Customer leads from your commercial marketplace offer

Leads are customers interested in or deploying your offers from Microsoft AppSource and Azure Marketplace. You can receive customer leads after your offer is published to the commercial marketplace. This article explains the following lead management concepts:

  • How your commercial marketplace offer generates customer leads to ensure that you don't miss business opportunities.
  • How to connect your customer relationship management (CRM) system to your offer so that you can manage your leads in one central location.
  • The lead data we send you so that you can follow up on customers who reached out to you.

Generate customer leads

Here are places where a lead is generated:

  • A customer consents to sharing their information after they select Contact me from the commercial marketplace. This lead is an initial interest lead. We share information with you about the customer who has expressed interest in getting your product. The lead is the top of the acquisition funnel.

    Dynamics 365 Contact Me

  • A customer selects Get It Now (or selects Create in the Azure portal) to get your offer. This lead is an active lead. We share information with you about the customer who has started to deploy your product.

    SQL Get It Now button

    Windows Server Create button

  • A customer selects Test Drive or Free Trial to try out your offer. Test drives or free trials are accelerated opportunities for you to share your business instantly with potential customers without any barriers of entry.

    Dynamics 365 Test Drive button

    Dynamics 365 Free Trial button

Connect to your CRM system

When you publish your offer to the marketplace via Partner Center, you need to connect your offer to your CRM system. In this way, you can receive customer contact information immediately after a customer expresses interest or deploys your product.

  1. Select a lead destination where you want us to send customer leads. The following CRM systems are supported:

    If your CRM system isn't explicitly supported in this list, you can store the customer lead data by using the following options. Then you can export or import this data into your CRM system.

  2. Read this linked documentation for your selected lead destination to see how to set up the lead destination to receive leads from your marketplace offer.

  3. Connect your offer to the lead destination when you publish the offer to the marketplace in Partner Center. For information on how to do this, see the linked documentation.

  4. Confirm that the connection to the lead destination is set up properly. After you've configured your lead destination properly, select Publish on your offer in Partner Center. Then we'll validate the connection and send you a test lead. When you view the offer before you go live, you can also test your lead connection by trying to acquire the offer yourself in the preview environment.

  5. Make sure the connection to the lead destination stays up to date so that you don't lose any leads. Make sure you update these connections whenever something has changed on your end.

Understand lead data

Each lead you receive during the customer acquisition process has data in specific fields. The first field to look out for is the LeadSource field, which follows this format: Source-Action | Offer.

Sources: The value for this field is populated based on the marketplace that generated the lead. Possible values are "AzureMarketplace", "AzurePortal", and "AppSource (SPZA)".

Actions: The value for this field is populated based on the action the customer took in the marketplace that generated the lead.

Possible values are:

  • "INS": Stands for installation. This action is in Azure Marketplace or AppSource when a customer acquires your product.
  • "PLT": Stands for partner-led trial. This action is in AppSource when a customer selects the Contact me option.
  • "DNC": Stands for do not contact. This action is in AppSource when a partner who was cross-listed on your app page gets requested to be contacted. We share a notification that this customer was cross-listed on your app, but they don't need to be contacted.
  • "Create": This action is only inside the Azure portal and is generated when a customer purchases your offer to their account.
  • "StartTestDrive": This action is only for the Test Drive option and is generated when a customer starts their test drive.

Offers: You might have multiple offers in the commercial marketplace. The value for this field is populated based on the offer that generated the lead. The publisher ID and offer ID are both sent in this field and are values you provided when you published the offer to the marketplace.

The following examples show values in the expected format publisherid.offerid:

  • checkpoint.check-point-r77-10sg-byol
  • bitnami.openedxcypress
  • docusign.3701c77e-1cfa-4c56-91e6-3ed0b622145

Customer information

The customer's information is sent via multiple fields. The following example shows the customer information that's contained in a lead:

  • FirstName: John
  • LastName: Smith
  • Email:
  • Phone: 1234567890
  • Country: US
  • Company: Microsoft
  • Title: CTO


Not all the data in the previous example is always available for each lead. Because you'll get leads from multiple steps as mentioned in the "Generate customer leads" section, the best way to handle the leads is to de-duplicate the records and personalize the follow-ups. This way each customer gets an appropriate message, and you create a unique relationship.

Best practices for lead management

Here are some recommendations for driving leads through your sales cycle:

  • Process: Define a clear sales process, with milestones, analytics, and clear team ownership.
  • Qualification: Define prerequisites, which indicate whether a lead was fully qualified. Make sure sales or marketing representatives qualify leads carefully before taking them through the full sales process.
  • Follow-up: Don't forget to follow up within 24 hours. You will get the lead in your CRM of choice immediately after the customer deploys a test drive; email them within while they are still warm. Request scheduling a phone call to better understand if your product is a good solution for their problem. Expect the typical transaction to require numerous follow-up calls.
  • Nurture: Nurture your leads to get you on the way to a higher profit margin. Check in, but don't bombard them. We recommend you email leads at least a few times before you close them out; don't give up after the first attempt. Remember, these customers directly engaged with your product and spent time in a free trial; they are great prospects.

Common questions about lead management

Where can I get help in setting up my lead destination?

Follow the steps in the section Connect to your CRM system, or submit a support ticket through Partner Center Help and support. Then select Offer creation > Your type of offer > Lead management configuration.

Am I required to configure a lead destination in order to publish an offer in the commercial marketplace?

The answer depends on the type of offer you're publishing. Software as a service (SaaS) and Dynamics 365 Customer Engagement use Contact Me to list all Dynamics 365 for Finance and Operations offers, all Dynamics 365 Business Central offers, and all Consulting Service offers. As a result, they require a connection to a lead destination. If your offer type wasn't listed, a connection to a lead destination isn't required. We recommend that you configure a lead destination so you don't miss business opportunities.

How can I find the test lead?

Search for "MSFT_TEST" in your lead destination. Below is a sample test lead from Microsoft. Note that the format of the test lead varies depending on the lead destination.

    "UserDetails": {
      "FirstName": "MSFT_TEST_636573304831318844",
      "LastName": "MSFT_TEST_636573304831318844",
      "Email": "",
      "Phone": "1234567890",
      "Country": "US",
      "Company": "MSFT_TEST_636573304831318844",
      "Title": "MSFT_TEST_636573304831318844"
    "LeadSource": "AzureMarketplace",
    "ActionCode": "INS",
    "OfferTitle": "Contoso Test"
    "Description": "MSFT_TEST_636573304831318844"

I have a live offer, but why am I not seeing any leads?

Make sure your connection to the lead destination is valid. We'll send you a test lead after you select Publish on your offer in Partner Center. If you see the test lead, the connection is valid. You can also test your lead connection by trying to acquire the offer preview during the preview step. Select Get It Now, Contact Me, or Free Trial on the listing in the commercial marketplace.

Also, make sure you're looking for the right data. The content in the Understand lead data section of this article describes the lead data we send to your lead destination.

I configured Azure Blob storage as my lead destination, but why don't I see the lead?

Azure Blob storage is no longer supported as a lead destination, so you're missing any customer leads generated by your offer. Switch to any of the other lead destination options.

I received an email from the commercial marketplace, but why can't I find the lead in my CRM?

It's possible that the end user's email domain is from .edu. For privacy reasons, we don't pass personal information from the .edu domain. Submit a support ticket through Partner Center Help and support.

I configured an Azure table as my lead destination. How can I view the leads?

You can access the lead data stored in the Azure table from the Azure portal. You can also download and install Azure Storage Explorer for free to view your Azure storage account's table data.

I configured an Azure table as my lead destination. Can I get notified whenever a new commercial marketplace lead is sent?

Yes. Follow the instructions in Configure lead management by using an Azure table to set up a Microsoft flow that sends an email if a lead is added to the Azure table.

I configured Salesforce as my lead destination, but why can't I find the leads?

Check if the web-to-lead form is a mandatory field based on a pick list. If it is, switch the field to a nonmandatory text field.

There was an issue with my lead destination, and I missed some leads. Can I have them sent to me in an email?

Due to personal information policies, we can't share lead information through unsecured email.

I configured an Azure table as my lead destination. How much will it cost?

Lead generation data is low. It's less than 1 GB for almost all publishers. The cost depends on the number of leads received. For example, if 1,000 leads are received in a month, the cost is around 50 cents. For more information about storage pricing, see Azure Storage overview pricing.

If your question isn't answered, contact Microsoft Support through Partner Center Help and support. Then select Offer creation > Your type of offer > Lead management configuration.

I'm receiving email notifications when new customer leads are received. How can I configure someone else to receive these emails?

Access your offer in Partner Center, and go to the Offer setup page > Lead Management > Edit. Update the email addresses under the Contact email field.

Next steps

After the technical setup is in place, incorporate these leads into your current sales and marketing strategy and operational processes. We're interested in better understanding your overall sales process and want to work closely with you to provide high-quality leads and enough data to make you successful. We welcome your feedback on how we can optimize and enhance the leads we send you with additional data to help make these customers successful. Let us know if you're interested in providing feedback and suggestions to enable your sales team to be more successful with commercial marketplace leads.