This reshapes the entire GTM playbook.

Forrester's analysis reveals a fundamental shift:

By the end of 2025, the majority of million-dollar+ enterprise purchases will move to self-serve channels - digital marketplaces and vendor websites.

It's a complete inversion of how enterprises were buying just a few years ago.

Sales teams aren't disappearing though, but evolving into guides and navigators. They will spend less time on transaction processing and more on understanding customer needs, driving better buying experiences and higher-value deals.

Three interconnected trends add to this transformation:

Enterprise buying now is VERY collaborative

This year over 50% of younger buyers will consult 10+ external influencers before purchase (up from 30% in 2024).

This means 10 sources outside of the buyer organization (online communities, partners, etc) are now involved in their purchase decisions.

Digital channels, like marketplaces, are uniquely positioned here - they combine digital purchasing with built-in social proof through reviews, rankings, peer validation and increasingly involve partners. (Canalys predicts 50% of cloud marketplace transactions will flow through channel partners by 2027).

Ultimately, self-serve digital channels aren't just simplifying procurement - they're becoming platforms where buying decisions happen.

This explains major recent enterprise software moves

When Salesforce, the pioneer of traditional ecosystem building, increasingly selling its products on Amazon Web Services (AWS) marketplace, it signals more than a new distribution channel. They're following where enterprises increasingly prefer to buy.

The urgency to get smart on marketplaces is critical

Just 7% of marketing leaders believe they have the right skills and competencies to meet their revenue targets in 2025.

From what we see in Partner Insight, this talent gap is particularly acute in digital channels and marketplace expertise.

But here's where it gets really interesting:

While digital purchasing accelerates, Forrester predicts that the number of companies pursuing Product-Led Growth will actually decline from 25% to under 20%.

Why? PLG is difficult and many are now betting on AI-driven sales instead.

This perfectly explains the growth of co-sell strategies on cloud marketplaces. Rather than relying solely on product-led adoption, companies now leverage cloud providers' enterprise relationships to drive growth.

It's not just about listing on marketplaces - it's about deep GTM alignment with hyperscalers who already own the enterprise relationship.

What's your take on this shift & how do you change your GTM?

Source