Less jargon. More clarity.

A B2B approach that targets a defined list of high-value companies with personalised campaigns aimed at the people in each buying committee, rather than marketing to a broad audience.

The practice of making content easy for AI assistants such as ChatGPT, Microsoft Copilot, Perplexity and Gemini to understand, trust and cite in their answers.

Marketing run by a vendor to help its resellers and partners sell its products, often through partner toolkits, co-branded campaigns and marketing funds.

Microsoft's approach to selling alongside its partners, where Microsoft sellers and partner teams work together on customer opportunities for eligible partner solutions.

A Microsoft partner programme that lets partners sell Microsoft cloud services directly to customers and manage their billing, provisioning and support.

Marketing that builds awareness of, and interest in, the problem a company solves, so that more buyers are ready to engage. Lead generation then captures that interest.

Optimising content and brand signals so generative AI tools include and describe a company accurately when they generate answers. Often used interchangeably with AEO.

The plan for bringing a product or service to a target market: who it's for, the value proposition, pricing, channels and how marketing and sales will reach buyers.

A company that builds and sells its own software products. Microsoft now calls these partners software development companies (SDCs); they were previously known as independent software vendors (ISVs). They often build on Microsoft platforms and sell through Microsoft Marketplace.

Capturing contact details and interest from potential buyers, for example through content downloads, webinars, events or enquiry forms, so they can be followed up.

Funds a technology vendor provides to partners to pay for approved marketing activity that promotes the vendor's products. They typically require a plan, proof of execution and reporting.

Microsoft's online marketplace where business customers find, try and buy partner software and services that work with Microsoft products.

A marketing-qualified lead (MQL) has shown enough interest for marketing to pass on; a sales-qualified lead (SQL) has been accepted by sales as a real opportunity to pursue.

A company that remotely manages a customer's IT, such as devices, networks, security and cloud services, usually for a recurring monthly fee.

Microsoft's annual awards recognising partners for outstanding solutions and customer outcomes, with global and country categories judged on written submissions.

A designation in the Microsoft AI Cloud Partner Program that recognises a partner's capability in a solution area, based on performance, skilling and customer success.

A short customer win story, written in a set format, that Microsoft partners share with Microsoft teams to show what they delivered and help sellers recognise similar opportunities.