Exploring Learnings 3 and 4 from Tackle’s sixth annual State of Cloud GTM Report
If you read our first blog on the 2025 State of Cloud GTM Report, you already know that marketplaces and co-sell are solidifying their place as foundational go-to-market channels. But the story doesn’t stop there.
The next two findings from this year’s study reveal how companies are operationalizing Cloud GTM at scale, and the results speak for themselves. Multi-cloud companies are seeing 10x more revenue from clouds than their single-cloud peers, highlighting just how far the most mature teams have come.
Before we get into the numbers, a quick reminder: you can access the full report here for all 7 learnings, as well as predictions for 2026.
Now, let’s explore what’s driving that 10x advantage, and what it tells us about the next phase of Cloud GTM maturity.
Learning #3: Market intelligence data helps Cloud GTM scale
What we found: Data is no longer a “nice to have” in partner motions. 42% of organizations say they already use market intelligence data in their partner selling process at a limited scale, while another 27% are leveraging it extensively. That means nearly seven in ten teams are integrating some form of buyer signal, intent data, or partner insight into how they pursue Cloud GTM opportunities.
The most visible effect shows up in seller performance. Across all respondents, an average of 28% of sellers closed at least one marketplace deal in the past year. But for companies that use data heavily in their co-sell motion, that number climbs to 36%. In organizations that aren’t yet using market intelligence data, only 24% of sellers have done so.
That 12-point spread translates to tangible productivity gains—more sellers participating in marketplace transactions, more repeatable motion, and a stronger connection between marketplace investments and actual revenue.
Why it matters for your team: Marketplaces thrive on precision. The more targeted the engagement the faster deals can progress through approval and procurement. Market intelligence tools, like Tackle Prospect, help sellers understand which accounts have committed spend remaining, which are already transacting through a specific hyperscaler, and where to prioritize outreach.
For revenue leaders, the takeaway is straightforward: scaling Cloud GTM requires scaling intelligence. Training sellers on how to interpret and apply this data is just as important as the data itself. A signal is only valuable if it translates into the right action at the right time.
Teams that invest in operationalizing data—building workflows, aligning with marketing, and integrating cloud provider insights into CRM systems—will find it easier to sustain deal velocity. Over time, that operational maturity compounds: seller enablement improves, partner engagement becomes more predictable, and revenue forecasting gains a layer of accuracy that traditional pipeline tracking can’t match.
In short, data doesn’t just make Cloud GTM faster. It makes it sustainable.
Learning #4: Multi-cloud companies see 10x more revenue from clouds
What we found: Multi-cloud maturity is emerging as one of the most significant differentiators in this year’s report. Organizations operating across all three major cloud platforms anticipate that 39% of next year’s deals will be influenced by co-sell, compared to just 18% for single-cloud users.
The revenue gap is even more striking. Multi-cloud companies report that 29% of their total revenue comes through marketplace transactions—nearly 10x the 3% reported by single-cloud peers.
These findings highlight how a deliberate multi-cloud approach amplifies both opportunity and alignment. Companies that invest in running their products across more than one cloud are better positioned to meet hyperscaler consumption goals, qualify for incentive programs, and present buyers with genuine choice when allocating budget or drawdown commitments.
Why it matters for your team: Multi-cloud is a strategic decision that touches product architecture, partnership strategy, and sales alignment. But for those willing to invest, the payoff is evident. By meeting customers in their preferred environments, multi-cloud sellers extend reach, remove procurement friction, and strengthen their position within cloud provider ecosystems.
From a GTM perspective, true multi-cloud maturity requires intentional design. It means ensuring your product is technically validated and marketplace-ready across platforms, maintaining distinct listing strategies, so that field teams know which hyperscaler motions to activate for each opportunity.
Companies that have done this work are seeing measurable benefits: higher deal conversion rates, faster sales cycles, and larger average deal sizes. These outcomes suggest that multi-cloud is not simply a diversification tactic, but a driving force for Cloud GTM effectiveness.
The lesson here is not that every company needs to be everywhere overnight. It’s that the organizations building multi-cloud discipline today are laying the groundwork for stronger co-sell performance and more resilient revenue streams tomorrow.
Connecting the dots between insight and execution
Taken together, these two learnings, data-driven execution and multi-cloud maturity, show how Cloud GTM is evolving from an experimental path to a structured business motion.
Where early adopters once relied on relationships and individual seller initiative, mature programs now depend on integrated systems, measurable signals, and platform consistency. Sellers no longer need to guess which accounts to prioritize or which provider to engage; the data tells them. And as companies broaden their cloud footprint, they unlock new co-sell pathways and incentive models that simply don’t exist in a single-cloud strategy.
For leadership teams, this shift demands both patience and focus. Cloud GTM excellence isn’t achieved by layering more tools or listings, it’s achieved through orchestration: aligning data, enablement, and infrastructure across every partner motion. The organizations that treat this as an ongoing discipline, not a quarterly initiative, will see compounding returns.
The bottom line? Data and multi-cloud define what’s next
Cloud GTM has reached a new stage of maturity. Marketplaces and co-sell programs are well established, but the differentiators now lie in how intelligently companies execute them. Data and multi-cloud strategies represent the next frontier of efficiency and scale.
Teams that embrace these learnings will move faster, collaborate more effectively with hyperscalers, and position themselves for durable revenue growth in 2026 and beyond.
To explore the full dataset, methodology, and additional insights, read the complete 2025 State of Cloud GTM Report.
