Co-sell & marketplaces

Are your partners fit for it?

Visibility into partner activity is the key to unlocking marketplace and co-sell advantage.

Cloud marketplaces have matured from niche procurement platforms into mainstream B2B sales engines. By 2028, software sales through AWS, Azure, and Google Cloud marketplaces will reach eighty-five billion dollars, with more than half of transactions partner-led.

But do you know which of your partners are marketplace-ready? Are they building listings, optimising visibility, and capturing demand? Or are they leaving opportunities for competitors to fill?

Co-sell as a structural advantage

Joint selling with hyperscalers is no longer just a tactic; it is a structural advantage. Research shows that frequent co-sellers achieve higher win rates, larger deal sizes, and faster revenue growth than those who operate alone.

Yet not every partner has embraced co-sell motions effectively. Some are well-positioned but invisible to you because you do not track their engagement with hyperscalers. Others may appear active but are actually focused on promoting competing solutions.

The question is not whether co-sell drives results, but whether you know which partners in your ecosystem are delivering that advantage.

Why visibility matters

Marketplace and co-sell readiness cannot be measured by volume alone. It requires looking at promotional behaviour, certifications, marketplace traction, and co-sell alignment. Without this level of insight, vendors risk investing in partners who will not deliver and missing those who could.

Ask yourself: are you confident you know which of your partners are surfacing in hyperscaler algorithms? Which are being prioritised for marketplace incentives? Which are quietly generating pipelines that you are not yet tracking?

Aligning incentives and support

Once visibility is established, the opportunity is to align investment. Marketplace-ready partners can be supported with joint campaigns, while co-sell leaders can be given priority access to resources. Partners falling behind can be guided with enablement tailored to their gaps.

For channel leaders, this creates a more balanced portfolio where growth is amplified by the partners most capable of delivering it.

A new baseline for 2026

Marketplaces and co-sell motions are no longer optional. They are the new baseline for partner performance. Channel leaders who have the visibility to identify and support the right partners will capture outsized growth.

Those who do not will find themselves asking, too late: what value was hidden in the partners I overlooked? Get your FREE partner audit for channel leaders.

Demand more: Data-driven channels

70% of all global IT spend is now driven and influenced by channel partners.

Most vendors still lack clear visibility into partner performance, ecosystem overlaps, and real growth opportunities.

With marketplaces, co-sell motions, and SaaS changing how customers buy, building a high-performing channel has never been more complex. Here’s how we help vendors and distributors grow faster by combining AI insight with real execution so you can see partner performance clearly, close gaps, recruit smarter, and invest where it matters most.

Do you really know what your partners are doing for you?

As plans are being drawn up to deliver 2026 strategies, the question is simple: do you really know what your partners are doing for you? If you can’t answer with confidence, your biggest opportunity lies in making data the cornerstone of your channel strategy.

The good news is you don’t need to wait or build complex systems to get there, it’s available, ready to go, and delivered as a service, complete with SLAs and there’s no additional overhead or infrastructure required.