Marketing for software development companies building on Microsoft
You've built a solution on Microsoft's cloud. Now you need customers to find it, and Microsoft's sellers to recommend it. We help software development companies (SDCs, which Microsoft previously called ISVs) turn Marketplace listings and co-sell status into pipeline.
Let's talkWhat usually gets in the way
A Marketplace listing that doesn't convert
Listings written like product specs don't stand out to buyers or Microsoft sellers.
Co-sell ready, but no co-sell
Being eligible doesn't mean Microsoft sellers know when to bring you in.
No marketing team yet
Founders and product teams end up writing marketing between releases.
How we help
Frequently asked questions
What is a software development company (SDC) in the Microsoft partner program?
It is the name Microsoft now uses for what it previously called an independent software vendor (ISV): a partner that builds and sells its own software on Microsoft platforms, often through Microsoft Marketplace. The marketing playbook is the same: a strong Marketplace listing, co-sell readiness and proof that you deliver results.
How do software development companies get Microsoft sellers to recommend them?
Make it easy for sellers: clear positioning, a strong Marketplace listing, a short co-sell pitch, and proof such as case studies and WinWires. Then stay visible to your partner team with regular wins and updates.
Should a software development company invest in Marketplace?
For most SDCs (ISVs) selling to Microsoft customers, yes. Marketplace makes buying easier for customers with Microsoft commitments, but the listing has to be marketed like any other channel.
Let's plan your next 12 months of growth.
Book a 30-minute strategy call. We'll look at where you are with Microsoft, your market and your pipeline, and tell you honestly where we'd start.