Distributors sit right at the center of the Microsoft channel. You're not just marketing to customers. You're marketing to partners, through partners, on behalf of Microsoft, all at the same time.
We help Microsoft distributors and indirect providers recruit the right partners, give them marketing they actually use and prove the value of their programs, with campaigns that build pipeline across your whole reseller base.
years in the Microsoft ecosystem
pipeline generated
partners supported
Why distributor marketing needs a specialist
Distribution marketing has a reputation problem, and it's partly self-inflicted. Too often, it means the same co-branded campaign kit sent out to hundreds of resellers at once, with their logo dropped into the corner. Most of it never gets used, and the bits that do reach the market look exactly like the next reseller's version. Resellers end up feeling like a number, and the distributor struggles to show what all that activity actually delivered.
From experience, the distributors who stand out are the ones who treat their resellers as individual businesses with their own strengths and goals, and whose marketing reflects that.
We only work with Microsoft partners, and distributors are a big part of that. We've spent more than a decade inside the ecosystem, so we understand the pressure you're under from Microsoft, the targets you pass down to your partners and the reality of life for a 15-person MSP trying to fit marketing in around everything else. And we've worked directly with distributors on understanding their partner networks, so we know how to turn insight into programs resellers value.
The Microsoft products and motions we help you take to market through your partners
As a distributor, you're taking almost the entire Microsoft portfolio to market, but rarely directly. The real job is helping your resellers sell it with confidence. That means different support for each solution area, because the reseller selling Business Premium to a dental practice needs very different help from the one building its first Azure practice.
Microsoft 365 and Modern Work - the reseller's foundation
For most indirect resellers, Microsoft 365 is where the relationship starts and where most of the volume sits. This year has given them plenty to talk to customers about, including the July price and packaging changes, Business Premium holding its price while other plans rose, Office 2021 reaching end of support and Copilot Chat improvements arriving across the suites. We help you equip resellers with:
- Ready-to-run campaigns for renewals, Business Premium upgrades and end-of-support moments, built so a small MSP can launch them in an afternoon
- Customizable messaging that lets each reseller add their own specialty and voice, so their campaigns don't look the same as every other reseller's
- Customer-facing explainers that help resellers handle price change conversations confidently rather than defensively
Copilot and AI - building reseller confidence
Copilot is Microsoft's biggest priority, and for many resellers it's also their biggest source of uncertainty. Usage-based billing is coming to new Copilot Business subscriptions through CSP from December 1, there's a new Copilot app to explain, and many smaller partners aren't sure where to start. A distributor that can make all that simple becomes very valuable. We help you with:
- Reseller enablement programs that turn Copilot from a confusing product into a clear, sellable offer, from readiness assessments to adoption services
- Plain-English guides to Copilot Credits and usage-based billing that resellers can use internally and share with their customers
- "Customer Zero" content and webinars that help resellers use Copilot well in their own businesses first, which is often the most convincing sales tool they'll have
- Campaigns in a box for Copilot Business and Business Premium with Copilot, aimed squarely at the SMB market
Azure - helping resellers move beyond licensing
Many indirect resellers have barely scratched the surface of Azure, often because it feels complex, risky or too technical to sell. For a distributor, building Azure confidence across the reseller base is a big growth opportunity, especially with this year's end-of-support deadlines for SQL Server 2016 and Windows Server 2012.
We help you build Azure programs that start with simple, packaged offers like backup, disaster recovery, virtual desktops and migrations, and grow from there. Along the way, we give resellers the messaging, content and campaigns to sell them, and make it clear how your own professional services can step in where they need extra help.
Security - turning compliance into opportunity
Security is one of the most natural upsells for an indirect reseller, from Defender in Business Premium to E5 Security and managed detection and response. Regulation adds another angle. US defense suppliers have CMMC to work through, and in the UK, the Cyber Security and Resilience Bill is set to bring medium and large managed service providers under regulation for the first time. That puts resellers in a position where they need to secure their own business as well as their customers'.
We help you create security campaigns, enablement and content that resellers can use with confidence, while being careful not to overstate the regulation or rely on scare tactics.
Business Applications - Dynamics 365 and Business Central
Business Applications is a specialist area, and many distributors support a smaller, more focused group of Dynamics and Business Central resellers. With Dynamics GP heading toward end of support and agents arriving across Business Central and Dynamics 365, those resellers have strong stories to tell, but they need help telling them well.
We create targeted campaigns, migration messaging and agent-led content for your Business Applications partners, built around their specialties rather than generic ERP messaging.
Microsoft Marketplace
Marketplace is changing how Microsoft solutions are bought, and distributors have a growing role in it. Many resellers still don't fully understand how Marketplace works, how it fits with CSP or what it means for their customers and their margin.
We've helped distributors understand exactly how their partners see Marketplace, and we use that kind of insight to build enablement, education and campaigns that turn Marketplace from a source of uncertainty into an opportunity.
Partner recruitment
Microsoft's CSP changes have shifted the market. Since October 2025, direct bill partners have needed $1 million in trailing 12-month revenue (up from around $300,000), and every partner now has to transact indirectly for at least 12 months before applying to go direct. Microsoft now recommends the indirect model for most partners, which means more partners are choosing a distributor, and they're looking much harder at what each one offers. We help you win them with:
- A clear value proposition that explains why a reseller should choose you, beyond price and portal features
- Recruitment campaigns aimed at the partners you most want, whether that's growing MSPs, specialist ISVs or direct bill partners moving to indirect
- Onboarding programs that make a new reseller's first 90 days feel supported, so they stay
How we help distributors grow their reseller base
Beyond the products, distribution marketing comes down to a few core jobs, and we can help with any or all of them.
Partner recruitment
A sharper value proposition, recruitment campaigns and onboarding that turn new resellers into active, loyal partners.
Reseller enablement and marketing-as-a-service
Most resellers don't have a marketing team, and the ones that do are often a team of one. We help you build marketing services that close that gap, from campaign kits and content libraries to fully managed marketing for your most important partners, and make it work for the reseller, not just the distributor's reporting.
Partner research and insight
We run research with reseller networks to uncover their priorities, frustrations and perceptions, and turn the findings into practical changes to your services, programs and messaging. It's the same approach we used for our own survey of 501 Microsoft partners.
Events, community and thought leadership
We help you plan and run events, webinars, podcasts, roundtables and peer groups partners want to be part of, and position your leadership as voices worth listening to in the channel.
Proving value to Microsoft and your partners
We build reporting into every programme, so you can show the pipeline influenced, partners activated and funding used.
Making Microsoft funding work across your partner base
Distributors often manage substantial Microsoft marketing funds on behalf of their partners, and making sure that money gets used well is a big job. We design programs that help resellers access and use Co-op and MDF properly, scope activity so it's eligible wherever it ties to a Microsoft solution area and package up the reporting needed to back up claims. It's a big reason we have a 100% Co-op claim success rate.
From our own research, we know many partners rely heavily on Microsoft and distributor funding to market at all. The distributors who build the strongest reseller bases help partners use that money well, and they also help them build marketing habits that would last if the funding changed.
Why distributors choose Resultful
We've spent more than 10 years inside the Microsoft ecosystem, supported 200+ partners and helped generate $100M+ in pipeline. We've also surveyed 501 Microsoft partners for our own research into how partners market, how it's funded and whether any of it can be proven, so we understand your resellers' world in real depth.
We've also worked directly with distributors. For example, we helped TD SYNNEX gain a better understanding of their partners' priorities and perceptions of Microsoft Marketplace so they could align their services.
And because we work with partners globally, with a strong focus on the US, the UK and Ireland, we understand the transatlantic differences in how partners buy, sell and market Microsoft.