About this episode
Recorded Live at Ultimate Partner LIVE in Redmond, WA
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Is your business ready for 2026?
Welcome back to the Ultimate Guide to Partnering® Podcast.
Join industry leaders John Janke of Tackle.io and Shane Wilson of Cohesity as they delve into the transformative power of cloud marketplaces. This engaging discussion explores the evolution of marketplace adoption, from its early pioneering days to its current status as a multi-billion dollar opportunity. Discover how buyer behavior is shifting, the increasing importance of channel partners, and the strategies that winning ISVs are employing to achieve unprecedented scale in the cloud go-to-market.
We’re curating the very best of these moments—fireside chats, expert panels, and executive insights—so you can stay ahead of the curve and fully aligned to where Microsoft and the industry are heading.
And this is just the beginning.More sessions. More voices. More of what you need to know.
If you’re not yet part of the UPX Community, now’s the time to join us. Access exclusive content, events, and strategies that keep you in front of what’s next.
Thanks for being on this journey with us.— Vince
https://youtu.be/kydm0sEq6ac?si=XbuyStK3opiB-i6e
KEY TAKEAWAYS:
The cloud marketplace has evolved from a niche concept to a multi-billion dollar ecosystem, with projections to reach $100 billion by 2026.
Buyer behavior is shifting, with a significant increase in buyers utilizing cloud marketplaces for procurement across all software and partner types.
The role of channel partners is becoming increasingly critical, with marketplace strategies shifting from ISVs to channel partners who own the buyer relationship.
Successful ISVs are integrating marketplace and co-sell motions into a unified company-wide cloud go-to-market strategy, encompassing sales, product, rev ops, and marketing.
The concept of “storefront evolution” is emerging, where buyers discover products in new places beyond traditional marketplaces, leading to more specific solutions and bundles.
Consistency in strategy, execution, and celebrating wins is paramount for navigating the evolving cloud marketplace landscape and achieving long-term success.
If you’re ready to lead through change, elevate your busine
