The Microsoft Partner of the Year (POTY) Awards are back, and if you’re planning to enter for 2025, it’s essential to understand what’s changed since last year. With a wave of innovation and a sharper focus on AI and Copilot, the 2025 awards reflect Microsoft’s evolving priorities and their commitment to recognising the partners delivering transformational impact.
So what’s different this year? Let’s break it down.
New Categories in 2025
The 2025 awards introduce several new categories that speak volumes about Microsoft’s strategic direction:
- Accelerate Developer Productivity
This brand-new Azure category rewards partners helping customers adopt DevOps practices and GitHub Copilot to boost developer velocity. - Copilot & Agent
Microsoft has split out a dedicated award for Copilot and AI agents, highlighting the importance of these tools across the ecosystem. This sits alongside the AI Innovation category for broader AI use cases. - Build and Modernise AI Apps
A new focus on building AI-powered apps using Azure AI, Microsoft Fabric, and Responsible AI frameworks. The 2025 guidelines raise the bar for AI adoption, scale, and sustainability.
Categories That Have Been Retired or Reimagined
While many 2024 categories return with minor refinements, several awards have evolved:
- The 2024 “Building with AI” category has effectively been replaced by “Build and Modernize AI Apps” and “Innovate with Azure AI Platform” – splitting AI implementation into app-focused and foundational platform use cases.
- The “Communication & Hybrid Cloud Provider” and some SMC-specific innovation awards from 2024 no longer appear – reflecting a consolidation of innovation-focused categories.
Stronger Emphasis Areas in 2025
Copilot Everywhere
Microsoft wants to see Copilot woven through your solution, not just tacked on. Nearly every business application and modern work award now includes a dedicated Copilot section – asking partners to explain how they’re landing Copilot at scale and demonstrating tangible AI outcomes.
Proof and Scale
Evidence matters. Partners are expected to provide real metrics – like adoption rates, ROI, reduced time to value, or competitive wins. Repetition, repeatability and scalability are rewarded.
Responsible, Inclusive, Sustainable
2025 submissions are also asked to highlight Responsible AI use, inclusive practices, and alignment with Microsoft’s sustainability and equity goals more clearly than in 2024.
So, What Should You Include in a 2025 Entry?
If you’re aiming for a win this year, here’s what Microsoft is really looking for:
- A clear, concise narrative – Tell a compelling story. What problem did you solve? Why does it matter?
- Tangible customer outcomes – Think ROI, growth, adoption, speed-to-market. Be specific.
- AI & Copilot – Where is it embedded? How is it being used? What change has it created?
- Repeatability – Is your solution scalable? Can it apply across sectors?
- Evidence – Case studies, testimonials, usage data – the more proof, the better.
- Partnership alignment – Show how you’ve worked with Microsoft programs (like FastTrack, MCI, ECIF, Copilot Jumpstart, etc.)
Key Dates for 2025 POTY
- Submissions Open: June 18, 2025
- Deadline: July 18, 2025 (6 PM PT)
Need a Hand?
Let’s not sugar-coat it: writing a winning Microsoft Partner of the Year (POTY) submission is tough. You need precision, proof, persuasion and above all, a deep understanding of how Microsoft thinks, judges and prioritises.
That’s where we come in.
ResourceiT isn’t just any marketing agency. We were built with Microsoft, for the channel.
Today, we’re the longest-serving agency in the Microsoft ecosystem, with experience supporting over 25,000 partners and delivering 7,000+ tech projects across the globe.
We’re Partner of the Year veterans, working alongside senior Microsoft leaders all over the world to help partners craft great submissions.
ResourceiT has a 75% POTY winners and finalists success rate – if that’s not something to boast about, we don’t know what is.
In a sea of agencies, we are your unfair advantage.
Whether you need support shaping a standout story, getting internal buy-in, or turning your results into a compelling entry, ResourceiT is your go-to partner for Microsoft award season.
Ready to start your submission? Let’s talk
Because when it comes to POTY, good enough just isn’t good enough.
And with us, you’re not going in alone.
