A Complete Guide On How To Sell on Cloud Marketplaces

Learn how to list, co-sell, and scale cloud sales on the cloud marketplaces in this comprehensive guide.
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What is a cloud marketplace?

A cloud marketplace is an online, curated storefront operated by major cloud providers (such as Amazon Web Services, Microsoft Azure, Google Cloud) that enables users to discover, purchase, and deploy third-party software, applications, and services. 

These marketplaces simplify enterprise procurement by offering pre-approved vendors, integrated billing, and centralized spend across cloud accounts.

Cloud marketplace platforms function as digital, integrated catalogs, simplifying procurement and enabling companies to use existing cloud commitments to pay for SaaS, developer tools, and data services. 

Cloud marketplaces have become a core revenue engine, enabling cloud GTM teams to unblock deals with buyers’ committed spend, shorten sales cycles, and increase win rates.

At its core, the cloud marketplace enables ISVs to:

  • Sell where customers already procure (i.e., cloud marketplaces)
  • Co-sell alongside hyperscaler field teams
  • Unlock the budget pre-allocated to cloud providers (such as PPA on AWS or MACC on Azure)
  • Accelerate deal velocity with pre-approved procurement paths

Key aspects of cloud marketplaces

  • Centralized purchasing and deployment: Users find, buy, and deploy software that integrates with their cloud infrastructure, reducing lengthy vendor procurement cycles.
  • Integrated billing: Purchases are typically added to the user's existing, consolidated monthly cloud bill.
  • Vetted solutions: Software and solutions listed on cloud marketplaces are validated to work with the specific cloud provider.
  • Diverse offerings: These platforms host IaaS (Infrastructure as a Service), PaaS (Platform as a Service), SaaS (Software as a Service), containers, and professional services. 

For buyers, cloud marketplaces mean

  • One trusted procurement path
  • Consolidated billing through their cloud provider
  • Faster security and compliance approvals

For sellers, cloud marketplaces mean

  • A standardized way to list on cloud marketplaces
  • Direct access to enterprise buyers with committed cloud budgets
  • Built-in infrastructure for billing, entitlement, and renewals

Examples of cloud marketplaces

The three major cloud marketplaces are:

  • AWS Marketplace is the largest and most mature marketplace widely used by cloud-first and enterprise organizations. 
  • Azure Marketplace is a Microsoft-centric enterprise, IT-led procurement, and regulated industries.
  • Google Cloud Marketplace is popular with data, analytics, and AI-driven buyers operating on GCP.

What can you sell on cloud marketplaces?

Cloud marketplaces support a wide range of commercial models and product types, including:

  • SaaS applications (subscription or usage-based)
  • Consumption-based software
  • Virtual machines (AMIs), containers, and Kubernetes apps
  • Professional services tied to software
  • Data products and APIs

Why cloud marketplaces exist

According to Omdia, enterprise software sales via hyperscaler marketplaces are projected to grow from ~$30B in 2024 to $163B by 2030, at a CAGR of ~29%.

As organizations moved more spend into AWS, Azure, and GCP, they needed a way to:

  • Centralize software purchasing
  • Enforce security and compliance standards
  • Track and optimize cloud spend in one place

Cloud marketplaces answer that need by combining discovery, procurement, and billing into a single, cloud-native buying path.

How cloud marketplaces work (Buyer vs seller view)

Cloud marketplaces connect enterprise buyers and software sellers through a standardized, cloud-native procurement flow. 

Buyers discover and purchase pre-approved software through their cloud accounts, while sellers list products, manage transactions, grant access, and handle renewals and expansions through the marketplace.

The buyer flow: How customers buy on cloud marketplaces

From the buyer’s perspective, cloud marketplaces are designed to reduce friction and risk throughout the procurement process.

A typical buyer journey looks like this: Discovery → Evaluation → Security Review → Procurement → Purchase → Renewal / Expansion

Here’s why buyers increasingly prefer marketplaces:

  • Faster discovery: Buyers can search, compare, and shortlist solutions already approved by their cloud provider.
  • Built-in trust: Marketplace listings inherit a baseline of security and compliance validation from AWS, Azure, or GCP.
  • Simplified procurement: Purchases flow through existing cloud procurement workflows instead of creating new vendor contracts.
  • Budget alignment: Buyers can use committed cloud spend instead of requesting new budget approvals.

For enterprise buyers, cloud marketplaces are less about browsing and more about buying faster with fewer internal blockers.

The seller flow: How vendors sell on cloud marketplaces

For sellers, the marketplace experience is operationally deeper and extends beyond simply publishing a listing.

The seller journey typically looks like this: List → Validate → Transact → Fulfill → Renew & Expand

Here’s what sellers are responsible for at each stage:

  • Listing: Creating a cloud marketplace listing with the right product type, pricing model, and positioning.
  • Validation: Passing technical, security, and legal reviews required by the cloud provider.
  • Transaction: Managing public offers and private offers tied to specific customer deals.
  • Fulfillment: Provisioning access, entitlements, and onboarding after purchase.

Renewals and expansion: Driving upgrades, multi-year deals, and additional usage through the marketplace.

Why sell on cloud marketplaces? 

Selling on cloud marketplaces is quickly becoming a core part of how B2B software is bought and sold. As enterprise procurement tightens and cloud budgets grow, cloud GTM offers a faster, more trusted path to revenue.

Below are the key reasons more SaaS companies are building a dedicated cloud marketplace strategy.

Here are some benefits of selling on cloud marketplaces: 

1. Faster enterprise procurement

Cloud marketplaces remove many of the traditional blockers in enterprise deals. Since vendors are pre-vetted by AWS, Azure, or GCP, buyers face fewer legal, security, and vendor onboarding steps, often reducing the buying cycle by weeks or months.

2. Access to Committed Cloud Spend

One of the biggest advantages of selling on cloud marketplaces is access to already-approved cloud budgets. 

Instead of competing for new budget approvals, your product can be purchased with committed cloud spend, making it easier for buyers to say “yes.”

3. Increased Buyer Trust

Being listed on a hyperscaler marketplace instantly boosts credibility. Buyers associate cloud marketplace listings with:

  • Security validation
  • Platform compatibility
  • Long-term vendor stability

This trust factor is especially powerful in regulated or security-conscious industries.

4. Bigger Deal Sizes and Multi-Year Contracts

Cloud marketplaces support private offers, multi-year pricing, and ramp deals. 

This enables sellers to structure larger, longer-term contracts that align with enterprise procurement requirements, driving higher cloud marketplace revenue per deal.

5. Built-In Co-Sell Opportunities

Selling on cloud marketplaces opens the door to co-selling with the sales teams of AWS, Microsoft, and Google. When executed well, co-sell motions can:

  • Expand deal reach into strategic accounts
  • Increase win rates through partner validation
  • Accelerate enterprise pipeline

6. Easier Renewals and Expansion

Renewals, upgrades, and expansions are simpler when transactions stay within the marketplace. Buyers can extend contracts or add usage without restarting procurement—creating a smoother post-sale experience.

Who should list on cloud marketplaces?

B2B SaaS companies, software vendors, and service providers with production-ready offerings should consider listing on major cloud marketplaces such as AWS, Azure, and GCP to accelerate sales cycles, unlock committed customer cloud budgets, and simplify procurement. The best candidates typically have mature, secure solutions that customers are already requesting as a preferred way to buy.

Organizations That Benefit Most from Listing
  • B2B SaaS Vendors: Companies seeking to shorten deal timelines by avoiding long, traditional procurement hurdles.
  • Growth-Stage Businesses: Teams ready to scale quickly and reach new markets without heavy upfront investment.
  • Co-Sell Aligned Vendors: Providers whose solutions complement hyperscaler platforms and support joint go-to-market motions with AWS, Azure, or GCP.
  • Enterprise-Focused ISVs: Vendors that must meet strict enterprise security standards while offering trusted, frictionless purchasing channels.
Signs You’re Ready to List
  • Strong Customer Pull: Buyers want to purchase your solution using their existing committed cloud spend.
  • Competitive Pressure: Rivals are already listed on cloud marketplaces, creating risk of losing deals without marketplace availability.
  • Product Maturity: Your solution is stable, secure, and beyond alpha or beta stages.
  • Operational Preparedness: You have the ability to manage listings, private offers, and ongoing customer support effectively.

Listing on cloud marketplaces is becoming a critical move for companies modernizing their go-to-market strategy, giving access to more than $370B in committed enterprise cloud spending.

AWS vs Azure vs GCP Marketplace: Which one should you choose?

Choosing the right cloud marketplace is a strategic decision. While many companies eventually sell across multiple platforms, most teams start with one primary marketplace and expand once the motion is repeatable.

The right choice depends less on feature parity—and more on where your buyers already are, how they procure software, and which hyperscaler aligns with your cloud GTM motion.

AWS Marketplace

Best for: Cloud-first companies, AWS-heavy enterprises, and digital-native organizations

AWS Marketplace is a mature and widely adopted cloud marketplace. It’s often the default starting point for SaaS companies due to its scale and deep penetration into the enterprise market.

Why choose AWS Marketplace

  • Largest enterprise buyer base among hyperscalers
  • Strong support for SaaS, AMIs, containers, and usage-based pricing
  • Well-established private offer workflows for enterprise deals
  • Broad partner ecosystem and mature co-sell programs

Potential drawbacks

  • More operational complexity as deal volume grows
  • Competitive marketplace categories with limited organic discovery

If AWS-native customers already dominate your pipeline, starting here reduces friction and speeds up adoption.

Read more about listing on AWS in our complete guide to AWS Marketplace

Azure Marketplace

Best for: Microsoft-centric enterprises, IT-led buying teams, and regulated industries

Azure Marketplace is tightly integrated into Microsoft’s enterprise ecosystem, making it especially powerful for companies selling into traditional enterprises and large IT organizations.

Why choose Azure Marketplace

  • Strong adoption among Microsoft-first enterprises
  • Deep alignment with enterprise procurement and IT workflows
  • Natural fit for security, infrastructure, and compliance-focused products
  • Tight integration with Microsoft co-sell motions

Potential drawbacks

  • Longer internal approval cycles for some sellers
  • Marketplace workflows can feel more structured and process-heavy

If your buyers live in the Microsoft ecosystem and prefer centralized IT procurement, Azure Marketplace is often the most natural fit.

Understand the ins and outs of listing and scaling on Azure in our updated guide to Azure Marketplace.

Google Cloud Marketplace (GCP)

Best for: Data, analytics, AI, and cloud-native teams building on GCP

Google Cloud Marketplace has a smaller overall footprint but a highly focused buyer base. It’s particularly strong for data-driven, AI-first organizations.

Why choose GCP Marketplace

  • High adoption among data, ML, and analytics teams
  • Strong alignment with modern, cloud-native architectures
  • Growing focus on ISV partnerships and co-sell

Potential drawbacks

  • Smaller buyer base compared to AWS and Azure
  • Less standardized processes across regions and teams

How to list on cloud marketplaces (step-by-step)

To list on cloud marketplaces, vendors must validate marketplace readiness, choose the right listing type, meet security and legal requirements, build a compliant listing page, and complete testing before publishing. Cloud GTM platforms such as Clazar can help ISVs get listed in weeks, not months. 

While workflows vary across AWS, Azure, and GCP, the core steps remain consistent. Here is a basic process for the list on cloud marketplaces: 

Step 1: Confirm marketplace readiness

Before you start cloud marketplace onboarding, validate that your business is actually ready to list.

The readiness checklist includes:

  • Clear ICP alignment with cloud-native buyers
  • Baseline security and compliance documentation
  • Enterprise support and onboarding readiness
  • Defined pricing and packaging model
  • Sales, RevOps, and finance alignment on marketplace motion

Skipping this step often leads to stalled listings or delayed approvals during cloud marketplace onboarding.

Step 2: Pick the right listing type

Cloud marketplaces support multiple product formats. Choosing the right one impacts procurement, pricing, and fulfillment.

Common listing types include:

  • SaaS listings (most common for B2B software)
  • VM / AMI or container listings for infrastructure-centric products
  • Professional services listings (where applicable)

Your choice should reflect how customers deploy and consume your product, not just what’s easiest to launch.

Step 3: Prepare requirements (security, legal, and technical)

Each cloud marketplace requires vendors to meet specific standards before publishing. At a high level, this includes:

  • Security posture and compliance disclosures
  • Legal agreements and usage terms
  • Technical integration with marketplace billing and entitlement systems

You don’t need to over-engineer this step, but you do need cross-functional coordination to avoid rework and delays.

Step 4: Build the cloud marketplace listing page

Your cloud marketplace listing is a conversion asset, not just a compliance requirement. Make sure it clearly communicates:

  • What your product does and who it’s for
  • Key benefits and outcomes
  • Common use cases
  • Supported integrations and environments
  • Transparent pricing signals
  • Proof points (logos, reviews, or certifications if available)

Strong positioning here directly impacts evaluation speed and deal momentum.

Step 5: Configure fulfillment and entitlements

Once a buyer purchases through the cloud marketplace, access must be provisioned correctly.

This includes:

  • How users are provisioned post-purchase
  • How entitlements and usage are tracked
  • How onboarding is handed off to your customer or sales teams

A clean fulfillment flow reduces friction and prevents post-sale churn.

Step 6: Testing, validation, and publishing

Before going live, cloud marketplaces require testing and validation to ensure:

  • Billing works as expected
  • Fulfillment flows trigger correctly
  • Legal and security checks are complete

Approval timelines vary by platform and complexity, so plan for flexibility here.

Step 7: Go live and start selling

Once live, ISVs need to develop:

  • Sales enablement around marketplace deals
  • Clear workflows for private offers and procurement requests
  • Internal visibility into the marketplace pipeline and revenue

Without a cloud GTM plan, even the best listings underperform. Read Clazar’s complete guide to sales growth on cloud marketplaces to launch and scale on cloud marketplaces. 

Cloud Marketplace pricing, packaging, and private offers

A private offer is a custom, deal-specific proposal created on a cloud marketplace with negotiated pricing, terms, and duration for a specific buyer. Private offers are commonly used in enterprise deals to meet procurement requirements while still transacting through AWS, Azure, or GCP.

Pricing and packaging are where many cloud marketplace motions either accelerate or stall. 

The goal is simple: to make it easy for buyers to say yes without introducing procurement friction.

Public offers vs private offers

Most cloud marketplace strategies use both types of offers.

Public offers

  • Visible to all marketplace buyers
  • Fixed pricing and standard terms
  • Useful for transparency, entry-level deals, and baseline validation

Private offers

  • Created for a specific customer account
  • Custom pricing, contract length, payment structure, or ramp terms
  • Essential for enterprise procurement and sales-led deals

For most B2B SaaS companies, private offers account for the majority of cloud marketplace revenue, even when a public offer is available.

Why private offers matter for enterprise procurement

Enterprise buyers rarely pay the list price for complex software. Private offers help sellers:

  • Match internal buyer procurement requirements
  • Align pricing with negotiated sales contracts
  • Support multi-year and volume-based deals
  • Use committed cloud spend instead of new budget approvals

From the buyer’s side, private offers provide flexibility without disrupting standardized cloud procurement workflows.

Pricing and packaging best practices for cloud marketplaces

To keep deals moving, marketplace pricing needs to be clear, defensible, and easy to operationalize.

Best practices to follow:

  • Keep your public list price simple and clean
  • Align SKUs to common deal sizes and buyer segments
  • Avoid overly complex tiers that confuse procurement teams
  • Ensure pricing maps cleanly to how usage or value is delivered
  • Coordinate pricing logic across sales, finance, and RevOps

Complex pricing structures often slow down validation and approval, especially during cloud marketplace onboarding and deal execution.

How private offers help close deals faster

Private offers are one of the biggest accelerators in cloud marketplace-led sales.

They enable custom commercial terms without off-platform contracts and offer multi-year pricing aligned to enterprise buying cycles.

Compared with public offers, private offers ramp deals that scale spend over time. 

Instead of forcing buyers through exception-heavy workflows, private offers keep everything inside the marketplace, reducing back-and-forth and speeding up close.

Where deals commonly get stuck

Pricing and private offers often slow down at the validation stage if cloud marketplace workflows aren’t clear.

Some common validation issues include:

  • Misaligned SKUs between sales and cloud marketplace listings
  • Pricing changes are not reflected in private offers
  • Finance or legal reviews are happening too late
  • Manual, ad-hoc private offer creation

How to scale revenue on cloud marketplaces (GTM Playbook)

Scaling revenue on cloud marketplaces requires more than a live listing. The companies that win treat marketplaces as go-to-market channels, not side experiments. That means aligning sales, partnerships, RevOps, and execution around a repeatable motion.

Early in this journey, your cloud GTM strategy matters more than platform mechanics. Without a clear cloud go-to-market plan, even well-designed listings struggle to convert into meaningful revenue.

Key strategies to scale revenue

  • Leverage pre-committed spend: Target buyers who have already committed to spending with cloud GTM providers use their existing contracts to procure your solution, accelerating procurement and increasing deal size.
  • Utilize private offers: Create tailored, negotiated, and private offers for specific clients to move deals through the pipeline faster, bypassing long, traditional procurement cycles.
  • Integrate CRM with the marketplace: Connect your CRM (e.g., Salesforce) to the marketplace partner portal to streamline operations, reduce manual data entry, and enable accurate, real-time deal reporting.
  • Co-sell with hyperscalers: Actively engage hyperscaler sales teams to drive co-selling opportunities. This includes aligning your sales incentives to reward reps for using the marketplace and achieving "partner competencies" to boost credibility.
  • Optimize for speed and value: Use marketplaces for faster, frictionless purchasing. Structure your listings to highlight ROI, and leverage "contract-level details" to monitor performance.
  • Expand to multiple clouds: Extend your presence across multiple cloud providers to reach different customer bases and increase market share. 

Operational best practices

  • Automate workflows: Implement tools for automated invoicing, billing, and opportunity creation to handle increasing transaction volume. 
  • Track key metrics: Monitor specific KPIs, such as Bookings, Billings, Future Billings (for long-term deals), and Disbursements (net revenue) to measure success.
  • Enable sales teams: Train them to identify cloud commit opportunities early in the sales cycle and to work with cloud providers on joint customer engagement. 

Common mistakes when selling on cloud marketplaces

Here is a list of  common mistakes when selling on cloud marketplaces: 

1. Treating the marketplace listing as the GTM strategy

A common assumption is that once a product is listed on AWS, Azure, or GCP, demand will follow automatically. In reality, cloud marketplaces rarely generate a meaningful inbound pipeline on their own. 

Without a defined sales-led motion, procurement strategy, or co-sell alignment, listings tend to sit idle. Successful sellers treat the marketplace as a transaction and procurement channel, not a demand engine.

2. Poor sales enablement around the marketplace motion

Many sales teams are unclear on when to introduce the marketplace, how to position it to buyers, or how to route deals through it once terms are agreed. 

This lack of clarity often leads to late-stage confusion, internal friction, or missed opportunities to accelerate close. Marketplace selling requires dedicated sales enablement, not improvisation at the end of the deal.

3. Private offers are managed in an ad-hoc way

Private offers are critical to enterprise marketplace deals, yet they’re often managed manually, with inconsistent pricing, unclear approvals, and no defined timelines. 

This might create delays, increase the risk of errors, and add unnecessary strain on RevOps and finance teams. Without repeatable private-offer workflows, marketplaces become bottlenecks rather than a source of speed.

4. Slow response to marketplace procurement requests

Enterprise buyers expect cloud marketplaces to move faster than traditional procurement. When marketplace requests lack clear ownership or urgency, deal momentum drops quickly. 

Slow responses signal operational immaturity and can cause buyers to reconsider vendors even when interest is high.

5. No visibility into the marketplace pipeline and performance

When marketplace deals aren’t tracked separately, teams lose insight into what’s actually driving revenue. 

This makes it difficult to measure cycle-time improvements, evaluate the impact of co-selling, or refine pricing and packaging. Without proper visibility, cloud marketplaces remain under-optimized and undervalued internally.

6. Underinvesting in hyperscaler partnerships and co-sell

Listing on a cloud marketplace does not automatically activate co-sell. 

Hyperscaler teams engage when sellers demonstrate clear ICP alignment, strong execution, and fast deal support. Companies that fail to invest in partner relationships miss out on influence, deal acceleration, and strategic access to accounts.

Choosing the right cloud GTM platform

The right Cloud GTM platform depends on where your organization is in its marketplace maturity:

  • If you only need help getting listed, technical-first tools may be sufficient
  • If you want to scale private offers, renewals, and co-sell across hyperscalers, you need an execution platform
  • If your goal is multi-cloud marketplace revenue with automation and repeatable GTM workflows, Clazar is purpose-built for that outcome.

Best Cloud GTM Platforms to List and Scale on Cloud Marketplaces

The companies that succeed treat AWS Marketplace, Azure Marketplace, and Google Cloud Marketplace as full revenue channels, supported by repeatable workflows, private offer execution, co-sell alignment, and automation across teams.

Below are some of the leading Cloud GTM platforms helping ISVs list, operate, and scale across cloud marketplaces.

1) Clazar (Best platform to scale multi-cloud Marketplace GTM)

Clazar is a cloud GTM platform built for ISVs that want to scale revenue across AWS, Azure, and Google Cloud marketplaces through structured, automation-driven execution.

Unlike platforms focused primarily on listing enablement, Clazar helps companies operationalize the full marketplace lifecycle, including private offers, renewals, procurement workflows, and co-sell motions across hyperscalers.

A key differentiator is Clazar’s automation-first approach. Teams can automate repetitive marketplace workflows such as contract approvals, cancellation alerts, buyer communications, trial tracking, and internal deal desk coordination, reducing manual overhead while maintaining enterprise governance.

Clazar also integrates deeply with Salesforce and HubSpot, enabling sellers to execute marketplace deals inside the systems they already use, rather than jumping between partner portals and spreadsheets.

With unified visibility into marketplace pipeline, performance, and revenue across clouds, Clazar helps ISVs turn cloud marketplaces into a repeatable, scalable GTM engine.

Best for: ISVs that want an end-to-end platform to list, automate, co-sell, and scale across multiple cloud marketplaces
Limitations: May be more comprehensive than needed for teams only looking for lightweight listing support without broader GTM execution

2) Tackle

Tackle is a well-established marketplace operations platform that supports ISVs across AWS, Azure, and Google Cloud. It is commonly used by teams seeking structured help with marketplace setup, listings, and early transaction management.

Best for: ISVs launching multi-cloud marketplace operations with an emphasis on foundational listing support
Limitations: Advanced automation, private offer scale, and co-sell execution may require additional services and internal coordination

3) Labra

Labra focuses primarily on technical enablement for marketplace listings, including fulfillment workflows, packaging support, and deployment readiness.

Best for: ISVs that need strong technical guidance to publish and manage marketplace listings
Limitations: Limited support for end-to-end GTM execution, co-sell scaling, and automation across revenue teams

4) Suger

Suger is designed to make marketplace selling more CRM-aligned, helping revenue teams manage marketplace transactions alongside traditional sales processes.

Best for: Sales-led teams that want marketplace deal execution closely connected to CRM workflows
Limitations: Multi-cloud depth and automation capabilities may require additional layers as marketplace motion scales

Why Clazar is the best platform to list and scale on cloud marketplaces

When moving a cloud marketplace listing from published to predictable revenue engine, most companies hit the same blockers: 

  • operational chaos
  • slow execution of private offers
  • lack of repeatable GTM execution

That’s where Clazar changes the game. Clazar helps B2B SaaS companies list faster, execute private offers consistently, and scale marketplace revenue with structured workflows and operational clarity, without endless spreadsheets and ad hoc processes.

Who Clazar is for?

Clazar is designed for teams that are serious about making cloud marketplaces a core revenue channel, not a checkbox in the onboarding process. Clazar is best for: 

  • Founders and GTM leaders are launching a cloud marketplace listing and need a structure around execution.
  • RevOps, finance, and legal teams who want consistent private offer workflows with clear approvals and accountability.
  • Partnerships and alliances teams are trying to activate co-sell motions with hyperscaler partner teams.
  • Sales teams that want a fast, predictable close path using marketplace procurement without reinventing the process on every deal.

Why Clazar for cloud marketplaces

Clazar is a marketplace operations and revenue execution platform that bridges the gap between your GTM teams, RevOps, finance, and hyperscaler partner motions.

Clazar accelerates your time-to-market readiness. Going live on AWS Marketplace, Azure Marketplace, or Google Cloud Marketplace involves more than uploading assets. It requires coordination across security, pricing, legal, and product teams. Clazar unifies these workflows into validated checklists, deadline tracking, and readiness dashboards, so teams don’t reinvent the process every time.

Clazar transforms how organizations think about private offers. The cloud GTM platform integrates them into a structured approval workflow with standardized pricing templates, entitlement configurations, and SLA tracking. 

You also get visibility into the marketplace pipeline and revenue, which is often hard to surface in CRM alone. Instead of patching together marketplace performance from manual reports, Clazar gives you visibility into private offer statuses, purchaser entitlements, renewal opportunities, and close timelines so you can measure what matters and optimize it.

Clazar supports co-sell motions with hyperscaler partner teams by ensuring your listing, pricing, and private offer playbooks are repeatable, documented, and accessible to sellers. That matters when you’re engaging AWS, Microsoft, or Google sales resources or trying to integrate marketplace close paths into your broader GTM playbooks.

Talk to a Clazar expert to see how you can make cloud marketplaces a predictable hub of enterprise growth.

From day one, it was critical to align with internal stakeholders around the ‘why’ — why marketplace, and why now. We framed it through the lens of deal economics: reducing cost of acquisition, minimizing legal overhead, and eliminating the inefficiencies of redlining every contract.
But more importantly, as a customer-obsessed company, we saw it as a way to meet our customers where they are. That message really resonated with leadership. It’s not just about building great products, it’s about making them easy to buy, in the way our customers prefer to buy.
Sarah Jackson
Cloud & Partner Alliances
Director, UserTesting

Frequently asked questions

How does Clazar help with cloud marketplaces?

Clazar helps B2B SaaS companies list faster, execute private offers consistently, and scale marketplace revenue through structured workflows, visibility into marketplace pipeline, and repeatable GTM execution across sales, RevOps, and partnerships.

How do co-sell motions work?

Co-sell motions involve working jointly with the sales teams of AWS, Microsoft, or Google on shared accounts. Deals are aligned, supported by, and sometimes influenced by hyperscaler sellers, often accelerating enterprise deals when executed with clear positioning and fast execution.

Do cloud marketplaces charge fees?

Yes. Cloud providers typically take a percentage of marketplace transactions. Fee structures vary by marketplace and product type, and should be factored into pricing and packaging decisions.

How long does it take to list?

Timelines vary by marketplace and product complexity. A straightforward SaaS listing can take a few weeks, while more complex offerings may take longer due to security, legal, or technical reviews. Internal readiness and cross-team coordination play a major role in speed.

How do cloud marketplaces work?

Cloud marketplaces connect buyers and sellers through a standardized procurement flow. Buyers discover and evaluate software, complete security and procurement checks through their cloud provider, and purchase via marketplace billing. 

Sellers list products, manage pricing and private offers, fulfill access, and handle renewals and expansions through the marketplace.

What are cloud marketplaces used for?

Cloud marketplaces enable buyers to purchase and sell software on AWS, Azure, or Google Cloud using their existing cloud account. 

For buyers, they simplify procurement, billing, and security approvals. For sellers, they provide a trusted, enterprise-ready path to close deals faster and access committed cloud spend.