Microsoft gives you the kit. You still need the plan.
Microsoft hands its partners AI-built campaigns, co-op funds and a marketplace. Its partners say the materials read generic, and the funds expire if nobody claims them. I've spent years on the same mechanics at AWS: co-sell, marketplace, funding and partner tiers. I'll turn Microsoft's kit into pipeline, in English and in Quebec French.
Fewer solution areas, more AI, a new marketplace.
- Microsoft folded its solution areas into three: AI Business Solutions, Cloud and AI Platforms, and Security.
- FY27 started on 1 July 2026 with a Frontier Partner specialization and new agentic specializations.
- Partner Marketing Center Pro launched in February 2026 and replaced the GTM Toolbox. It writes and translates co-branded campaigns with AI, for partners on a paid program offer.
- AppSource and Azure Marketplace became one Microsoft Marketplace. For software partners it's now the main road to co-sell.
- Microsoft's FY27 guidance points co-op funds at demand generation, with a share set aside for Copilot.
What Partner Marketing Center Pro won't do.
- Pick your accounts. The tool targets audiences. It doesn't know which customers you can win.
- Sound like you. Partners say the stock campaigns read like everyone else's.
- Run your ads and your LinkedIn page. Partner agencies report it doesn't buy media or post for you.
- Follow up. A campaign is worth the deals it starts, and nobody in the tool calls the lead back.
- Claim on time. Co-op funds have claim windows, and money left unclaimed is gone.
Same four steps, Microsoft's rules.
Co-op that becomes pipeline
A plan that spends your funds on campaigns that start converting, filed and claimed on time.
You'll know it worked when the claim is in and the campaign brought opportunities.
Partner Marketing Center Pro, done properly
I pick the campaigns, rewrite them in your voice, add the accounts and the ads, and run the follow-up.
You'll know it worked when the leads it generated end in decisions.
Marketplace and co-sell
A listing a Microsoft seller understands in a minute, and offers that sell.
You'll know it worked when Microsoft sellers bring you into deals.
Specialization and tier proof
Case studies and customer stories that support your next specialization.
You'll know it worked when your proof is ready before the review.
Ignite and local events
Meetings booked before you travel, follow-up within 48 hours. Ignite 2026 runs 17 to 20 November in San Francisco.
Why a Canadian partner should care.
Microsoft counts more than 17,000 partner companies in Canada. Standing out among them takes more than the same campaign everyone downloaded.
Quebec buyers read French. Microsoft's tools translate. I write.
Start with where you stand.
Two weeks to see your Microsoft marketing the way Microsoft sees it: your funds, your listing, your co-sell. You leave with your route, whether we work together or not.