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What “Cloud Marketplace Selling” Actually Is—And How To Align With AWS/Google/Microsoft Sales People
We sat down with the Founder of G3 Coaching Gary Gatiss to learn the full scope of selling alongside the hyperscalers, aka “Cloud Providers” (AWS, Microsoft, Google), as an ISV salesperson—and how to maximize the Cloud Marketplace Opportunity.
The relatively new route to market for companies that sell software—Cloud Marketplaces—has seen impressive growth in recent years. In the fourth quarter of 2023, enterprise spending on cloud infrastructure services reached $73.7 billion—a 20% increase from the $61.6 billion in the fourth quarter of 2022, and by 2032, the cloud computing market is expected to be worth USD 2,495.2 Billion.
The gravitational pull of the Cloud Marketplaces is happening and all of the companies in the ecosystem are being pulled in. But despite the powerful draw and the notable momentum of the Marketplaces, there are many “knowledge gaps” in the go to market process that are limiting adoption in some cases, as well as limiting the success of ISVs who are nevertheless scrambling to get in the game. Even the nature of the Cloud Marketplaces is misunderstood. The Cloud Providers position the Marketplaces as catalogs, which implies that customers search for products in them and place orders. While the alliances and partner people familiar with the Marketplaces know that they do not operate that way, the pervasive expectation is that somehow the listings themselves will drive business. This expectation is perhaps the most significant gap in Cloud go to market.
MSPs, VARs, Startups and the Cloud Marketplace Opportunity
By getting up to speed on the Cloud Marketplaces, SMBs like MSPs, VARs and smaller ISVs can attract the attention of Cloud Providers and experience a huge revenue increase. Gary Gatiss, Founder of G3 Coaching, explains how.
For small and medium businesses (SMBs) there are some significant challenges when trying to go to market with the Cloud Providers. There’s an awful lot to know, smaller companies generally have less in-house expertise, and the assumption is that SMBs are going to have a hard time getting the attention of these giant companies. They have hundreds of thousands of partners chomping at the bit. To make matters worse, the obvious assumption is that the largest partners get the most attention, offering significant advantages like well-known brands and armies of technical resources.
The Cloud Providers; notably AWS, Microsoft, and Google, are not only some of the biggest companies in the world, they are also the 800 pound gorillas in the software ecosystem. It is common practice for companies of all sizes to deploy software on cloud infrastructure, whether their own products or SaaS solutions they use to run their businesses. In addition, the vast majority of companies have software deployed in these clouds. And although the hyperscalers provide cloud infrastructure at massive scale, revenue continues to accelerate at an incredible rate, with no end in sight.
What “Cloud Marketplace Selling” Actually Is—And How To Align With AWS/Google/Microsoft Sales People
We sat down with the Founder of G3 Coaching Gary Gatiss to learn the full scope of selling alongside the hyperscalers, aka “Cloud Providers” (AWS, Microsoft, Google), as an ISV salesperson—and how to maximize the Cloud Marketplace Opportunity.
The relatively new route to market for companies that sell software—Cloud Marketplaces—has seen impressive growth in recent years. In the fourth quarter of 2023, enterprise spending on cloud infrastructure services reached $73.7 billion—a 20% increase from the $61.6 billion in the fourth quarter of 2022, and by 2032, the cloud computing market is expected to be worth USD 2,495.2 Billion.
The gravitational pull of the Cloud Marketplaces is happening and all of the companies in the ecosystem are being pulled in. But despite the powerful draw and the notable momentum of the Marketplaces, there are many “knowledge gaps” in the go to market process that are limiting adoption in some cases, as well as limiting the success of ISVs who are nevertheless scrambling to get in the game. Even the nature of the Cloud Marketplaces is misunderstood. The Cloud Providers position the Marketplaces as catalogs, which implies that customers search for products in them and place orders. While the alliances and partner people familiar with the Marketplaces know that they do not operate that way, the pervasive expectation is that somehow the listings themselves will drive business. This expectation is perhaps the most significant gap in Cloud go to market.
MSPs, VARs, Startups and the Cloud Marketplace Opportunity
By getting up to speed on the Cloud Marketplaces, SMBs like MSPs, VARs and smaller ISVs can attract the attention of Cloud Providers and experience a huge revenue increase. Gary Gatiss, Founder of G3 Coaching, explains how.
For small and medium businesses (SMBs) there are some significant challenges when trying to go to market with the Cloud Providers. There’s an awful lot to know, smaller companies generally have less in-house expertise, and the assumption is that SMBs are going to have a hard time getting the attention of these giant companies. They have hundreds of thousands of partners chomping at the bit. To make matters worse, the obvious assumption is that the largest partners get the most attention, offering significant advantages like well-known brands and armies of technical resources.
The Cloud Providers; notably AWS, Microsoft, and Google, are not only some of the biggest companies in the world, they are also the 800 pound gorillas in the software ecosystem. It is common practice for companies of all sizes to deploy software on cloud infrastructure, whether their own products or SaaS solutions they use to run their businesses. In addition, the vast majority of companies have software deployed in these clouds. And although the hyperscalers provide cloud infrastructure at massive scale, revenue continues to accelerate at an incredible rate, with no end in sight.