When Sales, Marketing, and Product see Marketplace as the fastest swim lane to reach customers—revenue follows.

Here’s the checklist to embed it across your org.

Alliances: set the pace

Own the cloud relationship, secure exec air cover, and build dotted line relationships with a point-person in each function below.

Orchestrate: bring cloud context inside, build internal Marketplace (MP) champions, keep teams unblocked, and make MP visible in leadership updates and team catch-ups.

Early on, be hands-on—join the first co-sell calls, shape positioning, help Sales handle cloud and customer commit conversations, and translate cloud incentives for internal teams.

Marketing: demand meets a procurement path

Embed Marketplace presence across your GTM—website, campaigns, everywhere. Customers should know they can buy via Marketplace.

Manage MP listings to reflect core messaging. Your listing is an additional sales page to optimize, measure, and drive traffic to.

Ask your cloud counterpart about co-marketing opportunities and MDF. Most ISVs leave joint promotions unclaimed.

Sales: execute to fast track deals

Keep Marketplace comp neutral—reps won’t adopt if it costs quota credit.

Give reps simple slides: when to use MP, how commit burn works, FAQ, and who to ping for quick questions.

Sales leadership - add MP targets or “% via Marketplace” to forecast reviews.

Create a Slack channel with Alliances to answer MP questions, share wins, and surface best practices.

RevOps: integrate with CRM so sharing deals to ACE/Partner center is effortless and trackable.

Finance: make cash flow transparent

Walk Finance through transaction flow: when cash lands, how commissions work. Discuss the first few deals so closing via MP isn’t a surprise.

Over time, build dashboards: MP cycle time vs. direct, win rate, time-to-cash. When Finance sees 30% faster closing or 50% larger deals, they become your loudest advocates

Product: list how buyers actually buy

Parity matters. If your site offers trial/PAYG but the listing is contract-only, you’re leaking pipeline.

Treat Marketplace as a product surface. Keep an eye on your listings and their tech requirements.

Enablement: cadence over one-off

Bake Marketplace into new-hire onboarding (week one). Run quarterly refreshes. Integrate MP and alliances updates in all key Sales meetings.

What “good” looks like in 60 days:

• Marketplace shows up in pipeline reviews, not just PR

• Marketing drives measurable listing traffic

• Reps pitch MP in customer conversations, explain commit burn, help to navigate procurement

• Listing mirrors primary sales motions and product lines

• Finance knows “When paid?” without slacking Alliances (treat commission as COGS)

Marketplace and Co-sell accelerate deals. But embedding it in your org is what scales. Wire this now and your Marketplace motion pays back in following quarters.