Today, we’re thrilled to share an exciting milestone in Tackle’s journey: Tackle has been acquired by AppDirect, the world’s leading B2B subscription commerce platform. This is a transformational moment not just for our team, but for the entire Cloud GTM ecosystem we’ve built together with our customers, partners, and the hyperscalers.
Since 2016, our mission at Tackle has been simple: make it easier for software companies to generate revenue through cloud marketplaces. As cloud marketplaces have surged in adoption, the opportunity has grown even faster than we imagined. In our 2025 State of Cloud GTM Report, we found that marketplace revenue is projected to rise from 20% to 32% of total B2B software revenue next year: a shift that signals a massive evolution in how software is bought and sold.
Joining forces with AppDirect allows us to meet this moment with even greater scale, resources, and speed.
Why AppDirect + Tackle Makes Sense
AppDirect is the global leader in subscription commerce, powering how businesses buy, sell, and manage recurring technology across direct sales, partner ecosystems, and online marketplaces. By combining our strengths, we’re creating the first truly unified platform for software companies to reach customers wherever they want to buy: through direct sales, the channel, or the cloud marketplaces.
Together, we can offer:
A single platform to manage every route to market
- AWS, Microsoft Azure, and Google Cloud marketplaces
- Direct subscriptions
- Channel resellers
- Online stores and self-service buyer experiences
More scale and more reach
AppDirect’s network spans millions of buyers and over 14,000 technology advisors, while Tackle brings the deepest expertise and integrations in the cloud marketplace ecosystem.
Unmatched operational efficiency
Finance, RevOps, and operations teams will benefit from a unified approach to billing, disbursements, private offers, marketplace analytics, and cross-channel reporting
Deep, programmatic integrations with hyperscalers
Tackle’s long-standing relationships and co-sell automations, combined with AppDirect’s global infrastructure, unlock new opportunities for ISVs to scale faster with AWS, Microsoft, and Google Cloud.
What This Means for Tackle Customers
In short: your experience today does not change.
In the coming months, you’ll begin to see expanded capabilities, new integrations, and a more powerful end-to-end experience all built on the foundations you rely on today.
We are committed to continuing to deliver the frictionless experience, transparency, and trusted partnership you expect from Tackle.
Why This Matters for the Cloud GTM Ecosystem
Cloud marketplaces have moved far beyond an experimental channel: they’ve become a strategic revenue driver for the world’s leading software companies. ISVs are looking for ways to simplify marketplace operations, accelerate co-sell, and reach new buyers, all while managing the complexity of modern hybrid go-to-market strategies.
By coming together, AppDirect and Tackle are uniquely positioned to:
- Reduce friction across the entire buying and selling experience
- Help ISVs meet buyers wherever their procurement happens
- Deliver a unified commerce and marketplace strategy that scales globally
As Tackle CEO John Jahnke shared:
“We knew the cloud would change the way software was bought and sold, and have been blown away by the acceleration of the cloud go-to-market. The synergies between Tackle and AppDirect provide a natural next step to accelerate growth for our customers.”
Looking Ahead
We couldn’t be more excited about this next chapter. Together with AppDirect, we’re doubling down on innovation, category leadership, and our commitment to helping software companies succeed in the cloud.
Thank you to our customers, partners, employees, and the broader Cloud GTM community who have supported Tackle’s mission from day one. We can’t wait to show you what’s coming next.
To learn more, you can read the full press release on the acquisition at AppDirect.com or reach out to your Tackle team with any questions.
The future of Cloud GTM is here—and we’re building it together.
