SPARK Propensity is a predictive data model in Partner Center that helps Microsoft partners identify high-propensity customers those most likely to buy Microsoft solutions through up-sell or cross-sell opportunities. It focuses on Enterprise and Corporate segments, while SMBs are covered by CloudAscent.
Think of it as a data-driven shortcut to find customers who are ready for Microsoft’s strategic solutions (called Solution Plays), such as:
- Security (Threat Protection, Modern SecOps)
- Azure migration and AI
- Modern Work (Copilot, productivity)
- Business Applications (Dynamics 365)
Why is it important for partners?
- Saves time: Instead of guessing, you get a curated list of customers most likely to buy.
- Boosts revenue: Target customers with the highest chance of conversion.
- Aligns with Microsoft priorities: Helps you sell what Microsoft is investing in (Solution Plays).
How does it work?
SPARK uses Microsoft telemetry and predictive analytics to:
- Analyze customer signals (usage, transactions, cloud readiness).
- Match customers to Solution Plays.
- Map those customers to partners who already have a business relationship.
- Generate a propensity report for you.
How to Access and Use SPARK Propensity
- Sign in to Partner Center → Go to Insights workspace.
- Navigate to Downloads hub → Create a new report.
- Select SPARK Propensity (Enterprise & SMC) as the data source.
- Choose Columns: All, Time range: Lifetime, and download as CSV.
- Open the report in Excel:
- Filter by Solution Play (e.g., Security, Azure AI).
- Match customers to your CRM.
- Use PMC/DMC links in the report for ready-made marketing campaigns.
- Run targeted campaigns using Digital Marketing Content OnDemand.
Pro Tips
- Ensure you have the Report Viewer role in Partner Center.
- Combine SPARK with CloudAscent for SMB insights.
- Use Solution Play Partner Playbooks for campaign ideas.
Reference for Blog
You can add this section in your blog under “Tools to Identify High-Propensity SMBs”:
Microsoft provides partners with powerful tools like SPARK Propensity and CloudAscent. SPARK helps identify high-potential customers in Enterprise and Corporate segments, while CloudAscent focuses on SMBs. These tools use AI-driven insights to predict purchase likelihood, enabling partners to run targeted campaigns and accelerate growth.
Learn more about SPARK Propensity.
