From complexity to clarity: How Zammo Agents in Microsoft Marketplace help unlock AI with Azure
In this guest blog post, Stacey Kyler, Managing Director at Zammo, discusses how Zammo Agents in Microsoft Marketplace overcomes the barriers organizations face when trying to implement AI, enabling them to build and deploy AI agents quickly and intuitively.ICYMI Microsoft Partner Blog | Transforming customer engagement into growth with Copilot and agentic AI
For Frontier Firms, every customer engagement is an opportunity to drive transformation. Each interaction creates space to unlock innovation, accelerate outcomes, and deliver lasting value. We’re entering an era where intelligence is becoming an on-demand utility. Just as the cloud transformed access to computing power, AI is now embedded into the flow of work. Customers expect insight and action in real time. They want faster results, stronger security, and continuous innovation. Meeting those expectations requires more than people alone; it requires an ecosystem that can scale intelligence and deliver outcomes with speed and precision. Microsoft partners are at the center of that transformation. You are the architect of change, realizing customer ambition with a full stack of technology. Through the Microsoft AI Cloud Partner Program, you have access to the technology, skilling, and go-to-market resources that make this transformation achievable. Together, we’re enabling every organization to operate with greater intelligence and agility than ever before. The journey to Frontier transformation AI transformation doesn’t happen in a single project. It’s a sustained journey that moves customers from pilots to full-scale adoption and long-term value. This is what we call always-on selling, where every engagement builds trust, adoption, and expansion. We’ve seen the impact of this approach firsthand at Microsoft. By embedding Copilot into daily workflows, our own Customer Zero experience increased revenue per seller by 9.4 percent and boosted deal closures by 20 percent. Continue reading hereChannel 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: Reston
Announcing accelerated payouts to Microsoft Marketplace partners with MCA customers
Co-authored by Trevor_Yeats We’re excited to share that accelerated payouts are now available for partners making Microsoft Marketplace transactions with MCA (Microsoft Customer Agreement) customers. This new capability is designed to improve partner cash flow and make payments more predictable, with daily payouts that reduce the average time to receive funds. How accelerated payouts work Eligible partners will automatically get daily payouts for all offer types (SaaS, VMSR, etc.), pricing models (seat-based, metered), and deal types (public offers, private offers, private plans)—across all markets and currencies supported by Microsoft Marketplace. There is no action required by partners to benefit from accelerated payouts. Daily MCA payouts will show up as separate entries in the payments summary tab of your Partner Center earnings dashboard, right next to your monthly payouts. In addition, you’ll also see a new field called “estimatedPaymentDate” in the Earnings Report. Notes: Partners will not receive accelerated payouts for their very first payment from Microsoft. Accelerated payouts only apply after a partner has already received at least one payout. Partners may experience possible payout delays following a payment instrument change such as a change in bank or tax profile. Partners will continue to receive monthly payouts for EA transactions. Since payout times for EA customers are already compressed, daily payouts are not needed. How can a partner see all the payouts with transactions for a given month? Some partners reconcile their payouts monthly and would like to see all the payouts with transactions for a given month. Here’s how to do it: Option 1: Select custom dates Go to the Earnings Report In the upper right corner, you can filter by time period. Select “custom” and enter the start date and end date for a given month. Now you will be able to see all payouts with transactions for a specified month. Then select “Apply” in the bottom left. Note: this only shows customer transactions for the month you have selected. Option 2: Search for the first three letters of a month in Payment ID Go to the Earnings Report In the upper right corner, you can filter by payment ID. Type in the first three letters of a month and hit search. For example, for September, type in “sep” and you will be able to see all payouts with transactions for a specified month. Make sure you select the correct payment year. Then select “Apply” in the bottom left. Once you have applied filters, you can download the report. In the Earnings Report, select “Download Report”. Then select “Earnings – Marketplace” and you will be able to download a report with your custom filters. How to get started in Microsoft Marketplace Any company who is part of the Microsoft AI Cloud Partner Program can sell on the marketplace and benefit from accelerated payouts. 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 and sell private offers as needed. 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: Payout schedules and processes - Marketplace publisher | Microsoft Learn https://learn.microsoft.com/en-us/partner-center/marketplace-offers/payment-thresholds-methods-timeframes#number-of-days-for-payments-to-reach-payout-accountMicrosoft Partner Center account structure: Best practices for long-term success
About the author: David Starr is the founder and CEO of Cumulus26, where focus is on accelerating customer's Azure Marketplace journey from onboarding to business success. He is a former Principal Architect at Microsoft working on Azure Marketplace and a 6-time Microsoft MVP in Developer Tooling. Why account structure matters in Partner Center When first creating a Partner Center account, many Software Development Company (SDC) partners I’ve worked with dive straight into creating their transactable offers without first considering how their accounts are structured. This often leads to confusion about account setup, creating multiple “orphan” accounts, and support incidents that can delay the publication of your software to the Microsoft Marketplace--or even result in losing access to Partner Center. This article examines Partner Center account structures and the primary decisions to make when setting up your company’s accounts in the portal. We’ll cover the following. Initial considerations: Individual accounts. Understanding organizational account structures and configurations. Working with important identifiers used in account management and support scenarios. Setting up for long-term successful management of your accounts. This article ensures you’ll know how to structure your Microsoft Partner Center account so that it supports your organization’s needs today and can scale with you as you grow. Understanding Partner Center account management After initially creating your account, it’s tempting to skip user management and move on to other tasks in the portal. This can lead to the common mistake of failing to assign multiple account administrators right away. The predictable outcome is that if an account administrator leaves your organization, your staff could lose the ability to administer-- or even access-- Partner Center. This may sound intuitive upon reading it, so why mention it? It’s because I have worked with many publishers who failed to do this and were later unable to get the access they needed. This leads to time spent resolving support incidents, which can delay publishing your solution. Before diving into setting up an account, it’s helpful to understand there are three different accounts involved: Microsoft accounts, Azure Entra ID accounts, and Partner Center accounts. Although, the Microsoft account is essentially an extension of the Azure Entra ID account. In short, you must have an Azure Entra ID account to have a Partner Center account. These account types are shown in the image below. Each has its own features and capabilities. It is worth noting while you do need an Entra ID account, you do not need an Azure subscription, which allows creation of services like databases or virtual machines. This can be an important point for Azure administrators who provide accounts strictly for use with Partner Center. Setting up an Azure tenant in Partner Center Azure accounts for your organization are stored in tenants, which provide identity, security, and account management through Microsoft Entra ID. At least one tenant must be associated with Partner Center to manage the portal’s accounts. This allows those with accounts in the tenant to also have accounts in Partner Center. You may associate a pre-existing Entra ID account with Partner Center, or you may create one if needed. Regardless of which technique you use, you can manage users and permissions for Partner Center after configuring your tenant. User accounts After configuring your tenant, head over to the user management screen in Account settings, then select User management in the left side menu. As we mentioned earlier, the next account you’ll want to configure is another Global administrator. If you created the Azure tenant you are working with, you already have Global Administrator permissions in Partner Center. Otherwise, you may need to contact your Azure administrator to get the permissions you need. This is why it’s common (and good) practice for organizations with pre-existing Azure tenants to have an Azure administrator initially set up Partner Center. Adding another Partner Center administrator For this next step, there are three options for adding that new person to Partner Center: Create new user – Used if there are no other user accounts in the tenant. Add existing user – Use this if there are existing user accounts in the tenant. Invite outside user – May be used for inviting someone from outside your organization to manage Partner Center for you. Regardless of which method you choose, since you are adding a second Global administrator, give them that role during account setup. This is the first role listed in the account setup process as shown here. Configuring partner global and location accounts Now that you have at least two global administrators, you can turn your attention to setting up your organizational accounts. There are two types in Partner Center. Partner global account (PGA) Partner location account (PLA) Structuring your accounts There is one PGA per SDC and one or more PLAs. A PGA is an overarching account containing contact and other information for your organization. Each PLA account represents a different location for the organization. A single PLA is created when you first create a Partner Center account. This may be enough for some organizations, but for many SDCs it’s a good idea to consider how you will organize the company and its products in the future. See the image below for a typical example of PGA and PLA structures, the information associated with them, and their roles. Some organizations may want multiple PLAs to represent different sales centers or divisions within the SDC. It’s also a good idea for smaller SDCs to consider future growth at this stage. Think about how and where your company may eventually do business. However, you do not need multiple PLAs to sell your solution in multiple countries--you can sell worldwide even if you have only one PLA. Both PGAs and PLAs have unique identifiers, examples of which are shown in the below image. You may need to access these when working with Microsoft. To do so, go to: Account Settings > Identifiers > Microsoft AI Cloud Partner Program Managing publisher accounts and identifiers Each PLA has one or more publisher accounts, which are established when enrolling in the Microsoft Marketplace program. Each publisher also receives its own set of identifiers, and it’s common to be asked for these in customer support scenarios. When creating a new publisher, you get to specify your publisher account’s primary ID, but a second Seller ID is automatically assigned for you. To access publisher IDs, visit: Account settings > Identifiers > Publisher Tax and payment profiles-- used by Microsoft to bill on your behalf and to pay you for customer purchases-- are associated with publisher accounts. Publisher accounts are sometimes used by different billing departments or to organize products into logical groups. See the image below for a typical example. As you can see, the account structure is straightforward. If you consider it in advance of setting up Partner Center, you will be more likely to avoid configuration mistakes and be set up well for future growth. Organizing offers and plans for marketplace publishing We’ve seen how to structure user and organizational accounts to ensure a great Partner Center experience. When it’s time to set up your products to sell in the marketplace there are two more entities involved, offers and plans. Offers represent your base software product and plans are used to sell one or more SKUs of the product. For example, Cumulus26’s AMPup solution for marketplace publishers may be our offer, and has different plans for team, professional, and enterprise versions. To support global software sales, each plan is associated with one or more global markets. For example, a US-based publisher may sell software in Canada, the UK, and Germany. Selling markets are designated for each plan. Of course, each offer and plan receives its own ID. For each, you must specify the ID as you create each entity, and I recommend planning a logical naming convention for these IDs as you may need to navigate marketplace features using them at some point. Now you have a complete picture of Partner Center structures from PGAs all the way to plans as shown in the image below, which represents a single-region seller. This turns out to be the most common Partner Center account configuration due to its simplicity and the needs of most SDCs. Conclusion: Building for scalability and support There is a strong relationship between Microsoft Azure Entra ID and Partner Center accounts. For many SDCs the simplest path to successful user management is to start with an Entra ID Global Administrator setting up your initial Partner Center account. Don’t forget the important first step of adding a second Partner Center account administrator. You are now ready to model your organization and products in Partner Center, from PLAs and PGAs to offers and plans. You also understand the ID structures of each entity. You can refer to this article for help on where to find them when needed. With a solid understanding of Partner Center user and organizational account structures, you are ready to begin configuring your users and organization in Partner Center. To learn more and ask questions, attend the How to structure your Microsoft Partner Center account for long term success | Microsoft Community Hub session on November 4th. If you are unable to attend, the session will be recorded for viewing after.Don't miss the moment: FY26 is the year to align, accelerate, and win with Microsoft
The moment is now. For digital native software development companies and startups bringing AI solutions to our joint customers, growth in partnership with Microsoft isn’t just about gaining speed and reach, it's about strategically aligning with purpose. I know that every deal is gold, having hustled building partnerships at both startups and global software development companies myself. I’ve felt the urgency to unlock Microsoft’s strengths: incentives, access to Microsoft field sellers and ecosystem, and the power of showing up “better together” in the market. You need to move fast, but with intention. Now at Microsoft, I stay focused on what drives results: testing strategies, leveraging programs and incentives and continued learning from other experts in our ecosystem. My advice? When you get the chance to learn from those experts—take it. The partners who align their vision with Microsoft’s AI-first, marketplace-driven future are the ones who will scale fastest and furthest. “AI is the new runtime.” That’s how Microsoft framed the opportunity at the AI Tour earlier this year — and it wasn’t just rhetoric. In the past 12 months, more than 3,000 AI apps and agents have launched in the new Microsoft Marketplace, attracting 6 million monthly visitors and driving 2× year-over-year growth in AI transactions. For digital native software companies, the message is clear: align your solutions with Microsoft’s AI-first, marketplace-driven ecosystem, or risk being left behind. In just a few weeks, leaders from across the partner ecosystem — software development companies, GSIs, MSPs, distributors, and consultants — will gather in Reston, Virginia for Ultimate Partner® LIVE. For software-first companies, this event arrives at the exact moment when Microsoft is reshaping the partner landscape for FY26 and beyond. Microsoft’s shifting landscape: What’s changed since July 2025 Marketplace at scale Microsoft unified AppSource and Azure Marketplace into the new Microsoft Marketplace. More than 3,000 AI apps and agents are now live, with 6M+ monthly visitors. Microsoft reports 2× year-over-year growth in AI solution purchases through Marketplace. Partner programs re-architected for AI At MCAPS Start FY26, Microsoft expanded the AI Cloud Partner Program with new specializations — including Copilot — and streamlined recognition around three areas: AI Business Solutions, Cloud & AI Platforms, and Security. Microsoft is urging partners to adopt agentic AI — autonomous workflows and composable agents — as the foundation of innovation. Compliance and governance tightened Partner-of-Record validation now enforced for CSP orders. MFA is mandatory across Partner Center (UI enforced Aug 2025; API April 2026). The AI Cloud Partner Program Agreement updated as of Sept 2025. For software companies, the implication is straightforward: be AI-ready, transactable, and compliant — or risk losing ground. Why Ultimate Partner Reston matters Ultimate Partner LIVE will bring these shifts into focus. The agenda features voices across the ecosystem delivering the insights you can’t get anywhere else. Key sessions include: Microsoft’s Erwin Visser, Matt Berg, and Harman Cheema unpacking FY26 priorities and the role of AI in customer transformation. Cisco’s Aly Shivji and Commvault’s Sanjay Mehta on driving outcomes through stronger partnering. Elastic’s Darryl Peek, Cohesity’s Shane Wilson, ServiceNow’s Tarek Shamounki, and Canalys’ Jay McBain on what it takes to win in 2026 and beyond. Workshops from WorkSpan, PartnerTap, Carve Partners, AvePoint, RevStacker, and Digitalzone, offering frameworks that top partners usually guard as competitive advantage. Why FY26 demands urgency from digital native software companies Early movers capture momentum. Partners publishing solutions now are compounding growth through marketplace and co-sell. Gateways are narrowing. Microsoft’s designations and compliance requirements filter who gets field visibility and GTM support. Agentic AI is the new baseline. Customers expect more than AI add-ons — they want autonomous, composable, outcome-focused solutions. Co-sell is non-negotiable. Microsoft’s field sellers are incentivized on it. If you’re not aligned, you’re not in the motion. Final word For digital native software companies, FY26 represents a massive opportunity. Microsoft is doubling down on AI, marketplace, and co-sell motions — and those who align early will define the next wave of growth. Reston isn’t just about attending an event. It’s about stepping into Microsoft’s AI-driven future, connecting with the leaders shaping it, and walking away with the playbooks to lead. ⭐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 See you there!
