Microsoft Partner Journey: From Enrollment to Growth

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Here's the thing, most partners don't see coming.

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You think the partner journey is about climbing tiers,

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silver to gold, gold to something shinier.

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That used to be how it worked,

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and most people still think that way,

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but the program doesn't work like that anymore.

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The real question is, what each badge actually

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unlocks for your business.

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You see a designation and you want it,

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Microsoft announces a new program

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and you rush to enroll.

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But nobody stops to ask,

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what does this actually do for my business?

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Here's the gap you need to understand.

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The program changed completely in 2022,

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silver and gold are gone.

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The Microsoft Cloud Partner Program launched in October 2022,

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then rebranded to the AI Cloud Partner Program in July 2023.

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But most partners are still operating like it's 2021,

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thinking in terms of old competencies and old benefits,

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and that's costing them real money.

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So here's what we're covering today.

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The partner journey has three distinct layers,

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not a ladder with rungs, but three layers,

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membership, solutions, partner designation, and specialization.

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Each layer unlocks something different

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and most partners never get past layer one.

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Stick with this.

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It changes how you think about your partnership with Microsoft.

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Why the program changed and why it matters?

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Silver and gold are officially gone.

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The last renewals hit January 2025.

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If you're still running on legacy silver or gold benefits,

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your incentives run through September 2025,

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and then that's it, no more renewals, no more extensions.

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The old program is done, Microsoft killed it

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because the old model measured the wrong thing.

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Silver and gold were about inputs.

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How many search your team holds, how many exams they passed,

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how many competencies you stacked.

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It was a checkbox game.

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You could load up on certifications,

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never deliver a thing, and still call yourself a gold partner.

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The new model measures outputs.

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Not what your team knows, but what your customers actually do.

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How much of the Microsoft cloud are they consuming?

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Are they using what you sold them?

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Are they growing?

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That's what matters now.

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Microsoft retired the Microsoft Partner Network in October 2022,

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launching the Microsoft Cloud Partner Program,

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then rebranded to the AI Cloud Partner Program in July 2023.

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The name changed, but the direction stayed the same.

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Everything now points to customer outcomes.

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Why does this shift matter to you?

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The rules for getting recognized change completely.

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You can't coast on old certifications,

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you can't rest on deals you close three years ago.

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The program is designed to measure

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what you're doing right now with real customers

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in the Microsoft Cloud.

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If you're not driving consumption, you're not progressing.

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So what does the new journey actually look like?

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It starts with the layer most partners skip past too fast.

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The membership layer, where most partners start install.

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Membership is the entry point.

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You go to partner.

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Microsoft.com, fill out a form, get an MPN ID,

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and that's it.

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You're a Microsoft partner with access to marketing resources

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and Microsoft learn but not much else.

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You're in the system, but you're not really doing anything yet.

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From there, Microsoft offers three paid membership bundles

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starting at about $3.50 a year for Partner Launch, $925 for Partner Success Core,

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and $4,125 for Partner Success Expanded.

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Each one unlocks more product benefits.

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Launch gives you starter Azure credits and small license bundles.

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Enough to poke around, build a demo environment,

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maybe train a couple people.

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Core bumps that up to roughly $2,400 in Azure credits per year,

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plus 15 user grounds for things like Microsoft 365 Business Premium,

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Dynamics 365 Defender and Entra ID.

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It's a solid package for a small team.

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Expanded provides significantly higher quantities across the board

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with more Azure credits, more user licenses,

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and more sandbox environments.

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It's the bundle that starts to look like

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what old silver partners used to get.

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But here's the problem.

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Most partners stop here buying the cheapest bundle and calling it a day.

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They never move past membership,

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and membership alone doesn't unlock the real economics,

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no backend incentives, no co-op funding, no MDF.

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You're getting product benefits,

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but you're not getting paid for the business you're bringing to Microsoft.

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To get to the real money, you need to move to the next layer,

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the solutions partner designation.

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What a solutions partner designation actually requires.

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So what does it take to get a solutions partner designation?

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It all comes down to one number, your partner capability score.

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You need 70 points out of 100,

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with at least one point in every single symmetric.

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You can't have a zero anywhere.

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Score 90 points total, but have a zero in one category.

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You don't qualify, that's the rule.

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Your score comes from three categories.

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Performance, worth 20 points, measuring net customer ads.

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Are you bringing new customers into the Microsoft ecosystem?

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Skilling worth 25 points based on your team's intermediate

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and advanced certifications.

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And customer success worth 55 points, more than half your entire score.

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Customer success breaks into two pieces,

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usage growth, which tracks whether your existing customers are using

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more of the Microsoft cloud than last year,

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and deployments, which measures whether you're landing new workloads with active use,

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meaning more than 40% of licenses are actually being used.

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That 40% threshold is the shelf way killer.

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Microsoft doesn't want you selling licenses that sit in a drawer.

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They want you driving real consumption.

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This is the biggest shift from silver and gold.

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In the old program, you could load up on certifications, stack competencies,

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and never worry about whether your customers actually use the products.

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You could be a gold partner with 135 people and zero customer adoption.

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That doesn't work anymore.

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You can't ignore usage growth and expect to hold a designation.

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The cost to hold a solutions partner designation is $4,730 per year per designation.

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Two designations cost 9,160, three cost 14,090.

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It adds up, but the incentives you unlock at this layer

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more than cover the cost if you're driving real business.

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Here's how the timing works.

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If you're not yet enrolled in a solution area,

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your qualification window is the current month plus the previous five full months,

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a rolling six month window.

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If you're already enrolled, your window is your anniversary date plus a 30 day renewal window.

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Once you qualify and purchase, the designation is valid for 13 months,

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including that one month renewal window.

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So you've got about a year before you need to re-qualify.

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The designation you pursue depends on which solution area fits your business.

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So let's look at what those areas actually are.

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The six solution areas and the consolidation coming.

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Here's the thing about the six designations.

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Today you've got six solutions partner designations.

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Business applications, data and AI, digital and app innovation,

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infrastructure, security and modern work.

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Three of those are Azure aligned, meaning data and AI, digital and app innovation

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and infrastructure all tied directly to Azure workloads.

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The other three are non-Azure business applications maps to Dynamics 365,

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modern work maps to Microsoft 365 and security sits across both.

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Now here's something coming that most partners don't know about.

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In FY26, Microsoft is consolidating from six solution areas down to three commercial solution areas.

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They haven't published the exact new names yet, but the direction is clear.

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Fewer, broader areas that align to customer demand.

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The idea is to make it easier for you to match your capabilities to what the market actually wants.

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For most partners, the smart play is to start with modern work.

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You're already selling Microsoft 365 and you already have customers using Exchange Teams SharePoint.

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The path to a modern work designation is the shortest because you're already doing the work

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and just need to formalize it.

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From there, pick one second designation.

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If you're strong in Azure, go with infrastructure or data and AI.

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If you're seeing demand around security, go with security,

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instead of chasing all six at once, pick two, get good at them and build from there.

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Once you know which designation to pursue,

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the next question is what it actually unlocks for you?

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What solutions partner unlocks?

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Benefits and incentives.

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So you've done the work, hit the 70 point threshold and bought the designation.

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Let's look at what you actually get.

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First, the big one.

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Solutions partner turns on backend incentives,

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which are residual payments from Microsoft on top of what you make from licensing.

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On eligible workloads, you typically get 4% to 20% backend incentives,

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depending on what you're selling, which program is active.

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This is not margin.

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Margin is the discount you get from your distributor when you buy a license.

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While backend incentives come from Microsoft directly,

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based on what your customers consume, then there are the product benefits.

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If you hold a modern work or security designation,

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you get 100 Microsoft 365 E3 or E5 licenses to run your own business,

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plus somewhere between $500 and $1,000 per month in Azure credits,

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depending on the designation.

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You also get 50 hours of technical pre-sales and deployment support.

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That means when you're in a complex deal,

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you can bring in Microsoft architects to help design the solution.

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That alone is worth more than the cost of the designation.

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You also get access to go-to-market resources like

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Cossal eligibility, partner badging and marketplace listing.

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These are the things that make you visible to Microsoft's own sales teams.

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Without a designation, you're invisible to them,

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but with one, you show up in their systems.

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And there's the internal use rights piece,

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and you can run your own business on Microsoft's stack at a fraction of the cost.

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And that's not a small thing.

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If you're a 50 person firm, having 103 E3 licenses covers your entire staff,

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your Azure credits cover your dev and test environments,

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and your dynamic sandboxes let you build practice demos.

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You're essentially running your business on Microsoft's time.

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Now here's the catch.

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Backend incentives accrue in six months increments,

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and how you get paid depends on volume.

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For earnings under $10,000 per period,

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Microsoft just cuts you a check every six months,

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simple and straightforward, no strings attached.

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For earnings over $10,000, it splits.

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60% comes as a check, and 40% goes into a co-op bucket,

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which is market development funds.

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You have six months to spend that money on approved activities

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like marketing events, digital campaigns, certifications,

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ignite tickets and hotel and travel for Microsoft led events.

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If you don't spend it, Microsoft takes it back.

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Most partners have MDF sitting in that bucket right now,

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and don't even know it.

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There's a link in Partner Center under co-op management that shows your balance.

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If you've never clicked it, go check because you might be leaving money on the table.

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But the real money, the kind that changes your business,

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doesn't start until you move to the next layer.

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Specializations where the economics change.

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Specializations sit on top of your solutions partner designation.

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They approve of deep expertise in a specific scenario,

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not broad capability but auditable,

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verifiable depths that Microsoft or a third party validates.

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This isn't a check box exercise.

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The requirements are different from designations.

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Designations are self-reported through your partner capability score.

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Specializations, those get audited,

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you need to show real customer deployments,

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real consumption, real outcomes, how many can you stack?

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For Azure, data and AI, digital and app innovation infrastructure,

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you can count up to five for extra benefits per solution area.

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For business applications, modern work and security,

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the cap is three per area.

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So you can't just collect them all.

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You have to be strategic about which ones you pursue.

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Advanced specialization is the top tier.

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That's where Microsoft allocates the real resources,

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deployment funds, assessment money, bounties.

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These are not small numbers.

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Here's the math that matters.

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On a $100,000 Azure deal,

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a solutions partner might earn about $21,000 in first year incentives.

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That's back end incentives on the consumption

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plus whatever programs they're enrolled in.

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Decent, right?

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An advanced specialized partner on the same deal

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can earn up to $81,000 in the first year.

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The difference is $60,000 on a single deal.

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That's not a rounding error.

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It's the difference between a good year and a great year.

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Where does that extra money come from?

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Deployment funds that pay you to do the migration?

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Assessment fees that pay you to evaluate the customer's environment.

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Bounties that pay you for net new workloads

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all stacked on top of the back end incentives you're already earning.

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That math is why every partner we work with gets pushed towards specialization.

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The designation gets you in the game.

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The specialization lets you win it.

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The real economics, co-op, MDF, and what you're leaving on the table.

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Let's get specific about how co-op actually works

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because this is where most partners leave money on the table

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without realizing it.

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Here's the mechanics.

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Back end incentives accrue in six month increments.

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Microsoft tracks everything you earn across your eligible workloads

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at the end of each six month period they look at your total.

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If you're under $10,000 they cut you a check.

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Straight payment, no MDF bucket, no co-op to manage.

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You get the cash you move on.

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If you're over 10,000 it splits.

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60% comes as a check.

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That's the deposit from Microsoft that shows up in your bank account with no explanation.

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The other 40% goes into your MDF bucket, market development funds,

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and you have six months to spend it.

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What can you spend it on?

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Marketing events, digital campaigns, certifications for your team,

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ignite tickets, hotel and travel for Microsoft lead events,

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pretty broad list.

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Microsoft wants you using this money to drive more business,

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not just pocketing it.

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Here's what happens if you don't spend it.

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Microsoft takes it back.

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End of story.

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You lose that money that was sitting in your bucket,

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earmarked for your business.

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Gone.

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And Microsoft keeps it.

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Now here's the part that surprises most partners.

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Most of you have MDF sitting in that bucket right now

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and you don't even know it.

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There's a page and partner center under co-op management that shows your balance.

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It's one of those links buried deep enough that most people never find it.

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But it's there.

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And the money is real.

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This is cash that funds your go-to-market without touching your P&L.

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You can run a marketing campaign,

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send your team to ignite, pay for certifications,

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all on Microsoft's dime.

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But only if you know it's there and only if you spend it before the clock runs out.

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So how do you actually build a plan to move through these layers

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and make sure you're not leaving money behind?

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Building your journey roadmap.

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Where to start?

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Start by logging into partner center

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and pulling up your current partner capability score.

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That's your baseline and you can't plan a route

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if you don't know where you're standing.

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See where you're strong and where you're weak.

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If your customer success score is dragging,

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that's the place to invest first.

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Now pick one solution area to pursue.

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Modern work is the easiest entry point

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because you're already selling Microsoft 365

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and your customers are already using exchange,

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teams and SharePoint.

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The path to a modern work designation is the shortest

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because you're already doing the work.

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You just need to formalize it.

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Here's the shift most people miss.

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Customer success is worth 55 points,

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which is more than half of your total score.

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So focus on usage growth and deployments

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instead of spending all your energy chasing new logos.

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Get your existing customers actually consuming what they've bought.

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That alone will move your score more than anything else.

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Once you hold the designation,

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enroll in MCI engagements.

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That's where you see what programs you're actually eligible for.

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Microsoft has dozens of incentive programs

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running at any given time.

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Deployment funds, assessment offers, bounties,

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but you have to enroll.

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They don't just show up.

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Then start targeting your first specialization.

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Look at the requirements and build a six month plan

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around what customer deployments you need,

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what consumption targets hit,

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and what certifications your team has to earn.

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Map it out and start working toward it.

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The partners who win are the ones who build a system,

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not the ones who chase every new program.

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You don't need to enroll in everything.

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You need a repeatable process.

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Sign one person in your org to own MCI engagements.

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They track renewals, check for eligible programs,

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and make sure you're not leaving money on the table.

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One person, that's all it takes.

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The one thing that separates partners

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who scale from partners who store.

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So here's where we land.

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The partner journey is three layers, not a ladder.

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Membership, Solutions Partner Designation, and Specialization.

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Each layer unlocks something different,

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and most partners stop at layer 102

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and wonder why their incentives don't grow.

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The difference between a Solutions Partner

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and an Advanced Specialized Partner on a single deal

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can be $60,000.

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That's not a small gap.

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That's the difference between a good year and a great year.

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And it's sitting there for the partners who do the work.

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Here's your homework.

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This week, log into Partner Center,

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check your partner capability score

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and look at your MDF balance under co-op management.

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If you're over $10,000 in earnings,

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you have co-op dollars sitting there.

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Spend them before Microsoft takes them back.

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Start with the first layer we covered.

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Membership, if you're not even there yet, that's where you begin.

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If you are, move to the next layer.

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Pick one solution area, build your score,

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get the designation, and then start targeting your first specialization.

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And if you want the full breakdown

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of how to plan your specialization path,

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that's the next video.

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We'll walk through the specific requirements,

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the timelines and the strategy

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for picking the right specialization for your business.