July 15, 2026
How to Become a High: Performing Microsoft Partner
What separates an average Microsoft partner from a high-performing one? It isn't simply winning more deals or hiring more salespeople. The most successful partners build systems that continuously generate growth, strengthen their Microsoft relationship, and unlock new funding opportunities. In this episode of m365.fm, we explore the complete blueprint for becoming a high-performing Microsoft partner by understanding how the Microsoft AI Cloud Partner Program rewards customer success, cloud adoption, and long-term business development rather than one-time sales. You'll learn how to transition from chasing transactions to building a scalable growth engine that compounds over time.
SHIFTING FROM DEALS TO SYSTEMS
Many partners operate with a transactional mindset, focusing solely on closing the next customer. High-performing partners think differently. They build repeatable systems that continuously improve their Partner Capability Score (PCS), increase customer adoption, and unlock Microsoft incentives. This episode explains why Microsoft redesigned the partner program around measurable customer outcomes instead of certifications alone and how your existing customer base can become your greatest competitive advantage. You'll also discover why managed partners consistently outperform unmanaged partners and how understanding Microsoft's incentive structure can dramatically accelerate your business growth.
MASTERING THE PARTNER CAPABILITY SCORE
Your Partner Capability Score is the foundation of every Solutions Partner designation. We explain how Microsoft evaluates Performance, Skilling, and Customer Success, why every point matters, and how even small improvements can unlock cashback incentives and future designations. You'll learn practical ways to increase your score through certifications, technical assessments, customer deployments, and adoption metrics while avoiding the common mistakes that leave many partners stuck below the 70-point threshold. We also cover why customer usage is now more valuable than simply selling licenses and how successful partners continuously optimize their score throughout the year.
CPOR, PAL, DESIGNATIONS, AND SPECIALIZATIONS
One of the biggest missed opportunities for Microsoft partners is proper attribution. This episode explains how CPOR (Claiming Partner of Record) and PAL (Partner Admin Link) ensure Microsoft recognizes the work you're already doing for customers. You'll discover how proper customer association directly impacts your Partner Capability Score, Azure Consumed Revenue, and long-term incentive eligibility. We also explore the journey from Solutions Partner designation to Advanced Specialization, explaining how these achievements unlock co-sell opportunities, deployment funding, technical validation, and exclusive Microsoft programs that can significantly increase profitability and market credibility. CO-SELL,
MARKETPLACE, MACC, AND MICROSOFT FUNDING
High-performing partners don't just sell Microsoft solutions—they become strategic partners within Microsoft's own sales organization. Learn how Azure Marketplace, transactable offers, MACC (Microsoft Azure Consumption Commitment), Azure IP Co-Sell Eligible status, and ECIF (End Customer Investment Funds) work together to create powerful growth opportunities. We explain how Microsoft sellers identify partners, why marketplace visibility has become essential, and how properly structured offers can shorten enterprise sales cycles while opening access to significant Microsoft-funded deployment projects.
BUILDING A REPEATABLE GROWTH ENGINE
The episode concludes by bringing every element together into a practical growth framework. Discover how high-performing Microsoft partners create a repeatable flywheel where every new customer strengthens their Partner Capability Score, increases Azure consumption, improves Microsoft relationships, unlocks additional incentives, and generates new co-sell opportunities. Instead of relying on unpredictable sales cycles, you'll learn how to build a sustainable business system that compounds year after year. Whether you're an MSP, CSP, ISV, systems integrator, or consulting partner, this episode provides actionable strategies to help you maximize Microsoft's partner ecosystem and become a truly high-performing Microsoft partner.
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Here's the problem. Most partners don't see coming.
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You can win every deal in front of you and still stall out at gold
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because winning deals and building a business are two different skills.
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One is tactical and the other is strategic.
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Now most partners chase deals, but high-performance chase designations.
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And here's why that distinction matters.
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A deal is finite.
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You win it, get paid, then start over with a clean slate.
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Designations are different. They're an engine that keeps paying.
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Every customer you onboard, every certification, your team earns,
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every usage metric, you move, feeds a scorecard that compounds.
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That scorecard unlocks incentives, co-sell and funding programs.
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Most partners don't even know exist.
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Here's the real gap between a partner stuck at 50 points and one hitting 70.
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It isn't sales skill.
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It's understanding how the program rewards you for the work you're already doing.
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You're probably doing the work, but you just haven't connected it to the system.
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By the end of this, you'll see the full picture from CPR claims to Mac to ECF funding.
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And you'll know exactly which lever to pull first.
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But let's start with the thing most partners get wrong.
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The mindset shift deals versus systems.
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So here's the mindset shift most partners miss.
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Most partners think growth means closing more deals, but it doesn't.
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Growth means building a pipeline that runs on its own.
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A deal-based mindset is simple.
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You win, get paid, start over, and every time the meter resets.
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A system's mindset is different.
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Every customer you onboard feeds your scorecard, unlocks incentives,
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and makes the next deal easier, so the work compounds.
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The Microsoft Partner Program is designed for the system's player, not the deal chaser.
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High performers don't optimize for a single transaction.
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They optimize for the partner capability score.
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That's the shift separating gold partners from solutions partners,
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and it's the foundation of everything that follows.
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Here's a stat that makes the point.
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According to partner survey data,
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94% of managed partners receive at least one source of Microsoft funding
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compared to just 64% of unmanaged partners.
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That's a 30-point gap.
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The difference isn't sales skill.
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It's that they know the system exists and how to use it.
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That's it.
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The funding is there.
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The programs are there.
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The difference is knowing which levers to pull.
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So what does that system actually look like?
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Let's start with the scorecard.
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The Partner Capability Score, your report card.
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Here's the thing about the new system.
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The Partner Capability Score replaced the old competency model.
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Remember silver and gold?
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That's gone.
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The PCS is a hundred-point score across three categories,
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performance, skilling, and customer success.
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Performance measures net customer ads.
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Skilling is about the certifications your team holds.
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Customer success tracks usage, growth, and deployments.
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You need 70 points to earn a solutions partner designation.
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And you need at least one point in every subcategory.
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That last part is where most partners get tripped up.
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They focus on performance or customer success,
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hit 60 points, and wonder why they can't close the gap.
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The answer is almost always skilling.
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They have zero points in intermediate or advanced certifications
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so they can't cross the line.
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Most partners pour all their energy into one area
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and ignore the rest.
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That's how you stall at 50 points.
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Now here's the fastest path to start moving the needle.
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Skilling.
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Two people pass the MS-900 exam.
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That's the Microsoft 365 Fundamentals exam,
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the one for sales people.
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Anybody in your organization who's been selling Microsoft 365
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for more than six months can pass it.
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That's five points per person, so 10 points right there.
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Then one person passes the team's meetings
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and meeting rooms technical assessment.
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An online quiz.
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30 questions.
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Take it as many times as you need.
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That's 15 points.
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So two people take the MS-901 person takes the team's assessment
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and you're at 25 points with zero sales.
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Starting October 2025, 25 points in a solution area
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qualifies you for cashback incentives
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even without the full designation.
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So you don't need to hit 70 points to start getting paid.
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You need 25 points and you can get there
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with three people in a few hours of study time.
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That's the entry ramp.
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You don't need to be a giant to start.
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You need to be intentional.
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C-P-O-R, the hidden accelerator.
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Here's what most partners miss.
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The points on your scorecard don't count
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unless Microsoft knows you did the work.
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You can drive massive adoption at a customer,
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deploy every workload, grow their usage by 40%.
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And if you're not associated to that customer,
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none of it shows up on your PCS.
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That's where C-P-O-R comes in.
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C-P-O-R stands for claiming partner of record.
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It's how you tell Microsoft you're the one driving usage
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at a customer and it's the single highest ROI action
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most partners skip.
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Here's why it matters.
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If you sell C-SP licenses, Microsoft sees you
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as a transacting partner.
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You sold the licenses, you get credit for that.
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But if you also file a C-P-O-R claim,
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you get double the points for customer success metrics.
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Double, the same work, same customer, same effort,
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and you get twice the points.
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All for a 20 minute claim.
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The process is straightforward.
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Go to incentives in partner center.
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Click customer claims.
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Add customer, select user or consume as the partner role.
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Add the workloads you're working on.
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Upload a signed proof of execution.
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Submit, that's it.
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But there are three common mistakes
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that get claims rejected.
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First, the proof of execution needs to be electronically signed.
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A scanned PDF with a wet signature won't cut it.
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Use docuSign, AdobeSign, or the template
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Microsoft provides in partner center.
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Second, the POE needs to be less than 12 months old.
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If your statement of work is still active
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but was signed 14 months ago,
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you'll need fresh email confirmation from the customer.
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Third, list each workload separately in your POE.
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Don't just say we provide managed services.
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Say exchange online.
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We're migrating mailboxes, defender for office.
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We're configuring policies, teams.
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We're deploying meeting rooms.
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The approval team needs to see exactly what you're doing
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for each workload.
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One thing that surprises a lot of partners,
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the customer gets an opt-out email
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after the claim is approved, not an opt-in before.
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Microsoft sends them a notice saying,
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this partner has been associated to your tenant.
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If the customer doesn't respond within five days,
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the association is locked.
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So you don't need the customer to approve it.
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They just need to not object.
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The best practice is simple.
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File, CPU, or for every customer you're doing services work for
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doesn't matter how they board the licenses,
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CSP, enterprise agreement, or direct from Microsoft's website.
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If you're driving usage, file the claim.
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That's how the system knows you're the one doing the work.
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Once the points start flowing, you're ready for the next layer.
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Designations.
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Designations from 70 to specialization.
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There are six solutions partner designations, data and AI,
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digital and app innovation, infrastructure, business
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applications, modern work, and security.
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And each one requires 70 or more PCS points.
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Here's the thing.
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You don't need to get all six.
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Pick one aligned to your core business and go deep.
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For most partners, modern work is the most accessible
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because it has lower performance thresholds, more
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skilling paths, and workloads you're probably
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already working on.
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Exchange, teams, sharepoint, in tune.
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If you're managing Microsoft 365 for customers,
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this is your natural starting point.
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Once you hold a designation, you're eligible for advanced
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specializations.
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And that's where the real differentiation happens.
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There are 32 advanced specializations
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across Azure, modern work, security, and business
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applications, each one validating deep technical expertise
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in a specific area--
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infra and database migration, threat protection, calling
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for teams, SAP on Azure.
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These are the badges that make customers and Microsoft sellers
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pay attention.
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The path to a specialization depends on the solution area.
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For Azure specializations, you go through an audit
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where a third-party auditor reviews your processes,
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customer deployments, and delivery methodology.
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For modern work and security, you submit three customer
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references that can speak to your expertise in that area.
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Every other year, you go through the same validation again.
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Here's what most partners don't realize.
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The audit is a checklist, not a mystery.
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Microsoft publishes the requirements
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and tells you exactly what evidence you need to provide.
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The partners who pass are the ones who prepare the evidence
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in advance, organize it clearly, and walk the auditor through it.
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It's not a test of whether you're good enough.
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It's a test of whether you can prove you're good enough.
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And here's why it's worth the effort.
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Advanced specializations unlock ECF funding, end-custom
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investment funds, which is Microsoft paying you
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to deploy, migrate, and drive adoption at customer sites.
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No specialization, no e-kiff, full stop.
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The ROI math is straightforward.
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One ECF funded deal can return $50,000 to $100,000.
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There's no cost to earn a specialization, $0 in fees,
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no application fee, no enrollment fee.
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The only investment is preparation time.
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And the first ECF deal you close pays for that preparation
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many times over.
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Co-Sell and Marketplace making Microsoft care.
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So you've got the designation and the specialization,
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but now you need Microsoft sellers to actually care
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about your solution.
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Co-Sell is the mechanism where Microsoft's own sales teams
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actively promote your solution to their customers
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and it doesn't happen by default.
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It happens when you make it easy for them.
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Microsoft sellers are coin-operated.
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They have quotas, scorecards, and limited time.
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If you want them to engage with your solution,
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you need to answer three questions.
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Does this deal help their quota?
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Is this a Microsoft priority right now?
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Can you open doors?
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They can't open themselves.
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If you can't answer yes to at least two of those,
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the seller will move on to the next partner who can.
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The infrastructure for Co-Sell is the marketplace.
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Publisher transactions offer, like a SaaS product,
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a consulting service, or a managed solution.
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And Microsoft sellers can route deals through it.
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The marketplace is a system of record
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where deals get tracked, attribution gets measured,
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and incentives get triggered.
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If your solution isn't in the marketplace,
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it's invisible to the Co-Sell engine.
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There's a key change coming in 2026.
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The qualified referral program or QRP is being retired.
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That was the old system where Microsoft would send you
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qualified leads and it's gone.
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All referrals now go through Partner Center.
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Starting in FY27, the marketplace becomes
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the primary path for Co-Sell at scale.
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The old model of Partner Reported Revenue,
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PRACR is being phased out.
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Microsoft wants to see transactions happening
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through the marketplace, not through spreadsheets
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and self-reported numbers.
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If you're an ISV, the target is Azure IP Co-Sell
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eligible status.
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The tier above Co-Sell ready, whether real benefits live.
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The requirements are straightforward.
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You need $100,000 in trailing 12 month revenue
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from either Azure Consumed Revenue
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or Marketplace build sales, a transactable offer
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on the marketplace, passing Microsoft's technical validation
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that confirms your solution is built on Azure,
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and a reference architecture diagram
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showing how your solution integrates with Azure Services.
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That's it, meet those four requirements
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and you unlock IP Co-Sell eligible status,
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and that status unlocks something massive.
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MACC, the Azure Consumption Commitment.
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Enterprise customers sign contracts
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with Microsoft committing to spend a specific amount
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on Azure over a period of time.
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When your offer is maxi eligible,
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customers can apply purchases of your solution
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toward that commitment.
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100% of the pre-tax purchase amount counts.
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So a customer with a $500,000 Azure commitment
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can buy your $50,000 solution
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and have it count toward that commitment.
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That removes procurement friction,
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makes your solution easier to buy,
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and puts you on the short list
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for every enterprise customer with a Mac agreement.
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For services partners, the same principle applies.
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Publish consulting offers in the marketplace.
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It doesn't have to be a software product,
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it can be a packaged service,
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a copilot readiness assessment, a security deployment,
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a migration workshop.
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Microsoft's engineering teams use the marketplace
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to find partners for specific workloads.
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If you're not listed, they can't find you.
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One rule to remember.
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Co-Sell is pull not push.
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You don't get Microsoft sellers to promote your solution
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by asking them nicely.
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You get their attention by bringing a qualified deal
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to the table.
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You've already got the customer engaged,
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identified the opportunity and done the discovery work.
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Now you bring the seller in and say,
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"Here's a deal that helps your quota,
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aligns with your priorities,
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and has a customer ready to move."
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That's how Co-Sell works.
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You pull the seller in with a real opportunity,
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not push your solution out and hope someone picks it up.
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The funding stack, ECIF, MayCC,
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and the one-memment opportunity.
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Most partners, no CSP margins and backend rebates,
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seller license, get a percentage back.
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That's table stakes.
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The funding stack sitting above those programs,
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ECF, Mac, and Co-Sell incentives,
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is where the real money is.
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Start with ECF and customer investment funds.
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Microsoft pays you directly to deploy, migrate,
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and drive adoption at customer sites.
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The funding runs from $10,000 for a proof of concept workshop
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up to $500,000 for a large-scale migration engagement.
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It's not a percentage of revenue, it's project funding.
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Microsoft writes you a check for doing the work.
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But there's a hardgate.
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You need an advanced specialization, no exceptions,
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out of more than 400,000 partners,
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only a fraction hold one.
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That's the filter, no badge, no funding,
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and that's by design.
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ECF is Microsoft's way of investing in partners
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who've proven they deliver at a high level.
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The process is field-driven, not self-service.
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There's no public portal.
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Your partner development manager or field seller
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nominates the deal, submits the scope of work,
330
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the expected Azure consumption,
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and your advanced specialization credentials.
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Microsoft evaluates it against their strategic priorities
333
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for the fiscal year.
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If approved, you execute, submit proof of execution
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and get paid.
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The timeline is roughly 30 days for review,
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and about 45 days for payout after approval.
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Now let's talk about Mac.
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We touched on it in the co-sale section,
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but it needs its own treatment.
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The Azure consumption commitment
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is a contract where enterprise customers commit
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to spending a specific amount on Azure.
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When your offer is Mac eligible,
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customers can apply purchases toward that commitment
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and 100% of the pre-tax amount counts.
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So a customer with a $1 million Azure commitment
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can buy your $100,000 solution
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and have it count toward that commitment.
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That's a massive enterprise sales lever.
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It removes procurement friction,
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shortens deal cycles,
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and makes your solution more attractive than a competitor
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that isn't Mac eligible.
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Here's another piece.
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Once you reach $100,000 in marketplace build sales,
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you unlock $35,000 in Azure credits.
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Those credits help you close deals, offset customer costs,
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fund proof of concept work,
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or reduce migration risk.
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Microsoft gives you ammunition to win deals.
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Here's the stacking effect.
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CPU feeds your PCS points, PCS points earn you designations.
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Designations unlock specializations.
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Specializations unlock ECF.
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ECF funded deployments generate Azure consumption.
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That consumption, properly attributed through PAL,
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grows your ACR.
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Growing ACR strengthens your scorecard,
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which strengthens your relationship with your PDM,
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which leads to more ECRF nominations.
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Each layer unlocks the next, the system compounds.
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Real talk.
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The first ECF deal is the hardest.
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You don't have a track record.
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You don't have a relationship with the field seller.
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You're proving yourself from scratch.
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But after that first deal closes,
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the flywheel starts turning.
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You have a case study, a reference,
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ACR growth to point to,
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the second deal takes less time.
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The third takes even less time than that.
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The partners who break through that first barrier
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are the ones who build the engine.
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Everyone else stays stuck at the CSP margin level
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wondering why they're not growing.
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Bottom line, the funding exists, the programs exist.
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The question is whether you'll navigate the system
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to access them or keep doing what you've always done
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and hope the results change.
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Data and attribution.
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Making the system work for you.
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Here's the thing about the Microsoft Partner System.
395
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It tracks everything through attribution.
396
00:14:05,200 --> 00:14:07,160
If you're not associated to a customer,
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your work doesn't count.
398
00:14:08,200 --> 00:14:09,880
You can drive a massive migration,
399
00:14:09,880 --> 00:14:13,120
deploy every workload, grow their Azure spend by 50%.
400
00:14:13,120 --> 00:14:15,120
And if Microsoft doesn't know you're the one doing it,
401
00:14:15,120 --> 00:14:16,400
your PCS doesn't move.
402
00:14:16,400 --> 00:14:18,200
The work happened, the credit didn't.
403
00:14:18,200 --> 00:14:19,760
There are three association methods,
404
00:14:19,760 --> 00:14:21,160
CSP if you sell the licenses.
405
00:14:21,160 --> 00:14:23,040
CPUR if you drive usage.
406
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And PAL, partner admin link for Azure deployments.
407
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PAL is the most underused of the three.
408
00:14:28,120 --> 00:14:30,800
It's one click per consultant, per customer tenant.
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You set it up through the Azure portal,
410
00:14:32,760 --> 00:14:35,400
link your partner ID to the customer's subscription,
411
00:14:35,400 --> 00:14:36,600
and from that point forward,
412
00:14:36,600 --> 00:14:38,240
every dollar of Azure consumption
413
00:14:38,240 --> 00:14:40,120
you drive counts toward your ACR.
414
00:14:40,120 --> 00:14:41,280
Without PAL, it doesn't.
415
00:14:41,280 --> 00:14:43,720
One click and the consumption you already generating
416
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starts showing up on your scorecard.
417
00:14:45,120 --> 00:14:47,120
Now Partner Center gives you a raw data dump.
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Thousands of rows, hundreds of columns.
419
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Most partners never open it.
420
00:14:50,120 --> 00:14:53,120
They look at the dashboard, see a few charts and move on.
421
00:14:53,120 --> 00:14:55,200
But the data tells you exactly where the gaps are.
422
00:14:55,200 --> 00:14:57,040
Customers with low security adoption,
423
00:14:57,040 --> 00:14:58,440
underused Teams licenses,
424
00:14:58,440 --> 00:15:00,160
Azure spend without defender coverage.
425
00:15:00,160 --> 00:15:01,520
It's all there in the spreadsheet,
426
00:15:01,520 --> 00:15:03,080
waiting for someone to look at it.
427
00:15:03,080 --> 00:15:05,720
High performers use this data to build campaigns.
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Here's an example,
429
00:15:06,680 --> 00:15:09,000
pull all your customers who spend on Azure,
430
00:15:09,000 --> 00:15:11,200
but spend less than 8% of that on security.
431
00:15:11,200 --> 00:15:12,640
That's Microsoft's benchmark.
432
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8% of Azure spend should go to security workloads,
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00:15:15,320 --> 00:15:16,800
run a workshop with those customers,
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00:15:16,800 --> 00:15:18,200
show them what they're missing,
435
00:15:18,200 --> 00:15:19,720
deploy defender for cloud,
436
00:15:19,720 --> 00:15:22,240
file a CPR claim for the security workloads.
437
00:15:22,240 --> 00:15:23,720
Now you've got a repeatable motion,
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00:15:23,720 --> 00:15:24,960
find the gap, run the workshop,
439
00:15:24,960 --> 00:15:26,760
deploy the solution, claim the credit.
440
00:15:26,760 --> 00:15:28,120
That's not a one-off project.
441
00:15:28,120 --> 00:15:29,200
That's a system.
442
00:15:29,200 --> 00:15:30,800
Tools like the Partner Command Center
443
00:15:30,800 --> 00:15:33,440
or Power BI reports make this actionable.
444
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The point is simple, stop guessing, start measuring.
445
00:15:36,160 --> 00:15:38,800
The data is already there, you just need to use it.
446
00:15:38,800 --> 00:15:40,120
The flywheel in action.
447
00:15:40,120 --> 00:15:42,600
Here's the thing, most partners get wrong about the flywheel.
448
00:15:42,600 --> 00:15:44,440
You can have the same product in the same market
449
00:15:44,440 --> 00:15:45,400
as another firm.
450
00:15:45,400 --> 00:15:48,280
One stores it gold, the other scales to solutions partner.
451
00:15:48,280 --> 00:15:49,640
And the difference isn't talent.
452
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It's understanding how the cycle actually works.
453
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First customer, you file CPR, establish PAL, earn PCS points,
454
00:15:55,400 --> 00:15:57,520
hit 70 points, get your designation,
455
00:15:57,520 --> 00:15:59,400
then you qualify for a specialization,
456
00:15:59,400 --> 00:16:01,000
pass the audit unlock ECF.
457
00:16:01,000 --> 00:16:02,800
That's the first cycle, and it's the hardest one,
458
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second customer.
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Same motion, but now you've got the badge.
460
00:16:06,160 --> 00:16:07,880
Microsoft sellers take your call.
461
00:16:07,880 --> 00:16:10,240
Coastal deals start showing up on their own.
462
00:16:10,240 --> 00:16:11,840
You're not chasing them anymore.
463
00:16:11,840 --> 00:16:13,360
That shift changes everything.
464
00:16:13,360 --> 00:16:15,200
Third customer, you have case studies,
465
00:16:15,200 --> 00:16:17,560
ACR growth, and your PDM knows your name.
466
00:16:17,560 --> 00:16:19,680
ECF nominations get approved faster.
467
00:16:19,680 --> 00:16:21,280
Each cycle makes the next one faster,
468
00:16:21,280 --> 00:16:22,320
and that's the whole point.
469
00:16:22,320 --> 00:16:24,160
So why do most partners never start?
470
00:16:24,160 --> 00:16:25,680
They think they need to be bigger.
471
00:16:25,680 --> 00:16:26,520
They don't.
472
00:16:26,520 --> 00:16:27,360
They need to be intentional.
473
00:16:27,360 --> 00:16:30,280
Pick one solution area, one specialization target,
474
00:16:30,280 --> 00:16:32,360
and one CPR claim per week.
475
00:16:32,360 --> 00:16:34,680
That's enough to get the flywheel turning.
476
00:16:34,680 --> 00:16:36,360
You don't need to overhaul your business.
477
00:16:36,360 --> 00:16:37,480
Just pick one lever.
478
00:16:37,480 --> 00:16:40,440
File a CPR claim for your biggest customer this week.
479
00:16:40,440 --> 00:16:43,360
That single action starts the clock on your PCS points.
480
00:16:43,360 --> 00:16:44,760
From there, the system takes over.
481
00:16:44,760 --> 00:16:45,960
Most partners won't do this.
482
00:16:45,960 --> 00:16:48,840
They'll keep chasing deals and wondering why they're stuck.
483
00:16:48,840 --> 00:16:50,560
Be the one who builds the engine instead.
484
00:16:50,560 --> 00:16:52,920
So here's your homework, log into partner center.
485
00:16:52,920 --> 00:16:54,880
Go to incentives, file one CPR claim,
486
00:16:54,880 --> 00:16:56,320
then come back and tell me what changed.
487
00:16:56,320 --> 00:16:57,800
That's the first step, and it's the only one
488
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you need to take right now.
00:00:00,000 --> 00:00:02,200
Here's the problem. Most partners don't see coming.
2
00:00:02,200 --> 00:00:05,000
You can win every deal in front of you and still stall out at gold
3
00:00:05,000 --> 00:00:07,760
because winning deals and building a business are two different skills.
4
00:00:07,760 --> 00:00:09,840
One is tactical and the other is strategic.
5
00:00:09,840 --> 00:00:13,440
Now most partners chase deals, but high-performance chase designations.
6
00:00:13,440 --> 00:00:15,440
And here's why that distinction matters.
7
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A deal is finite.
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You win it, get paid, then start over with a clean slate.
9
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Designations are different. They're an engine that keeps paying.
10
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Every customer you onboard, every certification, your team earns,
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every usage metric, you move, feeds a scorecard that compounds.
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That scorecard unlocks incentives, co-sell and funding programs.
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Most partners don't even know exist.
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Here's the real gap between a partner stuck at 50 points and one hitting 70.
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It isn't sales skill.
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It's understanding how the program rewards you for the work you're already doing.
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You're probably doing the work, but you just haven't connected it to the system.
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By the end of this, you'll see the full picture from CPR claims to Mac to ECF funding.
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And you'll know exactly which lever to pull first.
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But let's start with the thing most partners get wrong.
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The mindset shift deals versus systems.
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So here's the mindset shift most partners miss.
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Most partners think growth means closing more deals, but it doesn't.
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Growth means building a pipeline that runs on its own.
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A deal-based mindset is simple.
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You win, get paid, start over, and every time the meter resets.
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A system's mindset is different.
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Every customer you onboard feeds your scorecard, unlocks incentives,
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and makes the next deal easier, so the work compounds.
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The Microsoft Partner Program is designed for the system's player, not the deal chaser.
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High performers don't optimize for a single transaction.
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They optimize for the partner capability score.
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That's the shift separating gold partners from solutions partners,
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and it's the foundation of everything that follows.
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Here's a stat that makes the point.
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According to partner survey data,
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94% of managed partners receive at least one source of Microsoft funding
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compared to just 64% of unmanaged partners.
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That's a 30-point gap.
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The difference isn't sales skill.
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It's that they know the system exists and how to use it.
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That's it.
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The funding is there.
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The programs are there.
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The difference is knowing which levers to pull.
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So what does that system actually look like?
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Let's start with the scorecard.
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The Partner Capability Score, your report card.
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Here's the thing about the new system.
50
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The Partner Capability Score replaced the old competency model.
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Remember silver and gold?
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That's gone.
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00:02:09,840 --> 00:02:12,520
The PCS is a hundred-point score across three categories,
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performance, skilling, and customer success.
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Performance measures net customer ads.
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Skilling is about the certifications your team holds.
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Customer success tracks usage, growth, and deployments.
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You need 70 points to earn a solutions partner designation.
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And you need at least one point in every subcategory.
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That last part is where most partners get tripped up.
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They focus on performance or customer success,
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hit 60 points, and wonder why they can't close the gap.
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The answer is almost always skilling.
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They have zero points in intermediate or advanced certifications
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so they can't cross the line.
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Most partners pour all their energy into one area
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and ignore the rest.
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That's how you stall at 50 points.
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Now here's the fastest path to start moving the needle.
70
00:02:49,320 --> 00:02:50,160
Skilling.
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Two people pass the MS-900 exam.
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That's the Microsoft 365 Fundamentals exam,
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the one for sales people.
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Anybody in your organization who's been selling Microsoft 365
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for more than six months can pass it.
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That's five points per person, so 10 points right there.
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Then one person passes the team's meetings
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and meeting rooms technical assessment.
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An online quiz.
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30 questions.
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Take it as many times as you need.
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That's 15 points.
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00:03:11,400 --> 00:03:14,960
So two people take the MS-901 person takes the team's assessment
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00:03:14,960 --> 00:03:17,240
and you're at 25 points with zero sales.
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Starting October 2025, 25 points in a solution area
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qualifies you for cashback incentives
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even without the full designation.
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So you don't need to hit 70 points to start getting paid.
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You need 25 points and you can get there
90
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with three people in a few hours of study time.
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That's the entry ramp.
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You don't need to be a giant to start.
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You need to be intentional.
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C-P-O-R, the hidden accelerator.
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Here's what most partners miss.
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The points on your scorecard don't count
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unless Microsoft knows you did the work.
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You can drive massive adoption at a customer,
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deploy every workload, grow their usage by 40%.
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00:03:47,160 --> 00:03:49,040
And if you're not associated to that customer,
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none of it shows up on your PCS.
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That's where C-P-O-R comes in.
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C-P-O-R stands for claiming partner of record.
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It's how you tell Microsoft you're the one driving usage
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at a customer and it's the single highest ROI action
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most partners skip.
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Here's why it matters.
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If you sell C-SP licenses, Microsoft sees you
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as a transacting partner.
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You sold the licenses, you get credit for that.
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But if you also file a C-P-O-R claim,
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you get double the points for customer success metrics.
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Double, the same work, same customer, same effort,
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and you get twice the points.
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All for a 20 minute claim.
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The process is straightforward.
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Go to incentives in partner center.
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Click customer claims.
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Add customer, select user or consume as the partner role.
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Add the workloads you're working on.
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Upload a signed proof of execution.
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Submit, that's it.
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But there are three common mistakes
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that get claims rejected.
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First, the proof of execution needs to be electronically signed.
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A scanned PDF with a wet signature won't cut it.
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Use docuSign, AdobeSign, or the template
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Microsoft provides in partner center.
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Second, the POE needs to be less than 12 months old.
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If your statement of work is still active
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but was signed 14 months ago,
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you'll need fresh email confirmation from the customer.
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Third, list each workload separately in your POE.
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Don't just say we provide managed services.
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Say exchange online.
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We're migrating mailboxes, defender for office.
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We're configuring policies, teams.
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We're deploying meeting rooms.
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The approval team needs to see exactly what you're doing
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for each workload.
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One thing that surprises a lot of partners,
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the customer gets an opt-out email
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after the claim is approved, not an opt-in before.
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Microsoft sends them a notice saying,
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this partner has been associated to your tenant.
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If the customer doesn't respond within five days,
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the association is locked.
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So you don't need the customer to approve it.
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They just need to not object.
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The best practice is simple.
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File, CPU, or for every customer you're doing services work for
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doesn't matter how they board the licenses,
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CSP, enterprise agreement, or direct from Microsoft's website.
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If you're driving usage, file the claim.
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That's how the system knows you're the one doing the work.
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Once the points start flowing, you're ready for the next layer.
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Designations.
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Designations from 70 to specialization.
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There are six solutions partner designations, data and AI,
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digital and app innovation, infrastructure, business
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applications, modern work, and security.
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And each one requires 70 or more PCS points.
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Here's the thing.
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You don't need to get all six.
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Pick one aligned to your core business and go deep.
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For most partners, modern work is the most accessible
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because it has lower performance thresholds, more
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skilling paths, and workloads you're probably
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already working on.
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Exchange, teams, sharepoint, in tune.
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If you're managing Microsoft 365 for customers,
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this is your natural starting point.
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Once you hold a designation, you're eligible for advanced
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specializations.
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And that's where the real differentiation happens.
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There are 32 advanced specializations
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across Azure, modern work, security, and business
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applications, each one validating deep technical expertise
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in a specific area--
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infra and database migration, threat protection, calling
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for teams, SAP on Azure.
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These are the badges that make customers and Microsoft sellers
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pay attention.
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The path to a specialization depends on the solution area.
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For Azure specializations, you go through an audit
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where a third-party auditor reviews your processes,
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customer deployments, and delivery methodology.
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For modern work and security, you submit three customer
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references that can speak to your expertise in that area.
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Every other year, you go through the same validation again.
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Here's what most partners don't realize.
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The audit is a checklist, not a mystery.
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Microsoft publishes the requirements
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00:07:05,800 --> 00:07:08,400
and tells you exactly what evidence you need to provide.
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00:07:08,400 --> 00:07:10,680
The partners who pass are the ones who prepare the evidence
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00:07:10,680 --> 00:07:14,480
in advance, organize it clearly, and walk the auditor through it.
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00:07:14,480 --> 00:07:16,120
It's not a test of whether you're good enough.
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It's a test of whether you can prove you're good enough.
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00:07:18,120 --> 00:07:19,560
And here's why it's worth the effort.
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Advanced specializations unlock ECF funding, end-custom
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investment funds, which is Microsoft paying you
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00:07:25,040 --> 00:07:28,040
to deploy, migrate, and drive adoption at customer sites.
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No specialization, no e-kiff, full stop.
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The ROI math is straightforward.
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One ECF funded deal can return $50,000 to $100,000.
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There's no cost to earn a specialization, $0 in fees,
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no application fee, no enrollment fee.
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The only investment is preparation time.
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And the first ECF deal you close pays for that preparation
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many times over.
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Co-Sell and Marketplace making Microsoft care.
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So you've got the designation and the specialization,
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but now you need Microsoft sellers to actually care
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about your solution.
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00:07:56,200 --> 00:07:59,520
Co-Sell is the mechanism where Microsoft's own sales teams
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actively promote your solution to their customers
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and it doesn't happen by default.
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It happens when you make it easy for them.
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Microsoft sellers are coin-operated.
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They have quotas, scorecards, and limited time.
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If you want them to engage with your solution,
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you need to answer three questions.
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Does this deal help their quota?
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Is this a Microsoft priority right now?
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Can you open doors?
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They can't open themselves.
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00:08:19,600 --> 00:08:21,880
If you can't answer yes to at least two of those,
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the seller will move on to the next partner who can.
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The infrastructure for Co-Sell is the marketplace.
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Publisher transactions offer, like a SaaS product,
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00:08:29,000 --> 00:08:31,080
a consulting service, or a managed solution.
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And Microsoft sellers can route deals through it.
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The marketplace is a system of record
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where deals get tracked, attribution gets measured,
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and incentives get triggered.
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If your solution isn't in the marketplace,
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it's invisible to the Co-Sell engine.
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There's a key change coming in 2026.
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The qualified referral program or QRP is being retired.
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That was the old system where Microsoft would send you
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qualified leads and it's gone.
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All referrals now go through Partner Center.
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Starting in FY27, the marketplace becomes
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00:08:57,400 --> 00:08:59,840
the primary path for Co-Sell at scale.
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00:08:59,840 --> 00:09:01,600
The old model of Partner Reported Revenue,
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PRACR is being phased out.
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Microsoft wants to see transactions happening
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through the marketplace, not through spreadsheets
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and self-reported numbers.
250
00:09:09,760 --> 00:09:12,600
If you're an ISV, the target is Azure IP Co-Sell
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eligible status.
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The tier above Co-Sell ready, whether real benefits live.
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The requirements are straightforward.
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00:09:18,360 --> 00:09:20,600
You need $100,000 in trailing 12 month revenue
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from either Azure Consumed Revenue
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00:09:22,040 --> 00:09:24,160
or Marketplace build sales, a transactable offer
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on the marketplace, passing Microsoft's technical validation
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that confirms your solution is built on Azure,
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00:09:29,040 --> 00:09:30,520
and a reference architecture diagram
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00:09:30,520 --> 00:09:33,160
showing how your solution integrates with Azure Services.
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That's it, meet those four requirements
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and you unlock IP Co-Sell eligible status,
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00:09:37,480 --> 00:09:39,520
and that status unlocks something massive.
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MACC, the Azure Consumption Commitment.
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Enterprise customers sign contracts
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with Microsoft committing to spend a specific amount
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on Azure over a period of time.
268
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When your offer is maxi eligible,
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customers can apply purchases of your solution
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00:09:52,480 --> 00:09:53,720
toward that commitment.
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00:09:53,720 --> 00:09:56,600
100% of the pre-tax purchase amount counts.
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00:09:56,600 --> 00:09:59,800
So a customer with a $500,000 Azure commitment
273
00:09:59,800 --> 00:10:01,960
can buy your $50,000 solution
274
00:10:01,960 --> 00:10:04,160
and have it count toward that commitment.
275
00:10:04,160 --> 00:10:05,760
That removes procurement friction,
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00:10:05,760 --> 00:10:07,680
makes your solution easier to buy,
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00:10:07,680 --> 00:10:08,920
and puts you on the short list
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00:10:08,920 --> 00:10:11,560
for every enterprise customer with a Mac agreement.
279
00:10:11,560 --> 00:10:14,080
For services partners, the same principle applies.
280
00:10:14,080 --> 00:10:16,080
Publish consulting offers in the marketplace.
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00:10:16,080 --> 00:10:17,600
It doesn't have to be a software product,
282
00:10:17,600 --> 00:10:19,280
it can be a packaged service,
283
00:10:19,280 --> 00:10:22,160
a copilot readiness assessment, a security deployment,
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a migration workshop.
285
00:10:23,200 --> 00:10:25,440
Microsoft's engineering teams use the marketplace
286
00:10:25,440 --> 00:10:27,760
to find partners for specific workloads.
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00:10:27,760 --> 00:10:29,400
If you're not listed, they can't find you.
288
00:10:29,400 --> 00:10:30,800
One rule to remember.
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00:10:30,800 --> 00:10:32,760
Co-Sell is pull not push.
290
00:10:32,760 --> 00:10:35,000
You don't get Microsoft sellers to promote your solution
291
00:10:35,000 --> 00:10:36,360
by asking them nicely.
292
00:10:36,360 --> 00:10:38,680
You get their attention by bringing a qualified deal
293
00:10:38,680 --> 00:10:39,600
to the table.
294
00:10:39,600 --> 00:10:41,040
You've already got the customer engaged,
295
00:10:41,040 --> 00:10:43,520
identified the opportunity and done the discovery work.
296
00:10:43,520 --> 00:10:45,160
Now you bring the seller in and say,
297
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"Here's a deal that helps your quota,
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00:10:47,080 --> 00:10:48,560
aligns with your priorities,
299
00:10:48,560 --> 00:10:51,160
and has a customer ready to move."
300
00:10:51,160 --> 00:10:52,520
That's how Co-Sell works.
301
00:10:52,520 --> 00:10:54,680
You pull the seller in with a real opportunity,
302
00:10:54,680 --> 00:10:57,280
not push your solution out and hope someone picks it up.
303
00:10:58,240 --> 00:11:01,240
The funding stack, ECIF, MayCC,
304
00:11:01,240 --> 00:11:03,000
and the one-memment opportunity.
305
00:11:03,000 --> 00:11:05,920
Most partners, no CSP margins and backend rebates,
306
00:11:05,920 --> 00:11:07,800
seller license, get a percentage back.
307
00:11:07,800 --> 00:11:08,760
That's table stakes.
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00:11:08,760 --> 00:11:10,920
The funding stack sitting above those programs,
309
00:11:10,920 --> 00:11:12,880
ECF, Mac, and Co-Sell incentives,
310
00:11:12,880 --> 00:11:14,440
is where the real money is.
311
00:11:14,440 --> 00:11:16,560
Start with ECF and customer investment funds.
312
00:11:16,560 --> 00:11:18,960
Microsoft pays you directly to deploy, migrate,
313
00:11:18,960 --> 00:11:20,920
and drive adoption at customer sites.
314
00:11:20,920 --> 00:11:24,080
The funding runs from $10,000 for a proof of concept workshop
315
00:11:24,080 --> 00:11:27,360
up to $500,000 for a large-scale migration engagement.
316
00:11:27,360 --> 00:11:29,840
It's not a percentage of revenue, it's project funding.
317
00:11:29,840 --> 00:11:32,280
Microsoft writes you a check for doing the work.
318
00:11:32,280 --> 00:11:33,440
But there's a hardgate.
319
00:11:33,440 --> 00:11:35,920
You need an advanced specialization, no exceptions,
320
00:11:35,920 --> 00:11:37,640
out of more than 400,000 partners,
321
00:11:37,640 --> 00:11:39,120
only a fraction hold one.
322
00:11:39,120 --> 00:11:41,720
That's the filter, no badge, no funding,
323
00:11:41,720 --> 00:11:43,200
and that's by design.
324
00:11:43,200 --> 00:11:45,520
ECF is Microsoft's way of investing in partners
325
00:11:45,520 --> 00:11:47,480
who've proven they deliver at a high level.
326
00:11:47,480 --> 00:11:49,680
The process is field-driven, not self-service.
327
00:11:49,680 --> 00:11:51,000
There's no public portal.
328
00:11:51,000 --> 00:11:53,080
Your partner development manager or field seller
329
00:11:53,080 --> 00:11:55,640
nominates the deal, submits the scope of work,
330
00:11:55,640 --> 00:11:57,440
the expected Azure consumption,
331
00:11:57,440 --> 00:11:59,840
and your advanced specialization credentials.
332
00:11:59,840 --> 00:12:02,520
Microsoft evaluates it against their strategic priorities
333
00:12:02,520 --> 00:12:03,560
for the fiscal year.
334
00:12:03,560 --> 00:12:06,400
If approved, you execute, submit proof of execution
335
00:12:06,400 --> 00:12:07,320
and get paid.
336
00:12:07,320 --> 00:12:09,480
The timeline is roughly 30 days for review,
337
00:12:09,480 --> 00:12:12,160
and about 45 days for payout after approval.
338
00:12:12,160 --> 00:12:13,560
Now let's talk about Mac.
339
00:12:13,560 --> 00:12:15,040
We touched on it in the co-sale section,
340
00:12:15,040 --> 00:12:16,600
but it needs its own treatment.
341
00:12:16,600 --> 00:12:18,000
The Azure consumption commitment
342
00:12:18,000 --> 00:12:20,160
is a contract where enterprise customers commit
343
00:12:20,160 --> 00:12:22,280
to spending a specific amount on Azure.
344
00:12:22,280 --> 00:12:23,960
When your offer is Mac eligible,
345
00:12:23,960 --> 00:12:26,280
customers can apply purchases toward that commitment
346
00:12:26,280 --> 00:12:28,400
and 100% of the pre-tax amount counts.
347
00:12:28,400 --> 00:12:30,760
So a customer with a $1 million Azure commitment
348
00:12:30,760 --> 00:12:32,880
can buy your $100,000 solution
349
00:12:32,880 --> 00:12:34,680
and have it count toward that commitment.
350
00:12:34,680 --> 00:12:36,760
That's a massive enterprise sales lever.
351
00:12:36,760 --> 00:12:38,440
It removes procurement friction,
352
00:12:38,440 --> 00:12:39,640
shortens deal cycles,
353
00:12:39,640 --> 00:12:42,240
and makes your solution more attractive than a competitor
354
00:12:42,240 --> 00:12:43,840
that isn't Mac eligible.
355
00:12:43,840 --> 00:12:44,680
Here's another piece.
356
00:12:44,680 --> 00:12:47,400
Once you reach $100,000 in marketplace build sales,
357
00:12:47,400 --> 00:12:50,200
you unlock $35,000 in Azure credits.
358
00:12:50,200 --> 00:12:53,280
Those credits help you close deals, offset customer costs,
359
00:12:53,280 --> 00:12:54,760
fund proof of concept work,
360
00:12:54,760 --> 00:12:56,040
or reduce migration risk.
361
00:12:56,040 --> 00:12:57,880
Microsoft gives you ammunition to win deals.
362
00:12:57,880 --> 00:12:58,920
Here's the stacking effect.
363
00:12:58,920 --> 00:13:02,520
CPU feeds your PCS points, PCS points earn you designations.
364
00:13:02,520 --> 00:13:04,600
Designations unlock specializations.
365
00:13:04,600 --> 00:13:06,600
Specializations unlock ECF.
366
00:13:06,600 --> 00:13:09,480
ECF funded deployments generate Azure consumption.
367
00:13:09,480 --> 00:13:12,000
That consumption, properly attributed through PAL,
368
00:13:12,000 --> 00:13:13,480
grows your ACR.
369
00:13:13,480 --> 00:13:15,360
Growing ACR strengthens your scorecard,
370
00:13:15,360 --> 00:13:17,400
which strengthens your relationship with your PDM,
371
00:13:17,400 --> 00:13:19,680
which leads to more ECRF nominations.
372
00:13:19,680 --> 00:13:22,400
Each layer unlocks the next, the system compounds.
373
00:13:23,360 --> 00:13:24,280
Real talk.
374
00:13:24,280 --> 00:13:26,480
The first ECF deal is the hardest.
375
00:13:26,480 --> 00:13:27,560
You don't have a track record.
376
00:13:27,560 --> 00:13:29,800
You don't have a relationship with the field seller.
377
00:13:29,800 --> 00:13:31,600
You're proving yourself from scratch.
378
00:13:31,600 --> 00:13:32,920
But after that first deal closes,
379
00:13:32,920 --> 00:13:34,560
the flywheel starts turning.
380
00:13:34,560 --> 00:13:36,600
You have a case study, a reference,
381
00:13:36,600 --> 00:13:38,120
ACR growth to point to,
382
00:13:38,120 --> 00:13:39,640
the second deal takes less time.
383
00:13:39,640 --> 00:13:41,560
The third takes even less time than that.
384
00:13:41,560 --> 00:13:43,360
The partners who break through that first barrier
385
00:13:43,360 --> 00:13:44,880
are the ones who build the engine.
386
00:13:44,880 --> 00:13:47,040
Everyone else stays stuck at the CSP margin level
387
00:13:47,040 --> 00:13:48,280
wondering why they're not growing.
388
00:13:48,280 --> 00:13:51,320
Bottom line, the funding exists, the programs exist.
389
00:13:51,320 --> 00:13:53,200
The question is whether you'll navigate the system
390
00:13:53,200 --> 00:13:55,680
to access them or keep doing what you've always done
391
00:13:55,680 --> 00:13:57,680
and hope the results change.
392
00:13:57,680 --> 00:13:59,000
Data and attribution.
393
00:13:59,000 --> 00:14:00,920
Making the system work for you.
394
00:14:00,920 --> 00:14:03,120
Here's the thing about the Microsoft Partner System.
395
00:14:03,120 --> 00:14:05,200
It tracks everything through attribution.
396
00:14:05,200 --> 00:14:07,160
If you're not associated to a customer,
397
00:14:07,160 --> 00:14:08,200
your work doesn't count.
398
00:14:08,200 --> 00:14:09,880
You can drive a massive migration,
399
00:14:09,880 --> 00:14:13,120
deploy every workload, grow their Azure spend by 50%.
400
00:14:13,120 --> 00:14:15,120
And if Microsoft doesn't know you're the one doing it,
401
00:14:15,120 --> 00:14:16,400
your PCS doesn't move.
402
00:14:16,400 --> 00:14:18,200
The work happened, the credit didn't.
403
00:14:18,200 --> 00:14:19,760
There are three association methods,
404
00:14:19,760 --> 00:14:21,160
CSP if you sell the licenses.
405
00:14:21,160 --> 00:14:23,040
CPUR if you drive usage.
406
00:14:23,040 --> 00:14:26,280
And PAL, partner admin link for Azure deployments.
407
00:14:26,280 --> 00:14:28,120
PAL is the most underused of the three.
408
00:14:28,120 --> 00:14:30,800
It's one click per consultant, per customer tenant.
409
00:14:30,800 --> 00:14:32,760
You set it up through the Azure portal,
410
00:14:32,760 --> 00:14:35,400
link your partner ID to the customer's subscription,
411
00:14:35,400 --> 00:14:36,600
and from that point forward,
412
00:14:36,600 --> 00:14:38,240
every dollar of Azure consumption
413
00:14:38,240 --> 00:14:40,120
you drive counts toward your ACR.
414
00:14:40,120 --> 00:14:41,280
Without PAL, it doesn't.
415
00:14:41,280 --> 00:14:43,720
One click and the consumption you already generating
416
00:14:43,720 --> 00:14:45,120
starts showing up on your scorecard.
417
00:14:45,120 --> 00:14:47,120
Now Partner Center gives you a raw data dump.
418
00:14:47,120 --> 00:14:48,800
Thousands of rows, hundreds of columns.
419
00:14:48,800 --> 00:14:50,120
Most partners never open it.
420
00:14:50,120 --> 00:14:53,120
They look at the dashboard, see a few charts and move on.
421
00:14:53,120 --> 00:14:55,200
But the data tells you exactly where the gaps are.
422
00:14:55,200 --> 00:14:57,040
Customers with low security adoption,
423
00:14:57,040 --> 00:14:58,440
underused Teams licenses,
424
00:14:58,440 --> 00:15:00,160
Azure spend without defender coverage.
425
00:15:00,160 --> 00:15:01,520
It's all there in the spreadsheet,
426
00:15:01,520 --> 00:15:03,080
waiting for someone to look at it.
427
00:15:03,080 --> 00:15:05,720
High performers use this data to build campaigns.
428
00:15:05,720 --> 00:15:06,680
Here's an example,
429
00:15:06,680 --> 00:15:09,000
pull all your customers who spend on Azure,
430
00:15:09,000 --> 00:15:11,200
but spend less than 8% of that on security.
431
00:15:11,200 --> 00:15:12,640
That's Microsoft's benchmark.
432
00:15:12,640 --> 00:15:15,320
8% of Azure spend should go to security workloads,
433
00:15:15,320 --> 00:15:16,800
run a workshop with those customers,
434
00:15:16,800 --> 00:15:18,200
show them what they're missing,
435
00:15:18,200 --> 00:15:19,720
deploy defender for cloud,
436
00:15:19,720 --> 00:15:22,240
file a CPR claim for the security workloads.
437
00:15:22,240 --> 00:15:23,720
Now you've got a repeatable motion,
438
00:15:23,720 --> 00:15:24,960
find the gap, run the workshop,
439
00:15:24,960 --> 00:15:26,760
deploy the solution, claim the credit.
440
00:15:26,760 --> 00:15:28,120
That's not a one-off project.
441
00:15:28,120 --> 00:15:29,200
That's a system.
442
00:15:29,200 --> 00:15:30,800
Tools like the Partner Command Center
443
00:15:30,800 --> 00:15:33,440
or Power BI reports make this actionable.
444
00:15:33,440 --> 00:15:36,160
The point is simple, stop guessing, start measuring.
445
00:15:36,160 --> 00:15:38,800
The data is already there, you just need to use it.
446
00:15:38,800 --> 00:15:40,120
The flywheel in action.
447
00:15:40,120 --> 00:15:42,600
Here's the thing, most partners get wrong about the flywheel.
448
00:15:42,600 --> 00:15:44,440
You can have the same product in the same market
449
00:15:44,440 --> 00:15:45,400
as another firm.
450
00:15:45,400 --> 00:15:48,280
One stores it gold, the other scales to solutions partner.
451
00:15:48,280 --> 00:15:49,640
And the difference isn't talent.
452
00:15:49,640 --> 00:15:51,600
It's understanding how the cycle actually works.
453
00:15:51,600 --> 00:15:55,400
First customer, you file CPR, establish PAL, earn PCS points,
454
00:15:55,400 --> 00:15:57,520
hit 70 points, get your designation,
455
00:15:57,520 --> 00:15:59,400
then you qualify for a specialization,
456
00:15:59,400 --> 00:16:01,000
pass the audit unlock ECF.
457
00:16:01,000 --> 00:16:02,800
That's the first cycle, and it's the hardest one,
458
00:16:02,800 --> 00:16:03,800
second customer.
459
00:16:03,800 --> 00:16:06,160
Same motion, but now you've got the badge.
460
00:16:06,160 --> 00:16:07,880
Microsoft sellers take your call.
461
00:16:07,880 --> 00:16:10,240
Coastal deals start showing up on their own.
462
00:16:10,240 --> 00:16:11,840
You're not chasing them anymore.
463
00:16:11,840 --> 00:16:13,360
That shift changes everything.
464
00:16:13,360 --> 00:16:15,200
Third customer, you have case studies,
465
00:16:15,200 --> 00:16:17,560
ACR growth, and your PDM knows your name.
466
00:16:17,560 --> 00:16:19,680
ECF nominations get approved faster.
467
00:16:19,680 --> 00:16:21,280
Each cycle makes the next one faster,
468
00:16:21,280 --> 00:16:22,320
and that's the whole point.
469
00:16:22,320 --> 00:16:24,160
So why do most partners never start?
470
00:16:24,160 --> 00:16:25,680
They think they need to be bigger.
471
00:16:25,680 --> 00:16:26,520
They don't.
472
00:16:26,520 --> 00:16:27,360
They need to be intentional.
473
00:16:27,360 --> 00:16:30,280
Pick one solution area, one specialization target,
474
00:16:30,280 --> 00:16:32,360
and one CPR claim per week.
475
00:16:32,360 --> 00:16:34,680
That's enough to get the flywheel turning.
476
00:16:34,680 --> 00:16:36,360
You don't need to overhaul your business.
477
00:16:36,360 --> 00:16:37,480
Just pick one lever.
478
00:16:37,480 --> 00:16:40,440
File a CPR claim for your biggest customer this week.
479
00:16:40,440 --> 00:16:43,360
That single action starts the clock on your PCS points.
480
00:16:43,360 --> 00:16:44,760
From there, the system takes over.
481
00:16:44,760 --> 00:16:45,960
Most partners won't do this.
482
00:16:45,960 --> 00:16:48,840
They'll keep chasing deals and wondering why they're stuck.
483
00:16:48,840 --> 00:16:50,560
Be the one who builds the engine instead.
484
00:16:50,560 --> 00:16:52,920
So here's your homework, log into partner center.
485
00:16:52,920 --> 00:16:54,880
Go to incentives, file one CPR claim,
486
00:16:54,880 --> 00:16:56,320
then come back and tell me what changed.
487
00:16:56,320 --> 00:16:57,800
That's the first step, and it's the only one
488
00:16:57,800 --> 00:16:59,840
you need to take right now.
