The general assumption we all have been making (myself included since I started working with Cisco UC in 2005) is that any Serial Number generated via PUT is automatically associated to the customer's ESW/UCSS Contract.  I mean, after all we have to verify entitlement via the customer's ESW/UCSS Contract in order to place the order right? 

Unfortunately we're all wrong.  According to Cisco published process documentation buried in the details (as typical with Cisco documentation) after a Partner or Customer places a PUT order and receives the software serial numbers the Partner is then to continue the process to add ESW/UCSS to that serial number as if it were a new order.  So as of right now Partners are supposed to generate a $0 quote and then proceed with that $0 purchase through their purchasing system and Cisco in order to have the ESW/UCSS Contract information updated.  I am almost certain all partners have overlooked this for years and I only found this after spending weeks with our National SE (from a previous employer as of this writing) digging through Cisco process documents to figure this exact problem out. 

Now getting your company's purchasing department to actually quote and proceed with a $0 purchase?  Good luck my friend as this process is ludicrous admittedly from Cisco's side and our purchasing department just looked at me and laughed because of the additional financial strain this would put on already strapped purchasing departments.