Tackle’s Sixth Annual State of Cloud GTM Report Is Here
We’ve just released our sixth annual State of Cloud GTM report, a study that tracks how software companies are using cloud marketplaces and co-sell programs to drive revenue. More than 10,000 partner and revenue leaders read this research each year, and many use it to shape their strategies for the year ahead.
So why does this report matter? Because Cloud GTM is no longer an experiment or a “nice to have.” It has matured into a necessary, repeatable way for companies to access committed cloud spend, accelerate deal cycles, and strengthen partner alignment.
With over five years of data and as the category creator, we can see not only how the strategy is evolving but also how quickly the landscape is shifting.
In this blog, we’ll break down two of the four biggest learnings from this year’s report:
- Marketplace revenue is scaling faster than expected
- Multi-cloud co-sell is quickly becoming the norm
Let’s get into it!
Learning #1: Marketplace revenue is scaling faster than expected
What we found:
Respondents told us that, on average, 20% of their revenue came through marketplaces in the past year. Looking ahead, they expect that number to reach 32% over the next 12 months. That’s a 61% jump in contribution—clear evidence that marketplaces are moving from “extra” to “essential.”
Why are companies leaning in? The data points to three major benefits:
- Access to committed cloud spend. 75% of respondents said this was a top advantage. Enterprises with multi-year commitments are increasingly steering purchases through their cloud provider contracts.
- Faster deal velocity. Nearly half of respondents said marketplace deals move quicker, often because budgets are already allocated.
- Provider incentives. 43% reported that cloud providers are offering meaningful programs to encourage marketplace use.
Why it matters for your team:
Marketplaces have evolved from a procurement shortcut to a direct revenue channel. If nearly a third of industry revenue is expected to move through marketplaces next year, ignoring this channel could mean leaving money on the table.
For alliances and sales leaders, this means building the right operational backbone:
- Align marketplace listings with your pricing strategy so sellers can position deals confidently.
- Train account teams on when and how to leverage marketplaces in active cycles.
- Assign ownership for marketplace execution, rather than treating it as a side project.
Marketplaces are no longer optional experiments. They are part of that revenue plan, and the companies treating them with that level of focus will be the ones that capture the upside.
Learning #2: Multi-cloud co-sell is becoming the norm
What we found:
Last year, co-sell influenced about 22% of net-new deals. In the year ahead, that figure is expected to rise to 30%. Nearly every respondent (96%) said they expect more co-sell assisted deals in 2025, and many anticipate double-digit increases.
Amazon remains the most common partner, with 83% of respondents co-selling with AWS. But the story doesn’t stop there:
- 51% are co-selling with Microsoft
- 35% with Google Cloud
- 80% are working with multiple clouds or plan to
- 28% are already engaged with all three major hyperscalers
Organizations aren’t leaving co-sell outcomes to chance either. They are investing in resources to make it work: 30% are regularly educating sellers on co-sell processes, 25% have assigned a dedicated resource to drive co-sell success, and 17% are training cloud provider field teams on their solutions.
Why it matters for your team:
Co-sell is becoming a structured path to market, supported by defined goals and programs. The data shows that organizations that put dedicated people, training, and programs in place are seeing stronger results.
For sales and alliance teams, this means:
- Treating co-sell like any other route-to-market with defined goals, executive sponsorship, and measurement.
- Building clear communication channels with hyperscale field sellers, who often manage competing priorities.
- Coordinating internally so account teams understand what’s expected when co-selling with multiple clouds.
Multi-cloud co-sell is here, and the companies that can operationalize it will gain both reach and credibility with buyers who increasingly expect cloud-aligned procurement.
What these two learnings mean for the future
Marketplaces and co-sell are maturing into pillars of Cloud GTM, and the numbers show that companies are embedding them deeper into their revenue models each year.
For leadership teams, this means evaluating where Cloud GTM fits into your 2025 revenue plan, what resources need to be dedicated, and how to balance focus across marketplaces and co-sell programs. The data makes clear that those who prepare now will be positioned for stronger revenue contribution in the coming year.
Read the full report
These are just two of the four major findings in the 2025 State of Cloud GTM Report. The full report explores additional insights, including how companies are still adapting their playbooks, where they still face friction, and predictions for 2026.
Read the full report and see how your peers are approaching Cloud GTM this year.
