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How RevOps Leaders Orchestrate Predictable Growth Through Cloud GTM


What RevOps teams are doing to make Cloud GTM more predictable

 

As Cloud GTM moves from experimental to essential, revenue operations is no longer behind the curtain: it’s running the show.

 

Every marketplace deal, co-sell motion, and cloud payout touches RevOps in some way. The teams that build their operations for this new reality are the ones that scale faster and forecast with confidence.

 

That’s the focus of our RevOps Playbook for Cloud GTM. It’s a collection of frameworks and firsthand insights from leaders who are making this shift work inside their organizations. In this blog, we’ll walk through what that transformation looks like in practice, highlighting key plays RevOps leaders are using to make Cloud GTM repeatable, measurable, and predictable.

 

Why Cloud GTM needs RevOps at the table

 

Cloud marketplaces used to be an alternative channel, but those days are long behind us. Today, marketplace is an essential channel that is redefining how software is bought and sold. Enterprise buyers are shifting their budgets toward AWS, Microsoft, and Google Cloud, where transactions can happen faster and within existing budgets. 

 

For software companies, that means revenue now flows through systems owned by hyperscalers, which introduces new layers of billing, compliance, and reporting complexity. When traditional systems don’t fit the cloud model, it’s RevOps that keeps the quote-to-cash process intact. As one RevOps leader put it in the playbook, “Marketplace deals touch nearly every function of our business—sales, deal desk, finance, compliance—and RevOps is what holds that together.”

 

Cloud GTM is a team sport, but RevOps calls the plays. Their scope spans every stage of the lifecycle: building offer workflows, integrating systems, aligning co-sell processes, and ensuring revenue recognition runs smoothly when payouts arrive from the cloud provider (sometimes months later).

 

One RevOps director described this evolution best: “We went from supporting sales to running the infrastructure that makes Cloud GTM possible. If RevOps isn’t owning it, it breaks down fast.”

 

That ownership requires both orchestration and visibility. RevOps connects the dots between CRM, CPQ, finance tools, and cloud partner portals, making sure every cloud transaction follows a repeatable, auditable path from quote to payment. When Cloud GTM is operationalized well, RevOps turns complexity into control—deals close faster, data stays clean, finance can forecast accurately, and sellers can focus on customers instead of workflows.

 

Four problems every RevOps team hits and how to fix them

 

Every RevOps team entering the Cloud GTM space faces similar hurdles. The difference between struggling through them and scaling past them comes down to how each challenge is addressed operationally.

 

Below are four of the most common challenges, and the solutions leading teams have built, based on insights from the playbook’s core chapters.

 

Challenge #1: Disconnected quoting slows deals

 

Marketplace deals introduce new variables: multiple entities, pricing models, and approval paths. When quoting systems can’t identify a marketplace deal early, downstream processes get messy.

 

Solution: Standardize your quoting workflows around marketplace tagging and automation. The playbook outlines how leading teams flag cloud deals in Salesforce, integrate with CPQ tools, and use structured templates to create “bookable artifacts” that finance can process immediately.

 

As one operations manager noted, “Once we automated offer creation from our CRM, deal velocity improved overnight.”

 

Challenge #2: Manual offer management creates errors

 

Private offers are the new purchase orders in Cloud GTM, but they often live in scattered portals, spreadsheets, and email threads.

 

Solution: Treat offer acceptance as your operational trigger. When a customer accepts an offer through a cloud provider portal, that event should automatically kick off entitlement, booking, and revenue recognition workflows. RevOps leaders in the playbook recommend using centralized tools to generate bookable artifacts and log all metadata in one place.

 

That shift brings consistency: “We stopped asking finance for a PO. The offer is the PO now,” shared one RevOps leader.

 

Challenge #3: Cash flow visibility is limited

 

Marketplace payouts often arrive 60-120 days after an offer is accepted, creating forecasting blind spots. Without automation, it’s hard to know when payments will land or how fees affect margins. 

Solutions: Align your revenue recognition and forecasting processes to marketplace cycles. Track expected versus actual disbursements, treat provider fees as cost of goods sold, and suppress traditional invoicing for cloud deals. RevOps teams featured in the playbook emphasize that “clean visibility into payouts” is what prevents revenue surprises.

 

Challenge #4: Co-sell motions lack structure

 

Co-sell is one of the biggest levers for marketplace growth, but it’s often underutilized because it’s hard to operationalize. When co-sell data lives outside your CRM, tracking progress and measuring success becomes impossible.

 

Solution: Embed co-sell milestones directly in your CRM and automate registration with cloud partners. RevOps should drive this by standardizing the process, adding clear stages like “Registered” and “Joint Call Scheduled,” and reporting on metrics like co-sell pipeline and acceptance rates.

 

As one RevOps leader put it, “Co-sell only scales when ops runs it like pipeline: tracked, measured, and integrated.”

 

Building the systems that make success repeatable

 

At its core, RevOps is about creating consistency, and Cloud GTM amplifies that need. The companies seeing the strongest results treat their marketplace motion not as a pilot, but as a core revenue channel. They’ve built infrastructure that scales across clouds, automated reporting, and connected systems so every deal flows from quote to cash without manual intervention.

 

Predictable growth in Cloud GTM doesn’t come from chance. It comes from design.

 

If your RevOps team is building (or rebuilding) your cloud operations, our full RevOps Playbook for Cloud GTM offers detailed frameworks, real-world examples, and insights from operators who’ve already solved these challenges.

 

Because when RevOps leads the charge, Cloud GTM moves from experimental to a measurable, scalable part of your business.

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