Introduction
If you’re in tech, you’ve probably heard of AWS Marketplace, Azure Marketplace, or GCP Marketplace. For years, they were seen as simple online catalogs; digital shelves where software sat passively, waiting to be discovered But that perception is changing fast. Today, cloud marketplaces are emerging as one of the most powerful engines for generating leads and closing enterprise deals. If you’re a tech company looking to grow, overlooking them might be your biggest missed opportunity.
The Shift in How Enterprises Buy
Think about how we shop today. We don’t visit ten different stores or fill out forms and haggle with salespeople. We go to Amazon, click, and buy. Done. Enterprises are starting to expect the same experience.
- Simplified billing: They prefer everything consolidated under one cloud invoice.
- Faster procurement: They want pre-approved, compliant purchases without red tape.
- Vetted vendors: They trust AWS, Azure, and GCP to curate trusted providers.
Marketplaces Are More Than Just “Catalogs”
Here’s the real secret: cloud marketplaces aren’t passive, they’re active growth engines. When you list on AWS Marketplace, you’re not just showing up in a directory. You’re:
- Visible to AWS sales teams globally who can co-sell your product.
- Eligible for joint marketing and co-sell programs that amplify your reach.
- Available to enterprise buyers who already have cloud budgets they want to spend.
This isn’t about visibility. It’s about trust, distribution, and being recommended.
Why Traditional GTM Isn’t Enough
Classic go-to-market tactics; cold emails, LinkedIn ads, webinars, still have their place. But here’s the problem:
- CIOs rarely respond to unsolicited outreach.
- Ads might build awareness, but they don’t close $1M deals.
- Most enterprise budgets are locked into cloud spend—not new vendor contracts.
Marketplace GTM changes that.
It puts your solution directly where the money already flows.
Proof That It Works
- SaaS companies are reporting 3–5x faster deal cycles through AWS Marketplace.
- Service providers are landing enterprise clients with private offers—streamlined, secure, and fast.
- Over 70% of enterprise buyers now prefer vendors listed on their cloud marketplace.
This isn’t theory. It’s happening right now.
The Future Is Marketplace-First
Just as e-commerce reshaped retail, cloud marketplaces are redefining enterprise tech sales. Tomorrow’s winners won’t just be listed; they’ll build end-to-end Marketplace GTM strategies that convert visibility into qualified leads, and leads into high-value deals.
The shift is already underway. Traditional GTM is slowing down. Marketplace GTM is speeding up. The only question is; will you be ahead of the curve, or left behind?
Final Thought
At Scribe, we help tech companies go from “just listed” to “marketplace lead machines.”
If you’re ready to make your cloud marketplace presence work harder, let’s talk.
