How to Build a Microsoft Marketplace Channel Practice: A Partner Guide to Scalable Growth
For Microsoft partners looking to make Marketplace a repeatable, scalable growth channel, this article outlines what it really takes to succeed. It breaks down how top partners structure their teams, align ownership across sales, alliances, and operations, and activate Microsoft Marketplace as a core part of their co-sell and go-to-market strategy. With practical frameworks, best practices, and real-world guidance, this resource helps partners drive pipeline, accelerate deal velocity, and grow alongside Microsoft through Marketplace. Read the full article: How to build a Microsoft Marketplace channel practiceMeet with us in Vegas! Marketplace sponsoring Channel Partners Conference
The Microsoft Marketplace team is excited to sponsor the Channel Partners Conference & Expo, April 13–16 at the Venetian Resort in Las Vegas, and connect with the advisors, resellers, and services partners who are delivering value for customers every day. We want to meet you! Throughout the week, Marketplace experts will lead sessions, host conversations at our booth, and support private meetings to help you activate and accelerate your Marketplace strategy. Read the blog to learn how to connect with us and even get FREE or DISCOUNTED passes if you're a channel partner: Microsoft Marketplace at Channel Partners Conference & Expo 2026 | Microsoft Community HubLeading through disruptive change: What partners need now
On February 25th, Ultimate Partner is hosting its annual Executive Winter Retreat in Boca Raton, Florida. We are excited to welcome Nina Harding, CVP, Americas Global Partner Solutions, as this year’s keynote speaker. Nina will share key customer insights during this period of rapid transformation and highlight the critical role partners play in driving meaningful business outcomes. Over the past several months, one thing has become clear: AI is no longer an abstract conversation. Customers are asking how to run it securely, measure its impact, and scale it across their organizations. At the same time, partners are looking for ways to convert the momentum from the Microsoft AI Tour into real execution. Nina will discuss what executives are prioritizing right now, how Agentic AI is reshaping expectations, and how partners can help customers realize measurable value. She will be joined on stage by a strong lineup of Microsoft leaders—Katharine Kennedy, Jason Rook, Erwin Visser, and Steve Cohen—each bringing a real-world perspective on what it takes to build successful, durable partnerships. These leaders will help partners focus on the drivers of momentum: Translating AI strategy into actionable partner plans Understanding how marketplaces now dominate transactions Leveraging ecosystem orchestration as a competitive advantage Navigating a buyer who thinks, evaluates, and purchases differently This retreat is intentionally designed for execution—not theory, not product announcements, and not high-level dialogue. It is a forum where partners gain clarity on how to build, sell, and deliver with Microsoft in 2026. Learn more about Ultimate Partner here: Events - Ultimate Guide to Partnering®Microsoft Marketplace: $300B partner revenue opportunity by 2030
BIG momentum for partners: Microsoft Marketplace is projected to be a $300B partner revenue opportunity by 2030, according to a commissioned study by Omdia. And partners already selling through Marketplace are seeing real results: ✅ 88% report revenue growth ✅ 75% close sales faster ✅ 69% get larger deals Learn more about Marketplace growth opportunities for partners in this recent blog: Unlocking the profitability multiplier: Maximizing revenue with Microsoft MarketplaceDemystifying Microsoft Marketplace & Azure IP Co‑Sell expectations
Get ready for a practical, insider‑focused session designed to demystify what drives real success in Microsoft Marketplace and Microsoft Azure IP co‑sell. Join us on February 25th at 8:30 AM PST to hear directly from guest expert Barbara Treviño, Director of Strategic Partnerships and Alliances at Labra, as she highlights the signals Microsoft looks for in strong submissions and reveals how high‑performing software development companies set themselves apart. This session gives you clear guidance on aligning your solution, documentation, and customer proof to accelerate approvals and maximize go‑to‑market impact—setting you up to turn Marketplace and co‑sell into true growth drivers for your business. Registration is not required. Learn how you can attend and receive reminders for the session here: Inside Azure IP co-sell: What high-performing software developers do differently - Microsoft Marketplace Community All sessions are recorded, and the link above can be used to watch the recording once the session date has passed. Check our Marketplace trainings and events calendar | Microsoft Community Hub for additional upcoming Microsoft Marketplace events and recordings of past sessions.Winning in 2026 and beyond: Key insights from Ultimate Partner’s Livestream
2026 is reshaping partner strategy at a pace we’ve never seen before. AI, cloud marketplaces, ecosystem-led growth, and shifting buyer behavior are transforming how partners influence, co-sell, and win. During Ultimate Partner’s 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 → Reinvent Customer Engagement → Reshape Business Processes → 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 “Opportunity — that’s the word for partners in 2026.” 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 influence—not resale—drive the majority of wins. Marketplaces are accelerating. Indirect influence is rising even in areas where resale declines. “Early partner involvement determines who wins the deal.” 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 Partnering® Join the movement Ultimate Partner® 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 Partnering®New Azure blog on charting AI & agent strategy with Marketplace
In a new Azure blog, Cyril Belikoff, Vice President, Commercial Cloud and AI Marketing, talks about how organizations are using Microsoft Marketplace as a central hub for discovering, buying, and deploying AI models, applications, and agents to support their AI strategy. He emphasizes that there isn’t a one-size-fits-all approach—companies can build custom solutions, buy ready-made ones, or blend both depending on their needs. Marketplace offers thousands of pre-vetted models and AI tools that integrate with existing Microsoft products (like Microsoft Foundry and Copilot), helping teams accelerate time-to-value, maintain governance, and balance agility with oversight as they adopt AI more broadly. Read the full blog and share it with your customers: Design your AI strategy with Microsoft Marketplace SolutionsOptimizing maintenance workflows with AI and Azure
In our Partner Spotlight series, we highlight organizations driving innovation across the Microsoft Marketplace. In each feature, we share the distinct journey of a partner leveraging the Microsoft ecosystem to deliver AI‑enabled solutions and transactable offers that streamline enterprise adoption and accelerate digital transformation. In this installment, we spoke with Benjamin Schwärzler of Workheld, a Vienna‑based SaaS company transforming maintenance management for asset‑intensive industries. We dive into their early beginnings, their growth as a Microsoft partner, and the ways they’re helping organizations close the gap between shopfloor execution and strategic decision‑making—powered by a secure, Azure‑based architecture. Read more to learn how Azure is shaping the future of intelligent maintenance management: AI-powered maintenance management with Microsoft Azure | Microsoft Community HubUnlock new revenue streams with Microsoft Marketplace
Learn how software providers are accelerating revenue and expanding global reach through Microsoft Marketplace. Explore strategies like co-sell with Microsoft sellers, resale-enabled offers for channel partners, and streamlined procurement that meets evolving buyer expectations. Discover why Marketplace is more than a transaction portal—it’s a growth engine for AI-driven solutions and partner-led success. Read more: Unlocking scalable growth through Microsoft Marketplace | Microsoft Community Hub2026 Is different—Are you ready to win?
2026 Is different—Are you ready to win? 2026 isn’t just another year—it’s a turning point. Cloud go-to-market strategies are being rewritten in real time by AI, marketplaces, co-sell, and ecosystem-led growth. The hard truth? If your strategy isn’t fully aligned this year, you’re going to feel it. That’s why Ultimate Partner is kicking off the year with a must-attend free livestream designed to give you clarity and actionable steps—not theory. On January 13 | 11:00–12:30 pm ET, Vince Menzione, CEO of Ultimate Partner will join two industry leaders for an inside look at what’s next: Jay McBain, Chief Analyst at Omdia, will share his predictions for 2026 and beyond. Cyril Belikoff, VP of Commercial Cloud & AI Marketing at Microsoft, will reveal exciting changes at Microsoft and how to align your GTM strategy for success. This is your chance to ask the tough questions during a LIVE Q&A and walk away with insights you can put into action immediately. ______________________________________________________ 📅 January 13 | 11:00–12:30 pm ET 🎥 Livestream: “Winning in 2026 and Beyond” 👉 Register for FREE: HERE
