligible solutions typically fall into three main categories:
- IP solutions: Software products developed and owned by the partner.
- Managed services: Services that help customers deploy and optimize Microsoft technologies.
- Repeatable solutions: Solutions that can be delivered at scale with minimal customization across industries.
Managing Co-Sell Through Microsoft Partner Centre
The Microsoft Partner Center is your central hub for managing every aspect of your Co-Sell journey. From maintaining your partner profile and publishing solution listings to submitting offers for validation and tracking their status, the platform keeps everything in one place.
It also provides valuable sales insights, lead referrals, and co-selling tools to help you collaborate effectively with Microsoft’s sales teams. By actively using the Partner Center, you can stay aligned with Microsoft’s processes and maximize your impact within the Co-Sell program.
Tips for Success in the Co-Sell Program
To get the most out of Microsoft Co-Sell, focus on alignment, readiness, and consistent engagement. Here are some quick tips:
- Align with Microsoft’s Focus Areas like Azure, AI, and industry clouds.
- Empower Your Team with training on how to co-sell effectively with Microsoft.
- Build Key Relationships with Partner Development Managers (PDMs), Partner Solution Sales (PSS), and Microsoft account teams.
- Use Partner Center Insights to monitor performance, track leads, and adjust your strategy based on data.
- Stay Active by keeping marketplace listings updated, joining campaigns, and regularly sharing success stories.
Overcoming Common Co-Sell Hurdles
Getting started with Co-Sell can feel overwhelming, but with the right approach, you can turn those early challenges into real momentum. Here are a few common hurdles and how to tackle them:
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Navigating the Onboarding Process
Solution: Use Partner Center guides, connect with your Partner Development Manager (PDM), and break tasks into manageable steps using available tools. -
Aligning with Microsoft’s Sales Priorities
Solution: Research Microsoft’s focus areas (e.g., AI, sustainability) and solution plays, tailor your messaging, and show how your solution complements Microsoft’s priorities. -
Standing Out with a Ready Solution
Solution: Ensure your solution is validated, scalable, and secure by design. Share compelling customer stories and clearly highlight your unique value.
Fuel Co-Sell Success with Partner Marketing Expertise
Microsoft Co-Sell opens the door to scaling your cloud solutions, but without the right approach, it’s easy to miss the opportunity.
Maven Collective Marketing helps Microsoft partners grow with targeted strategies that enhance Co-Sell. We support you at every stage to maximize your partnership and achieve measurable results. Learn more about our Marketplace Listing and Co-Sell Package.
Ready to grow? Get in touch with the Mavens today.
