Two signals: Cloud GTM keeps paying off once it's built, and customers are changing how they buy.​

Marketplace growth vs. company growth

• Okta: AWS Marketplace TCV up 45%+ vs. revenue +12% (FY2026) → ~3.8X

• CrowdStrike: AWS Marketplace TCV up ~50% to nearly $1.5B vs. annual recurring revenue (ARR) +24% (FY2026) → ~2X

• Snowflake: AWS Marketplace sales roughly doubled in calendar 2025 vs. product revenue +29% in FY2026

• Dynatrace: triple-digit AWS Marketplace growth over three years (February 2026)

• Salesforce: described its AWS Marketplace business as "tripling year-on-year" (May 2025)

​A note on the measure. TCV (total contract value) counts every year of a contract at signature, so longer contracts can lift its growth.

Still, the direction holds. At companies that embedded Marketplace in their GTM, it keeps growing at a multiple of the business around it.

What drives that growth? Three operating lessons.

1. Find the budget that already exists.​

"Customers like they can spend their enterprise credits that they've purchased. They can spend it on Okta through the marketplace. That's pretty compelling to them."

said CEO Todd McKinnon in 2024.
A customer with a cloud commitment has a financial reason to buy through that cloud. Our tracker models that pool at ~$1.47T across AWS, Azure and Google Cloud, up from ~$305B three years earlier. The job is to find the customer's commitment and confirm purchase eligibility early.

2. Win the internal mandate.

Maureen Little, then Okta's VP of Global Strategic Alliances, told us at the end of 2023:

"We had a fighting year, convincing everybody internally that this matters. Then we had the building year, and this was really the massive growth year."

The fighting year was built on research into how customers were buying. It ended with the focus on AWS Marketplace as a channel with its own revenue target. The $1B milestone followed.

3. Keep partners in the deal.

CrowdStrike said in 2024 that "a vast majority" of its AWS Marketplace business transacted through resellers and systems integrators. Channel partner private offers let partners transact deals while eligible purchases draw down the customer's commitment.

All three are operating decisions. You don't need to be a $1B+ Marketplace business to make them. For many members of the $1B Club, these decisions helped them get there.​

What to take from this

• Track Marketplace growth against company growth over the same period. It's a useful benchmark at any scale.

• When the gap narrows, investigate account coverage, seller adoption, contract mix and Marketplace execution.

​PS. The full report covers sixteen $1B+ companies, seven operating playbooks and a field guide to each. Download and read it here.