Google Cloud Marketplace (GCP) vs. Azure vs. AWS: Which is right for you?

Google has Field Service reps & ISV Specialists, while AWS and Azure have PDMs and Salesforce PAMs.

In the Google Cloud Marketplace world, Google’s in-house partner strategists are referred to as ISV specialists, as opposed to PDMs, the term used by both AWS and Azure. While the names are different, ISV Specialists and PDMs share the same goal: find ISV solutions for their sales reps to sell. Note that with Google you may also be working closely with an FSR or field service rep to help you as an ISV align with co-selling activities. 

Once an ISV has qualified for internal assistance from Google, they are given an ISV Specialist who could have from 1 or hundreds of ISVs under their management. From there, ISV Specialists can introduce your solution to Enterprise sellers, Named Accounts, Regional Reps, and FSRs (Field Service Reps).

Like AWS or Azure Marketplace, Google’s also offers a partner program for ISVs

AWS offers Partner Paths and ISV Accelerate. Microsoft offers a suite of programs under the Microsoft Cloud Partner Program umbrella. 

With Google, you will start in the Partner Advantage program to build your reputation and start working with the FSRs. Once you reach a certain volume of deals, you can become a Managed Partner.”

Google Cloud Marketplace does not have reviews, while AWS and Azure do

One of the biggest differences between Google Cloud Marketplace and the other hyperscalers is reviews. AWS and Azure Marketplace both include their own reviews, as well as external reviews imported from G2. For now, reviews are not part of the Google Cloud Marketplace user experience.

Google Cloud Marketplace APIs are not as readily accessible as Azure and AWS APIs

Part of the reason Google Cloud Marketplace has not made a larger splash is because some of their APIs are not yet publicly available. 

Like AWS Marketplace, Google Cloud Marketplace requires you to be transactable in order to get listed

Azure, on the other hand, allows ISVs to list solutions without being transactable and using a “Contact Us” button instead. 

Like Azure and AWS Marketplace, Google Cloud Marketplace allows you to make private offers 

Private offers allow ISVs to customize the terms of a deal on marketplace, which can be a good strategy for sweetening the deal to close logos or offering custom terms of major enterprise clients. 

AI and ML startups are more drawn to Google Cloud Marketplace

As the relative newcomer in the cloud marketplace space, Google Cloud has the upper hand when it comes to innovation. For this reason, younger startups are choosing Google Cloud as their CSP, and many cutting-edge AI and ML startups are looking to list on Google Cloud Marketplace.

Google Cloud is much less focused on hybrid and on-premise solutions

While the Azure and AWS Marketplaces have become essential to many legacy industries, which still use some on-premise technology, Google’s Marketplace is almost exclusively focussed on cloud-based solutions. 

B2B buyers can use committed spend on Azure, AWS, and Google Cloud Marketplace

One of the advantages for ISVs selling on hyperscalers cloud marketplaces like AWS, Azure, and Google is that customers can use leftover cloud compute credits on marketplace purchases. 

To leverage committed spend, you must be transactable on the Google Cloud Marketplace, which is also the case with Azure and AWS Marketplaces. 

Like AWS and Azure, Google charges a nominal 3% fee on marketplace purchases

Google Cloud Marketplace was the first to reduce their fee from 20% to 3% in 2021. This prompted AWS and Azure to follow suit and reduce their marketplace fees as well. 

Google Cloud Marketplace is only a few years old, which allows Google to innovate faster than its competitors

While AWS and Azure have been around for almost a decade, Google Cloud Marketplace is just 4 years old. This allows Google’s marketplace team to innovate faster than AWS and Azure, though this also means that there is a less established path to success on Google. 

Google continues to grow their partner programs announcing new offerings, programs and benefits often so it’s best to stay in the know and on top of what’s coming. 

Like Azure and AWS, Google cloud commits have been steadily increasing since 2020

Cloud committed spend as of Q1 2024

• AWS: $157.7 billion
• Google: $72.5 billion
• Microsoft: $129.2 billion 

Read more cloud marketplace statistics.

Google Cloud Marketplace Integrators

Google also has a fairly new listing offer for integrators. These include a curated list of recommended third-party Integrators for onboarding ISV partners (SaaS products). This list, when fully available, will be socialized internally among Google teams to help ISVs get to market faster within the Google Cloud Marketplace. 

Like Azure Marketplace, Google gives you the reps contact info when you submit a deal

In Azure, this information is available in the Partner Center. Similarly, on Google Cloud Marketplace, you receive this info in your Partner Advantage Portal. AWS does not provide rep info. 

Invisory for Cloud Marketplace Success

Whether you’re an established ISV with a track record of success in cloud marketplaces like Azure, AWS, Google Cloud Marketplace or the Salesforce AppExchange, a brand new startup, or somewhere in between, Invisory can help you drive success on multiple marketplaces. 

With our solution, you receive access to:

• API integrations that get you listed and  transacting faster
• Expert-built playbooks for navigating the Azure Marketplace ecosystem
• Go-to-market templates and expert guidance
• Co-selling playbooks
• Dedicated customer success manager
• Support for developing a multi-cloud marketplace strategy

Ready to dive in? Reach out today.