Microsoft adjusts its channel strategy, programs, and systems each year to align partner support and incentives with Microsoft priorities.
The alliance management framework outlines the 5 areas to manage when leading a Microsoft partnership: Co-Sell, GTM, Build-With, P2P, and the overall relationship.
Co-sell entails sales tools, sales team training, and deal collaboration
GTM covers co-marketing resourcing, digital marketing, and event collaboration
Build-With spans architectural advice, marketplace presence, and product support
P2P includes channel awareness, joint marketing, and sales collaboration
Alliance management includes alignment, systems hygiene, and internal readiness
The Alliance Best Practices whitepaper has been revised for Microsoft FY23 and is available in the (free) Resources section.