A post by
Jun 2, 2025
3
min read
The solution? A single slide that speaks their language can unlock $MM in your co-sell pipeline.
After analyzing hundreds of successful co-sell motions, here's what works and how to use it in your marketplace GTM.
The Co-Sell Catalyst Template:
Account Intel
Customer & Opportunity: $Y ARR, closing in Z days
Current traction, who we’re already working with, etc.
It will be sold via cloud marketplace
The Multiplier Effect
"Every $1 of our software drives $X in cloud consumption"
Be specific. Cloud sellers live by consumption metrics—this is their quota language.
It’s key to measure cloud consumption that your product drives on customer instances, your instance, etc.
Use Case & Better Together
Current customer challenge
How we solve it
Why it expands their cloud footprint or opens areas they focus on
Your Better Together story must be crisp—describable in 2-3 sentences. What's the value of using AWS/Azure/GCP and your product together?
The Ask
Additional account insights - who makes decisions, how to close faster
Intro to [specific person/role]
Helping with POC
Join meeting with customer on [date]
Never ask for vague "support"—make it actionable.
Think how this would help them too.
They are not there to sell for you or vice versa. It's about finding the sweet spot for mutual benefit - acceleration and expansion.
Why this works:
Cloud sellers think in terms of consumption and value delivered to their customers.
Your one-pager need to show how you help them:
Retire quota faster
Drive consumption growth
Unlock new workloads and use cases
Get a foothold in the sectors/industries they looking to expand
Implementation tips:
Prep internally. Your field team and alliance team should align on this BEFORE meeting the cloud seller. One unified story.
Lead with economics & value. Skip the tech deep-dive. If they care about architecture, they'll ask.
Track and refine. Measure which templates convert to next stages and win opportunities. Reuse what works.
Common mistakes to avoid:
30-minute capability presentations
Asking "how can you help us?"
Generic partnership pitches
Waiting until deal closing deadline to engage
Instead: Be the ISV who makes their job easier
The most successful marketplace players treat these meetings as precious co-sell currency. Top alliance leaders often personally sit on the first 10 min of co-sell calls to frame them correctly.
Cloud sellers juggle hundreds of partners—clarity wins.
When they help you, be quick and responsive. Show you're in it together.
Your next steps:
Create your 1-pager this week. Test it on 10 opportunities. Refine based on what gets traction.
Marketplace Monitor [New]
Google recently announced new variable revenue share pricing fees — 1.5% for deals over $10M, channel shifts, and renewals, with standard deals at 3%.
Google Cloud new marketplace fees & commit drawdown for channel partners
Starting June 9, the company will also simplify commit drawdown for channel partners. This signals intensifying focus among hyperscalers to attract high-value channel partners.
Forrester study showcases compelling customer ROI from AWS Marketplace
New commissioned research highlights the benefits customers achieve through marketplace procurement: 377% ROI with 6-month payback, 70% faster solution discovery, and 60% quicker procurement cycles. This study shows the marketplace value that alliance teams can leverage with prospects and existing customers.
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