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Accelerate Growth with Google Cloud Marketplace in 2025
FREE ONLINE EVENT
March 13, 2025
9-11:30am PT
Insider Strategies for Growth Expansion & Channel Acceleration from Google Cloud Leaders & Top ISVs
Join us for an exclusive online event with Google Cloud. In just 2.5 hours learn the latest marketplace trends, winning strategies, and solutions to common challenges directly from Google Cloud and Cloud GTM leaders from top ISVs and channel partners.
Keynotes with Top Analyst & Managing Director of Google Cloud Marketplace
9:00 am - 9:30 am PT
Acceleration, Opportunities and Trends in Cloud Marketplaces
Software sales via marketplaces are set to hit $85Bn by 2028, growing even faster than expected.
Join Jay McBain, the analyst behind this prediction, to learn his latest analysis of trends reshaping cloud GTM, including:
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“Google has been outgrowing both AWS and Microsoft in the public cloud hyperscaler market since declaring a 100% partner-led strategy.”
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Millennial Buyer Dominance: Millennials now lead tech procurement, favoring self-serve, digital-first buying, making marketplaces a key channel.
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Partner-Marketplace Convergence: Partner-involved marketplace deals will rise from 30% to 50% by 2027. With 75% of tech sales going “to, through, and with the channel,” marketplaces are becoming hubs where these ecosystems connect.
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How AI is fueling hyperscaler growth and introducing new pricing models that could transform software sales
Join us as Jay McBain unpacks these and other shifts that every Cloud GTM leader must prepare for.
9:30 am - 10:00 am PT
Insights from Google Cloud
Marketplace Managing Director
Google Cloud Marketplace has sustained triple-digit annual growth for multiple years and drives billions of dollars in annual gross transaction value.
Dai is the Managing Director of Google Cloud Marketplace and ISV Go-to-Market Initiatives, where
he manages the global teams driving:
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Business development and P&L management
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Partner and platform strategy​
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Go-to-market initiatives, field and partner co-sell models
- Partner engineering, onboarding and enablement
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Dai and his team are helping to transform how business software is bought and sold by modernizing procurement via online discovery, simplified purchasing and efficient deployment of enterprise-grade third-party cloud solutions.
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Results speak volumes - consistent triple-digit annual growth and billions in transaction value.
Event in partnership with
Co-Sell & Joint GTM Panel
Accelerate Growth with Co-Sell and GTM with GCP Marketplace
10:00 am - 10:30 am PT
Join us for an insightful discussion with leaders from Google Cloud Marketplace and top ISVs on the latest marketplace strategies to scale your sales and reach customers globally.
Our expert panel will reveal the systematic approach to building momentum through co-sell, internal and cloud alignment, operational excellence, and other proven tactics to maximize your revenue growth on GCP marketplace.
Among Our Incredible Panelists:
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Oliver Schulz - Business Development Manager, Google Cloud Marketplace
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Drew Herd - Sr. Director WW Business Development & Strategy at Databricks - Google Cloud
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Isaiah Lott - Head of Alliances, Glean
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John Jahnke - CEO at Tackle.io
We Will Discuss:
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Strategies for SaaS Businesses to Stand Out
in a Cloud Marketplace.
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Maximizing Co-Selling and Co-Marketing with Google Cloud
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How to Increase revenue opportunities by gaining access to Google Cloud's global customer base.​
Partner Ecosystem Panel
Scale with Channel Partners at Google Cloud Marketplace
10:30 am - 11:00 am PT
Canalys forecasts that >50% of sales via top hyperscaler marketplaces will flow through the channel by 2027!
But how exactly do partners fit into Cloud GTM? Where do they have an edge, and how can ISVs unlock growth on marketplaces? Discover insights from leaders from Google Cloud Marketplace, ISVs, and Partners, in our engaging panel on how to unlock and accelerate marketplace traction with channel partners.
Among Our Incredible Panelists:
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Marc Harpster - Resell Strategic Initiatives Lead, Google Cloud
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Rebecca Spataro - Director of Global Cloud Alliances at Snyk
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Joshua Bushman - Cloud Marketplace & Cost Management Global Lead, World Wide Technology
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Erica Ford - Senior Director Cloud Alliances at Fastly
We Will Discuss:
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The critical role of channel partners in Cloud GTM growth
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The growing influence of Service Partners in Cloud GTM
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Re-sellers and Distributors as scale partners
Ecosystem Panel
Presented by Roman
This event will be moderated by Roman Kirsanov, a widely respected expert in partnerships and Cloud GTM for his data-driven insights.
Roman helped build hundreds of tech and distribution partnerships, turned around multiple large-scale partner programs and consulted top US and UK companies on their GTM strategies.
Sloan Fellow from London/Columbia Business Schools., Founder Award Winner, LBS Institute of Innovation & Entrepreneurship. OnDeck Founder Fellow.
Ready to Scale Your Growth with Google Cloud Marketplace in 2025?
Keynote:
9:00 am - 9:30 am PT
Jay McBain, Chief Analyst - Channels, Partnerships & Ecosystems, Canalys
Keynote:
9:30 am - 10:00 am PT
Dai Vu, Managing Director, Cloud Marketplace & ISV GTM Initiatives at Google Cloud
Co-Sell & Joint GTM Panel (leaders from Google Cloud and 3 ISVs):
10:00 am - 10:30 am PT
Accelerate your Growth with Co-Sell & Joint GTM in Google Cloud Marketplace
Partner Ecosystem Panel (leaders Google Cloud, ISVs & Channel Partners):
10:30 am - 11:00 am PT
How ISVs use Google Cloud Marketplace & Channel Partners for rapid growth
Operational Tactics: Fireside & Q&A (with Partner Insight & Partners):
11:00 am - 11:30 am PT
Marketplace Operations Playbook: Turning Listings into Revenue Faster
*Partner Insight estimates, details in the cloud commits tracker
Unlock YOUR Share
of $419Bn Commits with Cloud Marketplaces
Hyperscalers have accumulated $419 billions of committed spend 💰 from their customers - spend that could be directed to buying your software and services. Let me explain. While many enterprises grapple with a cash crunch, they still have to honor multi-year commitments to their cloud providers to maintain their discounts.

Here's the trick: if they buy your SaaS via Google Cloud or other hyperscaler marketplaces, their spend goes towards these commitments.
💳 Effectively, they're purchasing your product with pre-allocated cloud funds. It's a quick win for everyone involved, accelerating procurement timelines from months to days.
More in Roman’s quarterly cloud commits tracker.
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