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  • Larry Gregory

Microsoft Alliance Best Practices

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.




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