Accelerating Resell Growth with CPPO in the Cloud Marketplace

“Everyone must adapt as cloud marketplaces will continue to expand into partners, distribution channels, and individual white-label marketplaces for partners.”

--David Mauer, Head of Cloud Reseller Marketplaces at GitLab

As cloud marketplaces evolve, leveraging CPPO (Channel Partner Private Offer) is essential for rapid scaling. David Mauer’s expertise in scaling AWS CPPO and Google Cloud Marketplace Programs drove GitLab’s revenue to $100M ARR in just 24 months.

And iFood used CPPO to reduce procurement time from 2-3 months to just 2-3 days, consolidate nine different tools, and save 2-3 weeks of internal processing time. Discover how iFood gained agility with AWS Marketplace.

What is CPPO?

Channel Partner Private Offer (CPPO) is a program on AWS, Azure, and Google Cloud that allows Independent Software Vendors (ISVs) to work with channel partners—resellers, system integrators, and global system integrators—to resell software at wholesale prices. CPPO shifts financial and contractual responsibilities to partners, enabling custom pricing and private offers tailored to end customers.

Key Benefits of CPPO

The CPPO model provides several compelling benefits for ISVs, channel partners, and customers:

• Custom Pricing and Offers: CPPO allows for tailored pricing and configurations, enabling channel partners to create competitive and customized packages that meet specific customer needs.
• Streamlined Procurement: CPPO simplifies the procurement process by allowing customers to purchase solutions directly through their cloud provider’s marketplace, reducing friction and accelerating business outcomes.
• New Revenue Streams: ISVs and channel partners gain access to over 330,000 active subscribers on platforms like AWS Marketplace, driving new revenue and fostering new partnerships.
• Enhanced Channel Partner Relationships: CPPO helps ISVs strengthen relationships with channel partners by giving them control over sales processes, pricing strategies, and service offerings.

How CPPO Works

The process for joining and utilizing CPPO is straightforward for both channel partners and ISVs, but a well-thought-out strategy is key:

• For Channel Partners: Onboard to the cloud marketplace as resellers, secure resale authorizations from ISVs, and integrate CPPO into their sales strategy.
• For ISVs: List your software on cloud marketplaces like AWS, Azure, or Google Cloud and authorize channel partners to resell your products. For more details, visit the AWS Marketplace CPPO page.

Get started in CPPO today

With the Suger platform, ISVs can efficiently manage CPPO opportunities across AWS, Azure, and GCP from a single console. Learn more how Suger support all three marketplace. Suger provides tools to oversee CPPO resell opportunities, private offers, and entitlements, streamlining operations and maximizing sales growth. Suger also supports overage usage metering for precise tracking and billing of services exceeding predefined limits.

Ready to leverage CPPO? Partner with Suger to build your CPPO, drive new business, and expand your cloud marketplace presence today. Contact Us!