Microsoft has updated several parts of the co-op funding programme for FY27, and partners are trying to work out whether the rules have fundamentally changed or whether this is mostly a documentation and governance refresh. The biggest operational changes are the updated activity-category structure, tighter spend caps and a stricter POE standard.
Tech Marketing
Holding AWS MSP validation already puts you at Advanced or Premier tier, which gives you access to Market Development Funds (MDF). MDF can cover up to half the cost of your campaigns — either as cash, once a marketing activity is finished and already approved, or as AWS Promotional Credit applied straight to your own AWS bill. Run something on the list of qualifying activities, get it approved before you spend, and you have a genuine claim.
Your sellers know how to close the 5% who are ready to buy. The other 95% are sitting on problems they haven’t decided to fix yet and no one’s helping them see it. This piece breaks down the four-step conversation that turns a “we’re fine for now” into pipeline.
Somewhere between the quote request and the signed contract, your buyer got tired of waiting on a human. This piece looks at what’s replacing that wait, and how to fix the friction in your buying experience before it costs you the deal.
The client’s happy, the results are in — and somewhere underneath it all, you’re still waiting to be found out. This piece looks at where that feeling comes from, what it quietly costs you, and how to keep making the call anyway.
Good marketing doesn’t begin at lead capture — it starts long before. Demand generation builds the desire, and lead gen measures the intent it creates. This article explains why tech teams need both to grow effectively.
Microsoft’s Co-op funding can fuel real growth for ISVs—if you know how to use it. The problem is, too many partners either don’t realise they’re earning it or aren’t sure what’s actually claimable. That means missed campaigns, wasted budget, and lost opportunities. This blog breaks down the blind spots, the fine print, and how to start getting more from the funds you’ve already earned.
Microsoft’s co-op funding rules are clear, but it’s the small print that catches most partners out. Missing a threshold, choosing the wrong activity, or submitting late can quietly block your access to funds. In this blog, we unpack five easy-to-miss details that can make or break your co-op claims—and show you how to stay ahead.
AI tools are fast, powerful, and exciting—but they don’t always get it right. Sometimes they create believable content that’s completely false, a problem known as AI hallucination. For marketers, one wrong fact can break trust and hurt your brand. In this blog, we’ll unpack what AI hallucinations are, why they happen, and how to keep your content clean and credible.
Interactive content might dazzle, but static content still delivers the depth your audience craves. Brands that master both don’t just capture attention—they own the conversation. Choosing one over the other isn’t the strategy; knowing when and how to use them is. In this blog, we’ll unpack the smart way to make static and interactive content work together.