The Growing Role of Channel Partners in Cloud Marketplaces

More than 50% of hyperscaler marketplace sales will be via channel partners by 2027, according to recent research. As major cloud platforms like AWS, Azure, and GCP expand their Channel Partner Private Offer (CPPO) models, the role of channel partners in driving cloud adoption and revenue growth is becoming increasingly pivotal.

Channel partners are key players in the cloud marketplace flywheel, enabling vendors (ISVs), hyperscalers, and customers to achieve greater efficiencies and results. The diagram above illustrates how each participant in the cloud marketplace ecosystem contributes to the overall momentum:

• Customers benefit from commit drawdowns, simplified purchasing processes, and financial incentives. They gain access to new products and receive discounts that further increase their investment in cloud platforms.
• ISVs leverage cloud marketplaces for cost-effective routes to market (RTM). They gain access to new buyers, speed up deal closures, and expand their sales, thanks to hyperscaler co-sell and marketing efforts.
• Hyperscalers (AWS, Azure, GCP) drive co-marketing and seller incentives. They reduce fees, offer customer credits, and continuously innovate to make their platforms more attractive.
• Channel Partners meet customer demand, manage cloud commits, and lead vendor strategies. Through co-selling, co-marketing, and tailored support, they help vendors reach new customers while securing their own partner margins.

How Suger's Reseller Private Offer Capabilities Empower Channel Partners

Recognizing the importance of channel partners, Suger has introduced reseller private offer capabilities to further support this growing trend. With this feature, channel partners can now:

• Markup Application of CPPOs: Partners can easily build a reseller private offer by applying a markup to the wholesale price, making it easier to adjust pricing for their end buyers while maintaining profitability.
• See Partner Margins in Real Time: Partners gain full visibility into their margin from the moment they apply the markup, allowing them to make informed decisions on pricing strategies.
• Flexible Payment Models: Whether the customer opts for upfront payments or installment plans, partners can create offers that meet buyer preferences without hassle.

This update further strengthens Suger’s ability to support AWS, Azure, and GCP CPPOs, expanding the potential for resellers to generate more revenue while providing end buyers with tailored pricing solutions.

Want to Learn More?

Are you interested in taking advantage of these capabilities or helping us further improve the reseller private offer experience? Contact us today!