Microsoft Marketplace is making a major push at the Channel Partners Conference & Expo 2026, highlighting how channel-led sales have surged as customers increasingly rely on trusted advisors for AI-first solutions.
Microsoft is making a significant investment in channel partnerships at the 2026 Channel Partners Conference & Expo, recognizing the critical role that trusted advisors play in helping customers navigate the AI-first landscape. The Marketplace team's presence at the Venetian Resort in Las Vegas from April 13-16 signals Microsoft's commitment to empowering partners who are delivering cloud and AI solutions to customers worldwide.
The Shift to Channel-Led Sales
The timing couldn't be more strategic. As organizations worldwide accelerate their AI adoption, customers are increasingly turning to channel partners for guidance, implementation, and ongoing support. Microsoft Marketplace has experienced rapid growth in channel-led sales over the past year, driven by new offer constructs and simplified procurement paths that make it easier for partners to source, bundle, and deliver comprehensive solutions.
This growth reflects a broader industry trend where customers value the expertise and relationship-driven approach that channel partners provide. Rather than navigating complex technology decisions alone, organizations are leveraging their trusted advisors to accelerate AI and cloud adoption while ensuring successful outcomes.
What Microsoft Marketplace Offers Partners
At the heart of Microsoft's channel strategy is the Marketplace platform, which provides partners with tools to:
- Pair solutions with vetted offerings - Partners can combine their services with Microsoft's extensive catalog of cloud and AI solutions, creating comprehensive packages that address specific customer needs.
- Accelerate vendor relationships - The Marketplace simplifies procurement and billing processes, reducing friction in partner-vendor interactions.
- Scale with bigger deals - By streamlining the sales process and expanding service offerings, partners can pursue larger opportunities and grow their business footprint.
Engaging with Microsoft at the Conference
The Marketplace team has structured their presence to maximize partner engagement through multiple touchpoints:
Educational Sessions
Three key sessions will provide partners with actionable insights:
Keynote interview: Scaling channel impact in an AI-first world with Microsoft Marketplace - This session will explore how partners can position themselves as strategic advisors in the AI era.
Tech sponsor session: Unlock the channel opportunity through Microsoft Marketplace - Partners will learn about the latest Marketplace features and how to leverage them for growth.
Theater session: 5 tips for channel success through Microsoft Marketplace - Practical guidance for optimizing Marketplace strategies and accelerating deal cycles.
On-Site Engagement
Partners can visit booth #1536 to meet with Marketplace experts and learn firsthand how other partners are achieving success. The booth will showcase real-world examples of how partners are using Marketplace to expand their services and close larger deals.
Private Meetings
For partners seeking personalized guidance, Microsoft is offering private meetings to help teams develop and accelerate their Marketplace strategy. This one-on-one support demonstrates Microsoft's commitment to partner success beyond the conference floor.
Registration Benefits
As a Platinum Sponsor, Microsoft is offering attractive registration options:
- Complimentary Expo + Keynote passes
- Discounted Standard and Premium passes
- Special registration code "Microsoft" for partner access
These benefits make it easier for partners to attend and engage with the full conference experience, maximizing the value of their participation.
The Bigger Picture
Microsoft's investment in the Channel Partners Conference & Expo reflects a strategic shift in how the company views its partner ecosystem. Rather than simply providing technology, Microsoft is positioning itself as an enabler of partner success in the AI-first world.
The emphasis on channel-led sales through Marketplace represents a recognition that the future of enterprise technology adoption will be increasingly partner-driven. As AI solutions become more complex and business-critical, the role of trusted advisors will only grow in importance.
For partners attending the conference, the opportunity to engage directly with Microsoft Marketplace experts provides valuable insights into how to position themselves for success in this evolving landscape. Whether through educational sessions, booth visits, or private meetings, partners will gain the knowledge and connections needed to accelerate their Marketplace strategy and drive growth in the AI era.
The Channel Partners Conference & Expo 2026 represents more than just another industry event – it's a strategic inflection point where Microsoft is doubling down on its commitment to channel partners as the primary vehicle for delivering AI and cloud solutions to customers worldwide.
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