This isn't luck—it's marketplace muscle memory in action.

When CrowdStrike first tackled AWS Marketplace, it was a multi-year climb to $150M. Now they've compressed that entire journey into 12 months on Google Cloud, demonstrating how transferable marketplace expertise becomes when mastered.

In the same year, they reached $1Bn/year in Amazon Web Services (AWS) Marketplace too.

When a company masters cloud marketplace at scale, the learning curve shrinks radically

This acceleration was no accident.

CEO George Kurtz revealed on their latest earnings call: "We also had a noteworthy year [FY'25] with Google Marketplace, where in our first year of partnership, we did over $150 million in deal value out of the gate."

This represents nearly 3.5% of their $4.24B ARR already – and they're just getting started with GCP.

CrowdStrike's impressive achievement signals a new phase in marketplace maturity – one where experienced sellers can rapidly scale across new clouds.

This reflects two simultaneous trends:

1. CrowdStrike's operational playbook is repeatable

2. Cloud marketplaces themselves are maturing, reducing friction and helping to scale faster

CrowdStrike is laser-focused on its ecosystem, but they align it with marketplaces:

"We've aligned our partner ecosystem around hyperscaler marketplaces where we see larger deal sizes and faster deal cycle times." - highlights CEO

CrowdStrike's partner-first strategy is well-balanced and paying off massively:

• Partners sourced 60% of all new business in FY'25

• GSI business approached $1B (23.6% of ARR), growing 40% YoY

• MSSPs (Managed Security Service Provider) contributed 15% of new business, growing rapidly

In 2024, they became the first cybersecurity ISV to achieve $1Bn+ in sales on the AWS marketplace in one calendar year, growing 91% YoY there.

The marketplace formula that worked for CrowdStrike:

• Build marketplace expertise internally before scaling

• Develop operational capabilities that are repeatable and transferrable

• Align partners (GSIs, MSSPs, resellers) with marketplace motion

• Leverage cloud sellers through co-sell programs

The most actionable insight?

CrowdStrike isn't treating marketplaces as isolated channels – they're becoming how the company does business:

"All of our go-to-market partners benefit from our deep investment and strategic focus on cloud marketplaces."

For SaaS leaders, the question isn't whether marketplaces will become a dominant route to market – it's how quickly you can build the marketplace muscle that becomes a major driver of your GTM strategy?