To succeed in Cloud GTM, build traction from the ground up ⬆, as much as from the top down ⬇️. This is one of 3 major insights from our course. The next two are:
2️⃣ Be truly visionary and ambitious, but also highly tactical.
This may seem counterintuitive, as with nearly everything in partnerships. Unlocking cloud marketplaces can make or break your company—the market opportunity is worth hundreds of billions. However, unless you find ONE seller or champion within the cloud team who recognizes the value of your product or service, you'll go nowhere.
You may need to roll up your sleeves, create marketing campaigns, train sellers to share opportunities, teach them how to talk with cloud sellers, attend every QBR meeting, and even create private offers yourself in the beginning.
This is part of the game. But you also need to pitch your long-term vision and think long-term constantly.
3️⃣ To create a successful Cloud GTM, you need to excel at numerous different things, not one thing.
Cloud GTM is a challenging route to market, but its potential is worth it.
You need to be skilled at:
✔️ Building business case
✔️ Understanding different growth models across different maturity stages (0 to 1, 1 to 100, 100+ - they are all different)
✔️ Internal alignment and change management
✔️ Defining KPIs to align your internal teams
✔️ Getting your sales team excited
✔️ Cloud alignment, distilling and leveraging your superpowers and wins
✔️ Co-selling and gaining cloud attention
✔️ Co-marketing and co-building
✔️ Leveraging channel partners in marketplaces
✔️ Automations
✔️ Cloud-specific insights, programs, and support
✔️ Not to mention AI, which is reshaping priorities and operational principles across the tech ecosystem.
Cloud GTM success lies at the intersection of these seemingly opposite skills.
Anthony Graziano, one of our outstanding course members, summarized it really well:
“No matter how large the opportunity and how creative your strategy is it all still boils down to rolling up your sleeves and working deals and getting wins with sellers to get them excited.”
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📈 Accelerate your Growth in Cloud Marketplaces
Transform your marketplace strategy with first-hand insights from Cloud GTM leaders in our 5-week cohort course. Learn in a community of great alliance leaders. Join 100+ alums from companies like GitLab, Darktrace, IDC and others.
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