Publish a managed services offer to Azure Marketplace

In this article, you'll learn how to publish a public or private managed services offer to Azure Marketplace using the Cloud Partner Portal, enabling a customer who purchases the offer to be onboarded for Azure delegated resource management.


You need to have a valid account in Partner Center to create and publish these offers. If you don’t have an account already, the sign-up process will lead you through the steps of creating an account in Partner Center and enrolling in the Commercial Marketplace program. Your Microsoft Partner Network (MPN) ID will be automatically associated with the offers you publish to track your impact across customer engagements.

If you don't want to publish an offer to Azure Marketplace, you can onboard customers manually by using Azure Resource Manager templates. For more info, see Onboard a customer to Azure delegated resource management.

Publishing a Managed Services offer is similar to publishing any other type of offer to Azure Marketplace. To learn about that process, see Azure Marketplace and AppSource Publishing Guide and Manage Azure and AppSource Marketplace offers. You should also review the commercial marketplace certification policies, particularly the Managed Services section.


Each plan in a managed services offer includes a Manifest Details section, where you define the Azure Active Directory (Azure AD) entities in your tenant that will have access to the delegated resource groups and/or subscriptions for customers who purchase that plan. It’s important to be aware that any group (or user or service principal) that you include here will have the same permissions for every customer who purchases the plan. To assign different groups to work with each customer, you’ll need to publish a separate private plan that is exclusive to each customer.

Create your offer in the Cloud Partner Portal

  1. Sign in to the Cloud Partner Portal.
  2. From the left navigation menu, select New offer, then select Managed services.
  3. You'll see an Editor section for your offer with four parts to fill in: Offer Settings, Plans, Marketplace, and Support. Read on for guidance on how to complete these sections.

Enter offer settings

In the Offer settings section, provide the following:

Field Description
Offer ID A unique identifier for your offer (within your publisher profile). This ID can only contain lowercase alphanumeric characters, dashes, and underscores, with a maximum of 50 characters. Keep in mind that the Offer ID may be visible to customers in places like in product URLs and billing reports. Once you publish the offer, you can't change this value.
Publisher ID The publisher ID that will be associated with the offer. If you have more than one publisher ID, you can select the one you wish to use for this offer.
Name The name (up to 50 characters) that customers will see for your offer in Azure Marketplace and in the Azure portal. Use a recognizable brand name that customers will understand—if you're promoting this offer through your own website, be sure to use the exact same name here.

When you've finished, select Save. Now you're ready to move on to the Plans section.

Create plans

Each offer must have one or more plans (sometimes referred to as SKUs). You might add multiple plans to support different feature sets at different prices or to customize a specific plan for a limited audience of specific customers. Customers can view the plans that are available to them under the parent offer.

In the Plans section, for each plan you want to create, select New Plan. Then enter a Plan ID. This ID can only contain lowercase alphanumeric characters, dashes, and underscores, with a maximum of 50 characters. The plan ID may be visible to customers in places like in product URLs and billing reports. Once you publish the offer, you can't change this value.

Next, complete the following sections in the Plan Details section:

Field Description
Title Friendly name for the plan for display. Maximum length of 50 characters.
Summary Succinct description of the plan for display under the title. Maximum length of 100 characters.
Description Description text that provides a more detailed explanation of the plan.
Billing model There are 2 billing models shown here, but you must choose Bring your own license for managed services offers. This means that you will bill your customers directly for costs related to this offer, and Microsoft does not charge any fees to you.
Is this a private Plan? Indicates whether the SKU is private or public. The default is No (public). If you leave this selection, your plan will not be restricted to specific customers (or to a certain number of customers); after you publish a public plan, you can't later change it to private. To make this plan available only to specific customers, select Yes. When you do so, you'll need to identify the customers by providing their subscription IDs. These can be entered one by one (for up to 10 subscriptions) or by uploading a .csv file (for up to 20,000 subscriptions). Be sure to include your own subscriptions here so you can test and validate the offer. For more information, see Private SKUs and Plans.

Finally, complete the Manifest Details section. This creates a manifest with authorization information for managing customer resources. The info you provide here is necessary to onboard your customers for Azure delegated resource management. As noted above, these permissions will apply to every customer who purchases the plan, so if you want to limit access to a specific customer, you'll need to publish a private plan for their exclusive use.

  • First, provide a Version for the manifest. Use the format n.n.n (for example, 1.2.5).
  • Next, enter your Tenant ID. This is a GUID associated with the Azure Active Directory tenant ID of your organization (i.e., the tenant which you will be working in to manage your customers' resources). If you don't have this handy, you can find it by hovering over your account name on the upper right-hand side of the Azure portal, or by selecting Switch directory.
  • Finally, add one or more Authorization entries to your plan. Authorizations define the entities who can access resources and subscriptions for customers who purchase the plan. You must provide this info in order to access resources on behalf of the customer using Azure delegated resource management. For each authorization, provide the following. You can then select New authorization as many times as needed to add more users/role definitions.
    • Azure AD Object ID: The Azure AD identifier of a user, user group, or application which will be granted certain permissions (as described by the Role Definition) to your customers' resources.
    • Azure AD Object Display Name: A friendly name to help the customer understand the purpose of this authorization. The customer will see this name when delegating resources.
    • Role Definition: Select one of the available Azure AD built-in roles from the list. This role will determine the permissions that the user in the Azure AD Object ID field will have on your customers' resources. For info about these roles, see Built-in roles.
    • Assignable Roles: If you have selected User Access Administrator in the Role Definition for this authorization, you can add one or more assignable roles here. The user in the Azure AD Object ID field will be able to assign these Assignable Roles to managed identities. Note that no other permissions normally associated with the User Access Administrator role will apply to this user. (If you did not select User Access Administrator for this user’s Role Definition, this field has no effect.)


In most cases, you'll want to assign permissions to an Azure AD user group or service principal, rather than to a series of individual user accounts. This lets you add or remove access for individual users without having to update and republish the plan when your access requirements change.

When you're done adding plans, select Save, then continue to the Marketplace section.

Provide Marketplace text and images

The Marketplace section is where you provide the text and images which customers will see in Azure Marketplace and the Azure portal.

Provide info for the following fields in the Overview section:

Field Description
Title Title of the offer, often the long, formal name. This title will be displayed prominently in the marketplace. Maximum length of 50 characters. In most cases, this should be the same as the Name you entered in the Offer Settings section.
Summary Brief purpose or function of your offer. This is usually displayed under the title. Maximum length of 100 characters.
Long Summary A longer summary of the purpose or function of your offer. Maximum length of 256 characters.
Description More info about your offer. This field has a maximum length of 3000 characters and supports simple HTML formatting. You must include the words "managed service" or "managed services" somewhere in your description.
Marketing Identifier A unique URL-friendly identifier. it will be used in Marketplace URLs for this offer. For example, if your publisher ID is contoso and your marketing identifier is sampleApp, the URL for your offer in Azure Marketplace will be
Preview Subscription IDs Add one to 100 subscription identifiers. The customers associated with these subscriptions will be able to view the offer in Azure Marketplace before it goes live. We suggest including your own subscriptions here so you can preview how your offer appears in the Azure Marketplace before making it available to customers. (Microsoft support and engineering teams will also be able to view your offer during this preview period.)
Useful Links URLs related to your offer, such as documentation, release notes, FAQs, etc.
Suggested Categories (Max 5) One or more categories (up to five) which apply to your offer. These categories help customers discover your offer in Azure Marketplace and the Azure portal.

In the Marketing Artifacts section, you can upload logos and other assets to be shown with your offer. You can optionally upload screenshots or links to videos that can help customers understand your offer.

Four logo sizes are required: Small (40x40), Medium (90x90), Large (115x115), and Wide (255x155). Follow these guidelines for your logos:

  • The Azure design has a simple color palette. Limit the number of primary and secondary colors on your logo.
  • The theme colors of the portal are white and black. Don't use these colors as the background color for your logo. Use a color that makes your logo prominent in the portal. We recommend simple primary colors.
  • If you use a transparent background, make sure that the logo and text aren't white, black, or blue.
  • The look and feel of your logo should be flat and avoid gradients. Don't use a gradient background on the logo.
  • Don't place text on the logo, not even your company or brand name.
  • Make sure the logo isn't stretched.

The Hero (815x290) logo is optional but recommended. If you include a hero logo, follow these guidelines:

  • Don't include any text in the hero logo, and be sure to leave 415 pixels of empty space on the right side of the logo. This is required to leave room for text elements that will be embedded programmatically: your publisher display name, plan title, offer long summary.
  • Your hero logo's background may not be black, white, or transparent. Make sure your background color isn't too light, because the embedded text will be displayed in white.
  • Once you publish your offer with a hero icon, you can't remove it (although you can update it with a different version if desired).

In the Lead Management section, you can select the CRM system where your leads will be stored. Note that per the Managed Services certification policies, a Lead Destination is required.

Finally, provide your Privacy Policy URL and Terms of use in the Legal section. You can also specify here whether or not to use the Standard Contract for this offer.

Be sure to save your changes before moving on to the Support section.

Add support info

In the Support section, provide the name, email, and phone number for an engineering contact and a customer support contact. You'll also need to provide support URLs. Microsoft may use this info when we need to contact you about business and support issues.

Once you've added this info, select Save.

Publish your offer

Once you're happy with all of the info you've provided, your next step is to publish the offer to Azure Marketplace. Select the Publish button to initiate the process of making your offer live. For more info about this process, see Publish Azure Marketplace and AppSource offers.

Next steps