Microsoft announced a 200% increase in investment to power Marketplace sales

Mira Ayad, General Manager of Microsoft Marketplace, highlighted it on virtual stage. Marketplace is now “at the center of Microsoft’s co-sell motion.”

​Marketplace sales doubled in FY26 — the third consecutive year of 2X growth.

Marketplace is becoming the control plane, not the transaction point

Jay McBain, Chief Analyst at Omdia, made the biggest structural call of the day.

He described an enterprise journey spanning 28 measurable moments and 13 buying-committee members. This includes 6.3 partners involved — and 10+ in large enterprises. Forward-deployed engineers push that to 7+.​

No CRM, PRM or marketing platform spans all those interactions. Jay predicts Marketplace will become the control plane connecting them across co-sell, co-marketing and co-innovation.

REO has already overtaken MPO globally

Mason McCoy, Director of Marketplace Strategy at Microsoft, shared that Resale Enabled Offers outsold multiparty private offers globally for the first time in July.

REO went GA at Ignite in Nov 2025 — less than 9 months ago.

MPO is deal-by-deal and highly negotiated. REO is authorize-once, sell-many.

The scale motion is now beating the negotiated one.

​Mason’s scale test: If your deal desk has to be involved in every single quote before the channel partner can talk to a customer, you’re not there yet.

Marketplace is producing bigger opportunities—but high quality co-sell is what drives them

Dusty Jackson from Elastic sees 2X larger net-new and expansion opportunities through Marketplace, plus longer terms and higher TCV, helped by customers’ Azure commitments.

Rubrik's Microsoft Marketplace revenue nearly tripled year over year from an already high base. But access to Microsoft sellers must be earned.

Jasmine Kronk reminded that a cloud seller may receive a couple hundred co-sell requests a week. Every conversation needs a clear Microsoft value proposition and an answer to: “How can I help?”

Julia Chow’s co-sell advice from inside Microsoft: connect the opportunity to the customer, Azure Consumed Revenue, quota retirement and AI workload consumption.

Marketplace pulls a 7-figure deal forward

Thomas Zaki at Varonis showed what good looks like — leveraging Marketplace and channel together.

A large UK customer was moving from its on-prem product to Varonis SaaS. The team connected the opportunity to five commercial levers: the customer’s MACC commitment, Microsoft’s fiscal year-end, Copilot adoption, E5 enhancement and the reseller’s relationship with the CISO.

The result: a seven-figure deal closed 6 month earlier than expected.