Think about Microsoft for a second.
For decades, they’ve owned the corporate IT world from Windows to Office to Teams.
Now imagine what happens when that same trusted brand builds a marketplace for enterprise software and services.
That’s exactly what Azure Marketplace is.
And while AWS may get more attention, Azure has quietly built one of the strongest GTM (Go-To-Market) programs for vendors.
If you’re selling to enterprises, Azure Marketplace is not something you can afford to ignore.
Why Azure Marketplace Matters
Microsoft isn’t just another cloud provider – it’s already embedded inside corporate walls.
Every enterprise uses it. From Office 365 to Outlook, Microsoft is part of daily work life.
Procurement is pre-approved. CIOs trust Microsoft. Buying through Azure Marketplace feels safe.
Strong government/regulatory presence. Azure has deep roots in healthcare, defense, and public sector where compliance is critical.
If AWS is the world’s biggest stage, Azure is the boardroom default.
Azure GTM Programs That Drive Growth
Microsoft has built programs specifically to help vendors succeed. Here are the big ones:
1. Microsoft Co-Sell Program
Similar to AWS co-sell, this gets Microsoft sellers pitching your solution to their enterprise accounts.
Once you’re enrolled, your product becomes part of the Microsoft sales motion.
2. Solution Assessments
Microsoft offers funded assessments to help enterprises evaluate solutions.
If your product is aligned, you can piggyback on these to open doors.
3. Marketplace Rewards
Vendors get access to marketing support – from featured listings to campaigns.
These rewards scale as your transaction volume grows.
4. Enterprise Credit Alignment
Just like AWS, many enterprises have pre-committed spend with Microsoft.
Buying through Azure Marketplace helps them burn those credits.
The Vendor Advantage
Here’s why Azure GTM programs matter for you:
Microsoft reps already have deep relationships in enterprise accounts.
Being co-sell ready means they can bring you into those conversations.
Marketplace deals flow faster because procurement is easier.
It’s like being introduced to the CEO by someone they already trust.
Why Most Vendors Miss the Boat
Many companies focus only on AWS and skip Azure. Big mistake.
They ignore Microsoft’s huge corporate footprint.
They miss co-sell opportunities where Microsoft reps could pitch them.
They lose out on regulated industries where Azure dominates.
The truth is Azure Marketplace may not have AWS’s hype, but it has real enterprise muscle.
Final Word
Azure Marketplace is more than a catalog.
It’s a growth channel backed by Microsoft’s sales force, credit programs, and enterprise trust.
If your customers live in the corporate IT world, you can’t afford to ignore Azure’s GTM opportunities.
At Marketeering, we help companies activate Microsoft’s GTM programs, from co-sell enrollment to marketplace rewards. If you want to turn Azure Marketplace into a pipeline, let’s talk.
