Drive Innovation with the ISV Success Program
Estimated Read Time: 6 minutes
Intended Audience: ISVs / SDCs
Since launching in 2022, Microsoft’s ISV Success Program has been instrumental in helping Independent Software Vendors (ISVs), now Software Development Companies, build, publish, and scale their applications on the Microsoft Cloud. While the program has evolved, its core mission remains the same: to empower ISVs to succeed within the Microsoft ecosystem. With ongoing enhancements and dedicated support, it continues to serve as a powerful catalyst for innovation and business growth.
In this post, we’ll explore what the ISV Success Program offers, highlight the latest enhancements for 2025, and show how software development companies can leverage its resources to drive impact at every stage of the buyer’s journey.
What is the ISV Success Program?
The Microsoft ISV Success Program is a powerful initiative designed to empower software development companies to build, publish, and scale innovative applications on the Microsoft Cloud. Tailored for startups and established software companies alike, the program offers a comprehensive suite of benefits, including Azure credits, access to developer tools like GitHub and Visual Studio, and cutting-edge AI services. Participants receive expert technical guidance, 1:1 consultation, and support for listing and promoting their solutions on Microsoft’s commercial marketplace. With go-to-market resources and co-selling opportunities, the ISV Success Program helps software businesses accelerate growth and reach a global audience through Microsoft’s trusted ecosystem.
What are Microsoft’s New ISV Success Packages?
In early 2025, Microsoft announced changes to ISV success packages, formatting the program into three different levels:
- Core Package ($5,000 value): Includes essential tools like Azure credits, GitHub, and Visual Studio to help ISVs/SDCs get started.
- Expanded Package ($25,000 value): Provides additional technical support and AI integration resources for growing businesses.
- Advanced Package ($50,000 value): Offers premium engineering support, co-selling opportunities, and go-to-market services for scaling globally, for software development companies with a certified software designation.
Microsoft’s AI Focus for ISVs / Software Development Companies
Microsoft’s ISV Success Program focuses on AI innovation, offering software development companies access to tools like Azure OpenAI Service, Cognitive Services, and GitHub Copilot. Participants can receive up to $125,000 in benefits, including Azure credits, developer tools, and AI training. The program provides technical consultations and go-to-market support to help ISVs develop, scale, and market AI-powered solutions through Microsoft’s marketplace.
How do Software Development Companies Apply?
What are the ISV Success Program Benefits?
Offers on the Commercial Marketplace receive varying benefits based on listing type: list, trial, consulting, or transact.
List, Trial, and Consulting offers receive limited-time benefits, typically provided once every 12 months at the partner level. Transact offers are eligible for ongoing benefits, scaling based on performance metrics such as Marketplace Billed Sales, Teams App Monthly Active Users, or Business Application value.
Benefits may include guidance on optimizing listings, marketing materials, digital marketing resources, forum access, global readiness assessments, and more. Transacting Partners unlock new benefits as their revenue grows.
| Listing Type | Benefit Duration | Key Benefits |
|---|---|---|
| List / Trial / Consulting | Annual (once every 12 months) | Marketing materials, listing optimization, forums, digital marketing |
| Transact | Evergreen (based on performance) | All above and co-sell, dedicated support, global expansion, private offers |
What are the 5 Benefit Stages of the ISV Success Program?
Participants in the Microsoft ISV Success Program access Marketplace Rewards, a suite of benefits for every stage of the ISV journey. As partners achieve milestones, they unlock rewards to help convert leads, close deals, and accelerate growth. These benefits scale with success, offering tools, guidance, and visibility to thrive in the market.
There are benefits for each phase of the customer journey:
1. Awareness
In the Awareness stage, software development companies with listing, trial, or consulting offers gain targeted benefits to boost brand visibility. Support includes expert marketing guidance and promotion through Microsoft blogs and social channels, helping partners enhance their AppSource or Azure Marketplace listings and attract the right audience from day one.
2. Demand Generation
Once software development companies begin generating revenue through transactable offers, they unlock demand generation benefits to accelerate growth. These include marketing, sales, and technical support, along with high-impact promotions like homepage features and category spotlights, driving customer interest and expanding reach.
3. Co-Sell
As revenue grows, software development companies gain access to co-sell benefits that help scale their business. Through partner-to-partner guidance and strategic sales support, SDCs can tap into Microsoft’s global seller network to uncover new opportunities, reach more customers, and enter new markets.
4. Lead Development
In the Lead Development stage, SDCs access co-branded marketing assets and tailored campaigns to deepen engagement and drive conversions. Reduced Azure costs make it easier to offer trials and test drives, giving prospects a hands-on experience of the solution’s value.
5. Sales Enablement
The final stage, Sales Enablement, equips SDCs with the tools to scale efficiently. Partners receive unlimited access to sales resources and customizable marketing assets, enabling them to align go-to-market efforts, accelerate deal closure, and maintain brand consistency at scale.
