Salesforce resets the marketplace growth timeline

• Nov 2023: Salesforce announces AWS Marketplace listing

• Early 2024: First products go live

• Dec 2024 (Q3 FY25): Marketplace transactions double QoQ, 10 deals of $1M+

• May 2025 (Q1 FY26): Hit $2B total, tripling YoY, fastest-growing ISV on AWS

• April 2026: Matt Yanchyshyn, VP of AWS Marketplace, confirms publicly: “Salesforce publicly says that they did over $5 billion with marketplace”

That is ~$3B added in less than 12 months.

To put it in perspective: the incremental $3B equals ~7% of Salesforce’s FY26 $41.5B revenue - through a channel they didn’t have 30 months ago.

The “$2B Marketplace Club” now extends beyond cybersecurity and data

• Snowflake: $2B on AWS in 2025 alone (~45% of revenue)

• Datadog: crossed $2B cumulative on AWS

• Palo Alto Networks: $2B on Google Cloud MP (+$500M in 8 months)

• CrowdStrike: $1.5B on AWS, $150M in Year 1 on GCP

• Okta: ~$750M/year on AWS - next to join the $2B club

Now Salesforce is on top of this list.

But the bigger story is what Salesforce sells.

For years, many assumed cloud marketplaces were mostly for technical buyers. AWS itself is now saying otherwise.

Matt Yanchyshyn on the buyer shift in a recent interview:

“We’re seeing increasingly new categories of line-of-business buyers… business applications like ServiceNow, Workday, Adobe and Salesforce are attracting different types of customers to the marketplace.”

That’s the shift. Marketplace is moving higher up the stack - closer to business workflows, closer to AI agents, closer to how enterprises actually want to buy.

The timing is not coincidental

Salesforce is rebuilding for the agentic era under heavy investor pressure (stock down 30%+ YTD).

Marketplace helps on three fronts:

• Lower cost of sales: marketplace motion can reduce friction, shorten procurement, and support operating leverage.

• Larger enterprise deal flow: Marketplace pulls procurement, finance, cloud commitments, and co-sell into the same motion.

• Agent monetization: Agentforce-style usage pricing maps natively to consumption-based Marketplace billing, which marketplaces handle far better than legacy enterprise contracts.

This is Salesforce rebuilding part of one of the world’s strongest direct sales machines around a new buying motion.

3 takeaways for alliance leaders

1. Treat marketplace as an operating motion. Salesforce is embedding Marketplace thinking into 10K+ AEs, partners, procurement, and AI GTM.

2. Reset the benchmark. $5B is the new ceiling - until someone breaks it.

3. Don’t assume your buyer “isn’t a marketplace buyer.” If LOB software sells this way, Marketplace is no longer a technical channel.

Is $5B the new $2B for cloud marketplace winners?