The secret? Stop creating a set of new Revops processes and treating marketplace as a parallel universe to your regular business.

This insight comes from Phil Soane, Principal AWS Marketplace Development Manager International Expansion, speaking to our Cloud GTM Leader course.

With 5+ years helping ISVs scale across EMEA and globally via AWS Marketplace, Phil and the international expansion team leverage their experience to transform complex international requirements into clear pathways for success.

The most successful ISVs are now treating cloud marketplaces (MP) as a core and recognized route to market — and, critically, mirroring their core business operations within MP.

These mirroring characteristics are becoming a consistent discussion with partners and are enabled by ongoing product engineering focus by the AWS teams.

They include:

• AWS MP seller account(s) matching their business entity presence

• Leveraging the AWS MP global operator model

• Localizing AWS MP transactions (supporting local currencies and disbursement to local bank accounts)

• Tax principles are understood and aligned across regions

• Adhering to regional compliance requirements (i.e. KYC)

Why does this matter for growth?

Global Companies that try to run MP operations in isolation through a single (e.g. US) marketplace account despite selling globally, can often hit a growth ceiling.

The disconnect creates friction in sales, finance, and operations as the approach is likely out of sync with their existing business operations.

“In terms of global scale, it can be a challenge when alliances teams try to execute a MP strategy within a corner of their business, in isolation, without integrating all the mainstream business functions ," Phil explains.

The growth accelerator?

Normalizing the MP within your business by ‘mirroring’ your traditional business operations

When you do that:

• Sales teams trust it because back-end processes are familiar – especially in sales centric tasks such as ‘booking a deal’.

• Finance teams are at the table early and often recommend local entity alignment

• Operations can scale predictably across regions by leveraging existing processes/teams

• Tax teams have clarity on jurisdiction-specific requirements

ISV see their MP deals grow much faster after integrating their MP into their existing business structure.

Why? Their sales teams see it as a natural positive extension of their GTM, not a separate “marketplace thing."

"We continue to listen, learn and then build for our partners. It certainly seems that by making these right decisions early about entities, bank accounts, currencies, tax handling, etc. - sellers are laying foundations and a legacy for decades to come.

It therefore might be better to do that from the get-go as opposed to try and reverse engineer it later." Phil stresses.