How do you actually unlock growth from Microsoft Teams Marketplace?
Hey folks 👋 Looking for some real-world advice from people who’ve been through this. Context: We’ve been listed as a Microsoft Teams app for several years now. The app is stable, actively used, and well-maintained - but for a long time, Teams Marketplace wasn’t a meaningful acquisition channel for us. Things changed a bit last year. We started seeing organic growth without running any dedicated campaigns, plus more mid-market and enterprise teams installing the app, running trials, and even using it in production. That was encouraging - but it also raised a bigger question. How do you actually systematize this and get real, repeatable benefits from the Teams Marketplace? I know there are Microsoft Partner programs, co-sell motions, marketplace benefits, etc. - but honestly, it’s been very hard to figure out: - where exactly to start - what applies to ISVs building Teams apps - how to apply correctly - and what actually moves the needle vs. what’s just “nice to have” On top of that, it’s unclear how (or if) you can interact directly with the Teams/Marketplace team. From our perspective, this should be a win-win: we invest heavily into the platform, build for Teams users, and want to make that experience better. Questions to the community: If you’re a Teams app developer: what actually worked for you in terms of marketplace growth? Which Partner programs or motions are worth the effort, and which can be safely ignored early on? Is there a realistic way to engage with the Teams Marketplace team (feedback loops, programs, office hours, etc.)? How do you go from “organic installs happen” to a structured channel? Would really appreciate any practical advice, lessons learned, or even “what not to do” stories 🙏 Thanks in advance!
Looking for advice on collaborating with complementary Microsoft partners
a { text-decoration: none; color: #464feb; } tr th, tr td { border: 1px solid #e6e6e6; } tr th { background-color: #f5f5f5; } Hi everyone 👋 My name is Martin Rojze. I’m focused on the Microsoft data platform, with a specialization in Microsoft Fabric and Power BI. My work is centered on helping organizations design, implement, and scale modern analytics and reporting solutions on Azure, with a strong emphasis on real world business outcomes rather than just dashboards. As demand for end to end solutions continues to grow, I’m looking to deepen collaboration with complementary Microsoft partners, for example partners who focus on Dynamics 365 or Business Central Data engineering, data science, or AI App development including Power Apps, custom apps, or ISVs Security, governance, or change management I’d really appreciate advice from partners who have successfully built co sell or referral relationships, specifically What has worked and what has not when partnering with other Microsoft partners How you structure collaboration so it’s mutually beneficial and scalable Tips on aligning around go to market, co selling, or delivery without stepping on each other’s toes If you’re a partner interested in collaborating around Fabric and Power BI led analytics engagements, or if you’re willing to share lessons learned, I’d love to connect and learn from your experience. Thanks in advance and looking forward to the discussion. MartinStreamline your Marketplace deals with AI-powered automation
Navigating the operational complexity of Microsoft Marketplace private offers and IP co-sell workflows can slow deal velocity and add friction between your CRM and Partner Center. In the latest blog post, How to streamline Microsoft Marketplace private offers and IP co-sell with AI powered automation, Kyle Heisner from Suger, shares practical insights on automating these processes, reducing manual work, and boosting accuracy with AI-driven integrations. Whether you’re managing plan configuration, validating co-sell referrals, or closing the loop from quote to cash, this article highlights where AI can serve as a co-pilot — helping your team operate more efficiently and accelerate Marketplace success. Want to learn more: Join the live session on March 11 to learn directly from the experts and get your questions answered. AI-powered automation for Marketplace private offers and IP co-sell - Microsoft Marketplace CommunityTurn Microsoft Marketplace into a true growth engine
Many software companies publish their solution in Microsoft Marketplace and wait—hoping growth will follow. The fastest‑growing partners take a different approach. By combining a transactable Marketplace offer with Azure IP co‑sell eligibility, sellers unlock a powerful growth engine. Co‑sell ready offers consistently drive larger deals, faster close rates, and direct access to Microsoft’s field sellers, while allowing customers to apply purchases toward their Azure commitments. When Marketplace and co‑sell work together, partners move faster, sell bigger, and accelerate their enterprise sales motion. Read the full article and learn more about accelerating growth through the Microsoft Marketplace: Accelerate massive growth by co-selling through Microsoft Marketplace with App Advisor guidancePipeline Prioritization with Marketplace Propensity Scoring
A note of gratitude to the Marketplace Rewards team + a recommendation for my partner peers: Marketplace Propensity Scoring has proven to be an exceedingly powerful tool for prioritizing pipeline and accelerating sales cycles. Offered as a Marketplace Rewards benefit, propensity scoring provides you with a score that ranks your pipeline prospects by their likelihood (0 to 100) to transact through Marketplace. We combine this with our co-sell conversations a) to help our buyer identify who on their own IT team has the necessary permissions to buy through Marketplace and b) to gain insight into the customer's MACC status (ie, are they behind pace and therefore keen to decrement via Marketplace purchases). We've shaved a full month off our historical sales cycle since implementing this into our process three quarters ago. Side note on another way valuable way to use this benefit: We also lead with Marketplace in opportunities with a propensity score of 0. Three times we've been successful in being a customer's first-ever Marketplace transaction. It took a lot more effort, but we do it because it demonstrates for our Microsoft friends our commitment to the co-sell motion . . . and they LOVE it when we help them establish a precedent on which they can build the customer's Marketplace muscle. #MarketplaceChampionsBuilding an AI solution is just the first step - turning it into revenue is where real growth begins
As partners bring AI-powered apps and agents to market at record speed, many struggle with how to price, license, and operationalize their offers for long-term success. This article breaks down how to design monetization early and avoid common pitfalls when publishing on Microsoft Marketplace. Learn how the Marketplace Monetization Checklist helps SaaS and container offers establish secure licensing, effective pricing models, and scalable fulfillment. See how App Advisor translates guidance into action, and how AI Envisioning sessions help align teams on strategy before you build and publish. If you want Marketplace to become a predictable revenue engine—not just a distribution channel read the full article to learn how to monetize your AI apps and agents and drive sustainable growth. Read more: Monetize your AI apps and agents on Marketplace to realize growthWhy build your AI apps and agents with Microsoft
Customer demand for AI solutions is accelerating rapidly, Microsoft has seen 2x growth in customers purchasing AI products. Organizations are looking for trusted, enterprise-ready platforms to support their innovation. Microsoft's AI-native ecosystem, backed by industry leading security, Responsible AI principles, and rapidly growing catalog of AI apps and agents, provides a strong foundation for building scalable, compliant, and high-impact AI solutions. Explore how developers and software companies can take advantage of Microsoft's integrated tools, streamlined publishing experience, and expansive Marketplace reach to deliver AI solution that meet customers where they are. Learn more and read the full article: Discover why to build AI apps and agents with Microsoft and sell through Marketplace | Microsoft Community HubScale sales growth through Microsoft Marketplace
Negotiated deals are one of the most effective growth levers - especially when partners are part of your strategy. Explore how customer private offers, multiparty private offers, and partner led reselling can help you deliver flexible pricing, simplify procurement, and empower your sales ecosystem - all without rebuilding your app or agent. Learn how to choose the right deal structure and scale with negotiated deals. Read more and scale smarter: Scale your sales growth with negotiated deals and reselling with ease | Microsoft Community HubUnlock key strategies for Marketplace growth
Looking to strengthen your go‑to‑market strategy in the year ahead? Don’t miss Microsoft’s latest guidance on how partners can accelerate success in the commercial marketplace. At Microsoft Ignite 2025, Microsoft Marketplace emerged as a central platform for cloud and AI innovation, with major enhancements such as expanded resale-enabled offers, deeper integration across Microsoft’s cloud ecosystem, and new tools designed to streamline procurement and accelerate value delivery for customers. This valuable resource distills 10 essential tips to help organizations optimize listings, leverage private offers, improve discoverability, and scale more effectively in the evolving AI-first landscape. It’s a valuable guide for any partner aiming to elevate their marketplace performance and align with Microsoft’s modern go-to-market approach. Read more: 10 Essential tips for Marketplace success: Insights from Microsoft Ignite 2025 | Microsoft Community HubMicrosoft Marketplace projected to be $300B partner revenue opportunity by 2030
Microsoft Marketplace is projected to be a $300B partner revenue opportunity by 2030, according to a commissioned study by Omdia. For partners who sell through Marketplace, the study found: • 88% see revenue growth • 75% close sales faster • 69% get larger deals Read the full report here to learn how Marketplace will drive opportunities for both software companies and channel partners in the coming years.
