diff --git a/msteams-platform/concepts/deploy-and-publish/appsource/post-publish/app-growth/app-growth-lifecycle.md b/msteams-platform/concepts/deploy-and-publish/appsource/post-publish/app-growth/app-growth-lifecycle.md
index b67c7ed7d9a..ec342006327 100644
--- a/msteams-platform/concepts/deploy-and-publish/appsource/post-publish/app-growth/app-growth-lifecycle.md
+++ b/msteams-platform/concepts/deploy-and-publish/appsource/post-publish/app-growth/app-growth-lifecycle.md
@@ -1,7 +1,7 @@
 ---
 title: A Guide for App Growth Lifecycle
 author: heath-hamilton
-description: Learn to plan growth lifecycle for your Teams app, review the Teams partners GTM guide, and best practices for app growth and adoption.
+description: Learn to plan growth lifecycle for your Teams app, review Teams partners GTM guide, and best practices for app growth and adoption.
 ms.topic: conceptual
 ms.localizationpriority: high
 ms.author: surbhigupta
@@ -10,81 +10,71 @@ ms.date: 02/21/2023
 
 # Growth lifecycle for your app
 
-Growing your app is a journey. It's a process that’s not overnight and goes through various stages. A typical growth lifecycle of a collaborative app on Teams looks like depicting critical barriers that once crossed puts the app into the next orbit for even higher growth:
+Growing your app follows a defined journey. It involves a process that evolves over multiple stages. A typical growth lifecycle of a collaborative app on Teams depicts critical barriers that, once overcome, move the app into the next orbit for higher growth:
 
 :::image type="content" source="../../../../../assets/images/app-fundamentals/growth-lifecycle.png" alt-text="App growth lifecycle." lightbox="../../../../../assets/images/app-fundamentals/growth-lifecycle.png":::
 
-- **Build stage**: In this stage, developers plan, envision, design, build, and publish their collaborative app on the Microsoft Teams marketplace. The Teams developer platform documentation is the one-stop shop for platform features, best practices, and developer guidance. Strategic developers can join an invite-only Teams engineering’s build-with partner program on this journey.
+- **Build stage**: Developers plan, envision, design, build, and publish their collaborative app on Teams Marketplace at this stage. Teams developer platform documentation provides a one-stop resource for platform features, best practices, and developer guidance. Strategic developers join an invite-only Teams engineering’s build-with partner program during this journey.
 
-- **Launch stage**: After the collaborative app is published on the Teams marketplace, launch marketing initiatives are executed for the app to announce the availability of the app for existing and new or prospective customers.
+- **Launch stage**: After publishing the collaborative app on Teams Marketplace, launch marketing initiatives announce the app’s availability for existing, new, or prospective customers.
 
-- **Traction stage**: This stage has dual purpose and focus:
+- **Traction stage**: This stage focuses on two areas:
 
-  - Building awareness for the app through impactful customer and seller marketing channels.
-  - Building readiness of product, sales, customer success and support functions for the app’s upcoming adoption, growth, and ROI realization.
+  - Building awareness for the app through high-impact customer and seller marketing channels.
+  - Preparing product, sales, customer success, and support teams for upcoming adoption, growth, and ROI realization.
 
-  Most growth and GTM activities during this stage are pilots to discover effectiveness, learning, and execution rhythms. When the app crosses the *traction barrier*, one can say it has achieved product market fit in Teams marketplace and ecosystem.
+  Most GTM and growth activities during this stage involve pilots to discover effectiveness, learning, and execution rhythms. When the app overcomes the *traction barrier*, it achieves product market fit in Teams Marketplace and ecosystem.
 
-- **Scale stage**: This stage encompasses scaling in the market on the back of activation in existing customers who use the Software as a Service (SaaS) app outside Teams and selling to new customers through product-led, sales-led, and channel-led initiatives. Growth and GTM activities become more programmatic at this stage. When the app crosses the scale barrier, often also referred to as the *growth barrier*, one can conclude the apps is ready to deliver on the business goals and starts to deliver ROI on engineering and GTM investments.
+- **Scale stage**: This stage involves expanding market reach by activating existing customers who use the SaaS app outside Teams and acquiring new customers through product-led, sales-led, and channel-led initiatives. GTM and growth activities become more programmatic. When the app overcomes the scale barrier, also known as the *growth barrier*, the app demonstrates readiness to meet business goals and deliver ROI on engineering and GTM investments.
 
-- **Succeed stage**: The final stage of the Teams collaborative app lifecycle is where the app moves from being a product integration built on Teams into a full-fledged strategic product line just as the core SaaS product for the web browser or native apps for Windows or mobile phones.
+- **Succeed stage**: In the final stage of the Teams collaborative app lifecycle, the app evolves from a Teams-integrated product into a strategic product line, similar to a core SaaS product for web browsers or native apps for Windows or mobile phones.
 
-  The activities at this stage include:
+  Activities at this stage include:
 
-  - Building public references for the impact of the collaborative app among customers to directly drives SQLs and MQLs
-  - Optimizing customer sales and conversion based on PQLs
-  - Investing further in more user-valuable scenarios or experiences inside the app
+  - Building public references that directly drive SQLs and MQLs by highlighting app impact among customers.
+  - Optimizing sales and conversion processes based on PQLs.
+  - Investing further in high-value user scenarios or experiences within the app.
 
-There might be examples of developers short circuiting the lifecycle to jump across stages, for example, directly starting to monetize their app after launch using their version 1 experience itself. It's recommended that you follow a stage-by-stage approach as a best practice that most developers follow to derive the best ROI from their Teams app journey.
+Some developers may bypass stages, for example, by starting to monetize their app immediately after launch using a version 1 experience. Following a stage-by-stage approach remains a best practice that most developers follow to derive optimum ROI from their Teams app journey.
 
 ## Review the Teams partners GTM guide
 
-Get started first by reviewing (and sharing with your GTM leaders) this high-level visual [Guide to ISV success with Microsoft for Teams Partners](https://aka.ms/teamsappsGTMguide) flipbook. This resource orients you about how to plan and strategize your Teams app offering, insights about key industry-wise personas and trends, how to define your app’s value proposition, create content to maximize your app’s reach among customers and sellers, access various partner benefits available to you, how to visualize a simplistic customer journey with your app, how to align your marketing activities with key opportunities from Microsoft and how to sell your app through Microsoft’s global marketplace. As you can see from the flipbook, Microsoft partners with app developers once they’ve launched their apps on the marketplace by offering select, programmatic GTM investments depending on the app’s maturity in the market. You're encouraged to get in touch with your Microsoft field, account, or engineering representatives before spending cycles on your app growth planning and execution, so that you can get the most appropriate guidance you’re eligible for.
+Begin by reviewing (and sharing with your GTM leaders) this high-level visual [Guide to ISV success with Microsoft for Teams Partners](https://aka.ms/teamsappsGTMguide) flipbook. This resource explains how to plan and strategize your Teams app offering, provides insights on key industry personas and trends, explains how to define your app’s value proposition, guides you on creating content to maximize your app’s reach with customers and sellers, outlines available partner benefits, depicts a simplified customer journey with your app, aligns marketing activities with key opportunities from Microsoft, and illustrates how to sell your app through Microsoft’s global marketplace. As the flipbook shows, Microsoft partners with app developers once they publish their apps on Marketplace by offering select, programmatic GTM investments that depend on the app’s market maturity. Get in touch with your Microsoft field, account, or engineering representatives before investing cycles on your app growth planning and execution to receive the most relevant guidance.
 
 ## Step-by-step guide to grow your app
 
-It's time now to expand on the preview provided by the flipbook above! The following sections offer a stage-by-stage  descriptive guide elaborating on the various growth initiatives developers can plan and execute and where Microsoft can help.
+Expand on the preview provided by the flipbook above! The sections that follow offer a stage-by-stage descriptive guide, elaborating on the growth initiatives developers can plan and execute and where Microsoft can help.
 
-Developers are encouraged to follow the guidance here to grow their app and drive success for their investments on the Teams marketplace and ecosystem. However, the guidance provided can't be considered comprehensive. It's recommended that developers must always adapt these growth initiatives in the context best known to them based on:
+Developers follow this guidance to grow their app and drive success for their investments on Teams Marketplace and ecosystem. Note that this guidance is not comprehensive. Developers always adapt these growth initiatives based on:
 
-- The nature of business.
-- The app launched on Teams.
-- The target customer personas.
-
-<!--
-You can plan your app's growth through the app lifecycle:
-
-- [Build your collaborative app](build-app.md)
-- [Launch your collaborative app](launch-app.md)
-- [Gain traction for your collaborative app in the market](gain-traction.md)
-- [Scale your collaborative app](scale-app.md)
-- [Succeed with your collaborative app](succeed.md)
--->
+- Nature of business.
+- App launched on Teams.
+- Target customer personas.
 
 [Back to top](#growth-lifecycle-for-your-app)
 
 ## Best practices for app growth and adoption
 
-To accelerate the growth of third-party apps and increase the adoption rates, consider the following strategies:
+To accelerate growth of third-party apps and increase adoption rates, consider these strategies:
 
-- **Leverage a freemium model**: It's proven that a basic freemium account significantly improves user conversion rates. It allows users to experience the core benefits of your app without initial costs and increases the chances of conversion to paid plans. It's recommended to offer a free trial period of 30 days.
+- **Leverage freemium model**: A basic freemium account improves user conversion rates by allowing users to experience core app benefits before incurring costs. Offer a free trial period of 30 days.
 
-- **Integrate a shareable call-to-action**: Implement a dynamic call-to-action (CTA) button within an Adaptive Card. It enables users to share your app effortlessly, to onboard their team members, thereby fostering organic growth.
+- **Integrate shareable call-to-action**: Implement a dynamic call-to-action (CTA) button within an Adaptive Card. This enables users to share your app easily and onboard team members, fostering organic growth.
 
-- **Implement adoption change management**: Consistent communication with users is a key. Update users regularly about the new and existing features through email, which helps maintain their interest and encourages continued use of your app.
+- **Implement adoption change management**: Maintain consistent communication with users. Regularly update them on new and existing features via email to sustain interest and encourage continuous use.
 
-- **Identify and resolve blockers**: Proactively address and resolve any issues to drive app adoption. Collaborate with partners to gather feedback and eliminate any blockers that hinder the user experience.
+- **Identify and resolve blockers**: Proactively address issues to drive app adoption. Collaborate with partners to gather feedback and remove any barriers hindering user experience.
 
-- **Embrace growth marketing**: Develop a dynamic growth marketing strategy tailored for SaaS offers that focuses on driving usage through data-driven techniques and user engagement analytics.
+- **Embrace growth marketing**: Develop a dynamic growth marketing strategy tailored for SaaS offers that drives usage through data-driven techniques and user engagement analytics.
 
-  Here are a few recommendations for growth marketing strategies:
+  Recommendations for growth marketing strategies include:
 
-  - Send active notifications to users through email with a CTA to the Teams app.
-  - Conduct targeted campaigns on social media with direct links to the Teams app.
-  - Secure a premium placement for the Independent software vendor (ISV) Teams app on SaaS platforms with a CTA to the Teams app.
-  - Create informative blog posts, tutorials, or webinars that highlights the unique features of your Teams app.
+  - Sending active email notifications to users with a CTA to the Teams app.
+  - Conducting targeted social media campaigns with direct links to the Teams app.
+  - Securing premium placement for the ISV Teams app on SaaS platforms complete with a CTA to the Teams app.
+  - Creating informative blog posts, tutorials, or webinars showcasing the unique features of your Teams app.
 
-By adopting these methods, you can observe an increase in app installations, sustained engagement, and growth over time. For more information, see [educate users and drive adoption change management for your app](~/promote-app-adoption.md#step-3-educate-users-and-drive-adoption-change-management-for-your-app).
+Adopting these methods increases app installations, sustains engagement, and fosters growth over time. For more information, see [educate users and drive adoption change management for your app](~/promote-app-adoption.md#step-3-educate-users-and-drive-adoption-change-management-for-your-app).
 
 ## Next step
 
@@ -93,366 +83,4 @@ By adopting these methods, you can observe an increase in app installations, sus
 
 ## See also
 
-[Five steps to drive adoption of your app](../../../../../promote-app-adoption.md)
-
-<!--
-### Building your collaborative app
-
-Let’s briefly go over what initiatives are the most impactful during the build stage.
-
-#### What should you as a developer do during the Build stage?
-
-- Alignment on business drivers, success metrics and path to liquidity for your collaborative app.
-- Commitment to build a high-quality and sticky collaborative app on Teams and monetize the app via transactable SaaS subscriptions on the marketplace.
-- Adherence to platform fundamentals and collaboration apps design principles.
-- Executive commit for multi-quarter app roadmap and GTM investments.
-- Identification of and agreement with pilot customers to get feedback on the app and adopt once published.
-
-#### Where can Microsoft help?
-
-- Access to proven best practices to build a differentiated, collaborative Teams app.
-- In-depth developer documentation with elaborate platform features to build a high quality app.
-- White gloved PM, dev, design support from Teams Engineering for strategic developers through the invite-only build-with partner program.
-- Support for customer inclusive app design and development for strategic developers through the invite-only build-with partner program.
-
-### Launching your collaborative app
-
-By now you're aware that the core focus at this stage is to announce the availability of the app for existing and new customers. Here’s a rundown of various initiatives and growth levers at your disposal:
-
-#### What should you as a developer do during the Launch stage?
-
-- **Invest strategically into your Microsoft Teams Store listing, landing page and documentation**
-
-    Make sure you’ve links to your Teams app handy for use in your landing page, documentation, marketing materials and so on Refer here: Promote your app on another site to fetch the link to your app inside the Teams in-product marketplace. For AppSource link, head over to Microsoft AppSource and search for your app in the search box. Pick the URL from the browser’s address bar.
-
-    | Growth Lever | Recommendation | Resources and examples for inspiration |
-    | --- | --- | --- |
-    | Teams Store listing | This is the description and metadata that appears on the public Teams marketplace and is the most important piece of text that conveys what your app can do and the value users can derive out of it. The Teams Store listing appears within the Teams Store in Teams clients as well as on the AppSource public marketplace on the web. Here’s some key guidance: <br> • Call out specifically what your app can do inside Teams vs focusing on your core SaaS product. Users are hiring your app to do a job in Teams, not in your web SaaS app for the browser or native mobile clients and want to certain it can deliver value inside Teams. It will be awesome if you can call out the degree of overlap in terms of supported scenarios between your core SaaS product and Teams app. <br> • Use bullet points and emojis to break the wall of text and achieve better readability <br> • Include screenshots in your listing that show the app’s experience and underscore the user value inside Teams. <br> • Include a video in your listing that shows the app’s experience inside Teams. Generic, marketing videos that talk about the user problem your app is solving or one that simply gives an overview of your entire SaaS product aren't meaningful, don’t convince the user to install your app and often set inaccurate user expectations leading to dissatisfaction. <br> • Make sure to include links to public references and success stories to build trust that your Teams app has already benefited customers. This will instill confidence in new customers looking to acquire or try your app. | Your Teams Store listing must meet the validation guidelines and Teams marketplace policies to be published. <br> Detailed guide for optimizing your Teams Store listing is here: Chapter 2 in Best Practices Guide <br> See Teams Store listings of Polly, Zoho, Atlassian and so on |
-    | Landing page | This is the landing page for your app hosted on your website. You can use this page to talk about your Teams app in full detail – the value delivered inside Teams, personas targeted, key scenarios, details of subscription or pricing, customer testimonials and so on You can use this page to receive traffic from your core SaaS product or periodic digital or social campaigns. Here’s some key guidance: <br> • As you’ve built a collaborative app inside Teams, avoid labelling this as a “Teams integration” page and linking it under the “Integrations” section in your website header, navigation menu or footer. <br> • Your Teams collaborative app deserves a top-level link in your website header, navigation menu or footer. Make it easy to discover – more traffic is the first step to increased acquisition. <br> • Use the recommended Teams Store CTA arts on multiple places on this page prominently to direct users to acquire your app. <br> • Include beautiful video, animated gifs and artful screenshots of your real Teams app on this page for an impactful storytelling. Your goal should be to get everyone who lands on this page to try out your Teams app immediately. <br> • Make sure to include links to public references and success stories to build trust that your Teams app has already benefited customers. <br> • It’s a good practice to include a FAQ section where users can quickly find answers to their most common queries related to your Teams app for example, scenarios, features, any additional cost or pricing, which SaaS subscription plans of yours support the Teams app and so on <br> • Include download links to on-demand webinars or sign-up links to scheduled trainings or webinars or events for your Teams app on this page. Remember these are all valuable marketing qualified leads for your app. <br> • Include a section on this page to collect user feedback about the Teams app including new feature asks. You can also use the landing page to frequently showcase the planned roadmap for your Teams app and upcoming features that can be upvoted or downvoted against by users. <br> • This page must link to public pages as well as host downloadable copies of various bills of materials for your Teams app (see bill of materials section later on this page) that is, Technical solution datasheets, Teams app one-pager, IT admin guides, end-user facing app usage guides and so on <br> • Your detailed public Support or documentation page for the Teams app (see Documentation section below) must also be prominently discoverable on this page as users typically stumble upon the app’s landing page via search results. <br> • Add a link to this page in your core SaaS product (for example, web app, native mobile apps) and from periodic digital or social campaigns targeted at users who may be using Teams. <br> • You have a support chatbot available on your website to help visitors find the right information or get human assistance sooner, make sure to deploy and tune the same for visitors coming to this page for your Teams app. | Detailed guide for your website landing page is here: Chapter 3 in Best Practices Guide <br> You must use the following badge on your landing page to direct users to acquire your app from AppSource or the Teams in-client marketplace: <br> :::image type="content" source="../../../assets/images/app-fundamentals/app-badge.png" alt-text="Badge to acquire app from AppSource or Teams in-client marketplace."::: <br> See good examples of landing pages from Polly, Zoho, Atlassian and so on |
-    | Documentation | Coinciding with your Teams app going live, you must ensure the following public documentation hosted on your website: <br> 1. Support page for Teams collaborative app: This page must contain any setup and configuration instructions required for the Teams app in your SaaS backend, app rollout and governance guidelines for IT admins, troubleshooting steps and so on for both IT admins and users if or when they run into specific problems, support FAQs, how to raise support requests for your Teams app, SLAs promised and so on Include links to download your app’s technical solution datasheet and IT admin facing guides on this page as well. <br> 2. Usage guide for Teams collaborative app: This is a highly recommended page to handhold new users in getting started with your app. It’s an opportunity to show how users can immediately get value by using your app inside Teams. Include links to download the Teams app one-pager and tend-user facing app usage guides on this page as well. We highly recommend adding a Share to Teams button on this page so that users who found this resource helpful can easily share this with their colleagues. | See good examples of support pages from Polly, Zoho, Atlassian and so on <br> See good examples of additional documentation pages from Wrike, Slido and so on |
-
-- **New social media posts announcing the Teams collaborative app**
-
-    You can generate interest from both existing and new customers as well as drive traffic to your app‘s landing page or directly to the app’s listing in Teams Marketplace through social media posts and paid campaigns executed on your social channels. Don’t forget to include media such as a video or an animated gif in your post to make it rich and interactive. Tag @M365 and @MicrosoftTeamsi in your posts as well as use the hashtags #Teamsapps, #MicrosoftTeams, #TeamsISV throughout the year in social media posts for your collaborative app to extend exposure and flag Microsoft’s social team for a potential retweet.
-
-    :::row:::
-        :::column span="3":::
-            Connect with the Microsoft 365 ISV Benefits Service Desk to seek guidance for your social media campaign, possible collaboration with Microsoft for execution and the success metrics you should measure for example, number of views or clicks on your social posts, number of visitors on your landing page, number of MQLs generated on the landing page, number of visitors to the app’s listing in marketplace, number of Teams app installs post launch and so on.
-        :::column-end:::
-        :::column span="":::
-
-            :::image type="content" source="../../../assets/images/app-fundamentals/social-media-posts.png" alt-text="Social media posts":::
-
-        :::column-end:::
-    :::row-end:::
-
-- **Public blog post announcing the new Teams app**
-
-    Blog posts help communicate the value of your app and its integration with Microsoft Teams to your audience. Use your blog to introduce your Teams app, how to use it and communicate the value prop for your users including use cases, scenarios, customer stories. Include logos, animated gifs, screenshots, quotes, URLs, and information pertinent to promoting your app.
-
-    > [!NOTE]
-    > When using your blog channel to drive press or media coverage or to request Microsoft quotes, please refer to Microsoft’s Press Release guidelines for reviews (see the press release section). Example blog posts: Wrike, Adobe Creative Cloud, MeisterTask, MindMeister, Workday.
-
-- **Press Release announcing the new Teams app**
-
-    Use PRs to publicly announce the application you've built and your collaboration with Microsoft. Note that press releases and quotes must be reviewed by Microsoft representatives. Connect with the Microsoft 365 ISV Benefits Service Desk to avail of the service to review your press release draft and get a quote from Microsoft. Once you publicly post your press release, evangelize through other channels. Microsoft doesn't post partner press releases. Example press releases.
-
-- **Banners in web SaaS app to announce the new Teams app**
-
-    :::row:::
-        :::column span="3":::
-            Include in-product CTAs prominently in your web SaaS product to let users know about your new or updated Teams collaborative app. You can leverage transient banners, notifications bar, what’s new notifications inside the SaaS product’s UI for all users or push notifications to relevant users such as those belonging to your customer organizations who use Microsoft 365. The banner or notification CTA can direct users to your app‘s landing page or directly to the app’s listing in Teams Marketplace.
-        :::column-end:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/in-product-banner.png" alt-text="In-product banner":::
-        :::column-end:::
-    :::row-end:::
- 
-- **Free and extended trials for new Teams users**
-
-    Since your goal at this stage is to achieve product-market fit for your app, it’s critical to learn how users are perceiving your new app and if they’re getting the intended value by using the app. If not already done for your core SaaS product, offer free trials to users who sign up for your app (and SaaS service) through the Teams channel. If you already offer trials for your SaaS product and your standard free trial period is 15 days, consider extending the trial period for Teams users to 30-60 days. Given you’ve built your Teams app for collaborative use cases, you'll naturally want trial users to invite their colleagues as well to use your app in shared context inside Teams. An extended trial facilitates collaborative evaluation of your app and increases the likelihood of these users converting to paid and sticky customers.
-
-- **Launch offers and promotions to acquire users for Teams app**
-
-    To acquire new customers for your Teams collaborative app, consider offering a little extra incentive to Teams users over and above what’s available for your core SaaS product.
-
-    :::row:::
-        :::column span="3":::
-            If your app requires paid subscriptions, consider offering launch period discounts. Even promotions such as 1:1 product demos, customer success consultations, invite-only webinars, trainings for the entire business unit or team using your Teams app can go a long way to differentiate your app and accelerate customer acquisition. If you've already listed your transactable SaaS subscriptions for the Teams app in the marketplace, make sure to price them at a discount to encourage users to purchase your offer directly from the Teams marketplace.
-        :::column-end:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/trials-store-listing.png" alt-text="free or extended trials in Teams Store listing and FRE flow.":::
-        :::column-end:::
-    :::row-end:::
-
-- **Announce Teams app to your entire customer base**
-
-    The first time your Teams app goes live on the marketplace as well as for major subsequent updates, consider outreach to your entire customer base announcing the availability of the app. While social media posts, public blog post and press releases are for the entire world audience, to-customer emails are the best channel to drive awareness about your app within existing customer organizations. Make sure to introduce your Teams app, how to use it and communicate the value prop for your users very briefly including use cases, scenarios, customer stories via animated gifs, screenshots, quotes, and CTAs to your app’s public landing page and install links to the Teams marketplace for those willing to get started immediately.
-
-- **App Bill of Materials: Pitch deck, value prop, demo, datasheets, and so on**
-
-    :::row:::
-        :::column span="":::
-        :::image type="content" source="../../../assets/images/app-fundamentals/app-bill-a.png" alt-text="App bill material":::
-        :::column-end:::
-        :::column span="3":::
-        To help Microsoft’s customer-facing teams talk about your app, we encourage you to develop Go-to-  Market Bill of Materials (GTM BOM) that enable thousands of Microsoft customer-facing personnel to successfully discuss and demonstrate the benefits of your app when meeting with customers.
-        :::column-end:::
-        :::column span="":::
-        :::image type="content" source="../../../assets/images/app-fundamentals/app-bill-b.png" alt-text="App bill of materials":::
-        :::column-end:::
-    :::row-end:::
-
-    | GTM BOM asset | Description |
-    | --- | --- |
-    | One-page overview | Provides an overview of what your app does and the core value proposition of using the app inside Microsoft Teams. |
-    | Customer pitch deck | A customer-shareable PowerPoint presentation that demonstrates the value of your app integrated within the Microsoft Teams platform. The presentation details the core benefits, features and capabilities of your app and includes a story of a customer successfully using your app. |
-    | Demo video | A 60-second video that demonstrates the features of your app and how it adds value to your customer. |
-    | Global contacts list | A list of contacts within your organization across regions that Microsoft customer success, sales and engineering teams can engage to facilitate app deployment and onboard new customers. |
-    | Customer success story | A one-page PowerPoint slide that shares how a customer is successfully using your app in Microsoft Teams and the benefit they're receiving from it. |
-    | Customer support for end users and IT Admins | An overview of how customers can get support for any issues they encounter using your integrated Microsoft Teams app. |
-    | IT Admin - App Config and Rollout Guide | A guide for IT admins of customer organizations to configure and rollout the integrated Microsoft Teams app for their users. |
-    | End User - Getting Started and Usage Guide | A guide for end users on how to get signed in and use the features of your integrated Microsoft Teams app. |
-    | Technical solution datasheet | Provides an overview of the architecture, APIs, data handling and compliance aspects of your Teams app. This document is helpful for IT admins as well as  Microsoft sales and customer success engineers when rolling out an overall solution into a customer’s organization. |
-    | Adoption templates (emails, flyers) | An email both your customers and Microsoft’s customer-facing employees can use to drive awareness of your app within the customer organization. |
-
-#### Where can Microsoft help?
-
-- **Support for launch content asset development**: Connect with the Microsoft 365 ISV Benefits Service Desk and request access to co-branded marketing templates and branding guidance for use in your Microsoft Teams marketing activities. Review the template(s) or guidance provided and upload your drafted GTM BOM asset(s) and request form(s) to your custom SharePoint folder for Microsoft to distribute internally.
-- **Teams Store listing optimization**: Improve your solution listing in Teams marketplace
-- Teams Store marketing toolkit - Apply best practices and leverage templated campaign collateral to customize marketing for your Teams app
-- **Partner press release and blog content review**: Publicly announce your Teams app by leveraging this service to review of a press release you draft and get a quote from a Microsoft representative.
-- **Amplify partner press release and blog on social**: Microsoft can help Teams customers gain awareness of your new or updated collaborative app by including your app in the Commercial Marketplace “What’s New” blog as well as amplifying your blog or PR on social channels.
-- **Microsoft Teams TechCommunity Blog Post**: Get in touch with your Microsoft field, account, or engineering representatives to discuss the possibility of publishing a dedicated blog post on Teams blog such as this.
-- **Features placements in AppSource and the Teams in-product Teams Store**: Get in touch with your Microsoft field, account, or engineering representatives or connect with the Microsoft 365 ISV Benefits Service Desk to feature your app in AppSource and or or the Teams in-client Teams Store merchandising sections. Please note that the Teams Store editorial team determines the prominence and location of an app within the editorial sections such as promo banner on the Teams Store based on ranking parameters described here.
-- **Co-present in Teams app-focused public webinars hosted by you**: Get in touch with your Microsoft field, account, or engineering representatives to request their participation in to-customer webinars you’re planning to announce and evangelize your Teams collaborative app.
-
-### Gaining traction for your collaborative app in the market
-
-As a reminder, you’ll now want to gain mindshare for your collaborative app among top customers and build readiness to scale adoption, growth and start realizing return on investment. Here are the various initiatives and growth levers at your disposal:
-
-#### What should you as a developer do during the Traction stage?
-
-- **Upskill Customer Success team on your new Teams app**:
-
-    Your collaborative app for Teams is just another product line or channel for your customers to use your SaaS service and hence, training your customer success personnel on the Teams app, especially how to get customers started with the app, high value scenarios and use cases, how to get the most out of the app and so on is of critical importance. For new customers who use Microsoft 365, your customer success team must lead the conversations with your Teams collaborative app as it will offer unique, differentiated value to users through collaborative workflows beyond the high value scenarios powered by your core SaaS product. For existing customers who use Microsoft 365, your customer success team must immediately set up time to introduce your new Teams app to these customers, demo the experience and then work out a plan to activate these overlapping customers on Teams. To achieve product-led growth, you must strategically upskill your customer success teams to access and monitor product acquisition, engagement, task completion and value realization metrics or milestone for customers using your collaborative Teams app to perform outreach and intervention at the right time to assist users in their journey with your app. Also establish a process to channel customer feedback from this team to inform roadmap planning and growth experimentation for your Teams app. It will be a good idea to have your customer success team conversant in day-to-day usage of Microsoft Teams and up to speed with all topics in the Teams admin-facing public documentation sections “Third-party apps in Microsoft Teams” and “Admin controls to govern apps” since your customers will need this expertise.
-
-- **Upskill Customer Support staff on new Teams app**:
-
-    Similar to Customer Success teams, it's imperative to train your customer support team on the Teams app, frequent user scenarios, common queries, guidance w.r.t. troubleshooting, any pre-configuration required, app rollout and governance of the Teams app in customer organizations. Your support team may get fairly nuanced queries about your app in Teams and to continue delivering a delightful experience for your customers, you must ensure the team has basic understanding of Microsoft Teams, Teams apps in general, nuances about your Teams collaborative app, security, compliance and permissions for your Teams app, app management and governance features in Teams among other things. It will be a good idea to have a support team that’s conversant in day-to-day usage of Microsoft Teams and is up to speed with all topics in the Teams admin-facing public documentation sections “Third-party apps in Microsoft Teams” and “Admin controls to govern apps” as your customers will need this expertise.
-
-- **Showcase Teams app in your annual customer conference**:
-
-    Your own flagship annual customer or partner conference is the perfect opportunity to announce and showcase your new or updated Teams collaborative app to the world and get immediate traction going. Get in touch with your Microsoft field, account, or engineering representatives to request their participation in to-customer webinars you’re planning to announce and evangelize your Teams collaborative app.
-
-- **Drive awareness of the app in select customer orgs**:
-
-    While at the launch stage you’d announced the availability of your new Teams app to the entire customer base, it’s time to build traction by going targeted. Identify a shorter list of existing customers of your SaaS product who use Microsoft 365 and then drive awareness among these customers through your customer success team. Your customer success team must set up time to introduce your new Teams app to these customers, demo the experience and then work out a plan to activate these overlapping customers on Teams. These activation motions will allow your customer success and customer support teams to learn how to drive programmatic adoption, tackle common customer queries and build real-world expertise on the Teams app.
-- **App activation in pre-identified pilot Teams customers**:
-
-    Before shipping the Teams app on the marketplace, you would have identified 3-5 pilot customers with whom you reviewed the envisioned app scenarios and design mocks to build confidence towards the product you’re building. It’s now time to leverage your customer success team to activate those select 3-5 customers. This won't only lead towards product-market fit but also serve as a source of rich customer feedback to improve the app in future versions.
-
-- **Share overlapping customer orgs to plan co-activation**:
-
-    For large, strategic enterprise customers that use your SaaS product as well as Microsoft Teams, Microsoft’s customer-facing resources can partner with your sales and customer success teams to drive co-activation of your app in the customer organization. Note that Microsoft evaluates co-activation opportunities for apps based on customer interest, adoption opportunity (sold seat size in customer account) and so on among other criteria. Get in touch with your Microsoft field, account, or engineering representatives to request potential, co-activation of your Teams collaborative app in strategic enterprise customer accounts.
-
-- **Commerce transact integration to make your Teams app monetization-ready**:
-
-    One of the goals of the Traction stage is to build readiness for future adoption and ROI realization from your collaborative Teams app. Once you start seeing sticky adoption and positive feedback for your collaborative app among the pilot and significant customers, you can begin planning monetization for your app on the Teams marketplace. Get started here.
-
-- **M365 Certification to make Teams app enterprise-ready**:
-
-    The Microsoft 365 Certification is designed to show customers that your collaborative app has been vetted against controls derived from leading industry-standard frameworks and that strong security, privacy and compliance practices are in place to protect customer data when the app is in use. Since most Teams customers are large enterprises, having your app M365 certified aids in building trust with the IT admins (see how here) as well as result in smoother, faster adoption in customer organizations. Find more here.
-
-- **Drive traffic from web SaaS app: “Use in Teams” CTA and “Share to Teams”**:
-
-    While during the launch stage, you leveraged transient banners, notifications bar, what’s new notifications inside the SaaS product’s UI for all users to announce your Teams app. It’s time now to nudge users who may be using Microsoft Teams to start using your collaborative app for scenarios that are better together in Teams vs your core web SaaS experience.
-
-    :::row:::
-        :::column span="3":::
-            Surface deeplinks within your browser-based web SaaS experience to transport users to specific views inside your Teams app (for example, personal app, tabs, conversational bot or meeting extensions with shared meeting stage or in-meeting tab) and implement the highly recommended Share to Teams control within your browser-based web SaaS experience to enable users to share and start collaborating around a content or object from your SaaS product inside Teams with their colleagues.
-        :::column-end:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/drive-traffic-saas-app.png" alt-text="Drive traffic from your SaaS app.":::
-        :::column-end:::
-    :::row-end:::
-
-    To get maximum ROI, surface these nudges contextually for scenarios which are inherently collaborative over chat or in meetings as those are best delivered inside Microsoft Teams through your app.
-
-#### Where can Microsoft help?
-
-- **Teams Store merchandising: Editorial Articles**: The Teams Store editorial team curates editorial sections on the in-product Teams Store based on various ranking parameters.
-
-    :::row:::
-        :::column span="3":::
-            Editorial articles provide a list of app suggestions to users within the Teams Store that meet specific scenario objectives with a clear call-to-action to install the app while reading the article. Get in touch with your Microsoft field, account or engineering representatives or connect with the Microsoft 365 ISV Benefits Service Desk to feature your app in these Editorial Articles.
-        :::column-end:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/editorial-articles.png" alt-text="Editorial articles.":::
-        :::column-end:::
-    :::row-end:::
-
-- **On-demand access to digital marketing content**: Digital Marketing Content OnDemand service provides go-to-market content in fresh weekly campaigns at no cost to Microsoft partners. Unlock expertise that can drive customer engagement and elevate your business. Connect your social media accounts and email lists to select, customize, and share content with automatic updates that push to your company’s social media accounts or send direct email communication to customers.
-- **Joint webinar to existing and new target customers**: Participate in a joint webinar with Microsoft and other partners to showcase the value of your Teams collaborative app to customers. You can connect with the Microsoft 365 ISV Benefits Service Desk to find opportunities and execute.
-- **Include app in Microsoft-run digital campaigns**: Highlight your Microsoft Teams app in a Microsoft-led digital campaign based on specific industries or contemporary themes for example, hybrid work. You can connect with the Microsoft 365 ISV Benefits Service Desk to find opportunities and execute.
-- **App availability shared internally with field and CPMs**: Drive awareness of your published Microsoft Teams app to the customer-facing roles within Microsoft such as the field or Teams Engineering’s customer PMs. Get in touch with your Microsoft field, account or engineering representatives or connect with the Microsoft 365 ISV Benefits Service Desk to make use of this opportunity. Please note that Go-to-Market Bill of Materials (GTM BOM) for your app is a pre-requisite for this.
-- **Engineering support for app monetization in Teams marketplace**: Strategic developers who are part of the invite-only Teams engineering’s build-with partner program get access to robust technical guidance and best practices from engineering to build transact SaaS and new, pilot features to improve the purchase funnel for their apps. You can also unlock additional GTM benefits and CSP channel partnership programs for early-bird apps with live transact SaaS offers.
-- **Share best practices for customer app rollout and activation**: Strategic developers who are part of the invite-only Teams engineering’s build-with partner program get access to several time- and market-tested best practices to drive faster adoption of your collaborative app in customers. Do not forget to upskill using the Teams admin-facing public documentation sections “Third-party apps in Microsoft Teams” and “Admin controls to govern apps” to aid during app rollout, activation, and governance.
-- **Invite to present in internal platform growth forums**: Get in touch with your Microsoft field, account, or engineering representatives to feature in invite-only collaborative app growth forums where you can showcase your app to customer-facing teams within Microsoft, train them on value proposition and high value scenarios and so on to have impactful conversations with existing or new prospective customers for your app.
-
-### Scaling your collaborative app
-
-To reiterate, this stage is all about putting learnings from previous ad-hoc, pilot motions to use in programmatically activating existing customers and selling to new customers via all possible initiatives. The following growth levers are pertinent at this stage:
-
-#### What should you as a developer do during the Scale stage?
-
-- **Become CSP channel ready for the Teams app**:
-
-    Listing your SaaS subscriptions on the Teams marketplace gives you access to 90,000+ reseller partners (called cloud solution providers or CSPs) around the world who already manage a significant customer install base. You can scale your business through this channel without making a full investment in solutions, experts, salesforce, and events - but instead get to market faster and at exponential scale compared to selling solely through your own sales motions. To scale your app, become CSP channel ready (see here: CSP Channel Readiness Guide for Teams app ISVs). Once your app becomes CSP ready, it will get featured on this landing page to appear in Teams apps that have become CSP Channel Ready public handbook.
-
-- **Onboard CSP resellers to extend app’s sales reach**:
-
-    Once you become CSP channel ready by completing the pre-requisites detailed here, browse through the CSP list on the Partner Center to find resellers you can get in touch with to negotiate a partnership. You can find detailed partner profile information in the Partner Center or using the public partner finder on AppSource.
-
-- **Tailor SaaS offers for customers and CSP resellers**:
-
-    Teams marketplace allows you to create private offers that is, time-bound pricing of your SaaS subscription for Teams app with customized, pre-negotiated terms for CSPs. You can also create private plans for targeted customers to offer negotiated pricing. Help your sales team secure large new customer deals leading with your Teams collaborative app and offering private pricing to your customers via the Teams marketplace – leaving tax remittance, payments, and subscription billing to Microsoft.
-
-- **Digital webinars for existing customers and new prospects**:
-
-    Host digital webinars at regular cadences to showcase the value of your Microsoft Teams app to customers. Your customer success team and pre-sales or sales team must funnel relevant existing customers and new prospects as leads to target these webinar invitations to. Make sure to include the links to sign-up for these webinars on your app’s landing page on your website and also in your Teams Store listing to attract new, exploratory users who may be interested in learning more about the app. Get in touch with your Microsoft field, account or engineering representatives to request their participation in hero instances of these to-customer webinars.
-
-- **Digital ad campaigns to target customers for app install and use**:
-
-    Generate interest from new customer accounts and drive traffic to your collaborative app listing in Teams marketplace with paid media campaigns executed on your social channels. Connect with the Microsoft 365 ISV Benefits Service Desk to seek guidance for your digital campaign, identify target customer accounts and personas, collaboration on paid media plan, possible budget funding and agreeing on the success metrics you should measure for example, click through rate, cost per click, # of clicks, no. of MQLs generated on the landing page, # of visitors to the app’s listing in marketplace, resulting # of Teams app installs, and so on.
-
-- **Publish customer demand and app’s impact story**:
-
-    :::row:::
-        :::column span="3":::
-            Share real customer stories of increased employee productivity by using your collaborative app inside Teams with a 4–5-minute video that can be used for demand generation, digital marketing campaigns or showcased on public pages. Nominate a customer and gain their commitment to participate in the story. Work with the customer on the narrative and be sure to include the benefits derived from your collaborative app, as well as the added productivity gains seen by the customer (quantifiable gains are preferred).
-        :::column-end:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/customer-story-isv.png" alt-text="Customer story on the landing story of ISV website.":::
-        :::column-end:::
-    :::row-end:::
-
-    Once developed, you must host one or more of these customer stories prominently on the landing page of the Teams app on your website and promote it via paid, earned media or social media posts to highlight the success of the app.
-
-- **Showcase Teams app in leading industry events**:
-
-    While building traction, you showcased the collaborative app in Teams during your annual customer conference. It’s time to expand the coverage to well-known public industry events where you've a prominent presence or conferences which you sponsor. Your executives can include the Teams app in their keynote or showcase your innovation centre-stage, which is bound to attract both existing and new prospective customers.
-
-- **User re-targeting and re-engagement basis app analytics**:
-
-    :::row:::
-        :::column span="3":::
-            A core product-led growth initiative, use signals from your app analytics to re-target users who’ve recently engaged with your app in Teams but haven't reached a value realization milestone defined by you. Users who’s not visited your app or churned recently can be re-engaged to bring back to your app.
-        :::column-end:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/remarket-retarget.png" alt-text="Re-market via emails and re-target using Teams notifications.":::
-        :::column-end:::
-    :::row-end:::
-
-    Remember, your goal is to get users to frequently experience value by using your collaborative app, so that they can convert to sticky, habitual users and eventually convert into paying customers.
-
-- **Co-activation in mutually identified existing customers**:
-
-    Based on the list you’ve shared with your Microsoft field, account or engineering representatives while building traction, it’s time to execute co-activation and adoption of your collaborative app in customer accounts with significant seat sizes. Your customer success team will play a major driving role in this motion working alongside business decision makers, IT decision makers and end-users that is, employees of the customer organization who are going to use your app inside Teams. Just enabling the app inside Teams won't be enough – instead, adoption and change management practices led by your customer success team through org-wide emailers at regular cadences, flyers, retention campaigns, user trainings, identifying and scaling through app champions in each team and constantly keeping an eye on app usage metrics within the customer’s tenant is required to form a habit among users.
-
-- **Growth hacking via in-product scenario experimentation**:
-
-    Continuously monitor what’s happening inside your collaborative app through analytics and measure the value end-users are obtaining. To positively impact product and business metrics such as # of app installs, activation rate, task completing, new user retention and churn, referrals and so on, a rapid, always-on experimentation work-stream allows byte-sized tweaks to your app experience, resulting in more control and lesser risk compared to monolithic, big changes spaced far apart. Make sure to instrument code and track analytics for your app right from the very first version and have your dedicated Teams app crew or your existing SaaS product growth team of PM, Dev, Design upskilled on Teams platform to take ownership of this work-stream to derive maximum ROI.
-
-#### Where can Microsoft help?
-
-- **Co-activation in mutually identified existing customers**: Note that Microsoft will evaluate co-activation opportunities in large customer accounts based on customer interest, adoption opportunity (sold seat size in customer account) and so on among other criteria.
-
-:::row:::
-    :::column span="3":::
-        - **Support joint customer success story development** Connect with the Microsoft 365 ISV Benefits Service Desk to seek guidance and execute. You will be able to leverage Microsoft slide templates, customer story intake form, customer interview template, and vendor video production or copy writing services. Introduce the creative team to the customer and facilitate the interviews and review processes until the story is approved by all parties. The Microsoft 365 ISV Benefits team will make sure your customer story is published to the internal Microsoft Teams Platform Resource Library and the Transformed by Teams portal.
-    :::column-end:::
-    :::column span="":::
-        :::image type="content" source="../../../assets/images/app-fundamentals/customer-success-story-1.png" alt-text="Teams customer success story.":::
-    :::column-end:::
-:::row-end:::
-
-- **Select, area-specific marketing to local Teams customers** Your Microsoft field, account or engineering representatives will reach out to include your collaborative app in specific, local subsidiary-drive GTM opportunities focused on Teams customers located in the subsidiary’s market.
-- Best practices for analytics-driven app engagement - Strategic developers who are part of the invite-only Teams engineering’s build-with partner program get access to best practices based on data signals for your app to improve acquisition, activation, engagement, retention and virality of your app on Teams. Teams engineering will bring in PM, UX design and developer support resources to work alongside your crew on the next set of app enhancements.
-- **High-touch support for select, joint new customer pitches**: Get in touch with your Microsoft field, account or engineering representatives to discuss potential joint customer pitches. Note that Microsoft will use discretion to partner on such opportunities based on customer interest, adoption opportunity (seat size in prospect customer account) and so on among other criteria.
-- **Include app in global outreach to Microsoft sellers**: Expose your solution to Microsoft field sellers and executives through an on-demand webinar featuring your speakers and content. Microsoft will post your on-demand webinar to an internal site and promote it to Microsoft sellers. Share the internal Microsoft on-demand webinar link with your Microsoft contacts as well. Connect with the Microsoft 365 ISV Benefits Service Desk to check eligibility, seek guidance and execute this motion.
-- **Host customer roundtables to promote the app**: Participate in a customer roundtable session with Microsoft to highlight the value of your Teams app to customers. Connect with the Microsoft 365 ISV Benefits Service Desk to check eligibility, seek guidance and execute this motion. Subsequently, a Microsoft Marketing Program Manager will reach out to you about participating in a customer roundtable session based on campaign alignment.
-
-### Succeeding with your collaborative app
-
-To wrap up, your collaborative app is now becoming a full-fledged strategic product line similar to your core SaaS product for the web browser or native apps for Windows or mobile phones. To maximize success for your customers and ROI for your business, here are the initiatives and growth levers you must leverage:
-
-#### What should you as a developer do during this final stage?
-
-- **Wider TAM coverage across existing and prospect user base**:
-
-    Continue to increase the usage of your collaborative app on Teams through existing customer activation and new customer acquisition via the Teams marketplace or through sales-led customer deal wins leading with your app.
-
-- **Report and celebrate customer activation, deal wins and revenue**:
-
-    Share notable customer wins, customer success stories and resulting revenue from user acquisition or deal wins attributed to your Teams app with your Microsoft field, account, or engineering representatives so that Microsoft can selectively drive executive visibility for your app and explore any possible GTM or marketing-drive acceleration for your app.
-
-- **Convert PQLs from Teams app into active sales pipeline**:
-
-    A core product-led growth initiative, capture Teams marketplace trials, trials sign-ups coming from your Teams app or freemium users as potential leads to be converted into paying customers. Remember to monitor the usage patterns, user retention and product value experienced by the trial or freemium users to determine which customers ca be converted through sales, customer success or direct product interventions (for example, upsell, upgrade prompts).
-
-- **Convert PQLs from Teams app into active sales pipeline**:
-
-    A core product-led growth initiative, capture Teams marketplace trials, trials sign-ups coming from your Teams app or freemium users as potential leads to be converted into paying customers. Remember to monitor the usage patterns, user retention and product value experienced by the trial or freemium users to determine which customers ca be converted through sales, customer success or direct product interventions (for example, upsell, upgrade prompts).
-
-- **Continuously reduce churn via product and analytics-led insights**:
-
-    Retaining users by providing them a sticky experience is key to growing your Teams app and realizing economic value from your product and GTM investments. Make sure you’ve implemented robust and granular analytics for your Teams app that serves your need to measure when and which users have churned or likely to churn from your app. You can them re-engage and re-target them via outreach channels within or outside your product.
-
-- **Invest in richer and more impactful user scenarios**:
-
-    Innovation, grounded in customer needs, is the key to sustainably grow and succeed with your app on Teams.
-
-    :::row:::
-        :::column span="3":::
-            Make sure to keep monitoring reviews for your app on the marketplace, user feedback coming from in-product surveys, user behavior insights and app engagement analytics you’ve implemented in your app and customer inputs relayed by your Microsoft field, account, or engineering representatives to continue investing in new scenarios and enhanced user experience for your app. You must also keep an eye on your competitors and other leading SaaS apps in your segment to continuously learn from the market and evolve your app’s strategy and roadmap.
-        :::column-end:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/feedback-teams-app.png" alt-text="Collect user feedback within the developer’s Teams app through contextual, micro-surveys.":::
-        :::column-end:::
-    :::row-end:::
-    :::row:::
-        :::column span="":::
-            :::image type="content" source="../../../assets/images/app-fundamentals/app-capability-1.png" alt-text="Teams app capability 1.":::
-        :::column-end:::
-        :::column span="3":::
-            Since Teams marketplace is public, you can leverage your product team can at the minimum leverage the M365 developer tenant to experience other apps. Strategic developers who are part of the invite-only Teams engineering’s build-with partner program can get early access to new and latest cutting-edge collaborative features on Teams app platform - an opportunity for you to deliver unparalleled value to customers as well as leverage global GTM and marketing moments, being an early adopter to showcase new innovation on Teams.
-        :::column-end:::
-    :::row-end:::
-
-- **Share feedback to enrich the Teams platform**:
-
-    Microsoft Teams app platform is ever-evolving with newer features that provide even more opportunities for developers like you to deliver unique, differentiated and collaborative scenarios of value to customers. Leverage your Microsoft field, account, engineering representatives to share feedback or product ask on Teams platform. You can as well post product feature suggestions here.
-
-- **Share deeper app metrics and data-backed insights**:
-
-    Strategic developers who are part of the invite-only Teams engineering’s build-with partner program can share aggregate-level user engagement and behavioral insights with Microsoft PM and UX design team who, armed with a vast experience or working with app developers and best practices of designing, developing and growing apps on Teams, can collaborate with you on experience enhancements, hypotheses-driven growth experimentation and roadmap planning for your Teams collaborative app.
-
-#### Where can Microsoft help?
-
-:::row:::
-    :::column span="3":::
-        - **Case Study on Microsoft’s public customers portal**: Impactful case studies of how investing a Teams app resulted in growth for your SaaS business and how customers using your app got impacted can be published on the following customer-facing sites: M365 ISV Benefits Program Success Stories and Customer Stories on Microsoft.com. Connect with your Teams engineering representatives or Microsoft 365 ISV Benefits Service Desk to check eligibility, seek guidance and execute this motion.
-    :::column-end:::
-    :::column span="":::
-        :::image type="content" source="../../../assets/images/app-fundamentals/isv-site-success-story.png" alt-text="Modern work ISV site showing customer success stories.":::
-    :::column-end:::
-:::row-end:::
-
-- **Expand customer co-activation and joint new pitches**: Microsoft will evaluate co-activation opportunities in large customer accounts based on customer interest, adoption opportunity (sold seat size in customer account) and so on among other criteria. Get in touch with your Microsoft field, account, or engineering representatives to discuss potential joint customer pitches in large customer accounts.
-- **Include in Microsoft exec blog or flagship event endorsement**: Get the power of the Microsoft executive team behind your next leadership blog or big event. Review your plans for blogs or events in which you'll be participating. Develop ideas on how a Microsoft executive can help to promote your commercial marketplace offer in a blog or at an event. Reach out to Microsoft 365 ISV Marketing Benefits to request Microsoft executive endorsement, where your eligibility will be checked and subsequently, the team will work with you to find a Microsoft executive (Director level or above) to help endorse your Teams collaborative app available on the marketplace.
-- **Share top customer feedback to shape app updates**: Strategic developers who are part of the invite-only Teams engineering’s build-with partner program can learn from Microsoft PM and UX design team about incoming feedback from customers specifically about their collaborative apps or feedback at large about the segment – all of which are great inputs to plan customer-grounded future roadmap of product enhancements.
-- **Early access to unreleased Teams Platform features**: Microsoft-offered Developer Preview for Teams is a public program for developers, which provides early access to unreleased features in Microsoft Teams. This allows you to explore and test upcoming features for potential inclusion in your Teams app as well as share feedback about the feature. Strategic developers who are part of the invite-only Teams engineering’s build-with partner program not only get early access to new and latest cutting-edge collaborative features of the Teams platform, but additionally have a direct line to work together with Microsoft engineering to use these features in their apps.
-- **Quarterly Business Reviews with ISV for app growth**: Strategic developers who are part of the invite-only Teams engineering’s build-with partner program enjoy the additional benefit of a quarterly rhythm of business with participation from product, engineering, business development and GTM leaderships from Microsoft as well as partner side to take a stock of the app’s growth, resulting business outcomes and jointly agree on next wave of business impact milestones and partnership investments.
-
-Each app in the Teams ecosystem undertakes this journey – in all likelihood, starting from a point solution to becoming a full-fledged collaborative app on Teams. Building, launching, gaining traction, achieving scale, and finally succeeding are phases that help you plan and execute your app’s go-to-market journey resulting in robust growth for your SaaS business on the Teams marketplace.-->
+[Five steps to drive adoption of your app](../../../../../promote-app-adoption.md)
\ No newline at end of file