Unlock Microsoft Partnership Success with Partnering 101

Navigating Microsoft’s partner ecosystem can be complex. The Partner Masters makes it simpler—and more profitable.

You're not alone if you’ve ever struggled to understand Microsoft’s internal teams, how incentives work, or what it takes to qualify for a solution designation. For many partners, the early stages of building a Microsoft practice are filled with uncertainty, missteps, and missed opportunities.

That’s why The Partner Masters created Partnering 101—a foundational video series available exclusively through our free portal membership. It provides clear, tactical guidance to help you get up to speed fast and start building a Microsoft-aligned, revenue-generating partner practice.

What Is Partnering 101?

Partnering 101 is a video-based training series developed by former Microsoft executives and partner advisors now working at The Partner Masters. It is designed to give partners an unfiltered look into how Microsoft operates—and how you can align with it.

Available only through The Partner Masters Portal, the series covers everything from organizational structure to customer association, incentives, reporting, and solution designations. It’s built for new or experienced partners looking to strengthen their engagement with Microsoft.

What You’ll Learn

Each video in the series addresses a core building block of a successful partnership. Topics include:

Microsoft 101

An insider overview of Microsoft’s internal teams—like ATU, STU, and CSU—and how each impacts your success as a partner. You’ll learn who controls the relationship, owns licensing, and where partner opportunities will likely emerge.

Customer Association

A walkthrough of CPOR and PAL, showing you how to associate with customers in a way that Microsoft recognizes formally. These associations are foundational for earning incentives and achieving visibility in Microsoft’s systems.

Mastering Incentives

An in-depth look at the Microsoft Commerce Incentives (MCI) structure, including how incentives are earned, what triggers a payout, and how to utilize stacking models to maximize revenue. Includes insights on high-watermark thresholds, usage requirements, and the role of co-op funds.

Solution Designations and Specializations

Clear direction on how to earn and retain Microsoft designations—and how these unlock access to incentive programs, Co-Sell eligibility, and field sales alignment.

Partner Center Reporting and Usage Monitoring

Practical guidance on how to use Partner Center data to identify upsell opportunities, optimize customer adoption, and provide more value-added service.

Built for Profitability

The Partnering 101 series doesn’t just teach you how to “check the right boxes.” It’s designed to help you run a more profitable Microsoft partnership.

Each topic ties back to a core principle: doing the work Microsoft wants done—and being visible while doing it—unlocks better incentives, deeper field alignment, and higher margins.

For example:

• Understanding PAL tagging can help ensure your Azure services work is recognized, even when you’re not selling the licensing. This is critical for earning usage-based incentives and qualifying for specializations.
• Accurately submitting CPOR claims gives Microsoft visibility into the business you’re driving, which is essential for unlocking performance metrics tied to solution designations—and ultimately, incentive eligibility.
• Learning how to stack CSP accelerators and incentives—from E3/E5 licensing to Copilot add-ons—can significantly increase your adequate margin, sometimes exceeding 40–50% in the first year alone.
• Gaining clarity on Microsoft’s field structure and seller incentives helps you communicate in a way that aligns with how Microsoft teams are measured and rewarded.

In short, Partnering 101 shows you how to stop leaving money on the table and take full advantage of Microsoft’s partner programs.

Access the Full Series Inside the TPM Microsoft Partner Portal

The Partnering 101 series is available exclusively through the TPM Microsoft Partner Portal—our freemium platform built to help partners run more effective, more profitable Microsoft practices. Membership is free and includes:

• On-demand video training
• TPM University courses
• Incentive estimators and calculators
• Solution playbooks and resources
• Access to exclusive webinars, events, and expert guidance

Join the Portal for Free

If you’re looking to sharpen your Microsoft go-to-market strategy, earn more from incentives, and align with the field teams that matter, this is where you start.

Join the TPM Microsoft Partner Portal and unlock the Partnering 101 video series—plus the tools, templates, and expert support to make your Microsoft partnership profitable.