Nadav Tzuker from Wiz broke it down in our Cloud GTM Leader course and revealed how deep product collaboration with hyperscalers creates a compounding effect across their entire GTM motion.

Here is their playbook:

What makes co-build powerful?

It's not just about product integration - it's a strategic framework that creates multiple leverage points. As Nadav Tzuker, Wiz's Senior Product Partnerships Manager explains:

"We build product strategies…with our largest partners, most significantly the cloud providers… Each pillar of co-build can help create campaigns for go-to-market, get support for the engineering team, and resources as part of the account team."

Here's five key elements of Wiz's multi-layered co-build strategy:

1️⃣ Strategic Product Launches

Wiz positions itself as a launch partner for key cloud services. This creates a powerful network effect: "When your customers are adopting new AWS services, they'll use Wiz as the launch partner. They won't even reach out to Wiz - they'll just click and get Wiz on top of that."

2️⃣ Technical Programs & Designations

Nadav advises to strategically participate in cloud competency programs and service-ready designations. This isn't just for badges - it's about attaching to new product motions that give customers confidence. "If your customers are using those programs, you want to be in them," Tzuker emphasizes.

3️⃣ Customer-Driven Integration

Wiz systematically collects and analyzes customer integration requests to identify patterns worth investing in. This led to creating a dedicated product integration engineering team focused on cloud provider integrations.

4️⃣ Executive & Team Alignment

Wiz ensures alignment at multiple levels - from product managers to engineering teams to executives. "At the end of the day, it's an industry of people," notes Tzuker. This includes roadmap alignment, participating in Executive Briefings, etc.

5️⃣ GenAI Strategy

Wiz approaches GenAI from two angles: it helps customers secure their AI/ML models running on cloud providers' AI services (like Azure OpenAI and Amazon Bedrock). Wiz also uses GenAI tools from hyperscalers to improve its own product. This can also lead to GTM opportunities, such as case studies with cloud providers.

(Watch the video for more insights)

The Compound Effect

"Every time we build an integration... we go ahead and write a blog post about it"

Each co-build initiative becomes a GTM multiplier:

• Blog posts transform into webinars

• Webinars become conference speaking slots

• Technical integrations drive sales enablement

• Product launches create joint marketing opportunities

This strategy helped Wiz win both AWS Marketplace and Microsoft Commercial Marketplace Partner of the Year in 2024. More significantly, 45% of Fortune 100 companies now use Wiz to secure their cloud environments.

As one Wiz customer put it: "I expect the good guys to work together for me."

This captures a fundamental truth: in today's cloud ecosystem, the depth of your partnerships often determines your market position.