In conversations with Microsoft Partners, we often hear the same concerns, uncertainty about how to effectively leverage the benefits available through the partnership, and a lack of visibility into how they compare to others in the ecosystem. Without a clear understanding of where they stand or how to improve, many partners are left guessing. That’s exactly why we conducted a global survey of 200 Microsoft Partners, to uncover the goals, challenges, and strategies that separate top performers from the rest.
The findings span everything from marketplace performance and sales alignment to marketing investment and partner incentives. For example, we found that top-performing partners are more likely to allocate at least 10% of their revenue to marketing, and 46% are actively tapping into Microsoft Co-op Funds to accelerate their growth.
What Sets High-Performing Microsoft Partners Apart?
When asked about their top challenges and business goals, clear themes emerged across the 200 Microsoft Partners surveyed. The data points to three areas where high-performing partners tend to focus their efforts:
- Funding & Lead Generation: Lead generation remains a top priority across the board. The survey results highlight how partners are approaching it, from investment in marketing to utilization of Microsoft Co-op Funds.
- Microsoft Marketplace Utilization: Survey responses reveal that while 62% of partners consider Microsoft Marketplace a key channel for lead generation, many are still underutilizing platforms like AppSource and Azure Marketplace.
- Conference & Growth Strategies: Many of the highest-growth partners see industry events as a core part of their business development strategy. Survey responses reflect how these partners are using events for visibility, relationship building, and long-term growth.
Explore Data-Driven Strategies to Maximize Microsoft Partner Success
Join us in our upcoming webinar on May 15th, 2025 where we’ll unpack how to address the 3 key focus areas along with other valuable insights from our 2024 Microsoft Partner Benchmark Report.
You’ll walk away with a clearer view of how your organization compares to other partners, actionable tactics you can implement right away, and strategic insights to inform your marketing, sales, and long-term growth plans.
Our exclusive webinar will cover:
- Revenue Generating Marketplace Strategies
- Resource Allocation by Top-Growing Partners
- Managed vs. Unmanaged Partners Growth Insights
- Tactics to Boost Your Partnership with Microsoft
- Emerging Opportunities & Trends Shaping Partners’ Success
Don’t miss this opportunity to position your business for a stronger year ahead.
