“Every vendor is trying to figure out their marketplace strategy, which ones to prioritize, how to operationalize it, and how to bring traditional partners on that journey. The most successful vendors in the marketplace will be the ones that understand how to include service delivery partners as part of their marketplace strategy.”
Cloud marketplaces will become as big a Go-to-Market (GTM) for Independent Software Vendors (ISVs) as traditional distribution is for commercial hardware. Over $300 billion of committed cloud spending will continue to help fuel this engine.
Alex Smith is Vice President & Practice Lead, Ecosystems, Channels, and Marketplaces at the Futurum Group. He is responsible for establishing and maintaining the Channels Research program as part of the overall Futurum GTM and Channels Practice. This includes overseeing the channel data rollout in the Futurum Intelligence Platform, primary research activities such as research boards and surveys, delivering thought-leading research reports, and advising clients on their indirect go-to-market strategies. Alex also supports the overall operations of the Futurum Research Business Unit, including P&L segmentation, sales & marketing alignment, and budget planning.
Prior to joining Futurum, Alex was VP of Channels & Enterprise Research at Canalys where he led a multi-million dollar research organization with more than 20 analysts. He played an integral role in helping the Canalys research organization migrate into Omdia after having been acquired in 2023. He is an accomplished research leader, as well as an expert in indirect go-to-market strategies. He has delivered numerous keynotes at partner-facing conferences.
Alex is based in Portland, Oregon but has lived in numerous places including California, Canada, Saudi Arabia, Thailand, and the UK. He has a Bachelor in Commerce and Finance Major from Dalhousie University, Halifax Canada.
Get important insights straight to your inbox, receive first looks at eBooks, exclusive event invitations, custom content, and more. We promise not to spam you or sell your name to anyone. You can always unsubscribe at any time.
