Add the Right Contacts to Your Microsoft Co-sell Deals

Your deal is submitted. You’ve chosen the right customer. The value is clear.
But then… silence.

What happened?

One of the most common (and preventable) reasons partners miss out on Microsoft support is because they didn’t assign the right internal contact to the deal. Microsoft tried to reach someone, but that person wasn’t the rep working the opportunity. Momentum stalls.

Adding the right contact is a simple move — but it’s often overlooked.
And in co-sell, clarity wins.

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Why Contact Info Matters in Co-Sell

When Microsoft sellers review deals in Partner Center, they need to know:

• Who is actively working the deal?

• Who should they email or call to align efforts?

• Is this deal ready for collaboration or still in internal planning?

If a generic contact (like sales ops, a marketing alias, or a partner admin) is listed, Microsoft may:

• Reach out and get no response

• Miss the opportunity to co-sell

• Prioritize other deals where the contact is clear and responsive

Best Practice: Add the Deal Owner as the Primary Contact

If a BDR, AE, or alliance manager is leading the deal, add them as the primary point of contact in Partner Center.

🛠 You can do this at the deal level — no need to make them a global contact in your organization’s Partner Center settings.

Benefits of assigning the right contact:

• Microsoft sellers connect directly with your field team

• Avoids email loops and confusion

• Builds trust and increases the odds of joint selling success

Bottom Line

Every deal deserves clear ownership.

Microsoft sellers are more likely to engage, assist, and advocate for deals when they can connect with the right person the first time. Don’t let your own process be the thing that slows you down.

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