"Why should I sell through the Microsoft commercial marketplace when I can sell direct?"

Hello Microsoft Partners!

Paul Slade and I had a thought-provoking conversation about boosting lead-generation efforts for some Partners. One key takeaway from our discussion was how Partners can make good use of the potential of the Microsoft Commercial Marketplace.

In this edition of the "Microsoft Partner Playbook" newsletter, I will highlight some of these benefits.

For software developers and IT solutions providers, listing your solution on the Microsoft Commercial Marketplace is a strategic move. It helps you to reach a broader audience, increase your visibility, and achieve business growth.

Connect with millions of customers and go-to-market faster with one of the largest B2B marketplaces in the world.

Here are some of the advantages of being part of this marketplace:

1.      Reach the World

The Microsoft Commercial Marketplace opens doors to a global audience of Microsoft customers. It's your gateway to new clients and business growth on a global scale.

2.      Boost Visibility

Listing your solution in the marketplace puts it alongside other top solutions, increasing its visibility. This visibility can translate into more leads and increased sales.

3.      Builds Credibility

Your solution gains credibility with Microsoft's stamp of approval when listed in the Commercial Marketplace. This trust factor can sway potential customers in your favor.

4.      Free Trials

Offer free trials of your solution through the marketplace, allowing potential customers to test it before committing. This can significantly boost conversion rates.

5.      Technical Support  

Microsoft provides technical support to partners listed in the Commercial Marketplace, ensuring swift resolution of customer issues.

6.    Marketing and Sales Resources

Access a variety of marketing and sales resources provided by Microsoft, helping you promote your solution and generate leads.

7.      Azure Credits

Eligibility for Azure credits to facilitate the development and testing of your solution.

8.      Go-to-Market Support

Benefit from Microsoft's support to successfully launch and promote your solution.

9.      Marketing Campaigns  

The possibility of inclusion in Microsoft marketing campaigns to increase your solution's visibility.

10.  Featured Listings  

Your solution might be featured in the commercial marketplace, further enhancing its exposure.

“Microsoft commercial marketplace has helped F5 grow. From our perspective, it's evolved to a sophisticated distribution platform with a ton of functionality for our users to discover, procure, and deploy their software.” Christine Puccio, VP Global Alliances & GTM programming, F5

Here are some real-life examples of businesses reaping the rewards of listing in the Microsoft Commercial Marketplace:

• A cloud-based customer relationship management software company increased sales by 20% after listing its solution.
• An IT solutions provider secured a $1 million customer contract for cloud workload migration after listing its solution.
• A startup raised $2 million in funding after listing its innovative security solution.

“Becoming a P2P co-seller through the Microsoft commercial marketplace has enabled Nimble to scale our simple CRM for Microsoft 365 to more than 22 countries around the world without hiring one person. That's amazing.” Jon Ferrara, CEO, Nimble

These success stories highlight the immense benefits available to businesses in the Microsoft Commercial Marketplace.

Microsoft AppSource and Azure Marketplace

The commercial marketplace has two primary online stores, each tailored to different types of solutions.

The two primary stores for the Microsoft commercial marketplace are:

• Microsoft AppSource is a marketplace for business solutions that are built on Microsoft technologies. It offers a wide range of solutions, including apps, extensions, connectors, and templates for Microsoft 365, Dynamics 365, Power Platform, and Azure.
• Azure Marketplace is a marketplace for IT solutions that are built on or designed to integrate with Microsoft Azure. It offers a wide range of solutions, including software, services, and infrastructure.

The two stores serve different customer personas. Microsoft AppSource is designed for businesses that are looking for solutions to improve their productivity, collaboration, and customer engagement. Azure Marketplace is designed for IT professionals who are looking for solutions to build, deploy, and manage their cloud infrastructure.

In some cases, an offer can be listed on both Microsoft AppSource and Azure Marketplace. This is typically done if the offer is relevant to both business and IT users.

Here is a table that summarizes the key differences between Microsoft AppSource and Azure Marketplace:

When you create a commercial marketplace offer in Partner Center, it may be listed on either store based on the offer type, categories, and other options you select. In the rare case that the offer is relevant to the users of both online stores, it can appear in both.

You can also find commercial marketplace software and services integrated into Microsoft products like Microsoft 365, Dynamics 365, Microsoft Power Platform, and Azure. Our online stores and in-product experiences attract millions of potential customers monthly, ensuring your solutions reach the right audience.

What are the co sell requirements?

For a solution to achieve co-sell-ready status, all partners must:

• Have a PartnerID (formerly MPNID) and an active commercial marketplace account in Partner Center.
• Have a complete business profile in Partner Center.
• Publish the offer on the commercial marketplace.
• Provide a sales contact for each co-sell-eligible geography.
• Provide the required listing and document information on the Co-sell > Solutions page.

Service partners must have at least one solution partner designation in the Microsoft Cloud Partner Program for Consulting Service solutions (aka Marketplace offers) of any solution type.

As I said to a partner recently, there is no harm in listing a service or a product. Absolutely none at all! Start boosting your visibility, credibility, and sales today by listing your solution. Don't miss out on this opportunity to reach a global audience and tap into the resources Microsoft offers.

If you feel that you are not getting the most out of your relationship with Microsoft contact me.

Let's explore the possibilities and establish how to drive your enrollment in the Microsoft Cloud Partner Program.

Book a discovery call here

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