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B2B software organizations globally produce ecosystem multipliers for services partners worth trillions, but they don't have the transactional marketplace capabilities to capture and monetize this monster opportunity, which includes a goldmine of partnerships performance data.
So, what’s happening in the market?
Leaders like AWS, Azure, and Google Cloud are setting the standard, evolving into all-encompassing marketplaces. They are now, or will soon, offer unprecedented flexibility to buy and sell software, AI solutions, data, and, importantly, professional services. Their approaches, which include private offers and pre-committed spend, simplify procurement and enhance co-selling, turning their platforms into pivotal revenue streams, data collection vehicles and customer relationship builders.
This trend has catalyzed a burgeoning industry around cloud Go-To-Market strategies, with new ventures springing up to support ISVs in capitalizing on today’s cloud marketplace boom.
Enjoy scalable and accurate matching, new monetization, happy partners and delighted customers!
Yet, despite the opportunities presented by these cloud marketplaces, ISVs must recognize the potential risks.
Hyperscalers not only drive growth through ISV listings but are strategically positioned to channel multipliers from the ISV ecosystem through their marketplaces—combining software and professional services for dual benefits. This approach could lock in customer relationships and generate significant revenue streams for decades to come.
Critical Question: Who truly owns the customer relationship?
ISVs must tread cautiously. Diversifying beyond the major cloud providers is crucial. Ecosystem multipliers are the fruit of extensive labor, investment, and invaluable customer and partner relationships—crafted by dedicated teams from sales, marketing, product development, and beyond.
Yes, hyperscalers have the means to build influential marketplaces. However, ISVs have a unique opportunity to directly serve their customers and partners through their own marketplaces, turning ecosystem multipliers into not only monetization but also strategic data collection and business insights tools.
The strategic value at stake is immense.
Thank you, Canalys, for highlighting MeasureMatch's AtlasGM in "The B2B Platform Race: How Ecosystem Marketplace and Integration Tools are Accelerating Platform Strategies." Discover more in the link below.
Designed specifically for B2B software companies, AtlasGM addresses the critical need for these organizations to maximize the value for their customers and from their partnerships.
"The MeasureMatch platform is easy to understand and the simplicity of the layout lends itself to quickly submit business and service requirements, and get on with evaluating potential service provider partners."
