How to Apply Microsoft Co-op Funds Toward Contact Activation Campaigns

July 17, 2025

A Step-by-Step Guide for Partners Ready to Convert Content into Pipeline

If you’re a Microsoft Partner eligible for co-op funds, you’ve got access to one of the most underutilized weapons in the partner ecosystem: money—literally waiting to be claimed to drive pipeline and brand visibility.

And while most partners default to ads or events, there's a smarter way to turn that budget into real opportunities:
Contact Activation with LeadGenius.

Here’s how to tap into those funds—and use them to generate qualified sales conversations at scale.

What Are Co-op Funds?

Cooperative (co-op) marketing funds are earned benefits for Microsoft Partners enrolled in various incentive programs. These funds are available on a reimbursement basis, meaning Microsoft pays you back after you’ve executed qualified marketing activities.

You can use co-op funds for:

Pipeline development (like Contact Activation!)
Brand awareness campaigns
Content syndication
Solution specialization
Events, webinars, and workshops
Training and certifications

🔍 Contact Activation qualifies under pipeline development and content syndication—because you’re using Microsoft-related messaging and targeting eligible accounts.

How Co-op Funds Work (Quick Breakdown)

Period Timeline
‍Earning Period 6 months (H1: Jul–Dec, H2: Jan–Jun)
Usage Period Following 6 months (e.g., Jan–Jun for H1 earnings)
‍Claiming Window Starts ~45 days into usage period (e.g., Feb 16–Aug 15 for H1 funds)

⚠️ Use it or lose it: If you don’t apply funds during your usage period, they’re forfeited.

How to Check Your Funds and Eligibility

Log in to Partner Center
Navigate to: Incentives → Co-op Funds
View:
- Earned funds
- Usage window
- Claim status
- Remaining balances
Download your Program Guide to understand the percentage split between rebate and co-op funds (e.g., 60% rebate / 40% co-op).

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How to Use Co-op Funds for Contact Activation

Contact Activation takes your existing content and turns it into sales-qualified leads using a full-funnel approach.

Here’s what you’re paying for:

Why Microsoft Approves This:

You’re promoting Microsoft-aligned solutions
The activity builds pipeline
Execution includes digital content, targeted messaging, and lead gen
You’ll receive proof of execution from LeadGenius

📥 Pro tip: Keep a PDF of every asset used, every lead list, and the final lead delivery file. Microsoft can request proof up to 24 months after reimbursement.

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Claiming Your Co-op Funds (Step-by-Step)

Prepare Execution Materials
- Co-branded landing page or PDF with Microsoft-aligned messaging
- Activity description (e.g., “Targeted content syndication and lead activation campaign”)
- Target audience (from Microsoft-provided or agreed-upon account list)
Launch Your Contact Activation Campaign
- Work with LeadGenius to build and launch your funnel
- Collect BANT-qualified leads
Receive Documentation
- Proof of Execution (from LeadGenius)
- Lead report with timestamps
- Summary of contacts activated, titles, companies, and qualification steps
Submit Your Claim via Partner Center
- Navigate to Co-op Claims → Create Claim
- Upload required documentation
- Select applicable incentive program (usually Solution Area aligned)
Track Claim Status
- Monitor progress via the Partner Center dashboard
- Follow up on any “Pending” or “Needs More Info” claims

Example Use Case: Microsoft Partner + LeadGenius

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Problem: A Dynamics 365 partner generated 1,200 MQLs in 18 months… but fewer than 20 meetings.
Solution: Applied $19,000 of Co-op Funds to Contact Activation.
Outcome: 95 fully qualified Sales Leads with verified titles, interest, and live-call validation.
Bonus: Delivered within 30 days and fully reimbursed through Microsoft Co-op claims.

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