Add the Right Contacts to Your Microsoft Co-sell Deals
The #1 Thing Microsoft Sellers Look For: High-Quality Notes in Active Co-Sell Deals
Partner-Led vs. Active Co-Sell: How to Choose the Right Microsoft Deal Type
When you submit a deal in Microsoft Partner Center, you're asked to choose a deal type:
- Active Co-Sell
- Partner-Led
- Private
This choice doesn’t just affect internal reporting — it dictates how Microsoft sees and engages with your deal.
Use it strategically, and Microsoft becomes a multiplier. Use it poorly, and your deal disappears into the noise.
In this post, we’ll break down the difference between Active Co-Sell and Partner-Led — and how to choose the right one based on your deal and goals.
What Do These Deal Types Mean?
Let’s clarify each one in simple, practical terms:
Private Deals — Just Don’t
Private = “We don’t want help from Microsoft” + “We don’t want Microsoft to see this deal.”
This deal is basically invisible.
🛑 Avoid using this option. It provides no co-sell value and tells Microsoft nothing about your pipeline or priorities.
Partner-Led — Show Microsoft What You’re Working On
Partner-Led — Show Microsoft What You’re Working On
Partner-Led = “We don’t need help right now, but we want Microsoft to know about the deal.”
Use Partner-Led when:
- You’re managing the deal end-to-end
- You want Microsoft awareness in case the customer asks
- You’re expanding customer reach and want to show impact
📌 Why it matters:
This keeps Microsoft reps informed — which helps avoid “channel conflict” (where they unknowingly suggest competing partners). It also builds visibility for your team and your influence with shared customers.
Active Co-Sell — Ask for Help (and Get It)
Active Co-Sell = “We’re inviting Microsoft to take action on this deal.”
When you choose this option, you’ll be prompted to:
- Specify what help you want (e.g., customer intro, technical validation, budget alignment)
- Provide customer contact info
- Write notes that help the seller act
Use Active Co-Sell when:
- You need Microsoft to accelerate, connect, or validate the deal
- You’re engaging in joint selling or field alignment
- The customer has MACC budget or the solution is transactable via Azure Marketplace
💡 And yes — every active Co-Sell deal gets routed to a Microsoft seller, regardless of the help type you select.
