Okta closed ~$750M in TCV on AWS Marketplace last year growing 45%+ YoY. Their total revenue grew 12%. Marketplace grew ~4X faster. That gap tells you a lot about where enterprise software distribution is heading.

Many companies are still debating whether marketplace should be comp neutral. Top alliance leaders—backed by their exec team—have moved past that.

And if hyperscalers “only” source 10–20% of deals, are Marketplace and co-sell overrated?

Marketplace adoption by field sales teams is not a “motivation” problem. It’s an “incentives + enablement + measurement” problem.

Cohort 14 of our Cloud GTM Leader course just kicked off — and what stood out was the cross-section of partner operators being pulled into marketplaces from different directions inside the partner org.

Marketplace doesn’t need a new sales motion. It needs to become MEDDPICC-native.

Some of the best Marketplace GTM templates come from… former finance leaders who learned Cloud GTM.

Just as we’ve been tracking the “$2B Marketplace club”, Palo Alto Networks + Google Cloud announced a partnership expansion — and PANW crossing $2B in sales on Google Cloud Marketplace.

When a company like Zscaler crosses $1B on AWS Marketplace and is already planning the next phase of adoption, it shows how quickly Marketplace is reshaping GTM.