Most sellers already have a language for qualifying and closing deals.

Alliance teams often introduce Marketplace + co-sell as a separate track: new forms, new steps, new stakeholders, new “ask alliances.”

So even when a customer can buy through Marketplace, the default path wins: the one sellers already know.

The unlock is simple: translate Marketplace + co-sell into MEDDPICC so sellers feel like they’re running their normal process — just with more leverage.

Here’s a mapping we discussed in our recent webinars:

Metrics - 𝐌

Quantify the value of your ISV solution and the advantages of buying via marketplaces (using cloud commits, consolidated billing, less admin overhead for the customer’s finance team).

For sellers, marketplaces can unlock faster growth, efficiency and deployment.

But don’t just say “efficiency.” Use hard industry/internal data (see my previous posts, etc).

Economic Buyer - 𝐄

Your champion might be in the business unit, but the budget authority often sits elsewhere.

Use hyperscaler reach to understand the buyer’s commercial strategy, cloud commits, and who owns them. Clouds can also help you access higher levels (CIO/CTO) when the case is clear.

Decision Criteria - 𝐃

Understand how your prospect reviews, shortlists, and finalizes purchases. Collaborate with cloud teams to align decision criteria with Marketplace benefits.

Example: if “cost reduction” is a key criterion (and the customer has commits), frame the deal not as new spend, but as a way to use committed spend that may otherwise go unused.

Decision Process - 𝐃

Teams lose time because they map the approval chain too late.

Co-sell helps here: hyperscalers see customer buying patterns across accounts and can guide sellers through the internal decision-making maze.

When you engage cloud teams, share your status and specific requests (e.g., “Help us validate the legal review timeline”), not generic “any help is appreciated.”

Paper Process - 𝐏

Marketplace workflows can bypass traditional signature delays and grant user access faster. Push for standard marketplace agreements to cut redlines and shorten legal cycles.

Also: educate sellers to identify who can accept private offers early, not at the last moment.

Identify Pain - 𝐈

Work backwards from the customer’s goals and constraints: modernization, migration, etc. to understand how your solution fits best.

Co-sell can help connect your solution to cloud (and AI) priorities and frame the pain in the customer’s language.

Champion - 𝐂

When you cultivate champion/s inside the customer org, use hyperscalers to map stakeholders in areas like Security, Apps, AI and Procurement to strengthen internal support.

If your internal champion goes silent, cloud sellers can sometimes help to re-engage the account from a different angle.

Could your sellers explain how Marketplace fits in MEDDPICC without asking alliances?