Decoding the complexities of Azure Co-Sell and IP Co-Sell can be a game changer for businesses and ISVs seeking to expand their reach.
With insights from industry expert Juhi Saha, we’ll explore the critical aspects of these programs, helping ISVs understand and excel in these collaborative opportunities. This guide aims to demystify the terms and processes involved, paving the way for more informed and strategic partnerships in the Azure ecosystem.
About Juhi Saha
Juhi Saha is a visionary in the tech industry, currently leading as CEO at Partner1. Her impressive career trajectory includes pivotal roles such as VP of Partnerships and Alliances at Clearbit and Global Director of Strategic Startup Partnerships at Microsoft.
With an academic background with an MBA and a BS in Electrical Engineering and Computer Science from UC Berkeley and an MS in Electrical and Computer Engineering from UC San Diego, Saha has been instrumental in tech innovation across various roles at Microsoft, Intel, and Qualcomm.
Understanding Co-Sell Terms
These three critical terms often come into play for software vendors: ‘In Market,’ ‘Co-Sell Ready,’ and ‘IP Co-Sell Eligible.’ Each status represents a unique stage in a vendor’s journey within the Azure ecosystem.
- In Market. This is the initial stage where a vendor’s solution is available in the Azure marketplace. It’s a stepping stone, indicating the product’s readiness for broader exposure but not yet signifying a deeper collaboration with Microsoft.
- Co-Sell Ready. Achieving this status is a significant milestone. It means Microsoft recognizes the solution’s value and is willing to collaborate in sales efforts actively. This status opens doors to joint marketing and sales opportunities, significantly boosting the product’s visibility and credibility.
- IP Co-Sell Eligible. This zenith for vendors indicates high integration and synergy with Azure services. It’s a recognition that a vendor’s solution complements Azure and brings unique value. Being IP Co-Sell Eligible often translates to preferential treatment in co-selling activities, greater support from Microsoft, and access to a broader network of potential clients.
Journey to Co-Sell Readiness
In the journey to becoming Co-Sell Ready with Microsoft Azure, vendors must satisfy three essential requirements:
- Solution Availability. The offer or solution must be live on the Azure Marketplace or Appsource, indicating it is ‘In Market’ and accessible to potential customers.
- Geographical Representation. A dedicated sales contact is required for each geography the vendor intends to co-sell. This ensures localized support and effective communication channels.
- Co-Sell Ready Assets. Vendors must provide detailed information and necessary assets for their co-sell-ready offer. This includes marketing materials, product details, and other relevant resources to support the co-selling process.
These steps mark the initial tier of co-sell readiness, establishing a foundation for deeper collaboration with Microsoft and expanding a vendor’s market presence.
Achieving IP Co-Sell Eligibile Status
Aside from being co-sell ready, you must meet four fundamental requirements to achieve Co-Sell Eligible status with Microsoft Azure. Based on Juhi Saha’s insights, these are:
- Solution must be listed in the commercial marketplace. Ensuring the product is available for customers to find and purchase.
- Generate USD 100,000 in Azure Consumption Revenue (ACR). Demonstrating substantial usage of Azure services through the solution.
- Have at least three customer success stories. These stories should showcase how the solution effectively solves real-world problems using Azure.
- Pass the Azure technical validation. This is a crucial step to ensure the solution meets Microsoft’s technical standards for security, performance, and compatibility.
Meeting these criteria is essential for vendors looking to deepen their partnership with Microsoft and leverage the benefits of the Co-Sell program.
Challenges in Azure Co-Selling
Navigating the Azure Co-Sell and IP Co-Sell programs can present a set of unique challenges for Independent Software Vendors (ISVs). However, understanding these obstacles is the first step to overcoming them. The challenges include:
- Complex Program Requirements. The intricate criteria for Co-Sell Ready and IP Co-Sell Eligible statuses can be daunting.
- Maintaining Compliance and Relevance. Maintaining Microsoft’s evolving standards and market trends requires constant vigilance and adaptability.
- Effective Utilization of Co-Sell Opportunities. Maximizing the benefits of these programs demands strategic planning and efficient use of resources.
Despite these challenges, ISVs can successfully navigate these programs with the right approach and understanding. Embracing these opportunities can lead to significant growth, expanded market reach, and a strengthened partnership with Microsoft.
Conclusion
Azure Co-Sell and IP Co-Sell programs offer unique opportunities for growth and collaboration in the cloud marketplace. By understanding these programs and meeting their criteria, ISVs can forge a stronger partnership with Microsoft, enhancing their product reach and market impact.
Join The 1700+ Leaders Transforming Partnerships
As a member of Partnership Leaders you will:
- Build and learn with the top partner people at the best companies around the world.
- Increase your impact and accelerate your career with proven resources, tools, and best practices.
- Grow a network of peers, partners, and advisors with common objectives.
