Clazar, the cloud sales acceleration platform, in partnership with Partner Insight, the leading insights and training community for cloud marketplace leaders, today released the 2025 State of Cloud Marketplace & Co-Sell Report. The new study, based on feedback from over 100 SaaS companies, uncovers how hyperscaler marketplaces like AWS, Microsoft Azure, and Google Cloud are reshaping the future of software distribution—and driving substantial new revenue streams. As the AI boom accelerates software creation, cloud marketplaces are rapidly becoming the preferred buying infrastructure, especially for enterprises navigating complex procurement, compliance, and budgetary processes
Findings from the Report
- 63% of SaaS companies now acquire net-new customers via cloud marketplaces.
- 22% report that marketplaces contribute more than 20% of their total revenue.
- Top performers are 2x more likely to automate critical workflows, and 75% report improved win rates—compared to 47% of peers.
- Enterprise buyers increasingly prefer cloud marketplaces to consolidate spend and streamline software procurement.
“This is no longer a side bet,” said Trunal Bhanse, CEO and Co-founder of Clazar. “For leading software companies, cloud marketplaces are already driving faster, larger, and more predictable revenue. But success isn’t just about showing up—it’s about operationalizing the motion through automation and deep integration with cloud field teams.”
Unlocking Enterprise Growth Through Marketplace Mastery
According to the report, enterprises have $419 billion in pre-committed budgets across the top three hyperscalers, presenting a massive opportunity for Independent Software Vendors (ISVs).
“Enterprises want to consolidate spend, streamline software buying, and tap into their cloud commitments,” said Roman Kirsanov, CEO of Partner Insight. “ISVs that align deeply with cloud field teams and optimize for marketplaces are driving the most significant growth.”
Top-performing SaaS companies aren’t just listing products on marketplaces—they are embedding cloud GTM practices into their sales and operational workflows to maximize co-sell opportunities and speed up deal cycles.
Operational Gaps Still Pose Challenges
Despite the growing momentum, operational maturity around cloud go-to-market (GTM) strategies remains a work in progress:
- Only 58% of companies have trained their Account Executives (AEs) to route deals through marketplaces.
- 51% cite coordination complexity when working with cloud providers.
- Less than half have automated key processes like usage tracking, reporting, and CRM integration.
“The intent is there, but the playbooks are still emerging,” added Bhanse. “Cloud GTM is evolving into a specialized discipline—one that will reward companies who align teams, streamline operations, and stay close to hyperscaler field sales teams.”
About the 2025 State of Cloud Marketplace & Co-Sell Report
The full report provides a deep dive into:
- Marketplace adoption and revenue trends
- Best practices from high-performing ISVs
- Operational challenges and how to overcome them
- Predictions for the future of cloud-driven SaaS sales
