If you’re planning 2026, here are the shifts that mattered most — and how to apply them.

1️⃣ Cloud commits accelerated, crossing $500B in Q3

Customer committed spend on AWS + Microsoft Azure + Google Cloud crossed $531B (+$63B in Q3 alone).

Translation: more cloud marketplace deals now start with “we have commits to use” than before

2️⃣ The $2B Marketplace benchmark went mainstream

Snowflake did $2B on AWS Marketplace in 2025 alone - and now ~45% of its revenue runs through it.

Datadog crossed $2B on AWS Marketplace and Salesforce hit $3B.

Palo Alto Networks reached $2B on Google Cloud Marketplace, adding +$500M in ~8 months.

“$2B Marketplace Club” is forming fast: winners turned Marketplace into a repeatable revenue path.

Startups are growing on Marketplaces too (130% YoY startup growth per AWS), while companies like Vanta saw private offers grow 700% YoY.

3️⃣ Marketplace multiplier is now measurable economics

• Microsoft reported: Marketplace partners capture $6.26 in extra value for every $1 transacted (via Omdia).

• AWS: $7.13 in partner revenue for every $1 of AWS technology sold (total, not just MP).

• Google Cloud: $7.05 in partner revenue for every $1 of GCP consumption (total).

Translation: the “partner story” is now measurable on marketplaces, which are the best way to capture this multiplier. Marketplaces turn partner value into repeatable procurement + co-sell + services attach—at enterprise scale.

4️⃣ Hyperscalers started calling Marketplace what it is: a GTM engine

At re:Invent, AWS described Marketplace as “the most powerful GTM scaling engine”—citing up to 4–5X larger deals and up to 40% net-new customers for leading partners.

The message is clear: Marketplace isn’t an alliances-only project anymore. It’s a core route to revenue for the majority of software companies.

5️⃣ Net-new revenue > deal shift (data is clear)

In our Q1’25 research, 62% of companies reported net-new revenue from marketplaces—not just shifted deals.

How? 94% of top performers engage hyperscaler field teams consistently.

If you’re still waiting because of “cannibalization risk,” you’re likely waiting on the wrong problem.

Our community grew in the middle of this shift

• 1M+ views of our marketplace / cloud GTM insights in 2025

• 1,000+ leaders joined our virtual and in-person events in SF, Vegas and London

• 5,000 leaders now read our newsletter weekly

• 300+ course alumni applying our marketplace GTM playbooks

• ~100 experts spoke at our events and courses

Thrilled to continue building, learning and sharing insights with all of you.

These insights shaped our 2026 playbook — and we’re breaking it down in detail on January 12.