Partners begin their journey by joining the ecosystem with guided onboarding, gaining access to essential Microsoft partner platforms, resources, and support channels. This phase ensures alignment with core program requirements and establishes a foundation for success. From there, partners transition into solution development—designing, building, and integrating offerings that are co-sell ready, marketplace-aligned, and technically robust. Whether launching a new IP or transforming an existing one, this stage sets the trajectory for a high-impact go-to-market motion.

With the solution built and validated, the focus shifts to execution. In this phase, partners activate their go-to-market strategy—publishing listings, launching campaigns, and aligning with Microsoft co-sell motions. Key activities include generating demand, enabling field teams, and leveraging marketplace visibility to accelerate reach. A strong GTM plan transforms technical readiness into commercial traction, driving qualified opportunities and partnership value at scale.

Through strategic promotion, targeted demand generation, and alignment with Microsoft’s field and partner ecosystem, partners amplify visibility and accelerate lead acquisition. These ongoing go-to-market efforts create momentum that fuels measurable outcomes—from expanding customer adoption and driving revenue, to earning partner designations, unlocking incentives, and strengthening overall impact within the cloud ecosystem.