Learn how leading partners turn Microsoft Marketplace into a co-sell growth engine
A transactable Marketplace offer is just the beginning. In this expert blog, Reis Barrie, Founder and CEO of Carve Partners, shares four key practices top-performing partners use to help sellers drive co-sell success and accelerate growth through Microsoft Marketplace. Discover how to integrate Marketplace into your sales process, equip sellers with actionable account insights, identify stronger co-sell opportunities, and scale customer incentive programs. You'll also learn common pitfalls to avoid and practical ways to strengthen your Marketplace go-to-market motion. Read the blog to learn how leading partners transform Marketplace from a listing into a repeatable revenue growth strategy. Join us live on September 10 as Reis expands on these insights and answers your questions during an interactive Q&A session. Read the blog: Four things leading partners teach their sellers to turn a Marketplace listing into co-sell growth Add event to your calendar How leading partners drive co-sell success with MarketplaceFour things leading partners teach their sellers to turn a Marketplace listing into co-sell growth
About the author: Reis Barrie is the Founder and CEO of Carve Partners, a growth advisory firm that helps software companies build and scale their Microsoft partnerships. Reis and his team have deep expertise in co-sell, Marketplace, Partner Center, and incentive programs helping software development companies handle both the strategy and the operational work underneath it, end to end. Carve works with some of the fastest-growing partners in the Microsoft ecosystem, and Reis is a regular voice in the broader partner community. ________________________________________________________________________________________________________________________________________________________________ Software companies are under pressure to reach more customers, accelerate sales cycles, and grow recurring revenue. Leading partners respond by creating repeatable buying experiences that help customers discover, purchase, and deploy solutions more efficiently through Microsoft Marketplace. Becoming transactable is an important milestone, but it is only the beginning. The next step is building Marketplace into the company’s go-to-market motion so sellers can connect customer needs with an efficient path to purchase. Microsoft Marketplace supports this motion by connecting customer interest, commerce, and opportunities to co-sell with Microsoft and its partner ecosystem. When sellers understand how to position Marketplace, qualify opportunities, and use available incentives, a live offer can become a foundation for repeatable growth. This post explores: Why the sales momentum is the actual work, not the listing itself The four things leading partners train their sellers to do Key indicators to evaluate and strengthen Marketplace performance across your pipeline What the partners who get there fastest do differently By the end, you should have a clearer view of where your sales motion is working and where it can be strengthened. Who this is for This advice is for you if you're already transactable and Azure IP co-sell eligible. If you're not there yet, go get that first; nothing below substitutes for it. If you're close, the fastest first transaction is usually a customer you already have moved onto Marketplace at their next renewal. The moment it lands, Microsoft sellers can see you. The opportunity Once an offer is established, the goal is to build sales momentum, improve forecasting, and give customers a buying experience aligned with how they prefer to purchase technology. Leading partners treat Marketplace as part of their go-to-market strategy, not simply as a publishing milestone. They prepare sellers to introduce Marketplace naturally in customer conversations and explain how an eligible purchase may apply toward a customer’s Azure commitment. That fluency can help customers move from interest to purchase more efficiently while creating opportunities for co-sell engagement and business growth. What leading partners train their sellers to do 1. Build Marketplace into the sales process Marketplace should be incorporated into discovery and qualification rather than treated as a separate sales motion. Two useful conversation starters are: Discovery: “Does your organization have a Microsoft Azure Consumption Commitment?” Positioning: “An eligible purchase through Microsoft Marketplace may count toward your Azure commitment, helping you maximize an investment you have already made.” Sellers do not need to manage every transaction detail. Establish a clear handoff so the seller identifies the opportunity, introduces the customer value, and connects the appropriate partnerships or operations team to support the transaction. Before publishing detailed eligibility or transaction guidance, confirm it against current Microsoft documentation. 2. Make account insights accessible to sellers Give sellers relevant Marketplace and account insights before customer conversations. Depending on the benefits and data available to your organization, useful CRM fields may include: Marketplace purchase indicators Azure commitment information Microsoft account alignment Relevant propensity or engagement signals These indicators should guide prioritization rather than serve as absolute qualification rules. Account context, customer needs, purchase readiness, and an active sales opportunity should remain part of the assessment. 3. Help sellers identify strong co-sell opportunities Train sellers to evaluate whether an opportunity has a clear customer need, an active buying motion, and a specific reason for Microsoft engagement. Useful considerations may include: Whether the customer has an Azure commitment Whether Microsoft is actively engaged with the account Whether the customer has experience purchasing through Marketplace Whether the opportunity aligns with shared customer and business outcomes These indicators can help sellers prioritize opportunities, but they should not be presented as a definitive co-sell eligibility test. When engaging a Microsoft seller, lead with customer context, demonstrated progress, and a specific request. Use partner-led visibility when no direct seller action is needed and request active engagement when there is a clear role for Microsoft. 4. Build repeatable programs around customer incentives Customer incentives can support qualified opportunities when they address a defined deployment, migration, or adoption need. They should complement the customer value proposition rather than replace it. Create a consistent program with: An owner: One person or team responsible for available funding and program guidance Clear criteria: Published guidance describing suitable use cases and approval requirements Tracked outcomes: Visibility into which opportunities received support and how that support contributed to the result Confirm current availability, eligibility, and terms before referring to specific funding or sponsorship programs. Indicators that can strengthen Marketplace performance Common opportunities for improvement include: Treating an offer as a source of demand without connecting it to a broader go-to-market motion Limiting Marketplace expertise to operations teams Requesting active co-sell engagement without a clear role for Microsoft Failing to incorporate available account insights into seller preparation Applying incentives before an opportunity is qualified Allowing outdated opportunities to remain in the pipeline Waiting for inbound interest rather than building momentum through existing customer relationships What leading partners do differently Fluency, account insights, qualification, and incentives work best as a connected system. Seller fluency makes account insights actionable. Better insights support stronger qualification. Strong qualification helps teams apply incentives more effectively. Leading partners tend to: Treat Marketplace as part of the sales process Give sellers useful account context before customer conversations Align co-sell requests to customer and Microsoft priorities Manage incentives through clear ownership and criteria Build early momentum through active customer relationships At Carve Partners, we help software companies makes these practices repeatable by improving seller readiness, integrating account insights into sales workflows, strengthening qualification, and establishing practical incentive programs. Join our How leading partners drive co-sell success with Marketplace session on September 10th at 8:30 AM PT. We will explore how these practices work in real scenarios and share practical considerations for strengthening your Marketplace sales motion. Resources Azure Consumption Commitment benefit: how Marketplace purchases count toward a customer’s commitment Co-sell requirements: what it takes to reach co-sell ready and Azure IP co-sell eligible status Marketplace Rewards: the benefits that unlock as your Marketplace business grows Private offers overview: custom pricing and terms for specific customers and partnersHow leading partners drive co-sell success with Marketplace
See how successful software companies expand their reach, strengthen co-sell relationships, and create repeatable paths to revenue through Microsoft Marketplace. Join Reis Barrie, advisor to software companies building Microsoft Marketplace growth and co-sell strategies, to learn how leading partners create momentum and generate co-sell opportunities through the Microsoft partner ecosystem. You’ll learn the practical steps toward transactable offers and Azure IP co-sell eligibility, the seller behaviors that consistently generate Marketplace opportunities, and practical strategies that help partners build momentum sooner. You’ll also discover how successful partners identify high-potential accounts, engage Microsoft sellers effectively, and use Marketplace as a repeatable growth motion. Bring your questions. The final fifteen minutes will be reserved for live Q&A. About the speaker: Reis Barrie is the CEO of Carve Partners, where he helps software development companies grow through Microsoft Marketplace and co-sell programs. With over a decade of experience in the Microsoft ecosystem, Reis specializes in turning strategic partnerships into measurable revenue growth. Attendees will gain practical insights on how to maximize Microsoft partnership opportunities, accelerate co-sell success, and drive sustainable business growth. What you’ll learn: Identify the fastest path to transactable offers and Azure co-sell eligibility. Learn the four habits Marketplace-ready sellers use to identify, create and advance co-sell opportunities. Understand how top partners engage Microsoft sellers to accelerate opportunities and strengthen co-sell motions. Discover Marketplace signals, funding opportunities, and deal strategies that help prioritize accounts and shorten sales cycles. Who should attend? Sales leaders and account executives responsible for Microsoft Marketplace growth. Partner business leaders looking to strengthen co-sell engagement with Microsoft. Marketplace, alliance, and channel managers seeking to accelerate transaction readiness. Revenue, sales operations, and go-to-market teams focused on growing Marketplace-driven opportunities. How do I participate? Registration is not required. Add this event to your calendar, then sign in to the Tech Community and select ‘Attend’ to receive reminders. Post your questions in advance, or any time during the live broadcast.Microsoft co-sell playbook: From co-sell ready to closed-won
Learn how leading partners align opportunities, engage the right stakeholders, and improve deal execution to increase win rates and revenue. Turning a co-sell opportunity into revenue takes more than achieving co-sell ready status. The most successful partners align their sales motions to Microsoft priorities and effectively engage the right participants in the opportunity, whether through partner-led motions, partner-to-partner collaboration, or Microsoft seller engagement. Join Kevin Flitcroft, Head of Sales for SaaSify at Spektra Systems, to learn how leading partners move opportunities from co-sell ready to closed-won with greater consistency. Find out how to position partner-led and seller-supported opportunities for co-sell success, drive action-oriented conversations, and align commercial motions to customer purchasing preferences and Azure consumption commitments, using Microsoft Marketplace as part of a broader co-sell strategy. About the Speaker: Kevin Flitcroft is Head of Sales for SaaSify at Spektra Systems, a global cloud technology company helping businesses and cloud partners grow through innovative solutions. With expertise in technology sales, cloud infrastructure, and data analytics, Kevin specializes in aligning business goals with scalable growth strategies. What you’ll learn: How to align opportunities to Microsoft priorities and determine when to lead independently, collaborate with partners, or engage with Microsoft sellers. How to position Microsoft Marketplace early in the sales cycle to support customer purchasing goals and committed cloud spend across partner-led and Microsoft supported opportunities. How to prepare opportunities for successful deal execution through strong commercial readiness across different co-sell scenarios. How to apply the Audit/Activate/Run framework to build a repeatable co-sell motion that supports partner-led growth and Microsoft collaboration. Who should attend? Alliance and partner management leaders responsible for Microsoft co-sell success. Sales and business development teams focused on growing Microsoft-influenced pipeline. Marketplace, go-to-market, and revenue operations professionals supporting partner growth. Channel leaders and executives looking to scale co-sell outcomes and increase deal value through Microsoft Marketplace. How do I participate? Registration is not required. Add this event to your calendar, then sign in to the Tech Community and select ‘Attend’ to receive reminders. Post your questions in advance, or any time during the live broadcast.Learn how to move co-sell opportunities from ready to closed-won with greater consistency
What separates co-sell ready opportunities from closed-won success? The answer often comes down to stakeholder alignment, commercial readiness, and a clear strategy for engaging Microsoft and partner resources at the right time. Join Kevin Flitcroft, Head of Sales for SaaSify at Spektra Systems, as he shares practical guidance for helping partners improve deal execution and revenue outcomes. Learn how to align opportunities to Microsoft priorities, determine when to engage Microsoft sellers, position Microsoft Marketplace early in the sales cycle, and support customer purchasing goals through effective commercial motions. You'll also explore the Audit/Activate/Run framework and discover how successful organizations create repeatable co-sell practices that help increase win rates, strengthen pipeline development, and drive more consistent business growth. Discover how leading partners turn co-sell opportunities into consistent business growth. Attend this live session to gain practical strategies you can apply to your next opportunity. Add to your calendar: Microsoft co-sell playbook: From co-sell ready to closed-won
Can Marketplace Become the Trusted Delivery Ecosystem for Specialized Microsoft Services?
Over the past several years, Azure Marketplace has become an increasingly important mechanism for connecting customers, partners, publishers, and Microsoft. As Marketplace adoption grows, I have been reflecting on one aspect of ecosystem collaboration. Many customer initiatives involve multiple organizations, each with different responsibilities, commercial models, onboarding requirements, and procurement processes. This raises an interesting question for the community: Can Azure Marketplace play a larger role in reducing operational friction between Marketplace participants who are already transacting through the platform? Potential outcomes could include: Faster customer project execution. Simpler cross-organizational collaboration. Greater adoption of Marketplace-transactable solutions. Reduced administrative overhead. Increased Marketplace transaction activity. From a Marketplace ecosystem perspective, reducing friction between participants may create value for customers, partners, publishers, and Microsoft alike. I would be interested in learning: Whether others have encountered similar challenges. Whether existing Marketplace capabilities already address this area. Which future improvements would have the greatest impact. Looking forward to hearing the community's perspective.How to get your cloud and AI solutions co-sell eligible on Marketplace
A transactable Microsoft Marketplace offer can play an important role in supporting your broader go-to-market strategy with Microsoft. This video walks through the essentials of Marketplace co-sell qualification. You'll also gain insight into how approved offers may participate in Microsoft customer-focused selling motions and help customers transact using committed Microsoft cloud spend.
Make confident buying decisions with Microsoft Marketplace
Help customers make confident technology decisions with a buying experience built around choice, flexibility, and business needs. Join this live Microsoft Marketplace session on September 2, 2026, to learn how intelligent discovery, free trials, private offer requests, and flexible contract durations can support evaluation and purchasing conversations. Partners will gain practical guidance for working with business, technology, procurement, and IT stakeholders throughout the buying process. Use the session to sharpen co-sell conversations, connect solution value to customer priorities, and discuss commercial arrangements that fit each organization. Registration is not required. Add the event to your calendar, sign in to the Tech Community, select Attend for reminders, and post questions before or during the live broadcast. Explore the event and prepare your next customer conversation today. 👉 Attend the session live: Evaluate and buy solutions with Microsoft MarketplaceMicrosoft Marketplace Partner Digest
March marks a strong quarter of momentum across the Microsoft Marketplace ecosystem, with partners scaling their businesses while delivering high quality customer experiences—directly, through the channel, and alongside Microsoft. From monetizing AI innovation to streamlining post purchase workflows and co-selling motions, partners continue to turn Marketplace readiness into real, repeatable growth. This month’s digest highlights the insights, updates, and opportunities helping software companies meet customers where and how they choose to buy. Articles worth reading As more partners race to build AI apps and agents, the real differentiator is turning that innovation into recurring revenue through scalable sales motions. Microsoft’s Brady Bumgarner shares how App Advisor helps teams think about monetization well before they publish an offer, empowering partners to launch with confidence and scale faster. 🚀 Learn more about AI app and agent monetization Brady also breaks down how combining Marketplace transactable offers with Azure IP co-sell readiness turns co-selling into a true growth engine. More partners are leveraging the insights and guidance available through App Advisor to build repeatable co-selling muscle memory. 🔄️See how co-selling with Microsoft can accelerate your business growth As customers move to AI‑first architectures, cloud cost optimization is becoming a core decision lens—not just an operational concern. In this post, Justin Royal explores how customers are rethinking cost, performance, and governance as continuous disciplines. For sellers, this has clear implications: customers increasingly expect flexibility in how solutions scale, perform, and are paid for, and those expectations should shape how software companies build, package, and position offers on Marketplace. 💸 Explore how customers are optimizing cloud spend as AI adoption scales Accelerate your Marketplace growth by delivering a seamless customer experience after the click. Marketplace Fulfillment APIs automate activation, entitlement, and subscription management so you can reduce friction, speed time‑to‑value, and scale globally with confidence. Explore how these APIs—and new Microsoft reference code—help product teams integrate faster and support every customer at every stage. 🔍 Discover how Marketplace Fulfillment APIs streamline and automate critical post purchase workflows Marketplace updates Dragon Copilot solutions in Microsoft Marketplace On March 5, we announced preview of Dragon Copilot solutions for Microsoft Marketplace. This enables software companies to build and sell AI apps and agents that integrate with Dragon Copilot, while allowing customers to discover and purchase solutions that work with their existing Microsoft investments. Software companies can build and publish their solutions using one of three offer types: Dragon Copilot Physician Apps and Agents (in preview now) Dragon Copilot Clinical App Connectors (coming soon) Dragon Copilot Radiology Apps and Agents (coming soon) Dragon Copilot is built for care teams including physicians, nurses, and radiologists and is already operating with more than 100,000 clinicians relying on it daily to support care for millions of patients each month. Steps you can take to get started: Read through our documentation on how extensions for Dragon Copilot work and how to build your own Check out the sample repo with sample code, and more Contact dragon_extensions@microsoft.com to inquire about joining preview 🐉 Learn how Dragon Copilot solutions are modernizing Healthcare Recent events How to build a Microsoft Marketplace channel practice In his recent webinar, Darren Sharpe highlights how partners are increasingly building their channel businesses with Microsoft Marketplace at the core—using it as a channel-led, Marketplace delivered growth engine. As buying shifts toward lineofbusiness leaders and decentralized procurement, Marketplace brings together discovery, governance, and enterprise purchasing in one place. Darren shares how partners that align sales, alliances, and operations around Marketplace are better positioned to drive repeatable growth, meeting customers where and how they choose to buy. 🎥 Watch on demand Inside Azure IP co-sell: What high-performing software companies do differently Get an insider’s view of what truly moves the needle for Microsoft Marketplace and Microsoft Azure IP co-sell success. Guest speaker Barbara Treviño breaks down the signals Microsoft prioritizes when assessing submission strength—helping software development companies understand what great looks like across architecture, messaging, evidence, and sequencing. You’ll learn why high performing software development companies approach readiness differently, and how that difference translates directly into smoother approvals and stronger GTM impact. 🎥 Watch on demand AI-powered automation for Marketplace private offers and IP co-sell Learn how software development companies can use AI-powered automation to simplify buying through Microsoft Marketplace, streamline Microsoft Marketplace private offers, and maximize the effectiveness of co-selling opportunities. Join Jon Yoo, Co-Founder & CEO at Suger, as he explores how reducing operational friction in Partner Center can help you accelerate deal velocity, improve collaboration with Microsoft sellers, and drive Azure adoption. 🎥 Watch on demand 📅 Coming up Partner office hour Build, publish, and optimize Marketplace offers with App Advisor Wednesday, Mar 18, 2026, 8:30 AM PDT Tune in for live demos and proven best practices on using App Advisor, Microsoft’s guided experience for Microsoft Marketplace success! Learn what App Advisor is, how it works, and how it can help partners accelerate Marketplace offer creation. Walk through key stages of the experience from validating value to publishing and optimizing your listing. ➡️ Get the meeting details Customer office hours Charting your AI strategy for manufacturing with Marketplace Wednesday, Mar 25, 2026, 9:30 AM PDT Build, buy, or blend? Gain the insights you need as a manufacturer to scale AI apps and agents across the factory floor using Microsoft Marketplace. We’ll go beyond AI theory and focus on practical manufacturing scenarios—connecting factory equipment, IoT, and enterprise systems into a unified foundation that enables analytics, digital twins, and AI agents. ➡️ Get the meeting details In-person events Channel Partners Conference & Expo 2026 Microsoft Marketplace is sponsoring Channel Partners Conference & Expo 2026 in Las Vegas, with interactive sessions, booth conversations, and private meetings focused on helping channel partners understand how Marketplace can simplify software purchasing for their customers. Partners can expect to learn how the expansive catalogue of products and services available from thousands of software companies delivered through channel-led sales capabilities are Marketplace enabled and accelerate AI‑ and cloud‑led sales through Marketplace. 📆 April 13-16, 2026 📍The Venetian Resort, Las Vegas ➡️ See the details and learn how to register Microsoft AI Tour Our series continues, coming to more cities around the globe. Bringing in‑person opportunities for partners to connect with Microsoft experts, explore innovation and get inspired. ➡️ Find your city and register
