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PARTNER INSIGHT RESEARCH · SEPTEMBER 2026

Inside the $1B Marketplace Club

What sixteen companies built to scale through cloud marketplaces. And what your team can take from it.

Go beyond the milestones to the seller incentives, cloud relationships, channel economics and operations behind them.

key insights

operating playbooks

company profiles

Research by Partner Insight. In partnership with

The $1B Marketplace Operating System

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Included in your download: 54 pages of detailed analysis

RESEARCH PREVIEW

10 insights from the companies that crossed $1B.

The milestones show how far Marketplace has come. The report explains what changed inside the companies, and what other teams can apply.

Selected companies’ time from marketplace listing to a public billion-dollar milestone: approximately 9–10 years for the 2016 listing cohort and 1.5–2 years for Salesforce and ServiceNow. Milestone amounts and metric bases vary.

Selected companies’ time from marketplace listing to a public $1B+ milestone. Disclosed measures and milestone amounts vary; methodology is included in the report.

FROM THE REPORT · INSIGHT 01

See the operating playbooks behind these milestones.

Get the full report, including seven operating playbooks and sixteen company profiles.

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The route to a billion is getting shorter.

ServiceNow reached $1B in AWS Marketplace transactions in about 2 years. Salesforce passed $2B in lifetime AWS Marketplace sales in under eighteen months. Earlier entrants took close to a decade.

For the leaders, Marketplace is equivalent to a quarter to half of company scale

Snowflake’s $2B+ in AWS Marketplace sales in calendar 2025 was equivalent to roughly 45% of FY2026 product revenue. That comparison shows scale (not an accounting share of revenue).

Marketplace keeps growing faster than the company, even at scale

In FY2026, Okta’s AWS Marketplace total contract value grew more than 45%, alongside 12% company revenue growth. CrowdStrike’s AWS Marketplace contract value grew roughly 50%, alongside 24% ARR growth.

Marketplace has moved beyond infrastructure and security

Salesforce, ServiceNow and Workday have joined the Club. Marketplace now connects CRM, workflow, finance and HR purchases to committed cloud budgets.

The better deal economics are confirmed by the ISVs themselves

CrowdStrike reported Marketplace deals averaging four times the size of deals elsewhere. These are company observations, rather than controlled comparisons.

Cloud commitments run in both directions.

Several of the biggest Marketplace sellers are also multibillion-dollar cloud buyers. Snowflake announced a $6B, five-year AWS commitment alongside $7B+ in lifetime AWS Marketplace sales.

Marketplace scale sits on top of a partner-led motion

CrowdStrike said the vast majority of its AWS Marketplace business transacts through resellers and systems integrators. Two Club members, Presidio and WWT, are channel partners themselves.

Co-build gives co-sell something to sell

Palo Alto Networks’ Google Cloud relationship includes more than 75 joint integrations alongside $2B in cumulative Marketplace sales. Integrations give cloud sellers a specific customer problem the combined solution solves

Marketplace expertise, once built, transfers to the next cloud

CrowdStrike took roughly three years to reach $150M on AWS Marketplace. It reported more than $150M in Google Cloud Marketplace deal value in its first partnership year.

The hyperscaler is a multi-role counterparty

Infrastructure supplier, channel, co-seller and customer: hyperscalers now play several roles in the same relationship. Each needs its own measures of commercial value.

Take the next step from insight to execution. The full report connects these findings to seven operating playbooks.

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INSIDE THE FULL REPORT

Seven playbooks. A place to start before your first billion.

For alliance, Marketplace, revenue and channel leaders who want to turn the research into decisions.

Each playbook brings together company examples, operating choices and suggested actions for your own team.

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Follow the money

Find the customer's committed cloud budget early.

Win your own sellers first

Make Marketplace a route sellers know, trust and bring into deals early

Earn the cloud seller's time

Bring a customer problem, a clear joint use case and one agreed next action.

Build it before you sell it

Connect product integration to the field opportunity.

Design the channel into the deal

Agree where the partner earns, which services attach and who owns the customer outcome.

Connect the systems before volume arrives

Make CRM, approvals, private offers and reporting work together.

Take the playbook to the next cloud

Reuse seller enablement, ownership and reporting. Adapt the relationships, rules and workflows.

THE PUBLIC COMPANY TRACKER

Meet the sixteen.

14 software vendors. 2 channel partners. Publicly disclosed $1B+ Marketplace milestones.

Research cutoff: August 2026 · Alphabetical · Selected qualifying disclosures

Company

Cumulative software sales

Nov 2025

Company announcement

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