Microsoft made its strategic direction explicit: “Co-sell is now Microsoft Marketplace-first.” Microsoft is moving from partner-reported impact (PRACR) toward verified Marketplace Billed Sales (MBS). In FY27, Partner Reported Azure Consumed Revenue (PRACR) no longer operates as a broad co-sell mechanism. Marketplace becomes the primary path for co-sell at scale, with transaction credit recognized through MBS.

CRO of a fast-growing AI company told me recently: once his sellers saw that Marketplace + co-sell can strengthen every part of MEDDPICC, there was no going back.

Cloud account managers at AWS, Azure, and Google carry quotas that would make most CEOs sweat - often $100M+ a year.

If Marketplace only shows up at the end of the deal, it’s not a GTM motion. It’s firefighting.

Goldman Sachs's recent research has one message: the AI buildout isn’t slowing — the pressure to monetize is rising.

Who actually sources Cloud Marketplace deals? And if hyperscalers “only” source 10–20% of deals, are Marketplace and co-sell overrated?

Co-sell ≠ “cloud sells for you.”

“62% of teams see net-new revenue from marketplaces” - this insight from our report really struck a chord and got a lot of questions.

Cloud account managers at AWS, Azure, and Google carry quotas that would make most CEOs sweat - often $100M+ a year.