Traditional IT budgets are tightening, yet agentic AI and outsourcing spending are expanding. How do you square that circle?

In November, Gartner made a bold prediction: by 2028, 90% of B2B buying will be intermediated by AI agents - pushing $15T via “agent exchanges”.

In 2026 “cloud marketplaces will solidify their role as the app store of the GenAI era” - latest S&P Global Market Intelligence research highlights.

Snowflake hit $2B on AWS Marketplace in 2025 alone, setting a new benchmark.

Just as we’ve been tracking the “$2B Marketplace club”, Palo Alto Networks + Google Cloud announced a partnership expansion — and PANW crossing $2B in sales on Google Cloud Marketplace.

When a company like Zscaler crosses $1B on AWS Marketplace and is already planning the next phase of adoption, it shows how quickly Marketplace is reshaping GTM.

After last week’s Partner keynote at re:Invent, it’s hard to see AWS Marketplace as anything other than the primary GTM engine for ISVs – and the numbers Ruba Borno shared back it up.

Last week at re:Invent, 50+ ISV and cloud GTM leaders filled the room at The Venetian to answer one question: what does AWS Marketplace GTM look like at scale?

Enterprise buyers are pragmatically rewriting IT budgets around AI, cloud, and security.