Turbocharge Your GTM Strategy: How Suger on Azure Marketplace Empowers ISVs for Success

Cloud marketplaces like Azure have become crucial platforms for software procurement. With a robust ecosystem comprising over 500K partners, Azure market share reached 24% of the global cloud computing market and their customer base grew by 14.2% from 2023 to 2024.

Establishing a strategic presence on the Azure Marketplace, particularly by utilizing pre-committed cloud spend, is vital for companies aiming to thrive in this competitive environment. Check out the latest successful launch on Azure marketplace.

MACC + Marketplace = Win-Win-Win for Microsoft, ISV, and Customer!

The synergy between Microsoft Azure Consumption Commitment (MACC) and the Azure Marketplace creates a powerful trio that benefits Microsoft, Independent Software Vendors (ISVs), and customers alike. Here’s how:

1. Maximize Revenue through Co-Sell Best Practices: By co-selling on the Azure Marketplace, ISVs can maximize their revenue streams. Close collaboration with Microsoft’s sales team allows ISVs to leverage Microsoft’s extensive network, expanding their reach and accelerating go-to-market (GTM) efforts.
2. Bridge Integration Gaps with Cloud Support Tools: ISVs can overcome the challenges of listing, co-sell management, and billing by using Suger's tools. With an API-first approach, Suger requires zero engineering effort and offers a quick process, saving valuable time and enabling you to focus on developing market strategies.
3. Activate Product-Led Growth with Data Insights: Suger provides ISVs with valuable data insights, automating financial workflows, understanding buyer billing through the marketplace, and proactively tracking spend and renewals.

Learn more organizations like yours use Microsoft technology to achieve success.

A Phased Approach to Your Azure Marketplace Journey

To help you maximize the potential of the Azure Marketplace, we recommend a phased approach, moving from simple setup, adopt marketplace to scale success:

Level 1: Start Simple, Scale as You Grow

Avoid over-engineering your Azure Marketplace journey. Begin with Suger to quickly go live on the marketplace and kickstart co-selling. As your organization gains more experience selling on the Marketplace, you can gradually scale up your efforts.

Level 2: Set Up Landing Pages and "Contact Me" Marketing Pages

Once you're established, begin your product-led growth (PLG) journey. By setting up dedicated landing pages and "Contact Me" pages on Azure Marketplace to engage potential customers directly, driving higher conversion rates.

Level 3: Offer Free Trials or Demo Videos

Enhance user engagement and adoption by providing free trials or demo videos. Provide user friendly onboarding processes to allow players to quickly grasp your product’s features and solutions, increasing their likelihood of making a purchase.

Level 4: Create Private Offers Tailored to Individual Customer Needs

Start with a Minimum Viable Offering (MVO) and use Suger to easily create private offers or plans tailored to specific customers. This personalized approach can drive more deals and deepen customer relationships. 

Level 5: Leverage Multiparty Private Offers for Strategic Sales Growth

Utilize multiparty private offers to collaborate with channel partners, customize solutions for high-value customers, and maximize Azure consumption commitments. This strategy allows you to expand your market reach, drive larger transactions, and streamline the sales process, ensuring long-term growth and deeper customer relationships. Check this article to learn how it works.

Are you prepared to turbocharge your go-to-market strategy on Azure Marketplace? Contact us to learn more strategies and roadmaps for establishing a strong market presence and achieving success on Azure Marketplace.