The moment is now. For digital native software development companies and startups bringing AI solutions to our joint customers, growth in partnership with Microsoft isn’t just about gaining speed and reach, it's about strategically aligning with purpose. I know that every deal is gold, having hustled building partnerships at both startups and global software development companies myself. I’ve felt the urgency to unlock Microsoft’s strengths: incentives, access to Microsoft field sellers and ecosystem, and the power of showing up “better together” in the market. You need to move fast, but with intention.
Now at Microsoft, I stay focused on what drives results: testing strategies, leveraging programs and incentives and continued learning from other experts in our ecosystem. My advice? When you get the chance to learn from those experts—take it. The partners who align their vision with Microsoft’s AI-first, marketplace-driven future are the ones who will scale fastest and furthest.
“AI is the new runtime.” That’s how Microsoft framed the opportunity at the AI Tour earlier this year — and it wasn’t just rhetoric. In the past 12 months, more than 3,000 AI apps and agents have launched in the new Microsoft Marketplace, attracting 6 million monthly visitors and driving 2× year-over-year growth in AI transactions.
For digital native software companies, the message is clear: align your solutions with Microsoft’s AI-first, marketplace-driven ecosystem, or risk being left behind.
In just a few weeks, leaders from across the partner ecosystem — software development companies, GSIs, MSPs, distributors, and consultants — will gather in Reston, Virginia for Ultimate Partner® LIVE. For software-first companies, this event arrives at the exact moment when Microsoft is reshaping the partner landscape for FY26 and beyond.
Microsoft’s shifting landscape: What’s changed since July 2025
Marketplace at scale
- Microsoft unified AppSource and Azure Marketplace into the new Microsoft Marketplace. More than 3,000 AI apps and agents are now live, with 6M+ monthly visitors.
- Microsoft reports 2× year-over-year growth in AI solution purchases through Marketplace.
Partner programs re-architected for AI
- At MCAPS Start FY26, Microsoft expanded the AI Cloud Partner Program with new specializations — including Copilot — and streamlined recognition around three areas: AI Business Solutions, Cloud & AI Platforms, and Security.
- Microsoft is urging partners to adopt agentic AI — autonomous workflows and composable agents — as the foundation of innovation.
Compliance and governance tightened
- Partner-of-Record validation now enforced for CSP orders.
- MFA is mandatory across Partner Center (UI enforced Aug 2025; API April 2026).
- The AI Cloud Partner Program Agreement updated as of Sept 2025.
For software companies, the implication is straightforward: be AI-ready, transactable, and compliant — or risk losing ground.
Why Ultimate Partner Reston matters
Ultimate Partner LIVE will bring these shifts into focus. The agenda features voices across the ecosystem delivering the insights you can’t get anywhere else.
Key sessions include:
- Microsoft’s Erwin Visser, Matt Berg, and Harman Cheema unpacking FY26 priorities and the role of AI in customer transformation.
- Cisco’s Aly Shivji and Commvault’s Sanjay Mehta on driving outcomes through stronger partnering.
- Elastic’s Darryl Peek, Cohesity’s Shane Wilson, ServiceNow’s Tarek Shamounki, and Canalys’ Jay McBain on what it takes to win in 2026 and beyond.
- Workshops from WorkSpan, PartnerTap, Carve Partners, AvePoint, RevStacker, and Digitalzone, offering frameworks that top partners usually guard as competitive advantage.
Why FY26 demands urgency from digital native software companies
- Early movers capture momentum. Partners publishing solutions now are compounding growth through marketplace and co-sell.
- Gateways are narrowing. Microsoft’s designations and compliance requirements filter who gets field visibility and GTM support.
- Agentic AI is the new baseline. Customers expect more than AI add-ons — they want autonomous, composable, outcome-focused solutions.
- Co-sell is non-negotiable. Microsoft’s field sellers are incentivized on it. If you’re not aligned, you’re not in the motion.
Final word
For digital native software companies, FY26 represents a massive opportunity. Microsoft is doubling down on AI, marketplace, and co-sell motions — and those who align early will define the next wave of growth.
Reston isn’t just about attending an event. It’s about stepping into Microsoft’s AI-driven future, connecting with the leaders shaping it, and walking away with the playbooks to lead.
⭐SPECIAL OFFER As a valued Microsoft partner, Ultimate Partner is offering a 15% discount on general passes to experience UP LIVE⭐
👉 [Register Now for UP LIVE: Reston] USE CODE: ULTIMATEVIP15 at checkout
See you there!
Microsoft