How Supabase Streamlined AWS Marketplace Operations and Launched a Self-Serve Motion with Clazar

Supabase’s marketplace ambitions were clear, but executing through AWS Partner Central introduced friction at every step. For a fast-growing, ~100-person company with strong inbound demand, these challenges directly impacted pipeline conversion and deal velocity.

Disconnected systems and limited visibility

Supabase’s core business systems, including CRM and Analytics platforms, were not connected to AWS Partner Central (ACE). Marketplace and co-sell opportunities lived in AWS systems, but the sales team worked in HubSpot. This created gaps in visibility, slowed pipeline management, and made forecasting more difficult.

Manual processes slowing deal velocity

Inbound marketplace leads required 7–8 manual steps, including pulling data from ACE, creating contacts in HubSpot, assigning deals, mapping fields, and updating Partner Central. At the volume Supabase was operating, these handoffs introduced delays and increased the risk of errors or dropped opportunities.

Sales team reluctance to engage

Despite strong marketplace interest, the sales team was hesitant to engage with the channel. Navigating ACE and managing multiple disconnected systems made marketplace deals feel like operational overhead rather than incremental revenue.

Lost revenue from slow execution

The cumulative impact was significant: Supabase was losing more AWS Marketplace deals than it was winning. Slow lead handling, inconsistent updates between teams and AWS stakeholders, and fragmented visibility meant high-value opportunities were often delayed past the point of recovery.

Supabase selected Clazar as its cloud marketplace operations platform to streamline workflows across AWS and HubSpot, improve visibility, and reduce manual effort for sales and operations teams.

Rapid implementation and go-live

Clazar worked alongside Supabase through an implementation process that took approximately two months from kickoff to full production. The rollout included HubSpot integration, ACE synchronization, workflow automation, and Slack notifications. Supabase also partnered closely with Clazar’s implementation team through shared Slack channels and regular syncs.

Automated inbound lead workflow

Clazar helped Supabase automate the inbound marketplace lead and co-sell workflow. When a new opportunity arrived in ACE, Clazar automatically created or updated the corresponding contact and deal records in HubSpot, mapped key fields (including deal value, partner engagement, and customer details), and routed the opportunity to the appropriate owner.

This reduced the inbound workflow from 7–8 manual steps to 1–2, lowering friction for sales engagement and helping the team respond faster to high-intent marketplace buyers.

“I’ve worked with a lot of different vendors in the past. What stood out about Clazar was the support and the response times from the team. In our shared Slack channels, I’ve been really surprised by how quickly they respond, the level of information and transparency they share. That kind of dedicated support is something that really stood out amongst a lot of other vendors.”

Fabrizio Cataldo

Head of Business Development & Partnerships |  Supabase

HubSpot-to-ACE synchronization

Clazar enabled bidirectional synchronization between HubSpot and AWS Partner Central. Sales teams could manage key marketplace actions from HubSpot, while changes in ACE flowed back into the CRM. This reduced the need for manual updates and helped keep marketplace deal data consistent across systems.

Real-time Slack notifications

Clazar also configured Slack alerts to help Supabase stay on top of marketplace activity without constant platform switching, including notifications for:

• New inbound leads and co-sell opportunities
• Deal stage changes
• Customer acceptance or rejection of private offers
• Marketplace opportunities requiring immediate follow-up

Self-serve marketplace launch

In December 2025, Supabase launched a self-serve AWS Marketplace offering, enabling customers to discover, purchase, and start using Supabase through AWS Marketplace without requiring a sales-led motion.

Clazar supported the launch by helping Supabase operationalize key marketplace requirements, including billing integration with Supabase’s Orb-based subscription system, account balance reconciliation, and metering alignment.

Enterprise-grade support and partnership

Throughout the engagement, Clazar operated as an extension of Supabase’s team. Shared Slack channels and regular implementation syncs supported complex requirements around automation, billing reconciliation, and workflow optimization.

Clazar helped Supabase transform AWS Marketplace from a source of friction into a scalable channel for enterprise and self-serve growth.

1. Faster conversion of marketplace demand

Before Clazar, Supabase often struggled to convert inbound marketplace interest due to operational friction. With improved automation and CRM visibility, the team increased deal velocity, improved conversion, and accelerated marketplace-sourced revenue. Marketplace execution also strengthened Supabase’s partnership with AWS, increasing co-sell engagement and support.

2. Self-serve revenue channel unlocked

The December 2025 launch of self-serve purchasing created a new way for customers to procure Supabase through AWS Marketplace without sales involvement. Early adoption has been strong, and Supabase expects this channel to become a meaningful driver of growth.

3. Significant operational efficiency gains

Reducing the inbound workflow from 7–8 steps to 1–2 freed sales and operations capacity. Teams spent less time on data entry and system reconciliation and more time on customer engagement and expansion.

4. Increased sales adoption of the marketplace channel

By integrating marketplace workflows into HubSpot and Slack, Supabase made marketplace selling a more natural part of the sales motion. What previously felt like extra work became a repeatable process the sales team could consistently execute.

What’s Next

Supabase and Clazar are expanding the partnership to support the next phase of marketplace growth:

• Programmatic GTM with AWS: Structured motions across regions, customer segments, and verticals
• Advanced automation: Extending auto-create and auto-update workflows for HubSpot deals
• Buyer intelligence: Using Clazar’s buyer intelligence to prioritize high-probability opportunities
• Scaling self-serve: Expanding the self-serve marketplace offering to capture more PLG demand‍
• Marketplace expansion: Supporting plans beyond AWS to additional cloud marketplaces