One of our alumni went from $0 to millions in ARR through a cloud marketplace. Yet, their leadership decided not to share the story publicly—because it gives them a major edge over competitors.

That might be the best testimonial we’ve ever received.

And no – they’re not in cybersecurity or infrastructure—the usual marketplace suspects. They’re part of the next wave of business software, accelerating through marketplaces and turning Cloud GTM into a strategic growth driver.

They've been using frameworks from our Cloud GTM Leader course to win—and it's working.

“We are winning certain deals because of that,” they shared with me the advantage of their marketplace strategy. Their management wants to keep it that way, because few competitors have figured this out.

This isn’t an isolated case.

Why does Cloud GTM create an unfair advantage?

• Over 10% of enterprise IT budgets are spent via software marketplaces and growing (BCG)

• Over 50% of large B2B purchases will happen online this year (Forrester)

• 80% of Microsoft customers with cloud commitments buy via marketplace—AWS and GCP are similar

• $439B+ in cloud commits are pushing procurement through hyperscaler marketplaces

This stealth advantage is what cloud marketplace success often looks like: high ROI, low visibility. Many companies winning big are keeping their playbooks close.

Here's what that means:

• Cloud GTM is repeatable—you just need the right process

• The playbook exists, but it takes disciplined execution

• If you're not winning in marketplaces, your competitors probably are

What’s your strategy?