How to Sell on Azure Marketplace?

Do you know what Azure Marketplace is and how to rightly use the power of this marketplace? Many companies are using the Azure marketplace without their knowledge? In today’s post, we will talk about the basics of Azure Marketplace and leverage its benefits. Without wasting any time, let us start and understand how to sell and publish on the Microsoft Azure Marketplace:

What is Azure Marketplace?

The Azure Marketplace is a kind of launchpad for the joint activities with Microsoft, which will help to improve your business success. In short: when you are publishing your software solution to this Marketplace, you are agreeing to become an important part of this large ecosystem, which you will benefit from.

How to Sell Your Solution?

Let’s say you are currently using the Marketplace, and know that it is one large platform that has matured over the past many years. When you run your solution on Azure, likely, you are already using Azure Marketplace. Take an example: Running or Deploying VM use images situated on the Azure Marketplace. With this, you are allowed to market even your consulting solutions through the Marketplace and App Source.

Advantages of Using Azure Marketplace

Microsoft’s key goal is connecting with the customers and partners and help them to expand their network and business with the help of Azure Marketplace. Besides leveraging the present Marketplace solutions, one can publish your solution too. But, you will find just condition: the solution should run on Microsoft Azure (partially). So, by publishing the solution to this Marketplace, you reap the following advantages:

Scale worldwide 

Customers have the option of running and deploying your solution over their preferred region. Ensure you get support from the backend though;

Brand promotion and awareness

Like mentioned before, your solution is visible in almost all the Azure Public regions (at present 54, spread at more than 140 counties). It can improve your brand promotion and awareness.

Produce new sales opportunities or leads

The Azure Marketplace is growing, and with it, the ecosystem grows too! When you publish your solution on the Marketplace you are creating more visibility and new leads in various industries.

Upsell and cross-selling

When you sell on this Marketplace you will shorten the sales-cycle & speed up the projects as you are selling the complete solution;

No charge completely free

When publishing any solution on the Azure Marketplace, you will not be charged by any fee. It is completely free;

Get valuable insights

Get proper information and daily insights on the campaign performance, payouts, and orders and use these analytics to improve profits and reach the wider market.

If you are fresh to the Azure Marketplace you first get an advantage on your way. One of them is Go-To-Market that will help to build promotion and awareness with various other Microsoft customers. When your offer gets life, the Go-To-Market Microsoft team may contact you & help you to get the most from it just by offering:


When you are co-sell ready, you may have a Go-to-market appointed to you. And this team can help you out with the marketing strategies, activities, and link you to the sales channels of Microsoft. 

Technical Support

Get support for everything that you want to publish your solution. Support will range from technical support to architectural support. 

Building & selling your services on Azure

Microsoft offers the route from your ARM templates to the Azure Marketplace offering. In that way, you may package the current services and software and sell it through Azure Marketplace, giving you a new revenue stream.

For selling on Azure Marketplace, you have to get the certification, the process that begins with building appropriate VM images or templates for the application. The certified organizations agree to different Azure Marketplace policies, all along with publishing the company information.

When certified, you will get access to their Cloud Partner Portal, and where you will put together the code and marketing materials, as Virtual’s Machine or complete infrastructures. An approval process for the code is quick; and VM-based apps are generally approved in 3 business days, but complex services will take a bit longer.


Selling your solution on Azure Marketplaces is the best way of accelerating the offers and stay in front of the new audiences. But, you will have to strategize the launch and empower your sales teams with more information to make this a big success.

About RJ Frometa

Head Honcho, Editor in Chief and writer here on VENTS. I don't like walking on the beach, but I love playing the guitar and geeking out about music. I am also a movie maniac and 6 hours sleeper.

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