System integrators and service providers play an increasingly pivotal role in enterprise cloud adoption. As hyperscalers like Microsoft Azure, AWS, and Google Cloud double down on ecosystem-led growth, they’re offering more than just technical enablement, they’re unlocking financial resources designed to fuel partner-led innovation, demand generation, and market expansion.

Hyperscaler incentive programs aren’t about “free money.” They’re about building momentum – empowering channel partners with faster routes to revenue, deeper field engagement, and proof that your partnership moves the needle. The SIs winning today are the ones turning partner funding into pipeline, co-sell wins, and marketplace consumption.

What “good” looks like for a modern SI

When your partnership with AWS, Microsoft or Google Cloud is thriving, you see:

• Predictable pipeline linked to co-sell and marketplace motions

• Faster deal velocity because field teams know who you are and how you help them win

• Higher cloud consumption and attach rates across target industries and workloads

• Internal clarity on roles, KPIs and reporting, so plans turn into action rather than sitting in a slide deck

• Credibility with hyperscaler teams because you deliver outcomes and prove ROI

What incentives are on the table?

Hyperscaler funding programs come in multiple forms, often structured to encourage both short-term engagement and long-term strategic alignment. Here are the key categories:

• Market development funds (MDF): Support for co-branded campaigns, events, and go-to-market initiatives. Often awarded based on business plans or performance metrics.

• Migration incentives: Funds earmarked for helping customers transition to the cloud, particularly through partner-led architecture and delivery.

• Solution development grants: Support for building and packaging industry-specific solutions using hyperscaler infrastructure (often tied to technical validation or certification).

• Co-sell enablement credits: Financial incentives for solutions that qualify for co-sell motion through field teams or partner marketplaces.

• Training and certification vouchers: Designed to elevate partner capabilities, often linked to achieving preferred status levels (e.g. Microsoft Solution Partner, AWS Advanced Tier).

Map funding to plays, not just activities

The trap we see far too often: chasing MDF for isolated campaigns or activities.

The fix: tie incentives to a handful of high-impact plays. Pick the priority plays first – ABM for a priority vertical, a marketplace launch for an anchor solution, or a co-sell blitz with a regional field team. Then match money to the motion: migration funds for modernisation offers, MDF for high-yield events and campaigns. Codify everything in a simple incentive playbook that spells out what’s available, who owns it, why sellers should care, and how to claim it. Tie every funded play to clear KPIs, measure what works, and repeat the winners.

How to navigate and qualify

Tapping into these programs isn’t always straightforward. SIs and SPs should focus on:

• Partner portal mastery: Each hyperscaler has its own dashboard and application process. Assign someone to keep tabs on funding timelines, eligibility criteria, and claim procedures.

• Aligning solutions to strategic priorities: Tailor offerings to fit hyperscaler focus areas – e.g., Azure’s emphasis on AI + data, AWS’s verticalised cloud strategies, or Google Cloud’s app modernisation.

• Joint business planning: Funding tends to favour partners who co-create annual plans with hyperscaler teams. Document shared goals and outline KPIs early.

• Track record of execution: Hyperscalers want results. Showcase success from previous campaigns, migrations, or customer acquisition efforts to build trust and credibility.

Why it matters

For system integrators and service providers, these funding streams can catalyse:

• Faster go-to-market with pre-approved budgets
• Greater visibility through co-marketing and marketplace listings
• Stronger relationships with hyperscaler field teams
• Technical acceleration via funded training and workshops

With partner ecosystems becoming more sophisticated and competitive, taking advantage of these financial tools is no longer optional – it’s strategic.

Quick wins to build momentum now

• Audit your marketplace listings: Are they current, differentiated and promoted in every campaign?

• Scorecard your past year: What did funding actually drive? Where did deals come from? Show it.

• Identify one “hero” play: Put 70% of effort behind one motion that will move pipeline fast.

• Create a partner cheat sheet: How your teams can leverage funding, marketplace offers and co-sell support in conversations today.

Final Thoughts

Hyperscaler funding isn’t just about money – it’s about momentum. By navigating these programs effectively, partners don’t just build campaigns, they build credibility. And in a channel where differentiation counts, that credibility can translate into pipeline, partnerships, and long-term growth.

If you’re ready to turn your hyperscaler partnership into a competitive growth engine, we’re ready to help. Let’s map three high impact plays you can fund and launch in the next quarter. Book a 30-minute working session.

Related blog: Microsoft & AWS Partner Support