Seizing the cloud marketplace opportunity: A call to action for the channel
The cloud marketplace revolution is here, and it presents an unprecedented opportunity for channel partners to diversify their business models and capture new revenue streams. With Canalys predicting that by 2027, at least half of all procurement will flow through channel partners on cloud marketplaces, the time to act is now.
Why Cloud Marketplaces Matter
The way customers purchase software is rapidly evolving. More organisations are actively choosing marketplace procurement to streamline their buying process and optimise their committed cloud spend. At Cisco, we've witnessed this shift firsthand and have made significant investments to ensure our software portfolio is readily available through these platforms.
Your Opportunity as a Channel Partner
Rather than viewing cloud marketplaces as a threat to traditional channels, we encourage our partners to embrace them as a powerful new route to market. Here's why:
- Expanded Customer Reach: Access 1 million+ global AWS customers
- \New Revenue Streams: Position or develop value-added services around marketplace transactions
- Simplified Operations: Leverage streamlined procurement processes and automated workflows
- Cloud Commitment Opportunities: Help customers optimise their committed cloud spend while growing your business
How Cisco Supports Your Marketplace Journey
We're committed to ensuring our channel partners succeed in this new landscape. Through aligning to programs like CPPO and DSOR, we've created clear pathways for partners to participate in marketplace transactions. AWS's DSOR program has been particularly transformative, enabling us to support our vital two-tier channel model and extend marketplace opportunities to Tier 2 partners.
Take Action Now
The marketplace opportunity is too significant to ignore. Here's how you can get started:
- Explore our CPPO and DSOR program options
- Engage with your Cisco partner representative or Westcon-Comstor’s dedicated Marketplace team to understand the onboarding process
- Identify customers in your portfolio who could benefit from marketplace procurement
- Begin developing your marketplace strategy and value proposition
Your Success is Our Priority
At Cisco, we believe that our channel ecosystem is crucial for scaling our marketplace presence. We're investing in your success because when our partners thrive, our customers benefit from greater choice and expertise in their procurement journey.
The cloud marketplace revolution isn't coming – it's here. The question isn't whether to participate, but how quickly you can position your business to capture this growing opportunity.
By Lauren Scales
