# 297 – 10 Years of Microsoft Co-Sell: What the Top Partners Do Differently in 2026

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Podcast: [Ultimate Partner®](https://stenobird.com/podcast/ultimate-partner-326035)
Published: 2026-04-29T19:04:38+00:00
Episode link: https://theultimatepartner.com/297-10-years-of-microsoft-co-sell-what-the-top-partners-do-differently-in-2026/
Audio file: https://media.blubrry.com/unofficalguidetopartnering/content.blubrry.com/unofficalguidetopartnering/Erin_Figer_Panel_Audio_Episode.mp3
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Duration seconds: 2967

## Resource

Master the Microsoft co-sell evolution today. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this deep-dive panel discussion, industry experts Erin Figer, Erika Irby, and Reis Barrie celebrate the 10-year anniversary of the Microsoft Co-Sell program by dissecting its evolution from its 2016 inception to today’s data-driven, outcome-focused landscape. The group explores the critical shift from transactional sales to modern, frictionless co-sell motions, emphasizing the importance of signals, intentionality, and building credibility with Microsoft field teams. Whether you are navigating the complexities of the marketplace, struggling with reseller enablement, or looking to integrate AI into your sales process, this conversation offers actionable insights to align your organization’s go-to-market strategy with Microsoft’s evolving priorities and achieve results. https://youtu.be/KV1MGSoyWbQ Key Takeaways Effective co-selling has shifted from autonomous, fragmented motions to a highly collaborative, data-driven approach essential for modern cloud GTM strategies. Credibility is the currency of partnership; without trust from vendors and customers, technical go-to-market motions will fail to produce long-term outcomes. The “REO” (Reseller Enablement Offering) model is an operational unlock for ISVs to go global and sell local without the friction of multi-party private offers. Integrating AI into CRM systems is vital for identifying total addressable market (TAM) signals and maintaining sales velocity. “Don’t automate a bad process” remains the cardinal rule; technology should be used to refine existing, successful motions, not to propagate inefficient one…

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## Transcript

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