Empowering Purpose-driven Innovation: How Suger Helped Contentsquare Grow Partnerships Without Limits

Contentsquare, a global leader in digital experience analytics, has been revolutionizing the way businesses understand their customers’ interactions across digital platforms. As the company rapidly expanded, particularly in its cloud partnerships with AWS and Azure, the Cloud Alliance team faced a significant challenge—scaling their marketplace operations and co-sell initiatives efficiently.

Manual and Fragmented Process Holding Back Growth

As Contentsquare’s cloud partnerships grew, the Cloud Alliance team grappled with increasingly complex operations. Key tasks, such as managing marketplace listings, processing private offers, and registering co-sell deals, were all handled manually, leading to several critical challenges:

• Time-Consuming Processes: Manually registering deals on platforms like AWS ACE system delayed Contentsquare’s ability to capitalize on new opportunities.
• Data Silos: Tracking opportunities and private offers across different stages on multiple cloud marketplaces became difficult, leading to inefficiencies in prioritizing high-value prospects.
• Scalability Issues: The increasing volume of opportunities required more time and manual effort, hindering the team’s ability to keep pace with growth in a competitive hyperscaler ecosystem.

The Power of Automation: 90% Reduction in Manual Tasks

To address these challenges, the Cloud Alliance team sought a solution that could automate their processes and enable the wider sales organization. By adopting Suger's platform, the team could create and manage marketplace listings, automate deal registration, and track co-sell opportunities with a few simple steps, which led to a 90% reduction in manual tasks, freeing up the team to focus on strategic growth initiatives. 

Additionally, Suger's deep integration with Salesforce ensured that data was synced seamlessly across systems, ensuring every opportunity was accurately tracked. With CPQ quotes set as trigger objects in Salesforce, the team could create private offers with accurate pricing and terms with just one click. Learn more about Suger CRM Integration.

5X Faster Co-sell Value with Multi-Cloud Partners

Managing co-sell opportunities with multiple cloud providers can be complex, requiring close collaboration across teams. Suger’s platform allowed Contentsquare to manage high-volume co-sell production across both AWS ACE and Microsoft Azure, leading to a 5x faster deal registration rate in one place, empowered Contentsquare to capitalize quickly on new programs and initiatives, especially within top-tier co-sell programs from Azure and AWS.

Better collaboration with cross functional teams in a Centralized Hub

With all marketplace and co-sell activities unified in one dashboard, collaboration between Contentsquare’s product, sales, and revenue operations teams improved significantly. Teams are able to access the right data source they need in real-time, breaking down communication silos and enabling faster responses to new opportunities. Through a centralized hub for managing multiple partners, Contentsquare scaled rapidly while maintaining high visibility into every opportunity. 

As Contentsquare continues to expand its partnerships and cloud Go-To-Market strategy, Suger remains a vital part of their growth journey. Together, Contentsquare and Suger are poised to maximize the value of cloud partnerships and drive growth across the digital experience analytics landscape.