That speed tells you everything about where enterprise buying is moving.

Here’s the story and why it matters for alliance leaders:

In Q1, DocuSign rebuilt its partner program around its new Intelligent Agreement Management (IAM) platform.

This AI-powered end-to-end agreement platform is very different from their simple e-signature offering—and that complexity required a partner-led GTM.

In May, they announced availability on Azure Marketplace. By the end of Q2, their single largest deal was transacted via that same marketplace.

From "listed in May" to "largest deal of the quarter" in one cycle—this demonstrates what an aligned Cloud GTM can achieve.

CEO Allan Thygesen highlighted in last week’s call:

"In Q1, we relaunched our Partner program to align partners with our IAM strategy and build solutions with IAM that deliver value to customers. Our largest deal in Q2 was transacted through the Microsoft Azure marketplace" .

Cloud marketplaces aren’t just a small-ticket channel

Marketplaces are now a credible path for megadeals when the field is engaged and the offer is cloud commits-friendly.

This win signals tight execution between DocuSign and Microsoft, plus a customer leveraging committed cloud spend to accelerate procurement.

Broader DocuSign business metrics support this partner-first approach:

• Revenue hit $801M

• Net Dollar Retention improved to 102%

• IAM momentum shows AI adoption gaining real traction:

Over 50% of enterprise reps closed at least one IAM deal in Q2, average deal sizes increased, and IAM customers are on track to represent a low double-digit share of the subscription book by year-end.

What enterprise alliance teams should copy

• Align your partners program to the AI product shift

• Engineer the marketplace path for enterprise scale

Private offers, pricing mapped to customer consumption, and clear commits retirements. Remove internal friction so your AEs choose the marketplace route.

• Treat co-sell as an operating system, not a campaign

Equip cloud sellers with territory-relevant wins, consumption growth angles and reference architectures. Make it easy for them to champion you.

• Orchestrate services attach

AI platforms demand configuration and change management—bring GSIs and services partners into the opportunity early to de-risk adoption and raise ASP.

• Lead the motion

Track: % of pipeline via marketplace, close-rate vs direct, time-to-close, NDR uplift for marketplace accounts, and attach of services/usage growth.

DocuSign shows that when you realign partner strategy to AI move and make the marketplace a key transaction path, large enterprise deals more likely happen there.

Are you meeting buyers where their budget already sits?