In the AI Era, Cloud Marketplaces Are Reshaping How Software Gets Sold

63% of SaaS companies now acquire net-new customers through cloud marketplaces like AWS and Azure

 A growing number of software companies are changing how they sell — and a new report suggests it’s paying off.

Clazar, the cloud sales acceleration platform, in partnership with Partner Insight, an insights and training community for cloud marketplace leaders, released the 2025 State of Cloud Marketplace & Co-Sell Report. The study, based on inputs from 100+ SaaS companies, reveals a growing reliance on hyperscaler marketplaces like AWS, Microsoft Azure, and Google Cloud — and the revenue shift it’s driving across the industry.

This shift is particularly timely: as AI accelerates a new wave of software creation, cloud marketplaces are quietly becoming the infrastructure for how those products reach customers, especially in enterprise settings where procurement, compliance, and budget alignment matter more than ever.

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Among the report’s key findings:

• 63% of companies now acquire net-new customers via cloud marketplaces
• 22% report generating more than 20% of their total revenue through these platforms
• Top performers see bigger benefits—they are 2X more likely to automate key workflows, and 75% report improved win rates compared to 47% of their peers

Cloud marketplaces, once viewed as optional procurement paths, are increasingly becoming the preferred route to purchase for enterprise buyers. For sellers, this shift is reshaping how they structure their teams, manage deals, and integrate with cloud providers.

“This is no longer a side bet,” said Trunal Bhanse, CEO and Co-founder of Clazar. “For leading software companies, cloud marketplaces are already driving faster, larger, and more predictable revenue. But the real difference isn’t just participation. What separates top performers is how well they’ve operationalized the motion through automation and deep integration with cloud field teams.”

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“Enterprises want to consolidate spend, streamline software buying, and leverage $419 Bn in pre-committed budgets across the top three hyperscalers (based on our analysis),” said Roman Kirsanov, CEO of Partner Insight. “ISVs that master marketplaces to meet buyers where they are and co-sell hand-in-hand with cloud teams are the ones driving real growth.”

But operational readiness still lags behind the opportunity

The report also points to mounting operational friction as companies attempt to scale their cloud GTM strategies:

• Only 58% have trained their AEs to route deals through the marketplace
• 51% say working with cloud providers involves complex systems and coordination challenges
• Fewer than half have automated core processes like usage tracking, reporting, and CRM integration

“The intent is there, but the playbooks are still emerging,” said Bhanse. “We’re watching cloud GTM evolve into a discipline of its own, one that rewards companies who align teams, simplify the motion, and stay close to the field.”

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Source – PR Newswire

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