Natalie Benitah Go To Market Country Leader, Canada
May 11,2021

Reach your full sales potential: Co-selling and P2P opportunities in the Microsoft ecosystem

When Microsoft Partners sell together, they close big deals. Let’s explore together how Partner-to-Partner (P2P) relationships can really benefit your business. There’s an art to co-selling. This post highlights important factors to building successful peer relationships and directs you to co-selling resources available exclusively to Microsoft Partners.

Whether big or small, technology companies can’t specialize in everything. As every tech professional knows, even at the most basic level, modern customers need an integrated technology solution combining hardware, networking, software, security, training, support, change management, updates, analytics, accessibility, and more.

And those are just the modern workplace basics! What happens when customers inevitably want to customize their software like their Microsoft Teams deployment? Or, when they want to develop their own proprietary technology outright like building an app for their users/end customers? To capitalize on these opportunities, many partners choose a P2P relationship to close the deal. They realize that they need to take a leap of faith and partner with peer organizations to vie for enterprise clients. 

As all Canadian businesses rapidly evolve into technology companies, the most important relationship they have is with their Microsoft Partner.

What Canadian customers need

When it comes to their technology, Canadian customers need more than vendors. They want strategic technology partners who understand the full landscape of possibilities and bring them qualified and trustworthy specialists to get the job done. Customers need stewardship and a reliable supply chain of technology professionals and services.

Expect customer technology needs and wants to continually increase in sophistication and ambition. P2P relationships can help partners keep pace.

Enter the Microsoft Partner Network.

Every day, across Canada and worldwide, Partners work with each other to innovate and deliver complete customer solutions. Inspire yourself from the many success stories on Partners Make It Possible.

Co-selling enables partners to effectively mine the Microsoft Partner Network for specialists and domain experts across fields and disciplines. With over 14,000 partners in Canada alone, the Microsoft Partner Network represents an unrivaled technology supply chain, complete with specialists in all the areas of highest customer demand:

  1. App innovation
  2. Business applications
  3. Cloud Infrastructure
  4. Cloud Migration and Modernization
  5. Cloud Operations and Management
  6. IoT
  7. Recruit, Hire, Onboard, and Retain Talent
  8. SaaS
  9. Secure Remote Work
  10. Security
  11. Teams

A good fit is key

Successful P2P relationships are built on more than complementary knowledge or even revenue potential. For any long-term engagement to work, partners should align with organizations that share their values, not just their interests. This alignment begins with clear rules of engagement about how each partner can successfully honor existing relationships. By putting the customer at the center, P2P relationships can better focus on working together as they share a common purpose, achieving the customer’s objectives.

Microsoft co-selling

Microsoft co-selling can accelerate your search for principled professionals and reputable firms. The co-selling page at Microsoft docs details the different types of co-selling:

  1. Co-sell with Microsoft sales teams – Work with one or more Microsoft sales teams to actively fulfill customer needs. This can include selling your offers, Microsoft’s offers, or both. Your sales team and Microsoft’s can identify and share customer opportunities in which your solutions may be a good fit.
  2. Partner to Partner (P2P) – Work with another Microsoft Partner to actively solve a customer problem.
  3. Private deal – Share what you are independently working on with Microsoft so it can be reflected in the Microsoft reporting system for analysis and forecasting.
  4. Solution Assessment (SA) – Work with Partners who are vetted by the solution assessments business team to assess the technology needs of customers who are using or planning to use Microsoft technologies.

In short, Partners have options—including bringing Microsoft sales teams to the table—to structure sales deals to accommodate each opportunity. And make no mistake, co-selling this way works far more effectively for Partners than going it alone.

Gain the biggest benefits from co-selling

Your engagement can unlock sizable co-selling benefits. The more you co-sell, the larger the benefits. Partners who specialize in key activities, such as Azure IP and Business Applications co-sales, increase their co-sell status. As a Partner’s status rises, they unlock bigger benefits, which range from incentives and reduced services fees, to Preferred status in listings.

Get ready to co-sell

Your first step is consuming the following resources, which will prepare you for co-selling:

  1. The complete Microsoft co-sell requirements are available on Microsoft docs
  2. You can request one-on-one support from the Cloud Enablement Desk
  3. The co-sell with Microsoft website provides some information—but if you’re already a Microsoft Partner, Partner Center is your primary destination for information.
  4. The Microsoft co-sell playbook outlines Microsoft’s go-to-market priorities, the co-sell framework, requirements, best practices, and more.

Meet Partners at Inspire!

Ready to meet other Partners, Microsoft leaders, channel managers, industry experts, and solution specialists? Microsoft Inspire, Microsoft’s global annual event for partners, takes place July 14 and 15, 2021. This free digital event is all about connecting and building relationships. Registration starts in June. Visit to take part in the biggest partner event of the year!