Richard O'Connell from Box exemplifies the transformative potential of strategic marketplace execution.

Richard O'Connell, Alliance leader at Box, has spearheaded Box's journey on Google Cloud Marketplace since launching their Intelligent Content Management platform on Marketplace in November 2023.

The initiative emerged from Box's desire to meet customers where they are, enabling them to purchase through their preferred channels and procurement processes.

Starting at the early exploration stage, Box embraced Google's pragmatic advice: "Just get to 12 deals done via Marketplace."

This seemingly modest goal became transformative, driving Box to refine processes, establish co-selling rhythms, and build marketplace maturity through consistent execution and iteration.

Box's approach to partnership with Google Cloud was simple:

"Try to be their best partner: Transparent. Easy to work with. Fast moving. Receptive to feedback."

Internally, the Box team rallied around a compelling value proposition—deals through the marketplace would be bigger, faster, with higher win rates.

Their differentiation strategy centered on developing an authentic "better-together" narrative grounded in real integrations with GCP services and Google Workspace, creating tangible value for joint customers.

O'Connell's key insight reflects the marketplace journey's momentum: "It starts slowly but then compounds—don't lose faith, keep going."

Box continues to invest in this partnership, and is grateful for what O'Connell describes as their "best-in-class relationship with Google."

The Box story illustrates the power of persistence in marketplace strategy—starting small, focusing on execution fundamentals, and building relationships that transform transactional partnerships into strategic advantages.