• Larry Gregory

Co-Selling with Microsoft

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 includes 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 entails alignment, systems hygiene, and internal readiness

Details are outlined in the Co-Selling with Microsoft whitepaper in the Resources section. It provides best practice insights for ISVs to leverage Microsoft co-sell resources.




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