Inside Clazar’s customer-obsessed playbook for scalable support

In most B2B SaaS companies, support is treated like insurance—reactive, siloed, and often painfully slow. But in the world of cloud marketplaces and co-sell, the stakes are higher. Every support interaction can accelerate (or delay) revenue.

At Clazar, we treat support differently. We’re not just answering tickets, we’re operating at the speed of our customers’ goals and expectations from this new GTM channel. As companies adopt cloud marketplaces and co-sell as a route to revenue, they need more than a vendor. They need a partner who can keep pace, adapt fast, and help them navigate unfamiliar territory.

That’s why our customer support function has evolved to seamlessly serve as an extension of our customers’ own GTM teams–embedding deeply into their workflows, aligning with their revenue goals, and helping them make confident decisions in a space where the rules are still being written.

1. Our philosophy: Support is a strategic function, not a service line

At the heart of our support philosophy is something very simple: Customers need to feel heard. They need to know we understand their issue, that we’re solving it with urgency, and why it’s taking a bit longer if it does. More importantly, they should feel part of the solutioning process.

But there’s more to it than that.

Cloud GTM is still a new frontier. For most of our customers, listing on a marketplace or scaling co-sell is a first-time motion. There's no clear playbook, no internal precedent, and often a lot of uncertainty around how, and how fast, this motion will generate revenue. That’s why support, for us, is not a post-sale help desk. It’s a core part of the product experience.

We’re not just here to respond. We’re here to guide, enable, and adapt. Our support function exists to help customers navigate ambiguity, figure out what good looks like, and remove technical and operational blockers that stand in the way of revenue. In practice, this looks like:

• Helping identify the technical setup that best aligns with your GTM model
• Tailoring implementations to your internal workflows and stakeholder mix
• Making sure you're set up not just to go live but to drive results

Because when customers are betting on cloud marketplaces as a new revenue channel, they're often under pressure to prove ROI—fast. That urgency becomes ours. And that’s what makes support a strategic differentiator.

To make that possible, we’ve structured the team differently too. Our Customer Support team rolls up into Product. That tight feedback loop means recurring friction turns into product improvements. What’s slowing you down today becomes tomorrow’s new feature or automation.

2. Translating cloud complexity into GTM execution for partnership leaders

Cloud GTM isn’t owned by one team; it’s a cross-functional effort. But in most organizations, the point person driving the motion is a partnerships or alliances leader. These leaders bring deep experience from the field, especially in managing cloud relationships, shaping GTM strategy, and influencing revenue channels. But what they’re often less well-versed in is the internal infrastructure and technical know-how to operationalize cloud marketplaces and co-sell. 

That’s where we come in.

Clazar serves as the bridge between the tactical expectations from hyperscalers (like AWS, GCP, or Azure) and the internal workflows our customers need to get right. We help partnerships teams understand the “how” behind the “why” by translating ecosystem demands into real-world execution. That’s where the co-solutioning bit comes in.

Take Cortex, for example. Their partnership leader, Tony, was focused on driving ACE opportunity approvals with AWS. But he kept hitting blockers: sync errors, missing metadata, unclear validation rules. We worked with him daily, not just to fix the symptoms, but to unpack what the cloud provider expected, identify the root issues, and build confidence in the process. That’s what we mean when we say we’re an extension of your team.

3. Onboarding that adapts to your GTM style

Clazar isn’t a one-size-fits-all platform, and our onboarding reflects that.

Every customer we work with operates differently. Some teams come in with RevOps, Product, and Engineering fully aligned. Others are led by a single partnership leader navigating this motion for the first time. Some want autonomy with a checklist. Others prefer a steady cadence of working sessions to move things forward.

Our role is to meet customers where they are so we can get them where they need to go.

We tailor onboarding to the customer’s GTM rhythm, internal structure, and level of marketplace experience. Whether it’s helping a startup list in under a week or guiding an enterprise through a more cross-functional launch, we stay flexible so the path to outcomes stays clear.

Most onboarding journeys involve:

• Marketplace listing setup (AWS, Azure, GCP)
• Integration with billing and CRM systems (Salesforce, HubSpot)
• Internal enablement across GTM teams
  Co-sell automation setup (ACE workflows, CPPO configuration, opportunity enrichment)

But beyond the steps, what matters most is how we show up. Consistency, context, and care are built into every onboarding, regardless of the size of the business. Every customer gets:

• A dedicated lead who learns their business and workflows
• Real-time collaboration via Slack or shared channels
• Direct access to product and engineering when needed
• Support in navigating both cloud-side and internal approvals

4. Navigating the moving parts

Cloud marketplace and co-sell workflows aren’t straightforward, and they’re not static either.The hyperscalers themselves are evolving. New features roll out, compliance expectations shift, and previously undocumented requirements suddenly become gating factors. For our customers, these changes can feel like they come out of nowhere. Especially when they’re focused on execution and outcomes.

But because we’re working across dozens of marketplace-first companies and are in regular contact with the cloud providers themselves, we see the patterns early. We understand not just what’s changing, but why it matters, and how to respond without slowing down your momentum.

That’s become a key part of how we support our customers. We regularly help unblock:

• ACE registration workflows that stall due to metadata mismatches
• CPPO setups that don’t align with billing structures
• Marketplace-specific compliance needs—like Azure’s supplemental architecture docs

When Honeycomb ran into a wall with their Azure listing due to a vague documentation requirement, we were able to guide them through it—not just because we understood the rule, but because we’d seen what worked elsewhere. We helped them adapt a successful version from another customer, which got them approved faster. Their partnerships lead even called us “marketplace wizards!”

5. Feedback loops that shape the product

Because we’re deeply embedded in our customers’ workflows, we don’t just solve problems—we spot patterns. And those patterns inform how we build. Our support function rolls directly into product for a reason.

We want customer feedback to flow straight into the roadmap, without friction or lag, so we can keep building toward what makes marketplace execution faster, simpler, and more revenue-impactful. What starts as a support issue often becomes a product enhancement.

Some recent examples:

• A redesigned Salesforce integration experience, with fewer steps and more intuitive field mapping
• A dedicated Integrations tab, making critical configuration details easier to find and act on
• Smart defaults and proactive flags around things like Azure contract auto-approvals, to prevent avoidable delays in deal flow

For us, it’s all about using real-world friction to continuously sharpen the product. Because if we’re serious about making cloud GTM repeatable and efficient, we have to build with the operators in mind

Why this matters

Our founders started Clazar with a clear belief: Cloud marketplaces shouldn’t be limited to the few who’ve figured it out.

They should be accessible, operable, and revenue-generating for any SaaS company willing to bet on the model. In today’s cloud-first, cloud-native SaaS landscape, that bet is only becoming more important. We’re here to make sure every partnership leader, every operator, every seller—regardless of technical depth—has the tools, guidance, and support they need to make cloud marketplace not just a GTM motion, but the GTM motion.

Because when support becomes an extension of execution, everything scales faster.

Ready to make cloud marketplace your most powerful GTM motion?

Schedule a demo to see how Clazar can help you launch, scale, and co-sell with confidence. We’re here to support you every step of the way.