Their partner ecosystem unified around cloud GTM. Here's how they did it...

After an incident, the cybersecurity giant has quickly recovered with shares now above $330 (as of Nov 11th 2024).

The answer lies in CrowdStrike's partner-first strategy and mastery of cloud marketplaces. Numbers tell a compelling story:

• 66% of new logo business now sourced by partners - up from 62% earlier this year

• Systems integrator business grew >100% YoY

• Fastest-growing cybersecurity vendor on Google Cloud Marketplace this year

Not only do partners source 2/3 of CrowdStrike's new business, but it's all tied to cloud marketplaces.

CEO George Kurtz's strategy is clear: "We unite and align our entire partner ecosystem with our use of cloud marketplaces in CrowdStrike's go-to-market."

Take their success with Amazon Web Services (AWS). CrowdStrike has long excelled in the AWS Marketplace, enabling customers to "procure CrowdStrike for the full range of their cybersecurity needs."

This marketplace approach isn't just about convenience - it's driving significant deal expansion.

A Fortune 500 insurance firm case study illustrates this perfectly:

5-year relationship starting with endpoint protection. Post-incident, accelerated consolidation on CrowdStrike, displacing 7 competing technologies.

Using AWS Marketplace, their spend with CrowdStrike grew >2X from $2.2M to $5M+ ARR.

This example showcases how CrowdStrike's platform approach, combined with the ease of procurement through cloud marketplaces, can drive massive customer expansion even in the wake of challenges.

What's truly impressive is how quickly CrowdStrike replicated this playbook on Google Cloud. In just two quarters, they've become the fastest-growing cybersecurity vendor on the Google Cloud Marketplace.

But it's not just about the marketplaces themselves. CrowdStrike's success is built on a foundation of deep partnerships across the ecosystem.

Global system integrators (GSIs) like Accenture, KPMG, and EY played crucial roles in helping customers recover post-incident. The company's new Falcon Flex subscription model resonates with GSIs, making them increasingly central to its strategy.

The lesson here for alliance leaders is profound:

CrowdStrike doesn't treat cloud marketplaces as a separate channel. They've aligned their entire ecosystem around it. This creates a unified GTM approach that amplifies results.

As Kurtz recently stressed, "Customers of all sizes are increasingly looking to utilize their committed hyperscaler spend, adding an additional layer of resilience through our go-to-market, aligning our entire ecosystem from reseller to systems integrator, MSSPs to distributors".

To bring to you this newsletter and our upcoming “Scale Your Growth with AWS Marketplace in 2025” event on November 13th we partnered with

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