Unlocking scalable growth through Microsoft Marketplace
Software companies today are navigating a rapidly evolving go-to-market landscape shaped by cloud adoption, AI innovation, and changing buyer behavior. Microsoft Marketplace has emerged as a central commercial engine designed to help software providers scale faster, reach new customers, and drive meaningful revenue growth through modern co-sell and partner-led motions. A Marketplace built for growth and innovation At its core, Microsoft Marketplace is more than a digital storefront. It is a unified, enterprise-grade platform that supports discovery, procurement, contracting, and deployment of software solutions across customer segments—from SMBs to global enterprises. By consolidating SaaS, virtual machines, containers, and emerging agent-based solutions into a single AI-first marketplace, Microsoft enables faster time to value for customers while simplifying how software companies transact and scale globally. The marketplace aligns closely with three critical priorities for software growth: Building and scaling innovative AI-driven solutions Accelerating revenue through co-sell with Microsoft sellers Expanding market reach through trusted partner ecosystems Together, these priorities position the marketplace as a foundational component of modern software go-to-market strategies. Turning co-sell into a revenue engine One of the most impactful advantages of the Microsoft Marketplace is its role as the commercial engine behind co-sell. Rather than serving as a last-mile transaction tool, the marketplace enables earlier engagement in the sales cycle—supporting joint planning, customer mapping, and pipeline execution. This approach helps to close deals faster, grow larger, and move through procurement more efficiently. Customers benefit from streamlined purchasing and the ability to apply eligible marketplace purchases toward their cloud consumption commitments, while software companies gain stronger alignment with Microsoft field teams and improved deal velocity. Meeting buyers where they are Buyer behavior has fundamentally shifted. Many purchasing decisions are now driven by line-of-business stakeholders who expect self-service discovery, trials, and rapid deployment—often before engaging with sales teams. The marketplace supports this reality through product-led growth motions, enabling customers to find, try, and adopt solutions quickly, while still maintaining enterprise governance and procurement controls. This balance between agility and control makes the marketplace especially compelling for organizations modernizing application portfolios or adopting AI-powered solutions at scale. Expanding reach with resale-enabled offers A significant recent advance is the introduction of resale-enabled offers, which unlock a powerful, globally scalable channel motion. With resale-enabled offers, software companies can authorize channel partners to sell their marketplace listings directly to customers using private offers—without requiring partners to create or manage their own listings. This model delivers several key benefits: Faster access to customers through trusted channel relationships Larger deal sizes driven by partner-led adoption and services Global scalability with consistent marketplace benefits, including cloud commitment eligibility Importantly, software companies retain visibility into partner-led transactions through marketplace insights, while partners gain the flexibility to manage pricing and customer engagement. The power of the ecosystem Data consistently shows that channel-led marketplace deals outperform direct-only motions, often resulting in two to three times higher deal value. This success is driven by the combined strengths of software innovation, Microsoft’s global sales reach, and the deep customer relationships held by channel partners. By embracing resale-enabled offers and marketplace-first strategies, software companies can tap into this ecosystem effect—accelerating growth while reducing friction across sales, procurement, and deployment. Key takeaways Microsoft Marketplace is a strategic growth platform, not just a transaction layer Co-sell through the marketplace enables earlier engagement, faster deals, and higher revenue Resale-enabled offers unlock global, partner-led scale with minimal operational complexity Customers benefit from faster time to value, governance, and cloud commitment optimization Software companies gain access to a powerful ecosystem that amplifies reach and impact As software markets continue to evolve, the Microsoft Marketplace provides a clear path to scalable, sustainable growth, connecting innovation, partners, and customers through a single, integrated commercial engine. Find out more about channel-led opportunities on the Microsoft Marketplace Marketplace resources for channel-led opportunitiesDecember edition of Microsoft Marketplace Partner Digest
Microsoft Ignite 2025 - Marketplace highlights Microsoft Ignite was packed with announcements and insights for Marketplace partners. From new commerce capabilities to AI-driven innovations, here are some key takeaways: Global expansion of Microsoft Marketplace - Microsoft announced that the reimagined Microsoft Marketplace, which launched in the U.S. earlier this year, is now globally available. This expansion includes new APIs for distribution partners, enabling them to link their own cloud marketplace with Microsoft’s, opening significant opportunities for software companies in SMB and mid-market segments. 🎬 Watch a recorded webinar with TD SYNNEX on the power of distribution to accelerate SMB marketplace sales. Global availability of Resale Enabled Offers - This capability allows software development companies to and channel partners to resell software solutions directly through Marketplace, simplifying transactions, expanding reach, and scaling revenue. 👉 Read more about this announcement and get started Introducing App Accelerate - A unified offer that brings together incentives, benefits, and co-sell support across the Microsoft Cloud. App Accelerate provides end-to-end technical guidance, developer tools, and go-to-market resources so software development companies can innovate and scale. Previews are beginning now, with full availability planned for 2026. ✅ Sign up to receive updates Enhanced Partner Marketing Center - Discover, customize, and launch campaigns faster with intelligent search and AI-powered tools—all on one connected platform. The current Partner Marketing Center will remain available as the new and enhanced Marketing Center platform launches in early 2026 with 24 campaigns-in-a-box, aligned to FY26 solution plays. ✨ Get ready for the new era of partner marketing Frontier Partner badge – New customer-facing badges recognize top services, channel, and software development company partners that are driving AI transformation with customers and offer them an opportunity to differentiate themselves from the competition. 🛡️Differentiate your AI-first leadership Catch up on Microsoft Ignite sessions Ignite 2025 delivered powerful insights and announcements for Marketplace partners, and now you can catch up on the sessions you missed. Explore these recorded keynotes to learn about new capabilities, partner programs, and strategies to accelerate growth through Microsoft’s ecosystem. Ignite opening keynote Ignite partner keynote: Powering Frontier Partnerships Additionally, we’ve compiled recordings of relevant Marketplace partner and customer sessions so you can watch on-demand. Revisit Marketplace-focused sessions and resources. Just look for the ✨ icon below. Partner sessions: PBRK415 Grow your business with Microsoft AI Cloud Partner Program Find out how the Microsoft AI Cloud Partner Program helps you grow with new benefits, designations, and skilling opportunities. This session covers updates like the Frontier Partner Badge, Copilot specialization, and streamlined Marketplace engagement—all designed to accelerate your AI transformation journey. PBRK416 Accelerate Growth through Partner Incentives Explore how Microsoft is boosting partner growth with streamlined incentives, AI-first strategies, and new designations like Frontier Distributor. This session covers expanded investments in Azure Accelerate, Copilot solutions, and security practices—plus insights on how to capitalize on evolving programs and co-sell opportunities. PBRK417 Partner: Connect, Plan, Win – Enhancing Co-sell Engagement Discover how to enhance collaboration, optimize joint efforts, and drive success in shared initiatives. Gain insights into improving interactions with Microsoft sellers and leveraging opportunities, along with guidance on proactive co-selling to align your goals with Microsoft's for sustained growth. PBRK418 Partner: Benefits for Accelerating Software Company Success Learn about the resources and benefits available for software development companies across all stages of the build, publish and grow journey in MAICPP. Whether you’re developing a new agent solution or working toward a certified software designation, there are targeted skilling opportunities, technical resources, and GTM benefits to help. Tap into new investments for AI apps and agents and hear from your peers on how they’ve used rewards such as customer propensity scores and Azure sponsorship. PBRK419 SI & Advisory Partner Readiness: Accelerating the Journey to Frontier Understand how Microsoft is empowering our SI and advisory partners to accelerate frontier firm readiness for our Enterprise customers by driving AI transformation with agentic solutions and services. ✨PBRK420 Executing on the channel-led marketplace opportunity for partners See how Microsoft’s unified Marketplace drives partner growth with resale-enabled offers, creating scalable channel sales and co-sell opportunities. This session shares practical steps to build a sustainable Marketplace practice and leverage the partner ecosystem for greater reach and profitability. PBRK421 Enabling a thriving partner ecosystem: New CSP Authorization Criteria Dive into what’s new for Cloud Solution Providers, including updated authorization requirements and designations that help you stand out. This session covers steps to choose the right tier, build trust as a customer advisor, and prepare for growth with AI-driven solutions and Copilot offerings. PBRK422 The Future of Partner Support: Customer + Partner + Microsoft Discover ‘Unified for Partners,’ Microsoft’s new support model designed for CSP partners to deliver customer success at scale. This session introduces the Support Services designation, offering faster response times, financial incentives, and integrated tools to strengthen your support capabilities. PBRK423 Partner Execution at Scale with SME&C Explore growth opportunities in the high-potential SME&C segment. This session highlights investments in co-selling, AI-first strategies, and what it means to become ‘customer zero,’ with examples of frontier firms driving innovation at scale. ✨PBRK424 Marketplace Success for Partners—from SMB to Enterprise Learn how to build, publish, and monetize AI-powered solutions through Microsoft Marketplace. This session shares a proven approach to align your Marketplace strategy with your sales motion and unlock new revenue opportunities. PBRK272 Accelerate Secure AI: Microsoft’s Security Advantage for Partners Explore Microsoft’s integrated security solutions and learn how to help customers strengthen their defenses in the AI era. This session highlights partner opportunities, resources to grow your security practice, and what it takes to lead as a next-generation security partner. Customer Sessions: ✨Microsoft Marketplace: Your trusted source for cloud solutions, AI apps, and agents | STUDIO47 Hear from Cyril Belikoff, VP of Commercial Cloud & AI Marketing, sharing the reimagined Microsoft Marketplace—the gateway to thousands of AI-powered apps, agents and cloud solutions—all built to accelerate innovation and drive business outcomes. Discover how customers benefit from faster deployment, seamless integration with Microsoft tools, and trusted solutions, and how partners can scale their reach, accelerate sales, and tap into Microsoft’s global ecosystem. Azure Accelerate in action: Confidently migrate, modernize, and build faster Join Cyril Belikoff for a rapid Q&A that spotlights real-world customer success and the transformative impact of Azure Accelerate. Hear how customers like Thomson Reuters achieved breakthrough results with our powerful offering that provides access to Microsoft experts and investments throughout your Azure and AI journey. ✨BRK213 Microsoft Marketplace: Your trusted source for cloud and AI solutions Discover how the reimagined Microsoft Marketplace is reshaping the future of cloud and AI innovation. In this session, we’ll explore how Microsoft Marketplace—unifying Azure Marketplace and Microsoft AppSource—empowers organizations to become Frontier Firms by streamlining the discovery, purchase, and deployment of tens of thousands of cloud solutions, AI apps, and agents. ✨BRK215 Boost cloud and AI ROI using Microsoft Marketplace As organizations embrace an AI-first future, cloud adoption is accelerating to drive innovation and efficiency. This session explores practical strategies to optimize cloud investments—balancing performance, scalability, and cost control. Learn how Microsoft Marketplace enables rapid solution deployment while maintaining governance, compliance, and budget discipline. Build a resilient, cost-effective cloud foundation that supports AI and beyond. Community Recap Partner of the Year Award Winners Congratulations to the winners and finalists of the 2025 Microsoft Partner of the Year Awards in the Marketplace category! 🏆 Explore all winners and finalists Fivetran earned the top honor as Marketplace Partner of the Year for its innovation in automating data movement on Microsoft Azure, enabling enterprises to accelerate AI and analytics initiatives. Varonis Systems Inc. and Bytes Software Services were recognized as finalists for delivering exceptional solutions and driving customer success through Marketplace. What’s Coming Up AI-powered acceleration: Scale faster in Microsoft Marketplace 📆 Thursday, December 04, 2025, at 9:00 AM PST Microsoft Marketplace is no longer just a procurement convenience; it’s a strategic revenue engine. Dive into operational readiness, CRM-native automation, seller engagement, trust signals, and AI-enabled acceleration. Whether you're just getting started or looking to optimize your Marketplace motion, this session will provide you with information that will turn your first sale into a repeatable growth engine. Scale smarter: Discover how resale enabled offers drive growth 📆 Friday, December 05, 2025, from 11:00 - 12:00 PM GTM+1 Discover how resale enabled offers help software development companies to scale through the Microsoft Marketplace by simplifying transactions, expanding reach and accelerating co-sell opportunities. Chart your AI app and agent strategy with Microsoft Marketplace 📆 Thursday, December 11, 2025, from 8:30 - 9:30 AM PST Organizations exploring AI apps and agents face a critical choice: build, buy, or blend. There’s no one-size-fits-all—each approach offers unique benefits and trade-offs. Tune in for insights into the pros and cons of each approach and explore how the Microsoft Marketplace simplifies adoption by providing a single source for trusted AI apps, agents, and models. Office hours for partners: Marketplace resale-enabled offers 📆 Thursday, December 18, 2025, at 8:30 AM PST Tune in to explore resale enabled offers through Microsoft Marketplace. This recently announced capability enables software companies to expand into new markets globally, at scale, and without additional operational overhead. Dive deep into the workflow and requirements for these deals. Learn about reporting and best practices from those that are already selling globally with resale enabled offers. Microsoft Ignite will return to San Francisco next year 📆 November 17-20, 2026 Sign up now to join the Microsoft Ignite early-access list and be eligible to receive limited‑edition swag at the event. 💬 Share Your Feedback! We truly appreciate your feedback and want to ensure these Partner Digests deliver the information you need to succeed in the marketplace. If you have any feedback or suggestions on how we can continue to improve the content to best support you, we’d love to hear from you in the comments below!Unlocking growth: the channel-led Marketplace opportunity
The technology industry is in the midst of a transformation, and nowhere is this more evident than in the evolution of cloud marketplaces. Microsoft’s unified Marketplace—bringing together AppSource and Azure Marketplace—has become the trusted destination for customers and partners to discover, transact, and scale cloud solutions, AI apps, and agents. But what’s truly driving momentum is the way software companies and channel partners are coming together to capture new opportunities. A new era of partnership The story begins with a simple observation: cloud marketplaces aren’t just about listing products—they’re about building relationships and accelerating growth. Microsoft’s ecosystem, now boasting over 500,000 partners and tens of thousands of solutions, is seeing explosive growth. Deals brokered through collaboration between software companies and channel partners are not only more frequent, but also 75% larger than average. The multiplier effect is real: for every dollar transacted, software companies see an additional $1.75 in value, while channel partners are seeing a remarkable $6.26 for every dollar. Why is this happening? The answer lies in the changing nature of technology buying. Today’s buyers prefer digital-first, integration-driven experiences. They want to discover, try, and deploy solutions with minimal friction, and they expect seamless interoperability. The marketplace is evolving to meet these expectations, supporting everything from product-led growth to seller-led and ecosystem-led go-to-market strategies. The value comes when Microsoft Marketplace is the mechanism of co-building and co-selling, in conjunction with a Microsoft Channel Partner. Here, customers get the perfect balance of agility and innovation, with good governance, guardrails and best practices, along with software lifecycle management and advisory services delivered through channel-led private offers. The mechanics of channel-led selling with Microsoft Marketplace Microsoft has built the marketplace to be an accelerated platform for innovation for our customers & partners – recently introducing the new globally available channel feature, resell-enabled offers - making it easier for channel partners to manage the entire lifecycle of a customer relationship. The partner led features of Marketplace —private offers, multiparty private offers, CSP private offers, and now resale-enabled offers—give partners full control over pricing, terms, and delivery, while streamlining the contracting process. The result? Faster deal velocity, increased profitability, and the ability to scale globally. Building a Marketplace practice Success in this new landscape requires more than just technical know-how. It’s about building a new business practice—starting with a strong foundation of leadership and ownership, enabling teams with the right processes and operational muscle, executing with clear reporting and visibility, and finally, scaling with dedicated resources and a vendor-light approach. Partners who embrace this journey are seeing significant new net business and deeper engagement with both Microsoft and their customers. The future: AI, services, and the power of moments As generative AI and agentic AI reshape the industry, services are growing even faster than products. Most deals now involve multiple partners, each contributing at different moments along the customer journey—from consulting and design to implementation and renewal. Marketplaces are becoming the platform where these moments are orchestrated, data is shared, and value is multiplied. A platform for partnering The Microsoft Marketplace is more than a storefront—it’s a platform for partnering, innovation, and growth. Whether you’re a software company looking to expand your reach, or a channel partner ready to build new practices, the opportunity is clear: embrace the marketplace, leverage new mechanisms, and unlock the multiplier effect. I covered the channel-led marketplace opportunity in my session at Microsoft Ignite this year. You can watch the full session and hear firsthand how industry leaders are navigating the channel-led marketplace opportunity, discover practical strategies for building your own marketplace practice, and get inspired by real-world examples of innovation and growth within the Microsoft ecosystem. Dive deeper into the mechanics, the mindset, and the momentum that are shaping the future of partner-driven success. Access the full session here: Executing on the channel-led marketplace opportunity for partnersIgnite 2025: Drive the next era of software innovation with AI
Artificial intelligence is unlocking new possibilities and redefining what’s achievable. Software companies, startups, ISVs and AI Natives are leading the charge, using AI to speed up delivery, scale effectively, and unlock new business potential. Microsoft empowers software companies to unlock growth through AI-driven innovation, empowers their developers to ship faster and scale through programs, incentive and Microsoft Marketplace. There is clear momentum in AI innovation, led by forward-thinking software companies. For instance, Microsoft Marketplace now offers 4,000+ AI Apps and Agents—more than any other marketplace—as well as additional cloud solutions designed to help customers accelerate their innovation. Software company acceleration at Microsoft Ignite. This week at Ignite, Microsoft is empowering software companies across three key areas: 1. Unlock growth with AI Software companies can access a broad choice of models, tailor them to their use case, and create AI apps and agents that deliver outcomes while using responsible AI to protect data and reduce risk. New announcements: Unified tools catalog in Microsoft Foundry (Public preview) New Microsoft Foundry updates in preview will enable developers to enrich agents with real-time business context, multimodal capabilities and custom business logic through a unified Tools catalog of Model Context Protocol (MCP) servers built with security and governance in mind. The catalog includes Unified tool discovery, deep business integration, new tools for prebuilt AI services, and custom tool extensibility. Managed instance on Azure App Service (Public preview) Enables organizations to move web applications to the cloud with just a few configuration changes, saving the time and effort of rewriting code. Whether .NET web apps are running on-premises or in virtual machines, developers will be able to modernize them into a fully managed platform-as-a-service (PaaS) environment and future-proof their infrastructure. The result is faster app modernization with lower overhead and access to cloud-native scalability, built-in security and Azure’s AI capabilities. Cohere joins Microsoft Foundry’s first-party model lineup (Public preview) Cohere’s leading language models (Command A, Embed 4 and Rerank) are now available directly from Azure, giving customers fast, secure, and compliant access without third-party dependencies. Delivered with Azure-native governance, observability, networking, and billing, Cohere on Azure enables organizations to build high-performance retrieval, classification, and generation workflows at enterprise scale. Introducing Anthropic's Claude models in Microsoft Foundry (Public preview) Microsoft and Anthropic are expanding their existing partnership to provide broader access to Claude for businesses. Customers of Microsoft Foundry will be able to access Anthropic’s frontier Claude models including Claude Sonnet 4.5, Claude Opus 4.1, and Claude Haiku 4.5. This partnership will make Claude the only frontier model available on all three of the world’s most prominent cloud services. Azure customers will gain expanded choice in models and access to Claude-specific capabilities. 2. Accelerate development Ship faster with AI-assisted workflows, build across clouds and open-source stacks, and use databases that speed data access and analysis to quickly move from prototype to production. New announcements: Systems innovation (Private preview) Remote storage throughput of up to 20 GBps, up to 1 million remote storage IOPS and network bandwidth of up to 400 Gbps, enabling significant performance improvements for the latest Azure VM series. Azure Boost is a server subsystem designed by Microsoft consisting of purpose-built software and hardware that offloads server virtualization processes traditionally performed by the hypervisor and host OS. Various storage and network intensive workloads will benefit the most from these new performance specifications. Microsoft Defender for Cloud + GitHub Advanced Security (Preview) With Microsoft Defender for Cloud and GitHub Advanced Security, you can protect cloud-native applications across the full app lifecycle from code to cloud. This natively integrated solution helps connect software developers and security teams while staying in the tools they use every day; to prioritize the most critical risks exposed in production and fix these risks faster with AI-powered remediation. Azure HorizonDB PostgreSQL (Private preview) A new PostgreSQL cloud database service delivering high speed and elastic scalability for building or modernizing mission-critical applications. Integrated with Microsoft Foundry, Microsoft Fabric, Visual Studio Code and more, Azure HorizonDB streamlines development. Modern authentication with Microsoft Entra ID and security features like Microsoft Defender and private endpoints support enterprise-grade protection. 3. Scale with confidence Turn innovation into revenue with Microsoft Marketplace by expanding your reach through the partner ecosystem, unlocking go-to-market benefits, and differentiating with offers that stand out. New announcements: Global release of Microsoft Marketplace (General availability) Microsoft Marketplace — your trusted source for cloud solutions, AI apps, and agents — is now globally available following its launch in the United States in September. All traffic from legacy storefronts (Azure Marketplace and AppSource) is now redirected to Marketplace.Microsoft.com. Featuring the industry’s largest catalog of AI apps and agents, Marketplace extends the Microsoft Cloud, helping customers accelerate their AI-first transformation with tens of thousands of vetted solutions from our partner ecosystem. These solutions integrate easily with Microsoft products, delivering faster time-to-value. Microsoft Agent 365 (Preview) Extend the existing infrastructure that you use for managing people to agents. Agent 365 equips your agents with the same apps and protections, tailored to agent needs, saving IT time and effort on integrating agents into business processes. It includes leading Microsoft security, productivity and collaboration solutions: Defender, Entra and Purview to protect and govern agents; Microsoft 365 productivity and collaboration apps and Semantic Index to accelerate their productivity; and Microsoft 365 admin center to manage agents. We're already seeing great examples from Devin, Genspark, Glean, Kasisto, Manus AI, n8n, ServiceNow, Workday, and more. Unified programs for software companies – App Accelerate (Public preview) Our Partner Program is focused on delivering more value for software companies, and we’ve identified an opportunity to simplify the Microsoft AI Cloud Partner Program (MAICPP) offers available to software companies today. We're announcing a new offering for software development companies, available in 2026—combining incentives, benefits, and co-sell resources across existing offerings such as ISV Success, and Marketplace Rewards—into one streamlined pathway for partners. App Accelerate brings together ISV Success, Marketplace Rewards, and more into a single-entry point, creating a unified and simplified experience to help partners accelerate their growth through Microsoft Marketplace. Early access to co-sell benefits (Pilot) As part of our new unified offer, we’re creating an additional route for software companies to access co-sell benefits. This pathway is designed for partners who may not have reached the $100K milestone in Marketplace Billed Sales (MBS) or Azure Consumed Revenue (ACR) but demonstrate readiness in other critical areas. This early access option is nomination-based, with eligibility determined by criteria such as Microsoft Azure Consumption Commitment (MACC), customer traction, and pipeline strength. Resale enabled offers (General availability) Analysts estimate nearly 60% of cloud marketplace business will be channel-led by 2030. With a partner ecosystem of 500K+ —Microsoft Marketplace is fully embracing the channel-led Marketplace opportunity with the general availability of resale enabled offers. Resale enabled offers enable software companies to empower channel partners to manage their Marketplace listings through a repeatable model designed for scale. This helps software companies break through to new markets without adding overhead while channel partners maintain their customer relationships while getting the added value of Marketplace. Sales of eligible solutions also count toward customers’ Azure consumption commitments, opening the door to larger, more strategic deals funded by pre-committed cloud budgets—creating stickier relationships and fueling growth. Featured Ignite sessions Whether you're attending Ignite in person or joining online, these sessions are designed to help software companies build smarter, scale faster, and unlock new growth opportunities. Tuesday, November 18 – 1:00pm PT Agents, apps, and acceleration: Helping software companies grow Explore the opportunity for AI apps and agents. Learn how to build experiences that matter and get best practices from other leading software companies. Wednesday, November 19 – 10:15am PT Benefits for accelerating software company success Discover resources available across the build, publish, and grow journey in MAICPP. Hear how peers are using AI investments and go-to-market benefits to grow. Wednesday, November 19 – 5:00pm PT Executing on the channel-led Marketplace opportunity for partners Discover practical strategies across diverse dealmaking scenarios to grow business and deepen Microsoft partnerships. Keep the momentum going—explore more Ignite sessions and activities created with software companies in mind. Let’s create the future together You are redefining what’s possible with AI. Microsoft is here to help you create the future. Get started Get resources to help grow your software development company Use ISV Success to build faster with AI tools, services, and expert support Publish your solution and reach millions of customers on the Microsoft Marketplace Access App Advisor and get step-by-step guidance to build, publish, and sell your app or agentYour next big move: Thriving in the reimagined Microsoft Marketplace
The Microsoft commercial marketplace has entered a new era – and if you’re an Independent Software Vendor (ISV) or Software Development Company (SDC), this is your ticket to scale. In earlier posts, we explored how to build and publish your solution through programs like ISV Success. Now, let’s talk about what happens next: once your solution is live on Marketplace, how do you maximise its potential? What benefits can you unlock? And what practical steps will set you up for success? I get asked this all the time: “We’ve built our app… what’s next on Marketplace?” Let’s dive in. One Marketplace to rule them all: The 2025 revamp As of 25 September 2025, Microsoft unified Azure Marketplace and AppSource into a single, streamlined Microsoft Marketplace. This consolidation is a game-changer: One hub for all solutions – from Azure infrastructure to SaaS apps extending Microsoft 365. Simplified customer experience – no more confusion about where to find your app. Greater visibility – your solution now sits in front of 6M+ monthly visitors browsing a unified catalogue. What’s new? AI Spotlight: A dedicated AI Apps and Agents category launched with 3,000+ AI-powered solutions. If your app integrates with Copilot or Azure AI, it gets premium placement – even embedded discovery inside Microsoft 365 and Azure interfaces. Expanded Categories: Solutions are now organised by technology stack and industry, making it easier for decision-makers to find what they need. Channel Integration: Reseller enablement is here. Authorised partners like Pax8 and TD Synnex can resell your Marketplace offer globally, turning Marketplace into a true channel platform. Why does this matter? More eyes on your listing, less friction in procurement, and new routes to market – direct and through channel – all add up to accelerated growth. Why listing on Microsoft Marketplace Is a must Publishing a transactable offer on Marketplace unlocks benefits that go far beyond visibility: Massive Reach & Built-In Trust Tap into Microsoft’s global cloud customer base. Marketplace signals credibility thanks to Microsoft’s vetting process. Simplified Procurement & Budget Alignment Transactable offers can count towards customers’ Azure Consumption Commitments (MACC) – a huge incentive for enterprise buyers. Co-Sell with Microsoft Sellers IP co-sell eligible offers appear in Microsoft’s internal tools. Sellers are incentivised to pitch your solution because Marketplace transactions contribute to their quota. Access to Enterprise Channels Enable resale scenarios through multiparty private offers and “resale-enabled” listings. Marketplace Rewards Tiered benefits include launch support, Azure credits, and marketing amplification. Partners who leverage Rewards see 7× higher sales on average. From listing to thriving: Practical steps Make your offer transactable – unlock MACC alignment and co-sell eligibility. Ensure Azure benefit eligibility – so customers know their spend counts. Activate Marketplace Rewards – assign a marketing contact in Partner Center and opt in. Engage Microsoft sellers – complete your co-sell profile and respond quickly to referrals. Aim for Certified Software Designation – the ultimate trust badge for ISVs. Level up: Certified Software Designation This new hallmark signals that your solution is well-architected and proven on Microsoft Cloud. Benefits include: Boosted search ranking and curated placement Enhanced seller discovery and prioritised leads Access to top-tier co-sell and funding programmes How to qualify: Transactable offer live on Marketplace Demonstrated traction (sales, reviews) Technical audit passed Customer success evidence Summary table: Marketplace benefits & how to unlock them Benefit How to Unlock Global Reach Publish a transactable offer Embedded Discovery Integrate with Microsoft 365, Azure, or Copilot MACC Alignment Ensure Azure benefit eligibility Co-Sell Eligibility Complete IP co-sell steps Marketplace Rewards Activate benefits in Partner Center Certified Software Badge Meet criteria and apply Channel Expansion Enable resale offers Final thoughts Your Marketplace journey is progressive: Start by listing and making your offer transactable Grow by leveraging Rewards and co-sell programs Differentiate with Certified Software designations Each step opens new doors – more customers, more Microsoft support, and more revenue opportunities. My advice: embrace Marketplace early. Make it easy for customers to buy and for Microsoft to sell on your behalf. Coming up next: we’ll demystify co-selling with Microsoft – how to work with field teams and align incentives for a win-win. Until then, happy listing – and may your Marketplace journey be fruitful. ___________________________________________________________________________________________________________________________________ Resources ISV Success - Discover offers and benefits of ISV Success to help you take your apps and agents to the next level. Marketplace Rewards - Learn how Marketplace Rewards helps software development companies close deals and reach more customers Microsoft Marketplace - Marketplace publisher | Microsoft Learn - How to guides for working in Microsoft Marketplace Microsoft Marketplace - Trusted source for cloud solutions, AI apps, and agentsFrom AI to ecosystem strategy: Why UP LIVE Reston was a game-changer
On Oct 28–29, Carahsoft hosted Ultimate Partner LIVE at their incredible Reston, VA facility — a high-impact, two-day experience designed to empower ecosystem partners to lead through change. With keynotes from top Microsoft leaders, immersive workshops, and a curated executive audience, this wasn’t just another conference — it was a strategic accelerator for the future of partnering. Here are the top 7 insights from Ultimate Partner LIVE Reston 1. Microsoft’s vision: Ecosystem leadership in action The event kicked off with a powerful keynote from Craig Abod, President of Carahsoft, who reminded attendees to “know the business you're in, and know where you're going.” His disciplined approach to scaling — from $2B to $10B — set the tone for strategic focus and execution. His advice to “take care of your $2K customers, they’ll become $50K customers” was one of the most quoted lines of the event. Microsoft leaders then took the stage to amplify the momentum: Erwin Visser- GM, SCP Channel, challenged attendees to embrace co-innovation, stating, “In 10 years, the world’s top 50 brands don’t even exist yet.” Matt Berg- Global Sales Leader, AI Workforce SME&C, emphasized the importance of scaling success through Copilot and secure AI adoption. Pat Primavera- Americas ISV Channel Sales Leader Applications and Infrastructure, shared the origin story of Microsoft’s co-sell practices, highlighting how transparency and shared learning fuel ecosystem growth. Together, their insights framed a clear call to action: the time to build is now, and the future belongs to those who lead with purpose, partnership, and velocity. 2. AI is reshaping the partner ecosystem AI isn’t just a tech trend — it’s a business revolution. From Copilot to Agentic AI, Microsoft and its partners are leading the charge in redefining how innovation is delivered. Systems integrators (SIs) are at the forefront of AI experimentation, signaling a shift in who drives transformation. The message was clear: “Don’t wait for the next wave. Be the wave.” 3. The lines between partner roles are blurring The partner landscape is being rewritten. Today, partners play an average of 3.2 roles — ISV, MSP, SI, and more. The traditional definitions are fading fast. The winners will be those who adapt their models to stay relevant as these worlds collide. As one speaker noted, “Modern sales is an ecosystem play.” 4. Relationships are the real currency Jay McBain- Chief Analyst, Channels, Partnerships & Ecosystems at Omedia & Canalys, nailed it: “The difference between contacts and contracts is the letter R — Relationships.” His “7 Spheres of Influence” framework — advisors, analysts, ISVs, influencers, integrators, peers — was widely referenced as a guide to navigating modern partnerships. Trust and influence are now central to deal-making, and the ecosystem is the engine that drives it. 5. The buyer has changed permanently Only 5% of buyers are ready to buy now, and 90% will choose from their “Day 1 list.” With 51% of B2B buyers being millennials, early relationship-building is no longer optional — it’s essential. Partners must engage long before a formal buying process begins. The takeaway? If you’re not already on their radar, you’re already too late. 6. The time to build with AI is now From Copilot to secure chat and Agentic AI, Microsoft’s message was clear: the opportunity to build, launch, and scale new solutions is unbridled. Business-led innovation > tech-led innovation. AI isn’t just about automation — it’s about reimagining how work gets done and delivering real business outcomes. Partners were encouraged to adopt AI-first strategies and start building now. 7. Community beats chaos Transformation fatigue is real. Burnout is real. But UP LIVE Reston was described by attendees as “the jolt I didn’t know I needed.” Amid the noise of the industry, the event provided a space for authentic conversations, collaboration, and inspiration. From hallway chats to workshops, the energy was electric. The message was clear: community still matters, and we are truly better together. Special thanks to Craig Abod and the Carahsoft team for their generous support and leadership throughout the event. Carahsoft was honored with Ultimate Partner’s 2025 Partner of the Year Award, recognizing their outstanding commitment to building lasting relationships across the partner ecosystem. If you missed UP LIVE Reston, you can catch the event recordings here: Ultimate Partner LIVE: Reston - Oct. 28 Ultimate Partners LIVE: Reston - Oct. 29Lock in marketplace terms for up to five years with multiyear contract durations
Co-authored by Trevor_Yeats We’re excited to announce that the Microsoft marketplace now supports multiyear contract durations—enabling customers and partners to lock in terms and pricing for up to five years. New options include four and five-year terms for SaaS and Professional Services, and two, four, and five-year terms for Virtual Machine Software Reservations (VMSR). These contract durations are available globally across all marketplace-supported currencies. The value for your customers and for you With multiyear contract durations, customers can buy with confidence knowing they will have stability and continuity of service, making it easier to plan and forecast expenses and lock in substantial savings that often come with longer contracts. Partners benefit by supporting customers’ budget needs, strengthening customer relationships, reducing administrative burdens, and growing reliable revenue streams. “Our customers value five-year contracts for the stability and long-term value they provide. With multiyear contracts now available in Microsoft marketplace, we can better align with their operational timelines, reduce renewal cycles, and focus on building lasting relationships—while driving predictable revenue.” Sue Wilkinson, Global Director of Partners, IFS How it works To enable multiyear contract durations, software partners must take the following steps: Create a public offer with multiyear contract durations. Partners must ensure their public offers include extended contract terms before they can create private offers with those durations. Partners have two options: Update an existing public plan to support new options for extended durations (i.e., four and five-year options for SaaS offers and two, four, and five-year options for VMSR), or Create a new public plan that includes multiyear contract durations. Create private offers with multiyear contract durations. Once a public offer with multiyear contract durations is published, partners can configure private offers that leverage those durations. Notes: As of October 31, multiyear contract durations are available for CSP offers. Existing customer agreements cannot be modified mid-term to extend contract length. Customers must cancel their current plan and purchase a new one that includes the desired extended duration. Creating multiyear contracts with flexible billing schedules Partners can create private offers that combine multiyear contract durations with flexible billing options—like quarterly, semiannual, or bimonthly—making it easier to align with customer needs and streamline sales. “Microsoft’s recent launch of multiyear contracts and flexible billing has been a game changer, simplifying the buying process and enhancing the customer experience. We can now build private offers in the Microsoft marketplace in a more natural way that mirrors our contracts in the platform.” Sue Wilkinson, Global Director of Partners, IFS Learn more about flexible billing schedules and capturing the marketplace opportunity. Eligibility for multiyear contracts and how to get started Any company who is part of the Microsoft AI Cloud Partner Program can sell on the marketplace with multiyear contract durations. Details are provided in our documentation, but at a high-level: Be a member of the Microsoft AI Cloud Partner Program (it’s free to join) Sign the marketplace publisher agreement Publish your public offer with multiyear contract durations. Sell private offers with multiyear contract durations. In addition, we have many support resources for partners depending on where they are on their marketplace journey. For example, software development companies can join ISV Success, within the Partner Program, for tools and resources that help them publish their solution and maximize reach through the marketplace. Learn more by visiting: Microsoft commercial marketplace transact capabilities FAQs: https://aka.ms/multiyear-FAQsChannel strategy, accreditation, and real results — All at UP LIVE Reston
FY26 Is the Year to Lead with Capability FY26 is here — and Microsoft is investing more than ever in partner-led growth. From expanded co-sell motions to marketplace acceleration and capability development, the message is clear: partners who demonstrate value through accreditation and specialization are leading the way. According to Microsoft’s FY26 Partner Strategy Update (July 2025), accredited partners are seeing 3x higher engagement in co-sell motions and 2x faster time-to-market in the commercial marketplace. These metrics reflect a growing emphasis on partner capability, specialization, and alignment with Microsoft’s GTM priorities. That’s why ISSI’s workshop at Ultimate Partner LIVE: Reston is a must-attend for partners looking to align with Microsoft’s FY26 strategy and drive measurable business impact. Making Accreditation Work for Partners and Vendors ISSI has spent years helping IT service organizations and hyperscalers build smarter, more effective partner channels. Their consulting and auditing services focus on transforming partner programs — not just for compliance, but for impact. Their workshop, Driving Channel & Customer Value with Partner Accreditation, will explore: How accreditation programs are designed and optimized Case studies from both a hyperscaler and a partner organization How partners can assess the relevance of accreditation to their business Ways to improve technical and business capabilities through structured programs ISSI’s recent article “The Ways That Partners Can Make Money” outlines five core ways partners generate revenue: Resale Managed Services IP Monetization Marketplace Success Co-Sell Engagement Accreditation amplifies each of these models. It builds trust, proves capability, and unlocks deeper engagement with vendors like Microsoft. Why Attend UP LIVE: Reston ISSI’s workshop is just one part of a much larger conversation happening at UP LIVE: Reston. With over 42 speakers — including leaders from Microsoft, AWS, Elastic, Carahsoft, and more — the event brings together the most accomplished voices in partnering: Jay McBain Canalys (part of Omdia)), Erwin Visser (Microsoft), Pat Primavera (Microsoft), and Darryl E. Peek II (Elastic) the innovators building the future of co-sell and marketplace success — Rebecca Jones (Bridge Partners) Reis Barrie (Carve Partners), Erin Figer (CORE Consulting LLC), and Sam Gong (WorkSpan) the leaders transforming GTM and channel execution — Craig Abod (Carahsoft), Shane Wilson (Cohesity), Scott Sacket (AvePoint), Tarek Shamounki (ServiceNow), Erika Irby (Veeam Software) Expect: Real conversations about what’s working now in co-sell, marketplace, and GTM execution Actionable insights from strategists, innovators, and channel leaders A community of peers who are shaping the future of partner success Whether you're a partner looking to refine your strategy or a vendor seeking stronger channel performance, UP LIVE is the place to connect, learn, and lead. The Takeaway Accreditation isn’t just a badge — it’s a business accelerator. ISSI’s work shows how structured partner programs can unlock new revenue streams, improve delivery quality, and align with Microsoft’s evolving priorities. If you’re serious about driving channel and customer value in FY26, don’t miss ISSI’s workshop — and don’t miss UP LIVE: Reston. ISSI manages client-specific programs that enable industry leaders to quantify, asses, and improve the quality of services available to partner organizations migrating or managing customer workloads. Visit www.issi-inc.com or contact them at asales@issi-inc.com to learn more. ⭐ SPECIAL OFFER As a valued Microsoft partner, Ultimate Partner is offering a 15% discount on general passes to experience UP LIVE. 👉 Register HERE USE CODE: ULTIMATEVIP15 at checkout If you are unable to attend, join us via the live stream: Ultimate Partner LIVE: RestonUltimate Partner LIVE Fall 2025: AI ecosystem masterclass & partner success summit
Mark your calendars! Ultimate Partner LIVE Fall is coming to the Washington, D.C. area, October 27-29, and this event presents a unique, high-impact opportunity for partners looking to stay ahead of the tectonic shifts, align priorities, and accelerate performance in 2026. We are taking the ecosystem to Carahsoft's facilities for a masterclass in how to become the Ultimate Partner. With immersive workshops, direct access to decision-makers, and a curated executive audience; you’ll accelerate your strategy to new levels. Here is what you can expect: Decode the Tectonic Shifts: Learn how AI, Marketplaces, Co-Selling, and Ecosystems are reshaping partner success — and what you must do now. Hear directly from Microsoft leaders, Erwin Visser, Matt Berg and Wole Moses who will take you through the exciting $450B+ durable cloud budget flowing through marketplaces, FY26 AI priorities, and where you should align. Access Proven Frameworks & Playbooks: Attendees will also participate in hands-on workshops facilitated by top industry experts including: The Odigo Group, Carve Partners, ISSI, AvePoint, Bridge Partners, Digitalzone, WorkSpan, Revstacker and more! Workshops will focus on co-selling, AI marketing strategy and Building Service Models to grow revenue. Be in the Room with Leaders Network with 200+ executives, thought leaders, ISVs, GSIs, MSPs, distributors, and consultants in an intimate, high impact setting. 40+ amazing speakers will share their secrets to successful partnering! ⭐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 Hope to see you there, Vince Menzione CEO, Ultimate Partner ________________________________________________________________________________________________________________________________________________________________ Ultimate Partner is the go-to destination for technology leaders and partners aiming to thrive in the Hyperscaler ecosystem. Ultimate Partner delivers high-impact content, expert insights, and exclusive events—both live and digital. Our mission is to “Empower technology leaders to achieve their greatest results through successful partnering”. Learn more
FY26 Q1 update: Make the most of your certified software designation
Key reminders for partners with current top tier benefits Now: Partners can start the process of attaining a certified software designation—which is required to access benefits like partner-reported Azure consumed revenue (PRACR) reporting. Until December 31, 2025: Partners can retain access to current top tier benefits, including PRACR reporting and Azure partner-led incentives. Starting January 1, 2026: Partners will need to have a certified software designation to continue accessing these benefits. Updates for FY26 PRACR-reporting partners PRACR reporting has moved to Partner Center: PRACR reporting is now centralized in Partner Center and tied to active contracts—meaning that partners will need to register legacy deals and renewals as net-new to maintain eligibility. Partners who missed the April 30 deadline for estimated Azure consumption (EAC) percentage (EAC%) will receive a default rate unless updated proactively. If partners are renewing expired deals as net new through the deal registration process in Partner Center, please ensure a co-sell motion has occurred as part of the renewal. Review the Partner Center requirements for PRACR and ensure your reported deals are registered accordingly. Make the most of PRACR with vNext documentation: To support your success with vNext PRACR, we’re launching a suite of clear, actionable documentation designed to guide you through onboarding, transitions, and ongoing participation. News and announcements From FAQs to playbooks, our resource collection has the tools you need to succeed as a Solutions Partner with a certified software designation. Explore resources Enhanced FY26 go-to-market benefits: Solutions Partners with certified software designations can access updated go-to-market (GTM) benefits, including solution play cards, solution briefs, and an animated solution video—all designed to raise awareness of your solution and support your co-sell success. Learn more here or here. New Industry AI designations now available: We introduced six new designations for industry-specific AI—Energy, Government, Telecom, Education, Defense, and Nonprofit—so software development companies can further differentiate and align their solutions to sector-specific needs. Learn more here. Incentives and offers Microsoft’s FY26 Partner Incentives empower software development companies to accelerate customer migrations and modernizations with substantial financial rewards. Partners with certified software designations—including Azure, Security, and Industry AI—can earn up to $175,000 USD for qualifying Customer Migrate & Modernize engagements. These incentives, a part of Marketplace Rewards Advanced Package, support a wide range of customer scenarios, from migrating on-premises environments to Azure-hosted solutions, moving from competitive platforms, expanding Azure solution footprints, and acquiring net new customers. Check out the “ISV Engagements” tab in the incentives guide for more information. Partner success Hear how Symphony AI, Rockwell Automation, Rescale, Accenture, and Avanade are leveraging their certified software designations to expand global reach, increase brand visibility, and deliver cutting-edge AI-powered solutions. View here. Follow the tag certified software designations to stay updated on quarterly partner news for certified software designations. *“Solutions Partner” refers to a company that is a member of the Microsoft AI Cloud Partner Program and may offer software, services, and/or solutions to customers. Reference to “Solutions Partner” in any content, materials, resources, web properties, etc. and any associated designation should be not interpreted as an offer, endorsement, guarantee, proof of effectiveness or functionality, a commitment or any other type of representation or warranty on the part of Microsoft. All decisions pertaining and related to your business needs including but not limited to strategies, solutions, partner selection, implementation, etc., rests solely with your business. **A certification is (1) specific to the solution’s interoperability with Microsoft products and (2) based on self-attestation by the solution owner. Solutions are only certified as of the date the solution is reviewed. Solution functionality and capability are controlled by the solution owner and may be subject to change. The inclusion of a solution in the marketplace and any such designations should not be interpreted as an offer, endorsement, guarantee, proof of effectiveness or functionality, a commitment or any other type of representation or warranty on the part of Microsoft. All decisions pertaining and related to your business needs including but not limited to strategies, solutions, partner selection, implementation, etc. rest solely with your business.
