Cloud Marketplace Guru On AWS, Microsoft, Google, ISV Trends
Cloud marketplace veteran and CEO of Tackle.io John Jahnke explains today’s cloud marketplace industry and the selling trends from ISVs and channel partners who are leveraging AWS, Microsoft and Google Cloud marketplaces.
What types of businesses are buying via cloud marketplaces today? Who are the cloud marketplace buyers in 2023?
Today, it’s the people with a cloud commitment. So whether that’s a PPA (Private Pricing Addendum) from AWS or an enterprise agreement from Microsoft or a GCP (Google Cloud Platform) enterprise agreement—it’s the people who make those cloud commitments because those budget dollars can be used for either first-party or third-party software through the Marketplace.
If you think about the minimum commitment for those agreements, it ends up being seven figures. So it’s a company whose committing more than seven figures to the cloud, who has one of these agreements, but those go up to billions of dollars in scale.
I’d say you see more medium to large companies from a buyer pattern standpoint today.
Another element of the marketplace that’s interesting is that it’s not necessarily where people are shopping today. It’s where people are fulfilling their contracts. So the shopping experience for software hasn’t changed yet.
All of the clouds want to change the shopping experience, but we’re still in the era of it’s more aligning fulfillment to be able to leverage the cloud contract versus someone going onto the AWS Marketplace or Azure Marketplace to find something and just clicks and buys it.