The golden rule
Microsoft’s Co-op funding program is designed to help partners grow. It gives you a way to recover the costs of marketing, training, and sales activities that directly support Microsoft’s priorities.
Yet it’s easy for Microsoft partners to miss out on reimbursement simply because they don’t use their funds on eligible activities.
Your activity must clearly promote a Microsoft product or solution.
If it doesn’t, it’s probably not going to be reimbursed.
But that’s only part of the picture. To actually claim your funds, you also need to spend them on the right types of activities—ones that Microsoft consistently recognises as eligible.
Below, we break down what those are.
Digital campaigns
Whether you’re running lead generation ads or product awareness campaigns, digital advertising is a go-to Co-op activity. Microsoft will cover the cost of platforms like LinkedIn or Meta as long as your ads focus on a specific Microsoft solution and drive traffic to a landing page or contact point. The messaging must clearly align to a Microsoft product and follow the brand guidelines.
Email and SMS marketing
Outbound messaging is eligible when it supports a Microsoft product or promotion. That could be an email campaign announcing a Microsoft 365 security offering or an SMS reminder about an Azure webinar. What matters is that the content is solution-focused, includes a CTA, and reflects both Microsoft and your partner brand professionally.
Webinars, events, and workshops
Live and virtual events that centre around Microsoft are fully reimbursable. You might run a bootcamp to onboard customers to Microsoft Teams, a workshop on Azure migration strategies, or a technical webinar introducing Copilot. As long as the agenda is structured, the topic is Microsoft-focused, and the content delivers value, it’s eligible.
Proof of concept (PoC) projects
Helping a customer test-drive a Microsoft solution before full deployment is not just a smart sales move—it’s also Co-op eligible. PoCs can include things like temporary Teams environments, limited Azure deployments, or tailored Microsoft 365 demos. Just ensure the activity is scoped properly and documented for claims.
Internal sales incentives (SPIFFs)
You can use Co-op funds to motivate your sales team—as long as the incentives are tied to Microsoft product performance. For example, rewarding reps for hitting Microsoft product sales targets qualifies. You’ll need to track performance, define KPIs, and complete a standard attestation to claim the funds.
Partner skilling and certifications
Training your team is a legitimate Co-op investment. Microsoft will reimburse exam fees, Microsoft-hosted workshops, or internal enablement sessions related to Microsoft technologies. It’s a smart way to build capability while using funds that are already available to you.
Microsoft-focused website content
Updating your website to promote Microsoft solutions is not only good marketing—it’s claimable. That includes landing pages, solution descriptions, or blog content that supports Microsoft offerings. As long as the content is properly branded and published within the usage period, it’s eligible.
Use your funds where it counts
Co-op funds are meant to drive growth for both you and Microsoft—but only if your activities are aligned. By focusing on these proven, eligible areas, you can build high-impact campaigns and claim with confidence.
At Blacfox, we help partners get this right from the start—so you’re not second-guessing eligibility, wasting budget, or getting claims rejected.
Let’s plan your next Co-op-funded campaign the right way.
