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Cloud marketplaces have grown from a side experiment to a serious revenue channel for many SaaS companies. Nearly 9 in 10 companies are now listed on one or more cloud marketplaces. However, the data from the State of Cloud Marketplace & Co-Sell Report reveals a striking divide. Most teams are still early in their maturity curve — figuring out how to engage the field, align internally, and operationalize at scale.
But there’s an outlier group: the top 22% of companies already generating significant revenue (20%+ of their total revenue) through cloud marketplaces. They’ve cracked the code on automation, co-sell, data, and field engagement for real, repeatable results.
This article is a deep dive into what that high-performing cohort — the 22% Club — is doing differently. If you’re looking to move from “we’re listed” to “we’re scaling,” their blueprint is worth studying.
TL;DR
Most SaaS companies are listed on cloud marketplaces, but only a small group (the “22% Club”) turns them into a meaningful revenue channel (20%+ of total revenue).
What they do differently:
- Automate repetitive and time-consuming work like deal submission, reporting, usage tracking, and offer management
- Operationalize co-sell through consistent, structured engagement with hyperscaler sellers
- Sell marketplace-first, introducing the marketplace angle in the first sales conversation
The outcome:
- Higher win rates
- Larger deal sizes
- Faster sales cycles
1. They automate what everyone else does manually
Let’s start with what separates the pros from the pack: automation.
While most teams still rely on spreadsheets and manual uploads to hyperscaler portals, the top-performing 22% are building repeatable, integrated systems to scale their marketplace motion.
According to the report, 63% of them have already automated core workflows — more than double the rest of the market.
What does that actually mean in practice?
- Co-sell deal submission: Instead of jumping between CRM and cloud partner portals, top teams sync deals directly into AWS ACE — pre-populated with seller details, opportunity data, and account context.
- Usage and consumption tracking: If they offer usage-based pricing or cloud commit utilization, they use real-time data syncing to map consumption to marketplace revenue. This is crucial for program eligibility, co-sell alignment, and partner visibility.
- Revenue attribution: By automating how deals are sourced, influenced, and closed across channels, their GTM and RevOps teams confidently report on what’s driving results. This unlocks comp models, SPIFFs, and dashboards that reflect actual impact.
- Offer lifecycle management: From new listings to private offers and renewals, leading teams connect offer creation directly to deal stages in the CRM — reducing turnaround time, compliance risk, and manual coordination.
Stakeholder-specific reporting: Whether it’s a RevOps leader tracking pipeline influence or a partner manager preparing a QBR with AWS, high performers build tailored reporting that aligns marketplace insights to internal priorities.
Many of these workflows are made easier with purpose-built tooling that integrates across CRM, cloud marketplaces, and co-sell platforms.
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Solutions like Clazar help teams connect the dots — but the mindset shift comes first: automation isn’t just about efficiency. It’s what unlocks scale.
Bonus:A complete guide to Cloud GTM
2. They build deep, consistent relationships with hyperscaler field teams
Most companies connect with cloud provider field teams at some point. But the top performers turn that connection into a structured, high-leverage partnership.
According to the report, 94% of the 22% Club engage with hyperscaler sellers consistently, compared to just 77% of the broader market. What sets them apart isn’t just that they show up. It’s how they show up.
These teams treat hyperscaler reps like extensions of their own GTM engine — with defined cadences, clear value props, and shared accountability. Some of the most common patterns we’ve seen include:
- Weekly or biweekly pipeline reviews with AWS, Azure, or GCP field sellers — focused not just on active deals, but also joint opportunity planning and identifying co-sell-ready accounts
- Account mapping sessions to align named reps, surface mutual customers, and identify strategic entry points where cloud budget or usage commitments can accelerate deal cycles
- Battlecard-style field enablement — not just on product features, but on why the deal matters to the rep: how it drives consumption, helps them hit quota, or supports cloud service adoption
But here’s the unlock: these motions don’t scale unless the operations behind them do. High performers invest early in co-sell workflows that reduce friction and increase visibility, both internally and with their cloud partners.
Some are leveraging CRM automation to identify and submit co-sell opportunities in bulk, eliminating manual effort. Consequently, as submission volume increases, they access richer partner data across deals. This allows Account Executives (AEs) to:
- Prioritize accounts tied to cloud reps they already know
- Build connections with reps supporting the highest volume of active opportunities
- Secure better field support by being top-of-mind — and top-of-pipeline
This isn’t about pushing more deals for the sake of it. It’s about creating more surface area for hyperscaler collaboration, in a way that’s efficient, trackable, and scalable.
Teams using platforms like Clazar automate these workflows and can move from a few hundred co-sell submissions a year to that same volume in just a month, without growing headcount.
Discover how easy integration, instant widget access, and three-click deal registration enabled Sisense to collaborate more consistently with AWS teams and drive a more proactive, scalable co-sell strategy.
Regardless of the tool, the common thread is clear: the best teams make co-sell orchestration repeatable.
Also Read: The complete guide to co-sell
3. They sell with the marketplace in mind from day one
Most sellers treat the marketplace as a procurement shortcut — something to bring up once the deal is nearing the finish line. Top-performing teams approach it differently. They introduce the marketplace early in the sales process, often in the very first conversation.
They know that for many buyers, especially those with large cloud commitments, routing a deal through AWS, Azure, or GCP isn’t just acceptable. It’s preferred. Marketplace procurement often unlocks faster contracting, simpler vendor onboarding, and a budget that’s already been pre-approved through the cloud provider.
By qualifying for marketplace fit upfront — asking the right questions about procurement constraints and cloud preferences — these teams move faster and with more confidence.
The impact speaks for itself:
- 75% of the 22% Club report higher win rates on marketplace deals vs. just 47% of the rest
- 75% see higher deal values, often tied to multi-year or bundle agreements vs. just 42% of the rest
- 63% report stronger new logo acquisition, thanks to smoother entry into enterprise accounts, vs. only 44% of the rest
To support this behavior, high performers ensure sellers are equipped with the context they need to bring up the marketplace confidently and early. That includes:
- Enablement around deal scenarios where the marketplace adds value
- Talking points for common buyer objections
- Collaboration with partner teams to identify co-sell-friendly accounts
Some also adopt tools that make it easier to spot marketplace-ready deals and manage offer workflows in parallel with sales activity, so reps can keep moving without added friction.
Pro Tip: Stop asking prospects if they have "leftover cloud budget." Instead, leverage Clazar to surface Azure MACC eligibility and AWS Engagement Scores directly within your Salesforce or HubSpot records. By identifying customers with committed spend before the first discovery call, your AEs can prioritize accounts that are essentially "pre-funded." It’s the fastest way to turn a standard opportunity into a high-velocity Marketplace deal.
Ultimately, the shift is cultural: these teams don’t treat the marketplace as a workaround. They treat it as a strategic advantage. And they bake that thinking into every stage of the sales motion.
See how Vectra AI achieved 2.5x growth YoY on AWS Marketplace and a 6x growth YoY on Azure Marketplace with Clazar.
Want the complete benchmarks and co-sell insights?
Download the State of Cloud Marketplace & Co-Sell Report — built from survey data and firsthand conversations with GTM leaders shaping the future of cloud sales.
Are you ready to join the 22% club?
The 22% Club isn’t winning because they have more resources or bigger brand names. They’re winning because they’re deliberate. Every aspect of their marketplace motion, from automation to field engagement to early qualification, is designed to remove friction, increase visibility, and create repeatable outcomes.
For everyone else, the opportunity is still wide open. But it won’t be for long. As hyperscalers double down on co-sell programs, and as enterprise buyers increasingly prefer marketplace procurement, the teams that operate with intent and scale with precision will continue to pull ahead.
To see how Clazar can help you set up and grow on cloud marketplaces, request a demo today.
Top FAQ's
1. What is the “22% Club” in cloud marketplaces?
The “22% Club” refers to the top 22% SaaS companies that generate 20% or more of their total revenue through cloud marketplaces. These companies have moved beyond experimentation and built a repeatable, scalable marketplace and co-sell strategy.
2. What’s the biggest difference between top performers and everyone else?
They operate with automation, repeatable co-sell processes, and early marketplace positioning.
The average company is still experimenting. The top 22% have turned marketplace + co-sell into a predictable revenue engine.
3. Why is co-selling with hyperscalers important?
Co-selling with hyperscalers like Amazon Web Services, Microsoft Azure, and Google Cloud Platform helps SaaS companies:
- Access enterprise customers faster
- Align with cloud budget and committed spend
- Increase deal visibility and field support
Strong co-sell motions directly improve win rates and pipeline quality.
4. How do these teams scale co-sell without drowning in manual work?
They automate deal submission and deal routing.
Some teams now submit hundreds of co-sell deals per month without adding headcount because they use tools (like Clazar) that push CRM opportunities directly into ACE/Partner Center/Partner Advantage.
5. Does co-sell improve win rates and deal size?
For top performers, yes — significantly:
- 75% report higher win rates
- 75% see larger deal values
- 63% report stronger new logo acquisition
This is why elite teams prioritize co-sell early and consistently.
