Cloud Co-Sell: Mastering the Dance

Decoding Co-Sell with Cloud Marketplaces 🛒

Co-sell is a term that is known forever in partnerships, yet its true depth in the context of cloud marketplaces remains a mystery to many. What's the secret to mastering it?

In our insightful discussion on cloud marketplaces, John Jahnke, co-founder and CEO at Tackle.io, explained the intricacies of Co-sell.

💡 Where does one start with Co-sell?

According to John, it's all about your brand's synergy with the clouds.

With hundreds of native services offered by cloud platforms, differentiation becomes paramount.

“You need to differentiate yourself by focusing on what matters to them - helping their buyers, driving core service consumption.”

You need to come prepared:

“You need to go build success stories that are really driven by you as an ISV. And then use Co-sell to replicate and scale your success stories. If you start trying to Co-sell before you've ever driven some success, it will be really hard” - advises John, emphasizing the importance of a clear Better Together story.

👀 Yet, one of the key challenges remains: perceived competition.

John's advice? Lean in and focus on your unique value.

"Really smart ISVs lean into that.

And they're like, hey, people are going to start with a cloud service. And eventually they may want an enterprise grade product that's very focused on a specific thing.

Or they need something that works across clouds or across public and private. And it leads them like there's a multi-cloud equivalent of every at scale core cloud service. Like Snowflake's a great example. And I think you kind of have to lean into that competition."

📊 The rise of cloud marketplaces has shifted the landscape. It's not just about listing but about integrating collaboration with these platforms into the core of your GTM strategy.

If cloud GTM aligns with your value proposition you want to leverage billions of cloud commits (we discussed before) to grow fast, you may want to master it before others.

Mastering co-sell is one of the cornerstones of this, don’t you think?

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