Creating your 2025 Cloud Marketplace Wishlist 

As 2024 comes to a close, it’s time to reflect and refresh your go-to-market strategies for 2025 when it comes to company growth. Not every company is bought into cloud marketplaces as a legitimate pipeline growth lever, but the statistics don’t lie. Leading analyst firm, Canalys, now expects that by 2025, cloud marketplace transactions, like those going through Google Cloud Marketplace, Azure Marketplace and AWS Marketplace, will grow to more than $45 billion. 

As you run your end of year numbers and prepare your budgets and forecasts for 2025, it’s time to reflect. Ask yourself these questions to help determine where your GTM strategy in 2024 saw roses and thorns. 

• Did you list any new applications on any new marketplaces? 
• Did your partner pipeline results exceed expectations? 
• Where did you see the most partner success? 
  • By rep, region, marketplace, product
• How did your marketplace listing perform this year vs. previous years (Salesforce AppExchange analytics is a great way to find this data) 
• Did you attract the right ICP? 
• How many meetings did you have with internal cloud teams?
• Is your message resonating with these teams? Do they know what you do, how you do it better and where you fill whitespace? 
• Did you see a competitive advantage with your listings? 
• Did you invest in and see ROI from marketplace events? 

2025 is a fresh start for you and your cloud marketplace strategy! If you do the same old thing, you’ll see the same old results. If you’re looking to up-level your engagement and pipeline with cloud marketplaces, you’ll need to think differently. Below are a few ways to consider expanding your marketplace investment. 

• Explore new marketplaces. If you’re listed today on the Salesforce AppExchange, consider expanding into the cloud marketplace your application is built on. Even Salesforce and long standing AppExchange strongholds like Conga have listed on AWS. 
• Dive into industry. If you’re still selling your solution to everyone the same way, think about adjusting your messaging and sales approach to target specific industries where you’ve had success. This will help gain the attention of internal sales teams at cloud marketplaces and help narrow your message, so it resonates with key audiences. 
• Embrace the new. Agentforce and co-pilots are here to stay. For ISVs willing to jump in and become early adopters, you have the opportunity to gain the attention of internal teams and take advantage of co-marketing opportunities that rarely come along. Similarly, AWS and other cloud marketplaces are adding new incentives for ISVs you can read about on our blog here.
• Review and reflect. Too often when listings are created, messaging is set and never revisited. Take time to review how you are positioning yourself in each ecosystem. Are you speaking to the whitespace in each ecosystem, your competitive landscape, what’s in it for the reps of each? 
• Celebrate your wins. There is no better way to get the attention of a cloud marketplace sales team or your own sales team like promoting your wins. Make sure that your organization knows what partnerships brought in. Celebrate the reps who embraced co-selling and share win stories. 
• Look at co-marketing opportunities. Based on your partner status and ecosystem, there are plenty of opportunities to market alongside cloud partners. Beyond the big shows (Dreamforce, Ignite, Re:Invent, Google Next), each ecosystem hosts smaller events. Salesforce for example, has added a number of World Tours (now branded Agentforce World Tours) in cities it hasn’t invested in before. 

Now is the time to reflect and revamp so that you and your organization can take full advantage of buyers’ need for marketplace buying. If you’re not sure where to start, Invisory has a team of experts and tested playbooks to get you from listing to lasting success with cloud marketplaces like Azure, AWS, Google Cloud and Salesforce. 

Below are just a few assets to get you started.

• Getting your executive team onboard to why you should list and see through cloud marketplaces – A Case for Cloud Marketplaces 
• Get more resources to drive partner pipeline – Making the Case for an Alliance Team 
• Get attention of marketing – The Co-Marketing Partner Playbook 
• Increasing focus on a true GTM strategy – The GTM playbook for Salesforce & Hyperscalers 
• Getting buy in from sales teams to sell through cloud marketplaces – The Advantage of Selling with Salesforce & Hyperscalers 

Contact us today if you’d like to discuss more about your 2025 marketplace success strategy.