Scale repeatable channel sales with Marketplace resale enabled offers (REO) and App Advisor

Ready to jump right into setting up your Resale Enabled Offers (REO)? Immediately visit the App Advisor for negotiations on deals

Increasing your sales doesn’t always require expanding your sales team. Instead, you can leverage channel partners who already know your target audience, understand the local market, and have established relationships built on trust.

Resale Enabled Offers (REO) facilitate your channel partners in driving consistent sales through the Microsoft Marketplace. You choose a qualified channel partner to resell your specific offers in designated markets. This partner can then create private offers directly with customers, allowing for transactions without needing your involvement each time.

Authorize once. Provide your partner with a simple selling method. Enhance your growth through channel-led sales.

REO transforms a reseller partnership into a scalable channel-driven sales model for your business.

You and your channel partner establish business and payment terms outside of the Marketplace. Inside Partner Center, you link one offer, one channel partner, and pinpoint the customer markets they’re authorised to represent you in.

From there, your channel partner can create private customer offers or multiparty private offers (MPOs) based on your resale enabled offer and determine customer pricing.

This approach can help you to:

• Authorize a reseller once, encouraging repeat sales.
• Delegate more responsibility for customer sales to your channel partners.
• Expand your reach based on the markets your resellers serve.
• Grow your business without the need for additional internal sales personnel.

Plus, your authorization remains valid indefinitely until you choose to revoke it.

Channel partners contribute much more than just sales volume; they bring customer trust, market reach, and valuable local and industry knowledge.

For instance, if you’re focused on selling in the United States but spot an opportunity in New Zealand, you can partner with a reseller who already has customers there. Rather than attempting to build a presence in a new market on your own—which can be especially costly for startups and small software firms—you can tap into established ecosystem connections in that region. REO is now accessible in New Zealand and numerous other countries, providing you with a fresh avenue for ecosystem-driven, channel-led growth.

You keep control over the offer and the authorization, while allowing your reseller to explore various customer opportunities. Instead of rebuilding the sales process for each new deal, you set up the relationship, define the terms, and facilitate repeat sales.

REO is specifically designed for consistent channel-led sales via Marketplace—offering more than just support for one-off deals.

Consider using REO when:

• A partner is looking to engage multiple customers,
• You wish to enter markets where they are already established,
• You prefer channel partners to handle a larger share of the customer sales process.

Keep in mind that your offer needs to be publicly transactable and fall under supported offer types: SaaS, Dragon Copilot, or Azure virtual machine offers with reservation pricing (VMSR). Check the eligibility criteria and geographic guidelines before you create an authorization.

Start by collaborating with the partners you already trust. Assess whether they align with your growth strategy.

Whether you have reliable partners in place or need to find new ones, look for those who:

• Have a history of selling via Microsoft Marketplace,
• Serve customer segments you’re interested in reaching,
• Operate in markets where you aim to expand,
• Have a good understanding of your product or industry.

If you’re unsure where to start, you can refer to Microsoft’s authenticated list of MPO-eligible channel partners to find partners capable of Marketplace transactions.

Before proceeding, ensure that your intended REO partner meets Microsoft’s criteria, such as being a part of the Microsoft AI Cloud Partner Program and Microsoft Marketplace, and maintaining valid tax and payout profiles.

Your choice will depend on who maintains the customer relationship and whether you intend for the motion to be one-time or for repeat business.

• Customer Private Offer: Sell directly to a specific customer with agreed terms.
• MPO: Work together with a channel partner on a unique customer deal.
• CSP (Cloud Solution Provider) Private Offer: Sell through the Cloud Solution Provider channel.
• REO: Empower a partner to independently and repeatedly resell your eligible offer on the Marketplace.

MPO involves teamwork on a deal, while REO focuses on establishing a repeatable sales process.

You don’t have to figure out every negotiated selling option by yourself.

The App Advisor provides step-by-step guidance, helping you understand customer private offers, MPO, REO, and CSP private offers, leading you to the selling method that suits your needs best.

Make the most of App Advisor to identify the Marketplace approach that works for you, ensuring your next steps are aligned with co-selling at scale through your partner ecosystem:

https://aka.ms/GrowMySales