In today’s rapidly evolving cloud ecosystem, software vendors and channel partners are turning to cloud marketplaces to accelerate growth, streamline procurement, and reach new customers. The Google Cloud Marketplace, in particular, has emerged as a powerful go-to-market (GTM) platform, helping partners deliver larger deals, close sales faster, and retain customers longer.
The marketplace’s unique value proposition is driving this shift—combining simplified procurement, integration with cloud commit incentives, and proactive co-sell support from Google Cloud field reps. As a result, organizations are not only enhancing revenue, but also embedding themselves more deeply into customer workflows, resulting in stickier and more strategic engagements.
In our latest research study, Scaling Smarter: How Google Cloud Marketplace Is Reshaping Partner Sales and GTM Strategy, Futurum uncovers the strategies that leading ISVs and channel partners are using to grow their marketplace business. Based on a study of 30 high-performing Google Cloud partners, this report reveals the marketplace tactics driving revenue acceleration and partner innovation.
In this report, you will learn:
- How ISVs are driving 112% increases in deal size through Google Cloud Marketplace
- Why 70% of partners are structuring multi-year deals with committed cloud spend
- How procurement cycles are being shortened by up to 4 weeks
- What investments successful partners are making in training, incentives, and field engagement
- How Google Cloud’s Marketplace Channel Private Offer (MCPO) program is driving channel-centric growth
- What’s next for the agentic AI ecosystem and its evolution on the Marketplace
If you’re ready to reimagine your partner sales strategy, download your copy of Scaling Smarter: How Google Cloud Marketplace Is Reshaping Partner Sales and GTM Strategy today.
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Author Information
Alex is Vice President & Practice Lead, Ecosystems, Channels, & 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 and 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.
Tiffani Bova is Chief Strategy and Research Officer at The Futurum Group.
Ranked for the last six years in the Top 50 Business Thinkers in the world by Thinkers50, Tiffani Bova is a thought leader who Forbes says “reshapes our perception of growth.”
As both a practitioner and academic she offers a unique perspective and has helped lead the tech industry through several evolutions over her nearly 30-year career as Salesforce’s former Growth and Innovation Evangelist, and previously as a Distinguished Analyst and Research Fellow at Gartner and a sales, marketing and customer service executive for start-ups and Fortune 500 companies. She is the author of two Wall Street Journal bestsellers: GrowthIQ and The Experience Mindset.
