As we wrap up another incredible year at Tackle, we’re taking a moment to reflect on the achievements, milestones, and partnerships that propelled us forward in 2024. From empowering our customers to expanding our product offerings and ecosystem partnerships, it’s been a year of significant progress for us and our customers. We also celebrated our 8th anniversary, marking over $10B in transactions facilitated through cloud marketplaces—a testament to Tackle’s growth and impact in the industry.
Here’s what we’ve been up to this past year at Tackle!
Driving Success for Tackle Customers
Our commitment to customer success is at the heart of everything we do, and 2024 was no exception. This year, our customers achieved incredible milestones, leveraging the power of Cloud GTM to drive revenue growth and operational efficiency. Let’s take a look at some of our customers’ standout achievements:
- Wiz reached $350M ARR with Cloud GTM support from Tackle, with 99% of its sellers doing at least one deal through the cloud marketplaces.
- BigID achieved 300% YoY growth and revenue transformation by embracing Cloud GTM opportunities.
- FloQast used Tackle’s integration with Salesforce and ACE to boost win rates by 26% and cut deal cycle times by 30%.
- Starburst also accelerated its co-selling with Tackle ACE CRM integration, reducing opportunity sharing time by up to 50%, which improved data quality, scaled co-sell opportunities with AWS, and freed up resources to focus on new joint GTM opportunities.
- Rapid7 aligned sales and marketing to refine its GTM strategy, and it saw deal sizes grow by x3, win rates rise to 40%, and sales cycles shorten by 21 days.
- HashiCorp doubled its marketplace revenue from an overall company standpoint in terms of a transaction or going through a channel partner.
These successes underscore the power of Cloud GTM and the strategic impact Tackle brings to our customers, helping them maximize their marketplace potential and drive sustainable, impressive growth.
A New Era in Cloud Marketplace Partnerships
Beyond our customers, our partnerships played a crucial role in accelerating Cloud GTM success in 2024. We deepened our collaboration with key ecosystem partners, making sure our customers had access to the best tools and support to scale their marketplace strategies and achieve significant success.
This year, we were fortunate enough to work with:
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- Drata, whose partnership with Tackle allows ISVs to rapidly integrate with hyperscalers like AWS, Google, and Microsoft. Drata’s Trust Center Pro feature automates compliance, improving market credibility and building customer trust. Working together, Tackle and Drata’s partnership led to over 2,100 Marketplace Private Offers and 540 new opportunities sourced by AWS sellers in 2024.
- AllCloud and Tackle’s end-to-end joint offering allows ISVs to prepare their cloud migration, build their product on AWS, define their Cloud GTM strategy through a marketplace readiness assessment, and start selling their product and grow their revenues through AWS.
Through these partnerships, we strengthened our ability to help customers achieve a seamless and effective marketplace journey.
Invaluable Insights from Tackle’s State of Cloud GTM Report
In October 2024, we published our fifth annual State of Cloud GTM Report, an anchor of invaluable information and data for the cloud marketplace community. 2024’s report provided important data, trends, and predictions about how B2B SaaS sellers leverage cloud partnerships.
Key takeaways include:
- Cloud marketplace growth is on track to reach $100B by 2026, underscoring the growing importance of cloud GTM as a channel.
- The number of marketplace buyers increased by 70%, reflecting a major shift in how businesses procure cloud solutions.
- Tackle customers who engaged in co-sell saw 40% larger average deal sizes than those who did not.
- We found that 49% of respondents sold in more than one of the “big three” marketplaces, indicating ISVs are looking to meet customers where they buy.
- According to Canalys, 65% of surveyed partners say their customers are buying through hyperscaler marketplaces. Canalys predicts that by 2027, more than half of marketplace business will flow through channel partners. 2024 was the year of the channel and that channel growth in Cloud GTM should be expected to continue growing.
These findings not only validated our approach but also provided actionable insights to guide our customers and the community in elevating their cloud strategies.
Empowering Our Community Through Thought Leadership
In addition to delivering valuable data, we continued to provide thought leadership through a variety of content pieces designed to educate and empower our audience. Over the course of the year, we published several impactful blogs and resources, including:
- 6 Data-Driven Strategies to Drive Cloud GTM Success, offering actionable insights for companies looking to optimize their cloud selling efforts.
- Buyer Transformation: What Today’s B2B Buyers Want, giving sellers a peek into the minds’ of their customers and advice on how to rethink the buyer’s journey.
- Creating ICPs With Data, providing a guide to leveraging data to build a more robust ideal customer profile.
Meeting Customer Needs Through Product Innovations
Innovation remained a top priority for us in 2024 as we introduced new features to help our customers sell and scale faster in the clouds. Our product advancements were focused on making cloud selling more seamless and efficient, and we’re proud to have delivered solutions that address customer needs.
Broken down by cloud provider, some of our key launches included:
AWS
- Buy With AWS and Tackle Pay enable seamless transactions within the AWS ecosystem.
- ISVA, a new offering for AWS sellers, provides improved support and marketplace optimization.
- End-to-end AWS Co-Sell support with ACE API integrations and SFDC applications to streamline co-sell workflows.
- Marketplace Channel Private Offers for Google expands flexible selling options for customers.
- Tackle became a launch partner for Google’s multiple orders, which simplifies the buying experience.
Microsoft
- Improved cloud marketplace capabilities for Microsoft partners, allowing for greater collaboration.
- Support for flat rate and consumption based plans, offering more flexibility to ISV customers.
Cross-Marketplace
- Tackle Payments offers streamline financial operations for marketplace transactions.
- Role Based Access Control (RBAC) ensures secure and collaborative management of Cloud GTM teams.
- Tackle Test Environments empowers ISVs to trial workflows and refine their strategies risk free.
These innovations underscore our commitment to empowering customers with the tools they need to navigate the complexities of cloud marketplaces effectively. As we continue to expand and update our offerings, our goal continues to be simplifying and accelerating cloud selling for all of our customers.
Industry Events and Recognition: Sharing and Celebrating Tackle’s Expertise
Engaging with the cloud marketplace community and sharing Tackle’s expertise has always been important to us. Throughout 2024, we had the privilege of participating in numerous industry events:
- We were honored to win the Nimble Marketing Award at 6Sense, recognizing our marketing team for their incredible work and data-driven ABM strategy, notably scaling from 5 to 40+ campaigns.
- Our CEO, John Jahnke, delivered the keynote on the State of the Ecosystem at Ultimate Partner Live ‘24.
- John participated in a panel discussion at the Google Cloud North American Marketplace Exchange, sharing his expertise on best practices in marketplace selling.
- John took the stage at the Catalyst Conference to discuss the future of cloud marketplaces.
These events offered valuable opportunities for us to connect with other industry leaders, share our expertise, and gain new insights that will shape how we approach Cloud GTM moving forward. We’re excited to participate in more important industry conversations in 2025.
Building Community Through Tackle-Led Events
Beyond participating in industry events, we took the initiative to create meaningful experiences for our community through our own Tackle-led events. This past year we hosted several exciting events and opportunities to foster community, both online and virtually:
- Tackle co-hosted the Marketplace Mixer with Pluralsight at the AWS Seller Conference, fostering community and knowledge sharing.
- We celebrated customer excellence with Tackle’s 2024 Cloud GTM Awards, highlighting the Cloud GTM success of G2, Arctic Wolf, Starburst, and Teradata.
- We hosted 14 podcasts (12 for Unlock Cloud GTM and 2 for SOCGTM Recaps), featuring 12 customers and 2 cloud providers, further cementing our position as thought leaders in the cloud space.
These events helped us deepen our relationships with customers, celebrate their successes, and share what we know with our community. We’re looking forward to continuing to create impactful experiences for our customers and peers in the coming year.
Looking Ahead to 2025
As we move into 2025, automation, efficiency, and deeper partnerships are at the core of our vision. Tackle remains committed to helping our customers navigate the evolving cloud marketplace landscape and achieve new heights in their GTM strategies. We will continue to focus on customer success and expanding our solutions, introducing new tools and best practices to keep supporting our growing community.
Thank you for being part of our journey, and here’s to another year of success and growth!
