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?

AI spend is projected to jump from $1.76T (2025) to $2.52T (2026). The number is big.

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.

If Marketplace only shows up at the end of the deal, it’s not a GTM motion. It’s firefighting.

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

When Laura Ripans joined Datadog in 2019 as cloud alliances employee #1, the company had zero partnership motion.