The Microsoft terms you need to know
The Microsoft ecosystem sure loves an acronym. This glossary aims to make sense of some of the common ones you're likely to come across.
Microsoft Partner funding and money terms
Co‑op (Co‑operative marketing funds)
Funding provided to partners (from Microsoft) to help cover marketing activities such as campaigns, events, or advertising. This funding supports the joint promotion of Microsoft solutions and is subject to specific rules governing how it can be spent and reclaimed. For more information, check out our Co-op funding guide.
MDF (Market Development Funds)
Marketing budget provided by Microsoft to help partners generate new business. It is often used for lead-generation campaigns, webinars, paid ads, or content creation, and normally requires approval before spending.
Incentives
Financial rewards on offer to help partners sell more Microsoft solutions to their customers. Often used during the presales process, incentives allow partners to cover the costs of activities such as proofs of concept and pilots, enabling the end customer to receive output early.
Rebates
A type of incentive where partners receive money back after reaching specific sales or usage targets.
Microsoft Partner programmes and status
Microsoft AI Cloud Partner Programme (MAICPP)
Microsoft’s main global partner programme, which outlines how partners work with Microsoft, the benefits they receive, and how performance is measured.
Solutions Partner
A partner recognised by Microsoft as having strong skills and results in a specific area, such as Business Applications, Modern Work or Data and AI.
Specialisation
An advanced badge that shows a partner has deep expertise in a very specific solution or industry scenario, above and beyond standard partner status.
CSP (Cloud Solution Provider)
A programme that allows partners to sell Microsoft cloud subscriptions directly to customers and manage billing and support on their behalf.
ISV (Independent Software Vendor)
A company that builds its own software products and often sells them through app marketplaces or directly to customers. In the Microsoft ecosystem, ISVs typically build solutions on top of - or to work with - Microsoft technologies.
Systems Integrator (SI)
A partner that helps customers design, install and connect technology systems, often delivering consultancy and implementation services.
Sales and opportunity terms
Deal registration
The process of telling Microsoft about a sales opportunity you are working on. This can provide support, protection from competition and sometimes additional funding.
Co‑sell
When Microsoft and a partner work together on a sales opportunity, sharing insight, relationships and effort to win a deal.
Co‑sell ready
A status given to partner solutions that meet Microsoft’s criteria and are approved to be actively sold by Microsoft’s sales teams.
Pipeline
A list of potential deals that are currently being worked on, from early conversations to near‑final sales.
Marketing and lead generation terms
Go‑to‑market (GTM)
The plan for how a product or service is positioned, promoted and sold to customers.
Demand generation
Marketing activity designed to create interest and inquiries from potential customers, rather than immediate sales.
Lead
A potential customer who has shown interest in a product or service, for example, by attending a webinar or completing a form.
Lead sharing
When Microsoft passes potential customer leads to partners, or when partners share leads back with Microsoft.
Campaign in a box
Ready‑made marketing campaigns provided by Microsoft that partners can customise and run quickly.
Solution play
A focused marketing and sales approach that shows how a solution solves a specific business problem or industry challenge.
Microsoft people and roles
Partner Development Manager (PDM)
A Microsoft contact whose job is to help partners grow, improve capability and align with Microsoft priorities.
Technology Specialist
A Microsoft technical expert who helps customers and partners understand how Microsoft solutions work and how they solve business problems.
Customer Success Manager (CSM)
A Microsoft role focused on helping customers get value from their Microsoft investment after purchase.
Field alignment
How closely a partner works with Microsoft sales teams on specific customers, regions or industries.
Alliance partner
A partner with a deep, strategic relationship with Microsoft, often involving joint planning, marketing and sales activity.
Measurement and performance terms
Attainment
Progress against targets set by Microsoft, often used to decide funding, incentives or partner status.
Consumption
How much Microsoft cloud technology a customer is actually using. This is an important success measure, especially for Azure.
KPIs (Key Performance Indicators)
Metrics used to track performance, such as sales growth, leads generated or customer adoption.
Scorecard
A report or dashboard showing how a partner is performing against Microsoft’s expectations and targets.