Escaping the Microsoft incentive maze - are you leaving money on the table?

Pargentic
Sep 7
3 min read

Microsoft invest heavily in their Partners through Incentives, investments, Co-Op funds, Solution Area boosts, etc, but most partners are only scratching the surface. Some don’t even realise what they’re eligible for, while others are so focused on delivery, they miss the strategic levers that could fund their growth.

Many partners can get lost, unable to escape this Microsoft incentive maze, or don't realise they are even in the maze.

Making the most of these opportunities isn’t just about claiming money. It’s about building a smarter business, one that knows how to turn Microsoft’s investment into real momentum.

The Hidden Cost of Underclaiming

You might be delivering great work, running engaging campaigns and building new practices, but if you’re not aligning those efforts with Microsoft’s incentive structure, you’re probably self-funding what could be reimbursed.

We’ve seen partners leave tens of thousands on the table simply because:

They didn’t know Co-Op could cover sales enablement, campaign design or employee headcount
They weren’t aware their Solution Area designations and specialisations qualified them for investment
They didn’t structure engagements in a way that met Microsoft’s reclaim criteria

This isn't just frustrating, it’s avoidable with a little planning and preparation.

What Incentives Are Actually Available?

This is where it gets tricky - Microsoft’s incentive landscape is broad. The current "Incentives Guide" is 181 pages long, with the accompanying Co-Op guide running to over 65 pages alone. We can help you demystify these monolithic options into something relevant and focused to your business, but for now, here are the key categories most partners should be tapping into:

Co-Op Marketing Funds

Available to eligible partners based on earned incentives. Can cover campaigns, events, content creation, sales training, and more.
Solution Area Investments

Targeted funding to accelerate growth in priority areas like Azure, Security, Modern Work, and Business Applications.
Build Intent Workshops, Pilots & Accelerators

Microsoft-funded to-customer engagements to drive customer demand and pipeline.

Each of these has its own criteria, documentation requirements, and approval flow, but once you understand the system, it becomes a strategic asset.

Why Partners Miss Out

There are three common traps:

Reactive Planning

Waiting for Microsoft to offer funding, rather than proactively designing engagements that qualify.
Generic Campaigns

Running marketing that’s too broad, too vague, or not aligned with Microsoft’s priorities, making it ineligible for Co-Op.
Poor Documentation & Customer Associations

Delivering great work but failing to capture the right evidence, outcomes, or reporting to support a claim.

These aren’t capability or competence issues - they’re alignment issues, and they're fixable.

How to Maximise What You’re Owed

Here’s how we help partners turn incentives into growth:

Audit your eligibility

We review your earned incentives, solution area focus, and Partner Center signals to identify what you can claim.
Design reclaimable engagements

From sales enablement to campaign strategy, we structure deliverables to meet Microsoft’s criteria, without compromising your brand.
Manage the claim process

We help you navigate Microsoft's incentive programmes, submit documentation, and ensure you get reimbursed quickly and cleanly.

Often, our work is fully reclaimable through Microsoft Co-Op, meaning you can engage us without burning budget.