As the Microsoft business applications ecosystem expands, a persistent question picks at Partners: What programs and investments actually deliver results?
Fortunately, Maven Collective Marketing’s new Partner benchmark report, launched at the Partner Marketing Event (PME) during DynamicsCon 2025 in Chicago, aims to answer that with data, not anecdotes.
“We kept hearing the same questions,” said Erika Hakonson, CEO of Maven Collective. “Now we can answer them with evidence.”
Watch PartnerTalks’ full interview with Erika Hakonson below:
Explosive growth and strategic insights at PME
The PME conference, hosted by PartnerTalks and MSDynamicsWorld, drew over 150 attendees, more than doubling last year’s turnout. Hakonson presented to a packed room of Microsoft-aligned marketers, unveiling findings drawn from over 30,000 data points collected from Partners across five continents.
What the report covers
- Designation ROI in Microsoft’s AI Cloud Partner Program
- Marketplace viability: AppSource vs. Azure Marketplace
- Funding access and distribution across Partner types
- The true ROI of community events and engagement
- Strategic insights for ISVs, SIs, VARs
Filling the gap between Partner strategy and insight
“Microsoft often sees things from a tower. Partners see from the street,” said PartnerTalks host Rick McCutcheon. “Erika’s data connects both perspectives.”
The report is designed to inform Microsoft Partners’ go-to-market strategies, marketing spend, and engagement with Microsoft-led programs. Those who attended PME received a special, tailored version of the report. Meanwhile, a general version is available for download through Maven Collective’s website.
Demand for data grows in the Partner community
Maven followed up the live PME presentation with a webinar that saw 175+ registrations and heavy Q&A engagement.
“If you missed the in-person session, you still have time to get the full report,” said Hakonson.
As Partner marketing evolves, Maven’s work marks a shift from intuition to intelligence.
Clearly, data-backed decisions are no longer a luxury. They’re the new baseline.