Introduction
Imagine you’ve opened a restaurant in the busiest mall in the city.
You put up your signboard, set the tables, and wait for customers.
But here’s the problem: nobody shows up.
Not because the food is bad. Not because the mall isn’t crowded. But because no one knows your restaurant exists.
That’s exactly what happens when tech companies list on AWS, Azure, or GCP marketplaces and then sit back, hoping leads will roll in.
The Marketplace Myth
A lot of companies think:
“If we’re on AWS Marketplace, buyers will find us.”
The truth?
There are thousands of listings competing for attention.
Most buyers search only the first page, just like Google.
Without the right GTM strategy, your listing is invisible.
Being listed is like having your name in the phone book. It’s good, but it doesn’t make people call you.
Visibility Is Earned, Not Given
Marketplaces are designed to reward active players, not passive ones. Here’s why:
Search ranking matters
Just like SEO, AWS Marketplace has its own algorithm. If your listing isn’t optimized, you won’t show up.
Co-sell readiness
AWS sellers only push listings that are “sales-ready” with FTR, competencies, and enablement collateral.
Programs & credits
Enterprises often spend using cloud credits—and if your solution isn’t aligned with those programs, you miss out.
What Happens Without GTM Support
Back to the restaurant example:
- No marketing? People walk past your door.
- No menu boards? Customers don’t know what you serve.
- No promotions? They choose the restaurant next to you.
For cloud companies:
- No GTM = no visibility
- No co-sell = no sales team backing you
- No campaigns = no qualified leads
Result? Your listing collects digital dust.
Turning a Listing Into a Lead Engine
The companies that win on AWS, Azure, and GCP don’t stop at “we’re listed.” They:
- Optimize their listings like SEO pages
- Build content packs (one-pagers, case studies, ROI calculators) that sellers can use
- Run campaigns with cloud providers to drive enterprise interest
- Align with co-sell teams so that their solution is pitched directly to CIOs
That’s the difference between a quiet restaurant in the mall and a buzzing hotspot with a waiting line.
Final Word
Listing is just the first step.
The real game is in activating your listing with a GTM strategy that drives visibility, trust, and pipeline.
Because in today’s cloud-first world, nobody remembers who’s simply listed. They only remember who’s winning deals.
Ready to Win in the Marketplace?
At The Scribe, we help tech companies go from “we’re listed” to “we’re closing enterprise deals through marketplaces.”
Don’t just sit on the shelf, let’s make your listing work for you.
