What do the top 10% of cloud marketplace sellers do that everyone else does not?

The benchmark dataset for marketplace and co-sell: multi cloud sellers at 29% of revenue through marketplaces versus 3% for single cloud, and 92% of companies saying cloud partner attention is the hard part.

The 2025 State of Cloud GTM Report

From Tackle 25 min read

• Respondents expect marketplace to go from 20 to 32 percent of revenue, and top performers already run 50 percent through it.
• Multi-cloud sellers see 39 percent of deals influenced by co-sell versus 18 percent for single-cloud sellers.
• Access to a customer's committed cloud spend is the top benefit, named by 74 percent, ahead of deal acceleration at 47 percent.
• 92 percent still rate engaging the cloud provider itself as challenging, which is the real bottleneck.

AWS explaining its own co-sell machinery: business planning in Partner Central, partner matching, multi partner deals that average six times larger, and APIs to pull it into your CRM.

Unlocking Synergies: Maximizing Co-Sell Opportunities with AWS

From AWS Partner Network Blog by Priya Bains 9 min read

• Cites Canalys 2024: co-selling partners saw 51 percent higher revenue growth, 65 percent higher close rates and 54 percent larger deals.
• Multi-partner deals average six times larger than single-partner deals, and 43 percent of customers use four or more partners.
• Forrester puts ISV deal closure 50 percent faster when the transaction runs through AWS Marketplace.
• Practical unlock: link Partner Central to your Marketplace account, since AWS sellers retire quota on private-offer co-sells.

The actual eligibility bar for co-selling with AWS, in AWS's own words: marketplace listing, ACE eligibility, 5 launched and 15 qualified opportunities in 12 months. Read it before you promise your board a co-sell motion.

AWS ISV Accelerate Program

From Amazon Web Services 10 min read

• Entry bar is concrete: 5 launched and 15 qualified ACE opportunities in the past 12 months, plus $2,000 in recognized AWS account revenue.
• You need a generally available AWS Marketplace listing and Validated or Differentiated status in Partner Central before applying.
• AWS account managers earn co-sell incentives on Private Offers, which is the mechanism that gets their attention.
• AWS reports 51 percent of partners see higher revenue growth from co-sell and 65 percent close deals faster.

The third cloud's own partner documentation, covering SaaS, VM and now AI agent listings, plus the billing integration work that decides how long a listing really takes.

Google Cloud Marketplace: offering your products

From Google Cloud Documentation 10 min read