New Google Cloud Marketplace Incentives for 2025: MCPO, MCCP, and More

As Canalys has reported, Google Cloud has shown impressive growth in recent years. Much of this growth can be attributed to Google leaning into a partner first strategy, as well as Google Cloud Marketplace. As part of this motion, Google recently announced an exciting package to incentivize buyers and ISV sellers alike to move to the marketplace and platform on Google. 

Let’s take a look at these new Google Cloud Marketplace incentives for 2025 and how they can super charge value for your buyer and bolster sales for your team!

Google Cloud Marketplace’s New Revenue Sharing Model Incentivizes Renewals

It’s hard not to start off with GCM’s new revenue sharing model. This was likely one of the most anticipated changes of the year! Full details can be found in Google’s documentation but highlights include:

• 1.5% fee on Marketplace renewals, migrations, and channel shifts
• 3% fee on most other transactions

We’ve already seen a burst of renewal activity (e.g., customers taking advantage of the new competitive rates), and expect this to keep Google competitive in revenue sharing. It’s also key to note that Google is following in the footsteps of AWS and Azure, whose marketplace fees were similar for renewals.

Partner-Based Incentives Increase Value for Google Cloud Buyers: MCPO and MCCP

Along with the new sharing model, Google also announced two more partner-based incentives.  Together, they act as a strong commitment on the part of GCM to partner growth strategies. Recent webinars calling out exceptional partners are a sign that Google considers this a high value motion that is here to stay.

The first is an enhancement to their Marketplace Channel Private Offers (MCPO) program.  Previously, software sold via channel partners was not eligible to burn down a buyer’s committed spend with Google. However, 100% of the eligible commit drawdown is now applicable to the buyer’s committed spend. Channel sales are an increasing part of cloud marketplace growth, with Canalys predicting over 50% of marketplace sales will go through the channel by 2027, and this is a powerful investment from Google to drive channel growth.

The second is the introduction of the Marketplace Customer Credit Program (MCCP). MCCP provides credits towards Google first-party services based on applicable marketplace transactions. There are some seller requirements to qualify, and the opportunity needs to be registered in Partner Advantage – but the payoff is significantly added value for your buyer.

Specifics can be found in this overview. Here are some highlights for your buyer:

• Must be first time purchasing the software
• Receives 3% of annualized GTV in credits, disbursed quarterly
• Max benefit per transaction of $250,000
• Can qualify on multiple transactions

How to Leverage These New Google Cloud Marketplace Benefits

Here’s how you can maximize the benefit from these new incentives on Google Cloud Marketplace and grow your Google partnership:

1. ALWAYS determine if your buyer has committed spend as early as possible.
2. Incentivize renewals on marketplace with spiffs or comp-neutral policies.
3. Ensure your seller profile is MCCP-eligible – reach out to Invisory if you need help getting there!
4. Register every eligible customer for MCCP – this is a great way to boost opportunities shared with Google sellers while providing value to your customers.
5. Make sure your channel partners are aware of the new availability of commit drawdown on MCPOs.
6. Stack incentives! Consider this scenario:
   1. SampleCo buys MagicProgram on Google Cloud Marketplace for $250,000. It’s their first time buying MagicProgram, and they have a Google commit in place.
   2. The vendor that makes MagicProgram meets certain basic criteria (basic technical and transaction minimums) and registers the deal with Google, requesting MCCP.
   3. SampleCo would burn down their commit for the full amount plus gain $7,500 in credits towards Google services, disbursed quarterly.
   4. That’s $1.03 of added value for every dollar spent on the software itself!
   5. Note that SampleCo would be eligible for both commit drawdown and MCCP on every qualifying transaction. Buy more SaaS, get more credits towards infra.