Cloud marketplaces have been steadily rising in prominence, and new data from The Futurum Group reveals the tangible impact they are having on sales strategies. The study, Scaling Smarter: How Google Cloud Marketplace Is Reshaping Partner Sales and GTM Strategy, was based on a survey of 30 high-performing Google Cloud partners. It highlights how Google Cloud Marketplace drives measurable improvements in deal sizes, sales cycles, and customer retention for ISVs and channel partners.
The findings provide a clear view of how Google Cloud Marketplace is transforming the way businesses approach sales and collaboration.
Study Highlights Four Key Sales Metrics Improved by Google Cloud Marketplace
According to the partners interviewed, Google Cloud Marketplace is emerging as a standout sales channel, delivering measurable improvements for ISVs in four critical areas: larger deals, faster close, longer agreements, and improved retention.
Larger Deals
ISVs reported a 112% increase in deal size, with many partners gaining access to enterprise-scale accounts tied to cloud commitment contracts. These larger deals are often the result of proactive collaboration with Google Cloud Field Sales Representatives, who integrate ISV solutions into broader enterprise discussions.
“Year 1 we dipped our toes with some smaller deals. Year 2 we did our largest deal ever through the marketplace,” said one channel partner, emphasizing the platform’s potential to scale sales.
Longer Agreements
The study found that 70% of ISVs and channel partners see multi-year deals become more common through Google Cloud Marketplace. These agreements align with enterprise cloud commit contracts, creating opportunities for upselling and long-term planning.
Faster Close
ISVs report that sales cycles are shortened by 2–4 weeks on average, allowing deals to close more quickly. The marketplace streamlines procurement processes, eliminates red tape, and simplifies vendor onboarding, saving partners up to 50% of the time typically spent on deal closures.
“Procurement is definitely easier when the customer is set up for Marketplace. It’s embedded into their workflow. Things go fast,” said one ISV partner.
Improved Retention
ISVs also reported a 14% improvement in customer retention rates. This improvement stems from multi-year agreements and the seamless integration of ISV solutions into customers’ cloud ecosystems. These findings demonstrate the growing importance of cloud marketplaces as a strategic sales channel, with Google Cloud Marketplace leading the way in delivering measurable benefits for ISVs and channel partners. In fact, 73% of ISVs rated Google Cloud Marketplace as very important to their overall go-to-market (GTM) strategy.
Partner Investment and Its Impact on Marketplace Success
The study reveals a correlation between partner investment and improved outcomes on Google Cloud Marketplace. Several shared practices among successful partners highlight the importance of deeper engagement:
Dedicated Cloud Teams: Most partners reported having specialized teams dedicated to cloud marketplaces, which improved operational efficiency and strengthened internal advocacy. Larger organizations often maintain separate teams for each cloud vendor, while smaller partners rely on centralized cloud teams to manage their marketplace efforts.
Structured Training Programs: Successful partners implemented robust enablement initiatives, including marketplace-specific onboarding, quarterly training sessions, and internal playbooks. These resources equipped sales teams to navigate marketplace processes effectively and identify eligible customers.
Compensation Neutrality: Nearly all partners (96%) ensured that marketplace fees did not negatively impact their sales teams, treating these costs as a standard part of operations. Some ISVs went further, incentivizing their teams to prioritize marketplace deals, driving alignment across the organization.
Customer Education Initiatives: Advanced partners organized field events and customer briefings to educate procurement teams on leveraging cloud commits. These efforts often targeted finance and procurement stakeholders, fostering a deeper understanding of marketplace benefits.
Proactive ISV Engagement: Leading partners actively encouraged ISVs to list their solutions on the marketplace, enabling resale motions and aligning sales efforts. This proactive approach not only expanded the marketplace ecosystem but also created new opportunities for collaboration.
These findings suggest that partner investment is not merely a supporting factor but a critical driver of success. Deeper engagement with marketplace programs and processes enables partners to unlock greater value, highlighting Google Cloud Marketplace’s role in driving growth.
Real-world evidence comes from Google Cloud Marketplace ISVs that have fully embraced the channel-centric model. For example, Palo Alto Networks, which surpassed $1.5 billion in cumulative sales through Google Cloud Marketplace as of April 2025, is consistently praised by channel partners for its strong channel strategies.
The study highlights the growing importance of cloud marketplaces as a transformative sales channel. Google Cloud Marketplace, in particular, is delivering measurable benefits, including larger deal sizes, faster procurement cycles, and improved customer retention.
The findings also emphasize the critical role of partner investment. ISVs and channel partners that dedicate resources to training, customer education, and internal alignment are better positioned to capitalize on marketplace opportunities. These efforts not only streamline operations but also foster deeper collaboration and long-term growth.
For businesses navigating today’s digital economy, cloud marketplaces represent more than a sales channel. They are a strategic enabler of scalable growth, offering a path to stronger customer relationships and improved operational efficiency.
To learn more download the report or watch Alex Smith of The Futurum Group and Dai Vu of Google Cloud discuss how cloud marketplaces are evolving into dynamic growth engines, driven by agentic AI.
