Five Strategies to Maximize Your Microsoft Incentives

At this month’s Voice of the Microsoft Partner Roundtable, we didn’t just talk strategy—we gave Microsoft Partners the blueprint to maximize their return on investment with Microsoft.

Led by Sherman Crancer (LION) and Andres Oceguera, the session focused on cutting through the noise of Microsoft’s 1,000+ programs to zero in on what actually drives growth, incentives, and visibility. Because let’s face it—many Partners are overwhelmed, under-informed, or simply missing out on revenue they’ve already earned.

Here are five takeaways that matter for you:

1. Cut Through the Noise—Focus on the Foundation

Yes, Microsoft has hundreds of programs. No, you don’t need all of them. The partners seeing real results are those who double down on foundational elements: Solution Partner Designations, Specializations, Marketplace alignment, and Co-sell motions.

Think of these as your new table stakes. Without them, you’re just spinning your wheels trying to stand out in a crowd of “sort of certified” partners.

2. Incentives Are Real—and Often Left on the Table

It’s not just about margin anymore. If you’re a Solution Partner, you could be earning backend incentives, Co-op funds, and MDFs—money that fuels your growth and offsets your costs. But many Partners miss out simply because they don’t know how to claim or structure their activities around what Microsoft wants.

Claiming your funds shouldn’t be a guessing game. It should be a repeatable, strategic process.

3. The Marketplace Isn’t for Customers—It’s for Sellers

Here’s the hard truth: customers aren’t browsing the Marketplace like it’s Amazon. But Microsoft Sellers are. If you want their attention, your offers need to align with Microsoft's sales plays and tell a compelling story in their language.

That means three things:

Your offers must reflect your solution designations
They should include clear GTM assets (one-pager, deck, infographic)
They must make it easy for a Microsoft Seller to justify bringing you into a deal

4. Microsoft Seller Engagement Starts with Strategy

If you're waiting for Microsoft Sellers to send you leads, you're doing it backwards. They need a reason to work with you—proof that you understand their priorities and can help close deals.

Sellers are looking for repeatable value. That starts with having the right designations, Marketplace offers, and a Co-sell motion in place. If you don’t have those lined up, you’re just another name in a crowded inbox.

5. EA-to-CSP Is a Massive Opportunity Hiding in Plain Sight

Mid-market customers are increasingly moving off Enterprise Agreements—and many don’t even realize they have to. That’s your in. With the right visibility into your customers’ EA status, you can be the Partner who helps them transition to CSP before someone else does.

Microsoft is incentivizing these motions and making it easier to identify transition opportunities in Partner Center. If you’re not already doing this, you’re leaving major revenue on the table.

Final Thoughts—It’s Time to Simplify and Get Strategic

This VOMP session wasn’t about chasing shiny objects. It was about refocusing on what works. Microsoft is making it clear: if you want to grow within their ecosystem, the playbook is written. Solution designations, Marketplace strategy, and Co-sell readiness aren’t optional—they’re essential.

At The Crancer Group, we help Partners cut through the clutter, align with Microsoft priorities, and actually capitalize on the programs that matter.

Register for the whole year here.

Check out the full event recording here.