How do you actually unlock growth from Microsoft Teams Marketplace?
Hey folks đ Looking for some real-world advice from people whoâve been through this. Context: Weâve 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 wasnât 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, itâs 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. whatâs just ânice to haveâ On top of that, itâs 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 youâre 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 âorganic installs happenâ to a structured channel? Would really appreciate any practical advice, lessons learned, or even âwhat not to doâ stories đ Thanks in advance!Winning in 2026 and beyond: Key insights from Ultimate Partnerâs Livestream
2026 is reshaping partner strategy at a pace weâve never seen before. AI, cloud marketplaces, ecosystem-led growth, and shifting buyer behavior are transforming how partners influence, co-sell, and win. During Ultimate Partnerâs January 13 livestream, analyst Jay McBain and Microsoft leader Cyril Belikoff offered deep insight into the trends defining the year ahead. Cyril Belikoff,(VP of Commercial Cloud & AI Marketing at Microsoft) Key takeaways Frontier Firm Framework: Enrich Employee Experiences â Reinvent Customer Engagement â Reshape Business Processes â Bend the Innovation Curve. Microsoft introduced Work IQ, Fabric IQ, and Foundry IQ to help organizations operationalize AI. Agent 365 enables governance, security, and observability for AI agents. Microsoft Marketplace is now unified into a single experience and growing rapidly. Resale-Enabled Offers (REO) unleash scale by connecting ISVs with resellers/MSPs globally. Jay McBain (Chief Analyst at Omdia) Key takeaways âOpportunity â thatâs the word for partners in 2026.â Tech is expected to grow more than 10%, with massive upside in AI-related services. 96% of enterprise deals involve multiple partners. Co-selling and influenceânot resaleâdrive the majority of wins. Marketplaces are accelerating. Indirect influence is rising even in areas where resale declines. âEarly partner involvement determines who wins the deal.â Visibility into the ecosystem is becoming essential. Many deals are shaped months before a vendor or seller ever see activity. Certifications matter. 80%+ of customers evaluate partners based on competencies and continuous learning. AI services are the fastest-growing partner opportunity, with >35% CAGR projected through 2030. Partner action plan for 2026 Invest in continuous AI upskilling and certifications. Use ecosystem tools to detect early influence moments. Publish or resell offers in Microsoft Marketplace. Prioritize data modernization to unlock AI impact. Lean into co-selling and multi-partner orchestration. The partners who embrace ecosystem visibility, continuous learning, and marketplace-driven growth will be best positioned to win in 2026 and beyond. If you missed the livestream, you can watch a recap here: Podcast - Ultimate Guide to PartneringÂŽ Join the movement Ultimate PartnerÂŽ is built for one thing: helping partnership leaders achieve their greatest results by staying ahead of the tectonic shifts in AI, marketplace, co-sell, and ecosystem-led growth. Learn More and attend upcoming events here: Events - Ultimate Guide to PartneringÂŽMarketplace offer live? Now make it shine!đ
Microsoft gives you the tools, best practices, and guidance to boost visibility, drive traffic, and turn interest into real customers fast. And the quickest path? App Advisor. đ Start with App Advisor: Your Marketplace growth playbook App Advisor is your selfâserve hub packed with stepâbyâstep best practices, optimization guidance, and proven GTM strategies designed to your help app or agent rise above the noise and stand out to buyers. đ ď¸ Optimize your listing Sharpen your sales page with clearer, benefitsâforward messaging Strengthen SEO so your offer is easier to find Enable a trial - the strongest conversion accelerator Offer public plans with clear tiers (Basic / Standard / Premium) to support direct sales Add visuals, screenshots, and short videos to show value instantly đ Boost visibility Crossâlink your website, G2 profile, blogs, and social posts back to your listing Understand factors that influence Marketplace search rankings and views Review your category selections - they directly affect discoverability Encourage customer reviews - including from G2, which flows into your listing! đŁ Promote with confidence App Advisor provides guidance around: Readyâtoâuse templates Partnerâtested messaging Campaign ideas to drive awareness and demand Be sure to: Link all channels (website â Marketplace â G2 â social â email) Use OCIDs to see exactly which channels move the needle in Marketplace Insights Double down on what moves the needle đ Unlock Marketplace Rewards When you publish a transactable offer, Marketplace Rewards kick in automatically, giving your listing additional promotional lift. Rewards include: Personalized listing optimization recommendations Marketplace blog and newsletter promotion Extra visibility for your listing Editorial + press release templates GTM enablement that grows with performance Marketplace Rewards + App Advisor = compounding growth momentum. 𧲠Build a product-led growth motion Sales donât happen by accident - they happen with a smart GTM motion. App Advisor walks you through: Segmenting your target market Defining messaging that resonates with real buyers Building educational content (blogs, case studies, guides, emails) Nailing SEO & SEM basics Creating a conversionâready experience that shows quick wins Tracking performance with OCIDs + Marketplace Insights Strengthening your digital presence Encouraging reviews and customer storytelling Running targeted ads to your ideal audiences This motion turns Marketplace visibility into pipeline, and pipeline into wins. đ¤ Expand your reach through channel partners Once youâve optimized your offer and are promoting it consistently, itâs time to extend your reach even further. Forge relationships with channel partners - let them sell for you. By leveraging channel partners, you can make your solution available for system integrators, distributors and resellers to sell to their customers. You can sell through or with channel partners by leveraging resale enabled offers (REO), multi-party private offers (MPO), or Cloud Solution Provider (CSP) offers. That means: Your offer appears in their reseller catalogs They bring your solution into their customer conversations You tap into existing, trusted partnerâtoâcustomer relationships You gain scale without extra headcount or marketing spend A small switch. A massive multiplier. Enable resale so channel partners can open doors you couldnât reach alone. â Where to go next Start with App Advisor to sharpen your listing + GTM motion Add public plans + trial Strengthen SEO and performance signals Track success using OCIDs Publish a transactable offer to unlock Marketplace Rewards Enable REO to let channel partners help scale you globally â go deeper in this REO-focused post. Ready to make your offer shine? Head to App Advisor and get started.
