Winners know cloud GTM isn’t a listing problem- it’s a systems problem.

Here’s what data from our previous research with Clazar revealed (and why it matters for your revenue):

Co-Sell at Scale Is Now Table Stakes

High-performing companies are 2X more likely to automate marketplace workflows.

While 72% have started automating reporting, only 34% achieve high automation across sales and operations. and that gap correlates directly with revenue performance.

Teams that automated opportunity creation/updates (like ACE submissions) went from a few hundred opps a year to that in a month—without extra headcount.

That builds real pipeline and lifts win rates when hyperscaler reps engage.

The Visibility Problem Kills Co-Sell

54% of alliance leaders driving marketplace motions aren’t tracking actual transactions, according to Clazar.

Result: under-reported influence, missed chances to leverage customer cloud commits, and fewer hyperscaler referrals.

When your CRM and ACE don’t sync, field reps can’t see the full picture.

Automation Is the Sales Multiplier

Only 20% of ISVs automate revenue recognition today. That’s why closing is slow, Finance says “no,” and sellers avoid the motion.

Auto-reconciling payouts to contracts removes Finance friction and unlocks faster deal approvals.

Listings in Days, Not Months → More Shots on Goal

ISVs like Census and Gremlin launched or updated in ~2 weeks. Fast iteration means more opportunities to land deals that must flow through marketplaces.

Tactical Reality

Marketplace success requires solving 6 operational areas simultaneously:

• listings

• co-sell workflows

• offer management

• revenue reconciliation

• integrations

• compliance

Miss one, and the motion breaks.

If you want the deep dive, Clazar’s new 48-page Guide to Choosing the Right Cloud Sales Platform breaks down what operational excellence and automations should look like in the cloud GTM era.

It includes exact workflows to automate, ROI scenarios, and cross-functional strategies from alliance leaders generating millions through marketplaces (includes our joint State of Cloud GTM research).

What’s inside:

• Role-by-role needs breakdown (Partnerships, RevOps, Finance, Sales) for marketplace automation

• ROI frameworks for specific scenarios

• Checklists and key questions to ask

• Implementation roadmaps that avoid common pitfalls

Download the full 48-page guide here

When you fix the marketplace plumbing—listings, co-sell, private offers, revenue recognition—sales move much faster.

PS. This post is supported by Clazar