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How Microsoft really sees you

Updated: Sep 9

The Microsoft logo inside a magnifying glass

Most Microsoft Partners treat Partner Center like a compliance portal. A place to upload assets, tick boxes, and chase competencies; but the sometimes uncomfortable truth is that Partner Center isn’t just a reporting dashboard, it’s a mirror held up to your business, and if you’re not looking closely, you might not like what it’s reflecting.


Microsoft uses Partner Center to assess your relevance, readiness, and strategic fit. It’s not just about what you say you do, it’s about how your data tells the story. As Microsoft move more and more programmes into Partner Center, that story is shaping how Microsoft field teams, leaders, Partner Development Managers (PDMs), and internal scoring models perceive your business.


The old adage that people do business with people is still true in the Microsoft ecosystem, but should now be seen as the icing on top of the well baked cake that is your Partner Center superpowers.


It's important that you have a handle on what Microsoft is seeing, so let’s unpack what all that really means and what you can do about it.


The Perception Gap


You probably have a strong offer, great customer outcomes, and deep technical capability, but if your Partner Center profile is misaligned, incomplete, or outdated, Microsoft won’t see it.


Worse, they may assume you’re not ready to engage.


This perception gap is one of the biggest silent killers of partner traction. You think you’re co-sell ready. Microsoft thinks you’re not even on the radar.


How Microsoft really sees you


Signals that count:


  • Solution area mapping (are you aligned with Microsoft’s current priorities?)

  • Co-sell readiness (have you published offers with clear customer value?)

  • Pipeline and deal velocity (are you proactively sharing pipeline and driving opportunities to close, in line with the Microsoft Customer Engagement Methodology (MCEM)?)

  • Usage growth and customer adds (are you driving adoption and usage growth?)

  • Customer associations (are you receiving the correct recognition for the great work that you do?

  • Incentives claimed (are you active in the programs Microsoft invests in?)

  • Specialisations and designations (are you demonstrating depth, not just breadth?)


Signals that don’t:


  • Vanity competencies that no longer reflect strategic focus

  • Generic marketing assets or Marketplace offers with no clear differentiation


Microsoft’s internal tools aggregate these signals to score and prioritise partners. If your data’s weak, your visibility is too.


We often work with partners that have huge technical capability, excellent delivery teams and strong customer references, but that get passed over for new opportunities and engagements because their Partner Center data didn't reflect their true capability and impact.


  • Misconfigured offers can block incentive eligibility

  • Missing metadata can exclude you from co-sell, and

  • Outdated competencies can make your look like you're chasing legacy business


This isn't just a missed opportunity, its a strategic liability.


Turning data into Strategy


So, what can you do?


Start with a strategic audit of your Partner Center profile. Not just a checklist review, but a narrative one that highlights the specific actions your business should take to make the biggest impact. Ask yourself:


  • Does our offer clearly map to Microsoft’s current solution plays?

  • Are we showcasing customer outcomes, not just features?

  • Are we driving revenue and usage growth, and being recognised for it?

  • Are we claiming the incentives we’re eligible for?

  • Are we sharing our successes?


At Pargentic, we use PartnerPulse® to turn this audit into a 90-day action plan. It’s not about fixing everything at the outset, it’s about fixing what matters most to Microsoft.


The Payoff


When your Partner Center signals align with Microsoft’s priorities, everything changes:


  • You become eligible for more incentives and investments

  • Microsoft sellers start recommending your offer

  • PDMs see you as a strategic partner, not just another listing

  • Your campaigns qualify for Co-Op reimbursement

  • Your brand starts to stand out in the ecosystem


Visibility isn’t vanity, it’s velocity, and it starts with understanding how Microsoft sees you.


Ready to Shift the Narrative?


If you’re a Microsoft Partner looking to elevate your profile, unlock incentives, and build real traction with Microsoft, let’s talk.


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