Huge thank you to everyone who joined us (and to those who tried – we were oversubscribed).

Three themes from the conversation stood out.

1️⃣ PLG 2.0: from clicks to agents

Lewis Howarth highlighted that traditional PLG is no longer enough.

Many ISVs have been building strong PLG strategies leveraging marketplace features. The next wave is what he called “PLG 2.0”:

• Agentic discovery (Agent Mode) that helps customers find the right solutions

• Agentic solution building with Multi-Product Solutions

• Agentic negotiated offers with Express Private Offers

In other words: the “product” is no longer just your SaaS – it’s the full Marketplace + agent experience that guides buyers from discovery to buying with far less human friction.

2️⃣ Make Marketplace feel “normal” to the rest of your company to scale internationally

Phil Soane focused on the internal side of Marketplace scale.

The ISVs that grow fastest on AWS Marketplace globally don’t treat it as a side-channel. They work to normalize Marketplace globally:

• Mirroring business entities and finance structures in their Marketplace setup

• Localizing transactions so finance teams see familiar currencies and flows

• Bringing finance, legal and operations into the journey early so trust builds over time

Marketplace stops being “that special thing the cloud team does” and becomes just how the company sells, across regions.

3️⃣ Scale needs automation, not just people

Reagan Koryozo’s message cut through very clearly.

Plenty of ISVs are now doing hundreds of private offers and tens of millions in GMV on AWS Marketplace. But many of those motions are still held together by people: manual quoting, bespoke approvals, spreadsheets behind the scenes.

To get anywhere near the “billion-dollar club”, the flywheel has to be automated, not just staffed. That’s where the Marketplace enabler ecosystem comes in – platforms like Suger that turn repeatable patterns (listing, co-sell, private offers, billing) into systems instead of heroics.

For me, two things stood out:

• How honest the discussion was – from what’s working to what’s still improving

• How much valuable insight comes from putting “operators” in one room before the main conference day kicks off

Big thank you to:

• Lewis Howarth and AWS team for sharing their perspective

• The ISV and channel leaders who pushed the conversation into real-world detail

• Ingram Micro for hosting us, and Suger for partnering with us on this event

We’ll keep taking these conversations both online and offline – more working sessions coming soon

PS. Special thanks to our partner Suger that helps B2B software companies unlock revenue on cloud marketplaces.