An overview of Microsoft’s co-sell program and how it works
For independent software vendors (ISVs), co-selling with a cloud provider can be one of the fastest ways to accelerate revenue. Microsoft’s co-sell program continues to lead the way, offering ISVs a path to scale through collaboration with Microsoft sellers and access to enterprise buyers.
As we head into 2026, the opportunity to co-sell with Microsoft Azure is bigger than ever as programs like Microsoft Azure Consumption Commitment (MACC) and the Microsoft Commercial Marketplace evolve to make co-selling simpler, more rewarding, and more closely aligned to Microsoft’s broader Cloud GTM motion.
At Tackle, we’ve worked alongside Microsoft since 2019 to help ISVs grow their co-sell motions and bring products to market faster. Here’s everything you need to know to make Azure co-selling a meaningful part of your Microsoft Cloud GTM strategy.
Why co-selling with Microsoft matters (and how it works)
For Microsoft ISVs, co-selling opens access to Microsoft’s global sales force, partner network, and enterprise buyers who are already investing heavily in Azure. Instead of running separate conversations, co-selling enables joint engagement where both teams work toward a shared deal outcome.
At a glance:
- Co-sell deals close faster and are often larger than direct deals.
- Qualified offers can count toward a customer’s Microsoft MACC budget.
- Partners gain visibility in Microsoft’s internal seller tools, boosting exposure to enterprise accounts.
What it means to co-sell with Microsoft Azure
To co-sell with Microsoft Azure, an ISV collaborates directly with Microsoft’s sellers on qualified opportunities shared through Partner Sales Connect or Partner Center. Once an opportunity is accepted, both teams align on the plan, exchange context, and work together to advance the deal.
The three ways to co-sell with Microsoft Azure
Microsoft’s co-sell model supports several collaboration paths for your company:
- With Microsoft sellers: Collaborate directly with Microsoft account teams to position your solution alongside Azure in customer conversations.
- With partners: Team up with other ISVs or system integrators in the Microsoft ecosystem to deliver integrated solutions.
- Through Microsoft’s Commercial Marketplace: Publish a transactable offer on marketplace, where Microsoft sellers can easily register and track co-sell deals.
Marketplace-led selling is often the most accessible starting point for ISVs entering the Microsoft ecosystem.
How to become a co-sell-ready partner
Becoming a co-sell-ready partner requires meeting specific technical, sales, and listing standards. Microsoft’s 2025 updates place greater emphasis on solution quality, Azure alignment, and Marketplace readiness.
Here’s how to get started:
1. Join the Microsoft Cloud Partner Program (MCPP)
This is your entry point to co-selling with Microsoft Azure. It provides access to co-marketing tools, sales resources, and partner managers who can help guide your co-sell strategy and Marketplace listing process.
2. Create and publish a Marketplace listing
Your Marketplace listing is the foundation for Azure co-selling. It highlights your solution to Microsoft sellers and buyers, increasing visibility across industries.
Microsoft now prioritizes transactable offers, which:
- Allow customers to purchase directly through marketplace
- Qualify for Microsoft MACC deals
- Improve visibility in Microsoft’s internal seller tools
3. Become eligible for Microsoft MACC
This program lets enterprise customers spend down their pre-committed Azure budgets by purchasing third-party solutions through the Microsoft Commercial Marketplace.
MACC deals accelerate enterprise purchasing by simplifying procurement, enabling buyers to draw from existing budgets, and shortening deal cycles. To qualify, your offer must be transactable and hold the IP Co-sell Incentivized designation.
4. Meet Microsoft’s co-sell validation criteria
To qualify for co-sell status, your solution must meet validation requirements such as demonstrating customer success, showing measurable Azure consumption, and providing clear go-to-market materials. Validation helps Microsoft sellers understand how your product complements Azure and solves specific customer challenges.
5. Achieve IP Co-sell Incentivized designation
After validation, your offer can earn the IP Co-sell Incentivized status, which signals to Microsoft sellers that your product directly contributes to Azure growth.
This status helps to:
- Grant you access to field incentives
- Expand your visibility in Microsoft’s internal seller tools
- Increase the likelihood of your solution being included in customer proposals
Reaching IP Co-sell Incentivized designation is one of the most effective ways to increase visibility, trust, and revenue potential for your company within the Microsoft MCP ecosystem. Maintaining this status also opens the door to participating in programs like the Microsoft Marketplace Rewards initiative.
At a glance: co-selling with Azure vs. without
| Factor | With Microsoft Azure co-sell | Without co-sell |
|---|---|---|
| Sales support | Access to Microsoft sellers promoting your solution | No direct Microsoft engagement |
| Customer reach | Global enterprise visibility | Limited to your own network |
| Deal speed | Faster cycles through Marketplace and MACC | Traditional, slower procurement |
| Incentives | Eligible for co-sell and field rewards | No Microsoft incentive support |
| Credibility | Backed by a Microsoft partnership | Vendor-only validation |
Best practices to co-sell with Microsoft Azure
Succeeding in Azure co-selling requires a clear go-to-market plan and proactive engagement with Microsoft’s teams.
As an ISV, follow these practices to effectively co-sell with Microsoft Azure and get Microsoft sellers to prioritize your offer:
- Tell a compelling “better together” story: Show how your solution drives Azure adoption or usage.
- Keep co-sell assets fresh: Refresh business value summaries, proof points, and documentation regularly to maintain alignment.
- Be specific in deal registrations: Include details about deal stage, customer contacts, and where Microsoft support is needed.
- Train your sellers: Make sure your sales team can confidently communicate how your product aligns with Microsoft’s GTM motion.
How Tackle helps ISVs co-sell with Microsoft Azure
Co-selling through Microsoft has become a cornerstone of modern Cloud GTM. For Microsoft ISVs, it’s a proven way to reach enterprise buyers, access MACC budgets, and scale faster through marketplace.
Through our close collaboration with Microsoft, we’ve innovated tools that make it easier for sellers to list, transact, and scale their Marketplace presence without a heavy engineering lift. Our platform supports multiparty private offers, enabling seamless delivery of negotiated enterprise deals directly through Marketplace workflows.
If you want to grow your co-selling strategy with Microsoft Azure, let our Microsoft marketplace experts help you accelerate readiness, streamline listings, and connect your sales team to the right co-sell opportunities. Contact us today to get started.
Frequently asked questions
How do I become a co-sell-ready partner with Microsoft?
You can become a co-sell-ready partner by joining the Microsoft Cloud Partner Program, publishing your solution on the Microsoft Commercial Marketplace, and meeting co-sell validation criteria. Once approved, your offer can earn IP Co-sell Incentivized status.
What are the benefits of co-selling with Microsoft?
Co-selling expands your reach, accelerates deal cycles, and provides access to Microsoft MACC deals and incentive programs.
What types of companies benefit most from co-selling with Microsoft?
ISVs with Azure-integrated SaaS, data, or security solutions gain the most from Azure co-selling and marketplace exposure.
What does co-selling with Microsoft mean?
Co-selling with Microsoft is a partnership where ISVs pursue shared sales opportunities through the Microsoft Commercial Marketplace to increase deal velocity and revenue.
