5 things Microsoft PMAs should STOP doing this June
⚠️ WARNING: Microsoft Acronym Overload Ahead ⚠️
The following blog is intended exclusively for those brave souls who've survived at least three Microsoft solution play rebrandings and can recite MPN IDs in their sleep. If you don't know your CSPs from your ISVs, proceed at your own risk! This content contains dangerous levels of Microsoft-speak, an alphabet soup of acronyms that would make government agencies jealous, and references to programs that may or may not have been renamed twice since this was written. Side effects may include uncontrollable urges to spontaneously speak in Azure deployment terms and the inability to explain your job to family members without making them sign a non-disclosure document. Non-partner marketers may experience confusion and disorientation. You've been warned! See glossary at the end for those who venture forward without a license.
As Microsoft’s fiscal year winds down, our Partner Marketing Advisor (PMA) clients are in the final stretch—but this isn’t the time to coast. June is a critical month for tying up campaigns, closing deals to prove ROI, and setting the stage for next year’s success. Our EMM team has been working with Microsoft’s PMA group for over 20 years (note: this acronym has been rebranded at least 5 times since the start), and we have a few key learnings to pass along.
To help you finish strong, here are five things the geeks at EMM recommend you STOP doing right now (yes, RIGHT NOW)—and what to focus on instead.
1. STOP relying on gut feelings instead of data
June is crunch time for reporting and justifying your marketing investments. If you’re still making decisions based on assumptions or incomplete data, you’re missing a huge opportunity to demonstrate ROI at your next MBR.
Many times, we talk with partners who are unaware of how to track results from the co-marketing funding and efforts spent when using Microsoft’s campaign materials. This can lead to incomplete data, missed targets, and wasted budget.
What to do instead:
Stress hashtag tracking in your co-marketing campaigns. Provide partners with a FY26 hashtag when entering their lead data, encourage regular tracking for receiving MDF funds, and record sales closed to show how these campaigns drive reach and results. Stress the importance to partners of inputting this data, as it will help them receive additional funds later in the year. This data will be gold when justifying your FY impact come June 2026, completing your year-end reports, and securing budget for the following year.
2. STOP overloading partners with generic content
Your partners are busy, and June is no exception. Bombarding them with generic, one-size-fits-all content or marketing materials can lead to disengagement and missed opportunities.
What to do instead:
Focus on providing your partners with curated, relevant content that aligns with your partners’ target industries, customer segments, or product focus. Tailored content helps partners market more efficiently and drives better results — which you can then track and report.
3. STOP overlooking partner enablement deadlines
We see it all the time. Partners often wait until the last minute to submit POE for their co-op funds or simply do not use them at all.
This is such a loss for partners, as well as their PMAs. If you’re still chasing partners down in June, you risk leaving budget on the table—or worse, losing co-marketing opportunities entirely. The horror!
What to do instead:
Send a final FY25 “use it or lose it” email outlining the simple submission process. Help your partners use the funds to add media spend for campaigns they are already running or simply connect them with an agency to help them develop new materials that they can use in FY26 (ahem – this is what we DO). This ensures your partners’ funds are exhausted and partners stay engaged. They’ve worked so hard to get these benefits, so encourage them to use them!
4. STOP neglecting partner feedback
Your partners are on the front lines and have valuable insights about what’s resonating with customers and what’s falling flat. Ignoring their feedback can lead to ineffective campaigns and strained relationships.
What to do instead:
Set up quick check-ins or surveys to gather partner feedback on your marketing programs. Use this input to refine your messaging, offers, and enablement materials. Partners who feel heard are more engaged and stay motivated to drive results.
5. STOP treating June as a throwaway month
It’s easy to write off June as a “wrap-up” period, but this month is your last chance to influence partner behavior, capture success stories, and secure testimonials. June is not just about closing out the current year — it’s also the perfect time to start planning for the next. That’s why we at EMM call it, “Juneuary”. Waiting until July or August means you lose momentum and risk scrambling to meet new goals.
What to do instead:
Begin mapping out your marketing strategy for the next fiscal year now. Identify key campaigns, budget needs, and partner enablement plans. Align with Microsoft’s solution area priorities and narratives early to ensure your initiatives are well-supported and timely. Plan a FY26 brainstorm session with an agency who can help with fresh ideas and innovative approaches.
The Bottom Line: June Is Your FY Mic-Drop Moment: STOP AND ADOPT
June is a pivotal month for Microsoft partner marketers. If you can STOP these common pitfalls and ADOPT a more data-driven, partner-centric, and forward-thinking approach, you’ll not only close out the fiscal year on a high note but also set the stage for sustained success.
This month isn’t about slowing down—it’s about strategic acceleration. By stopping these five counter-productive habits, you’ll:
Prove ROI to secure next year’s budget.
Strengthen partner relationships with actionable insights.
Position yourself as a thought leader aligned with Microsoft’s vision.
Don’t let June slip away. Use these final weeks to close FY25 with impact—and set the stage for a killer FY26.
Microsoft Overused Acronyms Glossary:
CSP: Cloud Solutions Provider
ISV: Independent Software Vendor
MDF: Market Development Funds
MPN: Microsoft Partner Network
MBR: Monthly Business Review
PMA: Partner Marketing Advisor
POE: Proof of Execution
ROI: Return on Investment
FY: Fiscal Year
About the Author:
Abbie Heironimus is the owner of Extra Mile Marketing, a marketing agency specializing in technology marketing, with a 21 year tenure working with Microsoft and its partners. With years of experience helping partners of all sizes maximize their impact, Abbie is passionate about data-driven strategies and partner enablement.