Snyk Unlocks 3x Increase in Average Sale Price with Tackle

Tackle Requires No Engineering, Enables 3x Increase in Average Sale Price

Executive Summary

Snyk helps developers do their job quickly while staying secure. It does this by finding and automatically fixing vulnerabilities in their custom code, open source dependencies, containers, and infrastructure as code. To get their solution quickly listed in the AWS Marketplace, Snyk partnered with Tackle and their Cloud Marketplace Platform, built on AWS Lambda, to provide a zero-engineering approach to listing, integrating, and managing everything the Snyk team needs to sell successfully. Since its initial launch, Snyk has experienced a good deal of success. In 2021 alone, the company has closed more than 50 deals through AWS Marketplace leveraging private offers, revenue has grown dramatically, and the time it takes to get new products listed has been cut in half — all without requiring any time or resources from their in-house engineering and operations teams.

Freeing up engineers to focus on engineering

The team at Snyk had previous experience with the AWS Marketplace and so, as they developed their offerings, they knew it was where they needed to get Snyk listed if they wanted to grow successfully. They also knew that doing so in the right way would involve a lot more than just posting a public listing. It would require taking a high-level, strategic approach with a very deliberate methodology. Also, like many startups, the company’s engineering resources were fairly limited and costly. “We could have taken engineers and assigned them to the task, but doing so wouldn’t have made sense for a number of different reasons, mainly the opportunity cost involved,” says Udi Nachmany, VP Global Cloud Strategy with Snyk. “There’s a kind of sherpas angle to the service and guidance that Tackle provides.” That includes a knowledge of things like best practices for AWS Marketplace sales, strategies for scaling AWS Marketplace businesses, and how to remove the deployment burden from the engineering team.

If you build it, they won’t necessarily come 

Snyk avoided the common mistake startups often make of simply getting their product listed on as many Marketplaces as possible. “Some think the way to achieve success is by taking a scattershot approach; to get their products listed everywhere and hope a few purchases here and there will add up,” Nachmany says. “Sometimes you can get lucky by doing that, but it normally doesn’t work that way. A much stronger approach is to define AWS Marketplace within a clear sales strategy with the help of a partner like Tackle that knows the strengths of the AWS Marketplace.” 

A successful deployment that targets enterprise customers

Snyk knew what they wanted to accomplish. The company has a free product tier, but its purpose is to build usage among individual developers and open source contributors. To be successful commercially, it needed to also secure agreements with business and enterprise customers further down the funnel. And so, while Snyk knew what it wanted to do and the huge potential the AWS Marketplace held, it needed help understanding how to fit those goals into their deployment strategy. That’s where Tackle really delivered. “The implementation was seamless,” Nachmany says. “Tackle really helped us understand how to align our sales goals with the deployment.”  

For example, Tackle provides detailed, centralized reporting tools that help the Snyk team track deals every step of the way. As a result, Snyk is able to receive granular transaction and contract information that isn’t included with standard Marketplace reporting tools — all without requiring any time or effort from their engineering team.

Tackle provides the API, documentation, and more 

Once listed in the AWS Marketplace, Tackle also helps sophisticated customers like Snyk streamline the engineering effort required to further increase efficiencies and maximize returns.

“When Tackle is able to enter the equation and say ‘here’s an API, here’s documentation’ — that’s a big time saver,” Nachmany says. 

3x the average sale price of non-Marketplace offers 

Since launching in the AWS Marketplace just a few years ago, Snyk has seen tremendous success. Thanks to Tackle, the company closed more than 50 private offers on the Marketplace during 2021 alone. What’s more, the average price of those sales is 300% higher compared to those outside the AWS Marketplace. “With Tackle, it’s really about simplifying things, saving time, and enriching the data you have. When you’re sending out multiple offers in a week and doubling your business every quarter, that becomes hugely important,” says Nachmany.

Doubling down on “the modern enterprise procurement platform” 

With the help of Tackle, Snyk has seen dramatic growth — and Snyk is quick to credit the AWS Partner Network and Marketplace with being hugely important for that rapid growth. That’s why their future plans call for tripling their efforts in 2022. “The AWS Marketplace used to be a place to buy software, but it’s evolved to become so much more than that. It’s really the modern enterprise procurement platform. Tackle understands that and they’ve fueled our success,” Nachmany added. “They’re the best at what they do.” 
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About Snyk

Snyk empowers developers to build secure applications and equips security teams to meet the demands of the digital world. Their developer-first approach ensures organizations can secure all of the critical components of their applications from code to cloud. Snyk is used by 1,200 customers worldwide and is recognized on the Forbes Cloud 100 2021, the 2021 CNBC Disruptor 50, and was named a Visionary in the 2021 Gartner Magic Quadrant for AST.