Forum Discussion
MicrosoftCommunity poll: what GTM resources would be most valuable to you?
For us, we are really trying to get visibility and drive leads. Both are very difficult and require focused attention to message, where we are placed, how we communicate on social media (X, FB, LinkedIn) and how to optimize our listing on marketplace.
First might involve how to optimize our listing and message on MarketPlace. What are best practices?
Next, what additional content (landing pages, value proposition, benefits) are most important to drive an evaluation.
Also - we recently were Microsoft 365 Certified, but we haven't seen any additional marketing assistance - or content - that will help to elevate our application - and help us maximize the significant investment for certification (6 months +)
Hi Peyton
Since your Teams add-in, with third-party billing listed on AppSource it isn’t getting traction, visits, or conversions… here are the likely reasons, including both technical limitations and go-to-market missteps
Why It’s Not Getting Traction or visits- Not Transactable = Not Prioritized by Microsof
- Microsoft promotes transactable offers more heavily because they drive revenue and help customers consume MACC.
- Non-transactable listings (like yours with 3rd-party billing) don’t benefit from marketplace sales incentives, co-sell motion, or automatic placement in solution match recommendations.
So even if it’s listed, it’s likely buried in search results or excluded from certain filters.- No Call-to-Action That Converts
If your listing doesn’t support a “Buy now” or “Get it now” CTA via Microsoft’s billing, users:
- Can’t transact directly
- Have to go off-platform (usually to your website)
- Might abandon the journey
- Fewer conversions happen when there’s friction or redirecting involved.
- Limited Integration with Partner Center Analytics
- If the Teams add-in isn’t hooked into the commercial marketplace telemetry, Microsoft gets less engagement data.
- That results in lower recommendation scores for your app across AppSource and Microsoft 365 interfaces.
- AppSource SEO and Metadata May Be Weak
Your listing may not be optimized for:
- Keywords your buyers are searching for
- Strong value propositions in the first few lines
- Clear description of what the add-in does and for whom
- Screenshots and video demos that drive interest
Many users skim they won’t dig deep unless your first impression is strong.
- Missing Co-Sell or Marketplace Incentives
- Microsoft sellers and partners push what’s transactable and eligible for co-sell or incentives.
- Your add-in may be invisible to them if it’s not in the co-sell program or transactable catalog.
- Teams Add-ins Often Rely on Microsoft 365 Promotion, Not AppSource Alone
- Many users discover Teams apps inside Teams itself, not via AppSource.
- If your go-to-market focuses only on AppSource traffic, you’re missing:
- In-app promotion in Teams admin center
- Microsoft 365 recommendation engines
- Search optimization in the Teams App Store (separate from AppSource)
Want Better Traction? Here’s What to Do
- Make the offer transactable! wrap your solution in a SaaS listing that integrates with Microsoft billing.
- Optimize the listing – metadata, keywords, clear buyer pain points, visuals.
- Drive external traffic – use LinkedIn campaigns, blogs, partner outreach, or newsletters to funnel buyers into the listing.
- Ask for Microsoft GTM support – but they’ll usually only help if you’re transactable or co-sell ready.
Warm Regards,Sylvia
WeTransact
