Salesforce quietly became AWS Marketplace’s fastest-growing ISV - and just crossed $5B+. A line-of-business software company is now setting the new cloud marketplace benchmark. Not cybersecurity. Not infra. Not dev tools. It is CRM, sales, marketing, data and AI software.

SentinelOne just crossed $1B in revenue, growing 22% YoY — and nearly a third of that flows through just 2 channel partners. That’s not a “side channel”. That’s the business.

DocuSign just showed what happens when an AI product forces a real partner and marketplace transformation. In one quarter, partner-contributed bookings grew 30%+ YoY, and a 3-year deal was closed via Microsoft Marketplace where Microsoft “really leaned in” and was “a big part of the sale.”

CrowdStrike hit ~$1.5B in TCV on AWS Marketplace last year, growing ~50% YoY. Even at scale, marketplace revenue isn’t slowing down. It’s compounding.

Everyone says you need CEO buy-in for partnerships. Workiva’s CEO just showed what it actually looks like — and it’s more deliberate than most realize.

Workiva is the type of SaaS company AI could disrupt. Reporting + compliance + governance is where AI is moving fast.

JFrog’s cloud business crossed $243M in revenue (up 45% YoY) driving overall growth to 24%.

90% of transactions through partners. 50%+ co-selling with all three hyperscalers.

Rule of scaling in 2026: you don’t scale alone.