Gartner Research

Tech Go-to-Market: Consider Cloud Platform Marketplaces as a Disruptive Alternative to Traditional Sales Models — Part 1

Published: 02 May 2017

ID: G00320969

Analyst(s): Mark Paine , David Yockelson


Cloud platform providers (that is, IaaS/PaaS providers Amazon Web Services, Google, IBM and Microsoft) are expanding go-to-market strategies through marketplaces. Technology business unit leaders must evaluate the pros and cons of joining these marketplaces, as well as which ones to participate in.

Table Of Contents
  • Key Challenges


  • The Scale and Complexity of Cloud Platform Marketplaces Are Different
  • Buyers Are More Accepting of Cloud Platform Marketplaces


  • Marketplaces Will Drive and Deliver Changes in Technology Selling, Buying and Channel Practices
    • What's New and Different About Cloud Platform Marketplaces?
    • Long-Term Impact on the Channel
    • Different Drivers for Different Cloud Platform Marketplaces
  • Manage Expectations by Understanding the Intent, Functionality and Reach of Marketplaces
    • Cloud Marketplaces Are Not All Created Equal
    • Key Issues for ISVs in Marketplace Choice
  • Obtain Appropriate Marketing and Lead Management From Marketplaces to Maximize GTM Impact
  • Seek Benefits Such as Reduced Discounting and Leaner Sales Teams Through Marketplace Participation
  • Conclusion

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