Simplifying Marketplaces for ISVs

Uddhav Gupta, President of CloudBlue, joined me for an exclusive interview as his company 🎯 launched a new offering designed to help ISVs leverage hyperscaler marketplaces.

CloudBlue has a proven track record of enabling ISVs to sell through various marketplaces.

Uddhav emphasized, “There are over 200+ ISVs…that are using us to basically go through a multi-tier marketplace whether it's the distributor's marketplace, whether it's a reseller's marketplace, whether it's a telcos marketplace.”

🔁 A Tectonic Shift in Go-to-Market

The emergence of hyperscaler marketplaces marks a profound shift in ISVs' GTM strategies. These platforms are quickly becoming “one of the most important routes to market that's coming up these days,” stressed Uddhav.

He highlighted that rapid customer adoption of the cloud and changing buying preferences are key drivers of this trend. “Customers on the other end are also adapting the cloud more aggressively. And they are also seeing the hyperscaler marketplace as a procurement vehicle for them to basically buy products.”

📊 In Today's Multi-Marketplace Environment, ISVs Need to Be Everywhere

Uddhav explained, “Every technology vendor out in the market is creating their own ecosystem marketplaces, their own app stores, their own app exchanges, and then also creating really strong bundled offerings on the hyperscaler marketplaces.”

This complexity requires ISVs to orchestrate multiple routes to market efficiently. “You need to centrally manage all the subscriptions across these multiple routes to market. You need to onboard a product once and be able to take a flavor of that product and push it through any of these marketplaces,” he emphasized.

💡 One Platform & Framework for ISVs

CloudBlue’s new offering aims to simplify this process.

“We are very excited to announce that taking all of this knowledge that we have in helping ISVs get onboarded to several hundred marketplaces, we've now created the knowledge base that's needed and the technologies that's needed to make onboarding to hyperscaler marketplaces extremely seamless,” highlighted Uddhav.

📈 GTM Strategy Comes First, Before the Orchestration Platform

Often, ISVs believe that for successful Cloud GTM they need to start with a platform first, but Uddhav advises otherwise.

“And as much as I love the thought, but as a true design partner, I would say creating this strategy comes first. You need to put together a team that can execute on that strategy, right?

And the strategy is basically all about how are you gonna create a demand in whatever hyperscaler marketplace you take?”

The good news is that hyperscaler marketplaces “they've created enough incentives for ISVs, they've created enough incentives for their customers, and they've created enough incentives for even their field to basically draw you in.”

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