For ISVs looking to co-sell with Microsoft, getting their solution onto the marketplace is the most critical step. Microsoft is actively simplifying the first marketplace transaction for both partners and customers, making it the central and preferred mechanism for driving joint sales motions.
Instead of broad partner presentations, ISVs should bring a concrete opportunity to Microsoft sellers. Winning that first deal together creates a lasting impression and makes future co-selling more likely because the solution becomes memorable and trusted.
When enabling Microsoft's international sales teams, ISVs must use localized use cases. A success story from the US market is less relatable and therefore less effective in regions like Denmark, where reps need examples that mirror their own customers' context and scale.
When co-selling, ISVs should understand that Microsoft's primary goal is platform adoption. For Microsoft's sales reps, the key is ensuring the solution runs on Azure, making it a platform win, even if Microsoft has a competing first-party product. This mindset is crucial for navigating competitive overlap.