July 15, 2026
The Hard Way to Get Listed on Microsoft Marketplace
Getting your solution listed on Microsoft Marketplace sounds simple—until you actually try to do it. Microsoft provides a straightforward checklist, but behind every requirement lies weeks of engineering, legal reviews, technical integration, and operational planning. In this episode of m365.fm, we break down the complete Microsoft Marketplace publishing journey, uncover the most common mistakes that delay approvals, and explain why so many partners underestimate what it really takes to become Marketplace-ready. Whether you're publishing to Azure Marketplace or AppSource, this episode provides the roadmap to avoid costly mistakes and accelerate your path to a successful listing.
UNDERSTANDING THE REAL REQUIREMENTS
Microsoft officially outlines seven major requirements for Marketplace publishing, including partner enrollment, technical integration, pricing models, compliance documentation, go-to-market assets, and operational readiness. However, each requirement is far more involved than it first appears. We explore why identity verification, banking validation, international tax profiles, Microsoft Entra ID integration, SaaS fulfillment APIs, ARM templates, usage metering, privacy policies, legal documentation, and security reviews all require careful planning long before you click "Submit." Treating Marketplace publishing as an engineering project instead of an administrative task is often the difference between approval and repeated rejection.
THE FIVE MISTAKES THAT CAUSE MOST REJECTIONS
One of the most valuable sections of this episode covers the five administrative errors responsible for the majority of Microsoft Marketplace review failures. Learn why missing Terms of Use, incomplete Privacy Policies, inadequate reviewer testing instructions, undisclosed service dependencies, and hidden purchase requirements repeatedly send submissions back for correction. These aren't technical failures—they're avoidable documentation mistakes that can add weeks or even months to your publishing timeline. We also explain how to prepare your submission so Microsoft reviewers can validate your solution quickly and efficiently on the first attempt.
APPSOURCE VS. AZURE MARKETPLACE
Choosing the wrong storefront can significantly reduce your visibility and delay your go-to-market strategy. This episode compares Azure Marketplace and Microsoft AppSource, explains the different buyer personas each platform serves, and highlights why business applications, SaaS offerings, infrastructure solutions, and Azure-native services require different publishing strategies. We also discuss Microsoft's long-term Marketplace unification plans, multi-year pricing implications, customer purchasing experiences, Azure subscription requirements, and how selecting the right storefront impacts discoverability, enterprise procurement, and long-term sales success.
FROM MARKETPLACE LISTING TO REAL BUSINESS GROWTH
Publishing your offer is only the beginning. We explain why Marketplace listings don't automatically generate pipeline, how Microsoft operates its agency model, and why seller enablement, co-sell readiness, Azure IP Co-Sell eligibility, MACC (Microsoft Azure Consumption Commitment), and ongoing marketplace optimization are essential for sustained growth. You'll learn how to activate Microsoft's field sellers, prepare effective go-to-market assets, maintain Marketplace visibility, and build a repeatable sales engine that turns Marketplace into a scalable revenue channel instead of simply another product directory. Whether you're an ISV, MSP, CSP, or Azure consulting partner, this episode provides practical guidance for building a successful Microsoft Marketplace strategy from day one.
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Microsoft's official list is straightforward, seven categories.
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You're looking at partner account, marketplace ready product,
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technical integration, pricing model, compliance documentation,
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go to market assets, and ongoing operational readiness.
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It sounds simple.
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Seven boxes to check, submit, and you're done.
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But what's missing from that list is the depth of each requirement.
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Let's walk through three of them.
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Start with the partner account.
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That means you're enrolled in the Microsoft Cloud Partner Program
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with a verified business identity, bank account setup for payouts,
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and a tax profile per country if you're selling internationally.
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Each of those can take weeks.
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The bank verification alone can stall your entire submission.
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If your legal entity name doesn't match your bank account name exactly,
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that's not a technical problem.
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It's an administrative mismatch that stops your listing cold.
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Then there's the technical integration.
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You need EntraID, Billing Metering APIs for usage-based pricing,
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SAS fulfillment APIs for subscription lifecycle management,
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and ARM templates if you're deploying into Azure.
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This is not a one-day job.
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For teams without prior marketplace experience,
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the technical integration alone can take six to 10 weeks
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before you even submit for certification and compliance.
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Privacy policy terms of use, security documentation,
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for some offer types, a full security white paper,
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with data flow diagrams and access scope descriptions.
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That's not a quick copy paste from your website.
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It's legal review, engineering sign-off,
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and a document that takes time to get right.
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Here's the hard way.
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Partners assume requirements means a form to fill out,
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but it actually means engineering work,
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legal review, and operational setup.
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The ones who treat it like a checklist get rejected,
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while the ones who treat it like a project plan get listed.
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The 80% trap, five errors that kill most submissions.
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Now here's where it gets interesting.
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Microsoft's own documentation says,
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"Five common errors cause 80% of review rejections,
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"not technical bugs, not product flaws,
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"but five administrative errors that are completely preventable."
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Let's walk through them.
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Error one, missing or invalid terms of use link,
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not a broken link, not a placeholder page
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that says terms coming soon.
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It needs to be a real legal document
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that a reviewer can open and read
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if it's missing, if it's a 404,
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or if it's a generic template you pulled from a competitor,
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you get rejected.
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Error two, missing or invalid privacy policy link,
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same standard, same rejection.
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Microsoft's reviewers check this, they click the link.
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If it doesn't work, or if it's clearly a placeholder,
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your submission stops.
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Error three, missing testing instructions for reviewers.
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No credentials, no setup notes,
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no path to validate the product.
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The reviewer gets your listing and has no way
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to log in, test functionality, or confirm it works as described.
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They're not going to hunt for your demo environment.
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They're going to reject it
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and move on to the next submission.
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Error four, missing service or account disclosures.
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If your product needs an Azure subscription,
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a Microsoft 365 tenant or a paid third party service,
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you have to say so explicitly in the listing,
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not buried in the FAQ, not in a footnote,
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but in the description clearly stated.
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If the reviewer can't tell what's required
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to use your product, they'll flag it.
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Error five, missing disclosure of additional purchases.
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Any required add-on or paid dependency
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must be listed in the description.
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If your SaaS product needs a premium tier
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of a third party API to function, say it.
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If your VM image requires a separate license
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for the database engine, disclose it.
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If you don't, the reviewer will assume your hiding costs.
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These are not technical problems.
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They're administrative, but they stop your listing cold.
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The frustrating part is how avoidable they are.
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Partners spend weeks on the product,
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engineering, testing, polishing,
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and then 10 minutes on the submission.
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And that 10 minutes is where the rejection happens,
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so you fix the five errors, resubmit, and wait, and wait.
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That brings us to the second hidden cost.
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Time.
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The timeline problem, eight to 24 weeks and counting.
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Here's the problem most partners don't see coming.
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Microsoft publishes estimated listing times
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that look straightforward.
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App source at eight to 20 weeks as your marketplace
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at 12 to 24 weeks, but that's only if your first submission
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is perfect with no rejections, no rework,
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and no surprises.
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Each rejection cycle adds two to four weeks minimum.
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You get rejected for a missing privacy policy link,
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so you fix it and resubmit, and that's two weeks gone.
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Then you get rejected again because the testing instructions
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weren't clear enough, so you fix it and resubmit,
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and that's another two weeks.
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It adds up fast.
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Most partners don't budget for this timeline.
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They plan a quarter end launch and miss it by months,
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telling their leadership will be live in Q2,
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and then still being in certification in Q3.
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That's not a failure of execution.
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That's a failure of planning.
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The technical integration alone can take six to 10 weeks
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for teams without prior marketplace experience,
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and that includes SaaS fulfillment APIs, billing metering,
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and ARM templates, each a separate integration,
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requiring engineering time, testing, and debugging.
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And that's before you submit anything.
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Legal review of terms, privacy policy, and compliance
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documentation adds another two to four weeks,
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and your legal team has other priorities,
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so they're not going to drop everything
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to review your marketplace listing.
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That timeline needs to be built into your plan.
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The storefront decision matters more than partners realize.
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Choose wrong, and you're rebuilding.
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If you're a business app vendor who picks Azure marketplace
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because it sounds more technical,
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you're invisible to the line of business buyers
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who actually use AppSource.
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And if you're an infrastructure vendor who picks AppSource
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because the timeline is shorter,
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you're invisible to the IT buyers who use Azure marketplace.
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The wrong choice costs you months of rework.
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The hard way creates a cycle where timeline pressure
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leads to shortcuts, shortcuts lead to rejections,
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and rejections lead to more timeline pressure.
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Partners rush the submission to hit a deadline,
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get rejected, spend weeks fixing it,
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and then rush the resubmission.
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It's a loop that only breaks when you step back
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and plan for the real timeline from the start.
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AppSource versus Azure marketplace,
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the wrong choice costs you.
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Let's talk about that storefront decision
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because it's one of the most misunderstood parts of the process.
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Two storefronts, one publishing system,
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but different audiences, different requirements,
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different rules, and picking the wrong one
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can cost you months.
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AppSource is for business apps like Dynamics 365,
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Power Platform, and Teams Integrations,
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and the buyers are line of business people,
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like marketing directors, ops managers, and finance leads.
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They're not technical.
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They're looking for solutions to business problems,
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and they want to buy them without involving IT.
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Azure marketplace is for IT solutions like infrastructure,
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SaaS that runs on Azure, virtual machines, and containers.
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The buyers are developers, cloud architects,
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and enterprise procurement teams.
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They're technical.
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They need to know how your solution deploys,
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what resources it consumes,
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and whether it plays nice with their existing Azure environment.
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Here's the trap that catches a lot of partners.
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Multi-year pricing plans automatically de-list from AppSource
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and move to Azure marketplace only.
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Microsoft's policy is clear on this.
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If you're a business app vendor
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who wants to offer two year or three year contracts,
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your listing disappears from the storefront your buyers actually use.
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Your line of business customers are browsing AppSource
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and your offer isn't there anymore.
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It's on Azure marketplace
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where they'd never think to look for a business app.
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That's a real problem.
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You build a product for business users,
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price it for multi-year deals,
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because that's what enterprise customers want,
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and then your listing vanishes
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from the one place your buyers know to find you.
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You're not wrong for wanting multi-year contracts,
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but you need to know the trade off going in.
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Customer prerequisites are different too,
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as your marketplace requires an enter ID
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and an active Azure subscription to purchase.
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So if your customer doesn't have those,
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they get prompted to create them during checkout,
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and that's friction.
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AppSource doesn't require an Azure subscription for most offers,
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so your business buyer can click,
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purchase, and start using your product
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without ever touching the Azure portal.
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That's a meaningful difference in how easy it is to close a deal.
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The hard way is this.
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Partners pick a storefront based on convenience,
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whichever one seems easier to publish on,
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or whichever one they're developer recommended,
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without thinking about where their buyer actually shops.
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Then they wonder why no one finds their listing.
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The listing is live, certified, technically perfect,
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but it's in the wrong store.
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The buyers are on the other side of the wall.
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The unified Microsoft marketplace is coming.
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Microsoft has announced plans to merge AppSource
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and Azure marketplace into a single destination,
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rolling out slowly starting in the US
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with global expansion later.
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But don't wait for it to solve your storefront problem today.
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The unification is not here yet,
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and even when it arrives,
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the underlying audience differences won't disappear.
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Your buyers will still behave differently,
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depending on whether they're looking for a business app
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or an infrastructure tool.
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The storefronts might merge, but the personas won't,
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so you've chosen your storefront, submitted your listing,
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and waited through certification.
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Your live, and this is where most partners
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make their biggest mistake.
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Live doesn't mean working.
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The operational reality, getting published,
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isn't the finish line.
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It's the starting line,
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and a lot of partners don't realize that
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until they've been live for three months
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with zero pipeline to show for it.
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Microsoft operates under an agency model,
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they handle billing, collections, and payouts,
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sending invoices, collecting payments,
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managing tax compliance, and paying you your share.
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That's their job.
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Your job is everything else, product support,
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customer provisioning, the actual customer experience.
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When a customer has a problem with your software,
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they don't call Microsoft.
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They call you.
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If provisioning breaks or a customer wants to upgrade their plan,
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that's your workflow to manage.
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The hard way is this.
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Partners go live and expect leads to appear, but they don't.
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The marketplace is not a lead generation machine
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that turns on when your listing goes live.
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It's a distribution channel
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that makes your product available to buyers
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who are already searching,
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but those buyers need to find you,
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and they need a reason to choose you
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over the other 11,000 offers on Azure Marketplace
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or the 19,000 apps on AppSource.
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Seller activation is required.
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Microsoft's field sellers need enablement.
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They need to understand what your product does,
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who it's for,
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and why they should prioritize it in their conversations
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with customers.
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They're managing hundreds of partner solutions
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and yours is one of them.
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If you don't give them a reason to remember yours,
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they won't.
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Coastal readiness is a separate process from listing.
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It's not automatic.
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You need a pitch deck, a one-page sales context
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per geography and deal registration discipline.
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Microsoft has specific requirements
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for what Coastal collateral looks like,
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and if you don't provide it,
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your solution doesn't get surfaced to their sellers.
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You can be live on the marketplace
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and invisible to the sales team at the same time.
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Mac eligibility at Microsoft Azure consumption commitment
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requires Azure IP Coast sales status,
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which is a higher tier with its own revenue thresholds
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and technical validation.
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You need at least $100,000 in Azure consumed revenue
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on marketplace build sales over the trailing 12 months.
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You need to pass Azure platform technical validation.
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You need a reference architecture diagram.
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It's a separate process with separate requirements,
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and it's the thing that actually makes your offer count
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toward a customer's Azure spend commitments.
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Without it,
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you're missing one of the biggest procurement incentives
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enterprise buyers have.
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The hard way is this.
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Partners who treat marketplace as a
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"set it and forget it" channel end up with a listing
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that generates zero pipeline.
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They put in the work to get listed, celebrate the launch,
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and then move on to the next project.
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Six months later, they check their partner center dashboard
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and see single digit impressions.
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They blame the marketplace,
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but the marketplace didn't fail them.
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They fail to operate it.
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That brings us to the real question,
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what does it take to do this the right way?
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What the right way looks like, the repeatable path.
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Here's how you do this the right way.
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It starts with one decision that most partners get wrong.
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You pick your storefront based on your buyer,
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not your product type, not what's easier to build,
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not what your developer recommends,
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but where your buyer actually shops.
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If your customer is a line of business person
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who doesn't know what an Azure subscription is,
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you belong on AppSource.
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If your customer is a cloud architect
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who manages infrastructure spend,
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you belong on Azure marketplace.
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That decision drives everything else.
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Your pricing model, your integration path,
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your timeline, get it right first,
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then you build certification readiness
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into your development timeline,
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not as an afterthought,
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and not as a will figure that out after we finish the product.
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From the start, you know that enter ID integration,
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billing, metering APIs,
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and compliance documentation are part of the build.
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They're not separate projects,
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they're features of the product,
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same as any user facing capability.
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If you treat certification as a post development task,
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you're adding weeks to your timeline
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before you even submit.
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Use Microsoft's pre-submission checklist
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before every submission, it's published and free,
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and it lists the five common errors
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that cause 80% of rejections.
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Terms of use link, privacy policy link,
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testing instructions, service disclosures,
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additional purchase disclosures,
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check every single one before you hit submit.
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That 10 minute check saves you a two to four week rejection cycle,
337
00:11:39,240 --> 00:11:42,080
and it's the highest ROI action in the entire process.
338
00:11:42,080 --> 00:11:44,960
Assign ownership, this is where most partners fall apart.
339
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They have one person trying to manage legal engineering,
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marketing, and sales readiness,
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that person gets overwhelmed, something slips,
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and the submission gets rejected.
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Instead, assign clear ownership.
344
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Legal owns the terms and privacy policy,
345
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engineering owns the technical integration,
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marketing owns the listing copy and GTMS sets,
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and sales owns co-sell readiness.
348
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Each team knows what they're responsible for,
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and there's a single person who tracks the overall timeline.
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00:12:09,160 --> 00:12:10,880
No ambiguity, no dropped balls,
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plan for 12 to 24 weeks minimum.
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If you beat that timeline, great.
353
00:12:14,760 --> 00:12:16,960
If you don't, you're not behind, you're unscheduled.
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00:12:16,960 --> 00:12:18,760
The partners who get frustrated are the ones
355
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who plan for eight weeks and hit 24.
356
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They feel like they failed, but they didn't.
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They just planned wrong,
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built the real timeline into your forecast from day one,
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and the process stops feeling like a crisis.
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00:12:29,120 --> 00:12:30,800
Test the reviewer experience yourself,
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create a clean test account.
362
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Not your personal account with all your existing subscriptions
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00:12:34,800 --> 00:12:36,440
and permissions, but a clean account
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00:12:36,440 --> 00:12:38,200
that looks like what a reviewer would have.
365
00:12:38,200 --> 00:12:39,640
Write step by step instructions
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00:12:39,640 --> 00:12:41,400
for how to access and test your product,
367
00:12:41,400 --> 00:12:44,400
and check accessibility on every page the reviewer will see.
368
00:12:44,400 --> 00:12:47,440
Keyboard navigation, contrast, alt text on images.
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00:12:47,440 --> 00:12:48,720
If the reviewer can't figure out
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00:12:48,720 --> 00:12:50,840
how to use your product in 15 minutes,
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00:12:50,840 --> 00:12:53,200
they're not going to spend 30 minutes figuring it out.
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00:12:53,200 --> 00:12:54,520
They're going to reject it.
373
00:12:54,520 --> 00:12:56,360
And here's a shortcut that actually works.
374
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Work with a partner or platform
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that specializes in marketplace listing.
376
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The cost is real, but it's less than the cost
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of three rejection cycles.
378
00:13:03,200 --> 00:13:04,640
If you're a team of five people trying
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00:13:04,640 --> 00:13:07,120
to learn the marketplace from scratch, the math is simple.
380
00:13:07,120 --> 00:13:08,640
Pay someone who's done it before,
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or pay for three rounds of rejections, rework,
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00:13:11,080 --> 00:13:12,160
and delayed revenue.
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00:13:12,160 --> 00:13:13,960
The specialist is cheaper.
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00:13:13,960 --> 00:13:15,400
The real cost of the hard way.
385
00:13:15,400 --> 00:13:16,520
So here's the full picture.
386
00:13:16,520 --> 00:13:18,840
The hard way isn't about technical complexity.
387
00:13:18,840 --> 00:13:20,920
It's about underestimating the process.
388
00:13:20,920 --> 00:13:23,680
Partners who treat marketplace as a checkbox exercise
389
00:13:23,680 --> 00:13:26,880
end up with rejections, delays, and zero pipeline.
390
00:13:26,880 --> 00:13:29,000
The ones who treat it as a go-to-market investment
391
00:13:29,000 --> 00:13:32,520
get co-sell, massacy, and a repeatable revenue engine.
392
00:13:32,520 --> 00:13:33,600
Here's your homework.
393
00:13:33,600 --> 00:13:35,840
Audit your current listing or pre-submissions
394
00:13:35,840 --> 00:13:37,680
against the five common errors.
395
00:13:37,680 --> 00:13:39,160
Fix them before you submit.
396
00:13:39,160 --> 00:13:42,000
That's one hour of work that saves you weeks of delays.
397
00:13:42,000 --> 00:13:43,680
If you want to build this engine for real,
398
00:13:43,680 --> 00:13:45,080
start with the storefront decision
399
00:13:45,080 --> 00:13:47,160
and work backward from your buyer's behavior.
400
00:13:47,160 --> 00:13:48,560
The marketplace is worth the fight,
401
00:13:48,560 --> 00:13:51,160
but only if you fight the right battles.
00:00:00,000 --> 00:00:02,960
Microsoft's official list is straightforward, seven categories.
2
00:00:02,960 --> 00:00:05,960
You're looking at partner account, marketplace ready product,
3
00:00:05,960 --> 00:00:09,080
technical integration, pricing model, compliance documentation,
4
00:00:09,080 --> 00:00:12,560
go to market assets, and ongoing operational readiness.
5
00:00:12,560 --> 00:00:13,680
It sounds simple.
6
00:00:13,680 --> 00:00:16,040
Seven boxes to check, submit, and you're done.
7
00:00:16,040 --> 00:00:19,280
But what's missing from that list is the depth of each requirement.
8
00:00:19,280 --> 00:00:20,800
Let's walk through three of them.
9
00:00:20,800 --> 00:00:22,280
Start with the partner account.
10
00:00:22,280 --> 00:00:25,440
That means you're enrolled in the Microsoft Cloud Partner Program
11
00:00:25,440 --> 00:00:28,880
with a verified business identity, bank account setup for payouts,
12
00:00:28,880 --> 00:00:31,720
and a tax profile per country if you're selling internationally.
13
00:00:31,720 --> 00:00:33,120
Each of those can take weeks.
14
00:00:33,120 --> 00:00:36,000
The bank verification alone can stall your entire submission.
15
00:00:36,000 --> 00:00:39,280
If your legal entity name doesn't match your bank account name exactly,
16
00:00:39,280 --> 00:00:40,640
that's not a technical problem.
17
00:00:40,640 --> 00:00:43,520
It's an administrative mismatch that stops your listing cold.
18
00:00:43,520 --> 00:00:45,240
Then there's the technical integration.
19
00:00:45,240 --> 00:00:49,040
You need EntraID, Billing Metering APIs for usage-based pricing,
20
00:00:49,040 --> 00:00:52,280
SAS fulfillment APIs for subscription lifecycle management,
21
00:00:52,280 --> 00:00:54,800
and ARM templates if you're deploying into Azure.
22
00:00:54,800 --> 00:00:56,240
This is not a one-day job.
23
00:00:56,240 --> 00:00:58,400
For teams without prior marketplace experience,
24
00:00:58,400 --> 00:01:01,160
the technical integration alone can take six to 10 weeks
25
00:01:01,160 --> 00:01:04,280
before you even submit for certification and compliance.
26
00:01:04,280 --> 00:01:07,360
Privacy policy terms of use, security documentation,
27
00:01:07,360 --> 00:01:10,040
for some offer types, a full security white paper,
28
00:01:10,040 --> 00:01:12,840
with data flow diagrams and access scope descriptions.
29
00:01:12,840 --> 00:01:15,120
That's not a quick copy paste from your website.
30
00:01:15,120 --> 00:01:17,880
It's legal review, engineering sign-off,
31
00:01:17,880 --> 00:01:20,120
and a document that takes time to get right.
32
00:01:20,120 --> 00:01:21,240
Here's the hard way.
33
00:01:21,240 --> 00:01:23,680
Partners assume requirements means a form to fill out,
34
00:01:23,680 --> 00:01:25,360
but it actually means engineering work,
35
00:01:25,360 --> 00:01:27,360
legal review, and operational setup.
36
00:01:27,360 --> 00:01:29,400
The ones who treat it like a checklist get rejected,
37
00:01:29,400 --> 00:01:31,960
while the ones who treat it like a project plan get listed.
38
00:01:31,960 --> 00:01:34,960
The 80% trap, five errors that kill most submissions.
39
00:01:34,960 --> 00:01:36,280
Now here's where it gets interesting.
40
00:01:36,280 --> 00:01:38,280
Microsoft's own documentation says,
41
00:01:38,280 --> 00:01:41,800
"Five common errors cause 80% of review rejections,
42
00:01:41,800 --> 00:01:44,040
"not technical bugs, not product flaws,
43
00:01:44,040 --> 00:01:47,160
"but five administrative errors that are completely preventable."
44
00:01:47,160 --> 00:01:48,320
Let's walk through them.
45
00:01:48,320 --> 00:01:51,320
Error one, missing or invalid terms of use link,
46
00:01:51,320 --> 00:01:53,200
not a broken link, not a placeholder page
47
00:01:53,200 --> 00:01:55,040
that says terms coming soon.
48
00:01:55,040 --> 00:01:57,200
It needs to be a real legal document
49
00:01:57,200 --> 00:01:58,800
that a reviewer can open and read
50
00:01:58,800 --> 00:02:00,480
if it's missing, if it's a 404,
51
00:02:00,480 --> 00:02:03,360
or if it's a generic template you pulled from a competitor,
52
00:02:03,360 --> 00:02:04,400
you get rejected.
53
00:02:04,400 --> 00:02:06,920
Error two, missing or invalid privacy policy link,
54
00:02:06,920 --> 00:02:08,680
same standard, same rejection.
55
00:02:08,680 --> 00:02:11,440
Microsoft's reviewers check this, they click the link.
56
00:02:11,440 --> 00:02:14,160
If it doesn't work, or if it's clearly a placeholder,
57
00:02:14,160 --> 00:02:16,160
your submission stops.
58
00:02:16,160 --> 00:02:19,320
Error three, missing testing instructions for reviewers.
59
00:02:19,320 --> 00:02:21,080
No credentials, no setup notes,
60
00:02:21,080 --> 00:02:22,960
no path to validate the product.
61
00:02:22,960 --> 00:02:25,080
The reviewer gets your listing and has no way
62
00:02:25,080 --> 00:02:28,840
to log in, test functionality, or confirm it works as described.
63
00:02:28,840 --> 00:02:30,920
They're not going to hunt for your demo environment.
64
00:02:30,920 --> 00:02:32,120
They're going to reject it
65
00:02:32,120 --> 00:02:33,600
and move on to the next submission.
66
00:02:33,600 --> 00:02:36,640
Error four, missing service or account disclosures.
67
00:02:36,640 --> 00:02:38,440
If your product needs an Azure subscription,
68
00:02:38,440 --> 00:02:41,320
a Microsoft 365 tenant or a paid third party service,
69
00:02:41,320 --> 00:02:43,440
you have to say so explicitly in the listing,
70
00:02:43,440 --> 00:02:45,520
not buried in the FAQ, not in a footnote,
71
00:02:45,520 --> 00:02:47,640
but in the description clearly stated.
72
00:02:47,640 --> 00:02:49,360
If the reviewer can't tell what's required
73
00:02:49,360 --> 00:02:51,240
to use your product, they'll flag it.
74
00:02:51,240 --> 00:02:54,280
Error five, missing disclosure of additional purchases.
75
00:02:54,280 --> 00:02:56,040
Any required add-on or paid dependency
76
00:02:56,040 --> 00:02:57,640
must be listed in the description.
77
00:02:57,640 --> 00:02:59,400
If your SaaS product needs a premium tier
78
00:02:59,400 --> 00:03:01,920
of a third party API to function, say it.
79
00:03:01,920 --> 00:03:04,200
If your VM image requires a separate license
80
00:03:04,200 --> 00:03:05,880
for the database engine, disclose it.
81
00:03:05,880 --> 00:03:08,960
If you don't, the reviewer will assume your hiding costs.
82
00:03:08,960 --> 00:03:10,600
These are not technical problems.
83
00:03:10,600 --> 00:03:13,200
They're administrative, but they stop your listing cold.
84
00:03:13,200 --> 00:03:15,480
The frustrating part is how avoidable they are.
85
00:03:15,480 --> 00:03:17,200
Partners spend weeks on the product,
86
00:03:17,200 --> 00:03:18,680
engineering, testing, polishing,
87
00:03:18,680 --> 00:03:20,080
and then 10 minutes on the submission.
88
00:03:20,080 --> 00:03:22,360
And that 10 minutes is where the rejection happens,
89
00:03:22,360 --> 00:03:25,440
so you fix the five errors, resubmit, and wait, and wait.
90
00:03:25,440 --> 00:03:29,040
That brings us to the second hidden cost.
91
00:03:29,040 --> 00:03:30,320
Time.
92
00:03:30,320 --> 00:03:33,680
The timeline problem, eight to 24 weeks and counting.
93
00:03:33,680 --> 00:03:35,840
Here's the problem most partners don't see coming.
94
00:03:35,840 --> 00:03:37,960
Microsoft publishes estimated listing times
95
00:03:37,960 --> 00:03:39,720
that look straightforward.
96
00:03:39,720 --> 00:03:41,960
App source at eight to 20 weeks as your marketplace
97
00:03:41,960 --> 00:03:45,200
at 12 to 24 weeks, but that's only if your first submission
98
00:03:45,200 --> 00:03:47,880
is perfect with no rejections, no rework,
99
00:03:47,880 --> 00:03:49,120
and no surprises.
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Each rejection cycle adds two to four weeks minimum.
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You get rejected for a missing privacy policy link,
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so you fix it and resubmit, and that's two weeks gone.
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Then you get rejected again because the testing instructions
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weren't clear enough, so you fix it and resubmit,
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and that's another two weeks.
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It adds up fast.
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Most partners don't budget for this timeline.
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They plan a quarter end launch and miss it by months,
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telling their leadership will be live in Q2,
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and then still being in certification in Q3.
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That's not a failure of execution.
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That's a failure of planning.
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The technical integration alone can take six to 10 weeks
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for teams without prior marketplace experience,
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and that includes SaaS fulfillment APIs, billing metering,
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and ARM templates, each a separate integration,
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requiring engineering time, testing, and debugging.
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And that's before you submit anything.
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Legal review of terms, privacy policy, and compliance
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documentation adds another two to four weeks,
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and your legal team has other priorities,
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so they're not going to drop everything
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to review your marketplace listing.
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That timeline needs to be built into your plan.
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The storefront decision matters more than partners realize.
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Choose wrong, and you're rebuilding.
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If you're a business app vendor who picks Azure marketplace
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because it sounds more technical,
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you're invisible to the line of business buyers
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who actually use AppSource.
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And if you're an infrastructure vendor who picks AppSource
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because the timeline is shorter,
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you're invisible to the IT buyers who use Azure marketplace.
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The wrong choice costs you months of rework.
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The hard way creates a cycle where timeline pressure
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leads to shortcuts, shortcuts lead to rejections,
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and rejections lead to more timeline pressure.
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Partners rush the submission to hit a deadline,
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get rejected, spend weeks fixing it,
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and then rush the resubmission.
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It's a loop that only breaks when you step back
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and plan for the real timeline from the start.
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AppSource versus Azure marketplace,
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the wrong choice costs you.
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Let's talk about that storefront decision
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because it's one of the most misunderstood parts of the process.
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Two storefronts, one publishing system,
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but different audiences, different requirements,
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different rules, and picking the wrong one
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can cost you months.
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AppSource is for business apps like Dynamics 365,
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Power Platform, and Teams Integrations,
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and the buyers are line of business people,
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like marketing directors, ops managers, and finance leads.
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They're not technical.
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They're looking for solutions to business problems,
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and they want to buy them without involving IT.
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Azure marketplace is for IT solutions like infrastructure,
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SaaS that runs on Azure, virtual machines, and containers.
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The buyers are developers, cloud architects,
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and enterprise procurement teams.
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They're technical.
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They need to know how your solution deploys,
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what resources it consumes,
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and whether it plays nice with their existing Azure environment.
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Here's the trap that catches a lot of partners.
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Multi-year pricing plans automatically de-list from AppSource
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and move to Azure marketplace only.
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Microsoft's policy is clear on this.
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If you're a business app vendor
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who wants to offer two year or three year contracts,
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your listing disappears from the storefront your buyers actually use.
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Your line of business customers are browsing AppSource
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and your offer isn't there anymore.
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It's on Azure marketplace
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where they'd never think to look for a business app.
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That's a real problem.
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You build a product for business users,
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price it for multi-year deals,
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because that's what enterprise customers want,
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and then your listing vanishes
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from the one place your buyers know to find you.
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You're not wrong for wanting multi-year contracts,
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but you need to know the trade off going in.
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Customer prerequisites are different too,
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as your marketplace requires an enter ID
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and an active Azure subscription to purchase.
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So if your customer doesn't have those,
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they get prompted to create them during checkout,
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and that's friction.
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AppSource doesn't require an Azure subscription for most offers,
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so your business buyer can click,
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purchase, and start using your product
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without ever touching the Azure portal.
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That's a meaningful difference in how easy it is to close a deal.
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The hard way is this.
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Partners pick a storefront based on convenience,
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whichever one seems easier to publish on,
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or whichever one they're developer recommended,
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without thinking about where their buyer actually shops.
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Then they wonder why no one finds their listing.
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The listing is live, certified, technically perfect,
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but it's in the wrong store.
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The buyers are on the other side of the wall.
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The unified Microsoft marketplace is coming.
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Microsoft has announced plans to merge AppSource
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and Azure marketplace into a single destination,
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rolling out slowly starting in the US
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with global expansion later.
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But don't wait for it to solve your storefront problem today.
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The unification is not here yet,
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and even when it arrives,
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the underlying audience differences won't disappear.
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Your buyers will still behave differently,
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depending on whether they're looking for a business app
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or an infrastructure tool.
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The storefronts might merge, but the personas won't,
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so you've chosen your storefront, submitted your listing,
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and waited through certification.
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Your live, and this is where most partners
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make their biggest mistake.
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Live doesn't mean working.
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The operational reality, getting published,
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isn't the finish line.
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It's the starting line,
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and a lot of partners don't realize that
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until they've been live for three months
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with zero pipeline to show for it.
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Microsoft operates under an agency model,
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they handle billing, collections, and payouts,
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sending invoices, collecting payments,
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managing tax compliance, and paying you your share.
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That's their job.
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Your job is everything else, product support,
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customer provisioning, the actual customer experience.
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When a customer has a problem with your software,
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they don't call Microsoft.
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They call you.
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If provisioning breaks or a customer wants to upgrade their plan,
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that's your workflow to manage.
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The hard way is this.
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Partners go live and expect leads to appear, but they don't.
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The marketplace is not a lead generation machine
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that turns on when your listing goes live.
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It's a distribution channel
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that makes your product available to buyers
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who are already searching,
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but those buyers need to find you,
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and they need a reason to choose you
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over the other 11,000 offers on Azure Marketplace
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or the 19,000 apps on AppSource.
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Seller activation is required.
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Microsoft's field sellers need enablement.
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They need to understand what your product does,
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who it's for,
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and why they should prioritize it in their conversations
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with customers.
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They're managing hundreds of partner solutions
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and yours is one of them.
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If you don't give them a reason to remember yours,
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they won't.
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Coastal readiness is a separate process from listing.
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It's not automatic.
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You need a pitch deck, a one-page sales context
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per geography and deal registration discipline.
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Microsoft has specific requirements
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for what Coastal collateral looks like,
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and if you don't provide it,
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your solution doesn't get surfaced to their sellers.
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You can be live on the marketplace
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and invisible to the sales team at the same time.
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Mac eligibility at Microsoft Azure consumption commitment
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requires Azure IP Coast sales status,
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which is a higher tier with its own revenue thresholds
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and technical validation.
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You need at least $100,000 in Azure consumed revenue
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on marketplace build sales over the trailing 12 months.
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You need to pass Azure platform technical validation.
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You need a reference architecture diagram.
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It's a separate process with separate requirements,
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and it's the thing that actually makes your offer count
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toward a customer's Azure spend commitments.
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Without it,
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you're missing one of the biggest procurement incentives
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enterprise buyers have.
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The hard way is this.
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Partners who treat marketplace as a
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"set it and forget it" channel end up with a listing
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that generates zero pipeline.
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They put in the work to get listed, celebrate the launch,
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and then move on to the next project.
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Six months later, they check their partner center dashboard
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and see single digit impressions.
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They blame the marketplace,
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but the marketplace didn't fail them.
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They fail to operate it.
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That brings us to the real question,
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what does it take to do this the right way?
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What the right way looks like, the repeatable path.
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Here's how you do this the right way.
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It starts with one decision that most partners get wrong.
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You pick your storefront based on your buyer,
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not your product type, not what's easier to build,
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not what your developer recommends,
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but where your buyer actually shops.
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If your customer is a line of business person
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who doesn't know what an Azure subscription is,
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you belong on AppSource.
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If your customer is a cloud architect
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who manages infrastructure spend,
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you belong on Azure marketplace.
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That decision drives everything else.
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Your pricing model, your integration path,
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your timeline, get it right first,
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then you build certification readiness
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into your development timeline,
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not as an afterthought,
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and not as a will figure that out after we finish the product.
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From the start, you know that enter ID integration,
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billing, metering APIs,
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and compliance documentation are part of the build.
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They're not separate projects,
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they're features of the product,
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same as any user facing capability.
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If you treat certification as a post development task,
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you're adding weeks to your timeline
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before you even submit.
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Use Microsoft's pre-submission checklist
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before every submission, it's published and free,
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and it lists the five common errors
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that cause 80% of rejections.
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Terms of use link, privacy policy link,
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testing instructions, service disclosures,
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additional purchase disclosures,
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check every single one before you hit submit.
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That 10 minute check saves you a two to four week rejection cycle,
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and it's the highest ROI action in the entire process.
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Assign ownership, this is where most partners fall apart.
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They have one person trying to manage legal engineering,
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marketing, and sales readiness,
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that person gets overwhelmed, something slips,
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and the submission gets rejected.
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Instead, assign clear ownership.
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Legal owns the terms and privacy policy,
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engineering owns the technical integration,
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marketing owns the listing copy and GTMS sets,
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and sales owns co-sell readiness.
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Each team knows what they're responsible for,
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and there's a single person who tracks the overall timeline.
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No ambiguity, no dropped balls,
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plan for 12 to 24 weeks minimum.
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If you beat that timeline, great.
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If you don't, you're not behind, you're unscheduled.
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The partners who get frustrated are the ones
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who plan for eight weeks and hit 24.
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They feel like they failed, but they didn't.
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They just planned wrong,
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built the real timeline into your forecast from day one,
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and the process stops feeling like a crisis.
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Test the reviewer experience yourself,
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create a clean test account.
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Not your personal account with all your existing subscriptions
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and permissions, but a clean account
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that looks like what a reviewer would have.
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Write step by step instructions
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for how to access and test your product,
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and check accessibility on every page the reviewer will see.
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Keyboard navigation, contrast, alt text on images.
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If the reviewer can't figure out
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how to use your product in 15 minutes,
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they're not going to spend 30 minutes figuring it out.
372
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They're going to reject it.
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And here's a shortcut that actually works.
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Work with a partner or platform
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00:12:57,720 --> 00:12:59,800
that specializes in marketplace listing.
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The cost is real, but it's less than the cost
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00:13:01,720 --> 00:13:03,200
of three rejection cycles.
378
00:13:03,200 --> 00:13:04,640
If you're a team of five people trying
379
00:13:04,640 --> 00:13:07,120
to learn the marketplace from scratch, the math is simple.
380
00:13:07,120 --> 00:13:08,640
Pay someone who's done it before,
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00:13:08,640 --> 00:13:11,080
or pay for three rounds of rejections, rework,
382
00:13:11,080 --> 00:13:12,160
and delayed revenue.
383
00:13:12,160 --> 00:13:13,960
The specialist is cheaper.
384
00:13:13,960 --> 00:13:15,400
The real cost of the hard way.
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00:13:15,400 --> 00:13:16,520
So here's the full picture.
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The hard way isn't about technical complexity.
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It's about underestimating the process.
388
00:13:20,920 --> 00:13:23,680
Partners who treat marketplace as a checkbox exercise
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end up with rejections, delays, and zero pipeline.
390
00:13:26,880 --> 00:13:29,000
The ones who treat it as a go-to-market investment
391
00:13:29,000 --> 00:13:32,520
get co-sell, massacy, and a repeatable revenue engine.
392
00:13:32,520 --> 00:13:33,600
Here's your homework.
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00:13:33,600 --> 00:13:35,840
Audit your current listing or pre-submissions
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against the five common errors.
395
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Fix them before you submit.
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That's one hour of work that saves you weeks of delays.
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00:13:42,000 --> 00:13:43,680
If you want to build this engine for real,
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start with the storefront decision
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and work backward from your buyer's behavior.
400
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The marketplace is worth the fight,
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but only if you fight the right battles.
