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

Summary

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

Introduction

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

Analysis

  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.