How to Choose the Right Microsoft Partner: What Qualifications Really Matter
The Microsoft partner program shouldn’t be a mystery to customers. The more you know about what to look for, the more you get out of your partner.
In my years working with Microsoft technologies, I’ve seen the partner program change more than once. Each change leaves customers wondering what qualifications really matter. You don’t want to waste time on outdated labels, you want to know whether your partner has the expertise to deliver.
The truth is, Microsoft’s program evolves constantly. What mattered a few years ago may not mean much today. That’s why you need to understand the qualifications that actually signal value right now.
Credentials That Count
Microsoft has restructured its partner program several times in just as many years. This creates confusion for customers who want to know what actually matters when choosing a consulting partner. Should you look for “Gold” partners? (No, that’s gone.) Cloud or AI designations? Specializations? What does it really mean for you as a customer?
The key is knowing which qualifications are current, what they represent, and how they translate into tangible value for your project.
Look for Microsoft Solution Designations that matter
Having a solution designation is the new Gold. In 2022 Microsoft retired the Gold & Silver partner program, so those designations don’t signify any current accreditation.
Instead, look for these credentials:
Every Microsoft partner has to renew their credentials each year, and this is no small task. Compared to the old Gold and Silver era, the current framework has raised the bar in a way we’ve never seen before.
To requalify, partners must prove ongoing customer success, keep certifications up to date, and continually invest in their people. From my experience, it takes real commitment to stay current. That effort is something every qualified partner should be proud of, because it shows they’re not just holding onto a badge, they’re actively delivering value and keeping pace with Microsoft’s standards.
But wait – it changed again!
For FY26 (Microsoft’s FY26 began in July 2025), a slight change to the designations has been made.
Microsoft has consolidated Modern Work (M365) & Business Applications (Dynamics, Power Platform) solution areas into the new category of AI Business Solutions.
The three Azure solution areas are now Cloud & AI Platforms, and security stays, well, Security.
Partners will continue to use the 6 badges above for the meantime, but we expect the convergence to the new naming conventions to happen over the next several years.
So if you take away one thing from this, know that partner badges that say Gold & Silver are long gone, and solution partner badges displaying credentials like those above are current. Never be afraid to ask your partner about the changes and what they are doing to keep up.
Take it up a notch with Specializations
Right now, Microsoft offers 32 Specializations. These drill down into specific product and workload knowledge areas, and hopefully one day soon, industry. Not only do partners have to meet an even higher level of skilling and customer deployments, but in many cases an audit has to occur. This verifies that we have documented processes, standard operating procedures and excellence in delivery.
What that means to you as a customer is that you get a very well vetted partner that may also be entitled to certain incentives that you can benefit. In some cases, this means Microsoft will help fund projects through your partner, if eligible. Also be sure to ask your partner if there are any benefits to you from them being specialized.
Smartbridge is a Specialized partner in two areas – Analytics on Azure, and Data Warehouse Migrations on Azure. You can identify specialized partners if their badge has a dark grey section below it listing them, like ours does to the right.
More accreditations outside the typical partner ladder
Beyond Microsoft’s core partner framework, there are other markers of expertise worth noting. These don’t replace Solution Designations or Specializations, but they can show that a partner is forward-thinking and aligned with the technologies most relevant to your industry.
For example, we at Smartbridge are a Fabric Featured Partner. At the time of achievement in 2025, there were about 150 partners globally with this honor. The number still remains small, with much less than 1% of the partners having met the criteria. Fabric Featured Partners have proven that they have the skills and case studies backing the fact that they have proven time and again that they can implement or migrate customers to Fabric using Microsoft’s architectural framework.
If you’re seeking a security partner, the Microsoft Intelligent Security Association is the way to go. Partners here have met criteria such as being specialized, having a solution in the marketplace, and more.
There are many more avenues towards recognition that a partner may follow to establish their credibility. Make sure to ask your potential partner what achievements they have met in the key solution areas you’re interested in the most. While there are many “logos” that are unofficial, there are many others that are.
Official Fabric Featured Partner badge from Microsoft
Official Microsoft Intelligent Security Association badge
One of a variety of official Microsoft badges for workshop delivery partners (like us!)
Official badge from IAMCP, one of 3 officially recognized partner associations
Right now there are little to no industry-specific accreditations at the organization level. Microsoft is working on pathways towards recognition in areas such as Healthcare, with expectations they will add more in the coming years.
Here are a few starter questions that will guide you in your discussions.
What to ask your potential new Microsoft partner:
- 1What solution designations do you currently have?
- 2What certifications does that require you to achieve?
- 3Will those credentialed consultants be involved in my project?
- 4Do you have any Specializations? And are there any partner-led incentives you can offer because you have one?
And don’t hesitate to contact Smartbridge or myself directly if a Data & AI and Digital & App Innovation partner is who you seek!
Keep Reading: Microsoft Copilot Adoption Kit
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