Tackle 43 min

How Cloud Marketplaces & Co-sell Are Changing the Game in 2024


Partnerships leaders at Cloudinary & Rapid7 share how Cloud Marketplaces and co-sell offer complementary value props that support seamless transacting and scalable deal flow.



0:00

(upbeat music)

0:02

- Hi everyone, I'm Erin Feiger,

0:06

the VP of Co-SAL here at Tackle.

0:09

I joined Tackle about just over a year ago

0:12

through the acquisition of my company, Core Consulting,

0:16

where we started Core over 10 years ago

0:19

to really help ISVs figure out how to utilize

0:22

all these great partner programs and tools

0:25

that the cloud partners offer us.

0:27

And over the years, as each cloud provider

0:29

launched their Co-SAL program as a way to programmatically

0:33

at scale, engage with their sellers,

0:36

we started to help ISVs figure out how to integrate Co-SAL

0:41

into their go-to-market strategies

0:43

so that they can really sell to that cloud partner

0:47

to then be able to sell through and sell with.

0:50

So I'm excited to have Cloudinary and Rapid 7 here

0:54

to share their stories.

0:56

I'm gonna pass it off to TJ.

0:57

I'll let you introduce yourself first.

1:00

- Sure, thank you very much.

1:01

I'm TJ Schmidt.

1:02

I'm the director of cloud partnerships here at Rapid 7.

1:05

Overseeing our global strategy around working

1:09

with our cloud partners, which right now is basically AWS.

1:13

We made look to expand into the future,

1:15

but right now our main focus and my team's time

1:20

is all dedicated to partnering with AWS.

1:22

- It's great.

1:25

Gary.

1:26

- Great. So I'm Gary Bellabio.

1:29

I'm the VP of technology partnerships for our cloudinary

1:32

and I'm essentially covering or overseeing our cloud partnerships

1:37

and I've been doing this since the day I started

1:41

that cloudinary.

1:42

I've been a cloudinary for about six and a half years now

1:46

and I'm looking forward to getting into the details

1:48

of everything we're working on.

1:50

- That's awesome.

1:51

Well, we thought we would set the stage

1:53

for today's conversation with a little context around.

1:58

We recognize that all ISVs are kind of going

2:03

through this journey of building their cloud go to market team

2:07

and their cloud go to market strategy

2:10

and maturing both internally in their organization

2:14

how they get their cloud go to market

2:18

to be as natural way of selling as it is to sell direct

2:22

as well as how your overall partnership

2:25

with your cloud partner is evolving and maturing.

2:29

So at Taco, we kind of launched this cloud go to market maturity

2:34

model that frames up where you're at

2:38

and when you're in this phase in your journey

2:41

what are the things we need to really focus on

2:44

to help us build adoption, drive adoption, scale adoption

2:50

and really get that cloud go to market

2:54

as a natural motion inside of our organization,

2:58

inside of our systems and our business tools

3:01

that we're using to manage the business

3:03

and really turn that partnership

3:05

into a meaningful revenue channel

3:08

and a strategic partnership for our organization.

3:11

So today the stories you're gonna hear

3:14

from both Gary and TJ are going to be about

3:19

their experiences internally in the company

3:22

the things that they've been working on

3:24

to mature and evolve to really drive adoption

3:29

and get that cloud go to market going inside of their company

3:33

and the results that they're seeing

3:36

and the impact that it's having on the business.

3:38

All right, so my first question

3:43

and I'm gonna gear it to you Gary

3:48

and then I'll have TJ answer.

3:50

Can you talk about your company's cloud go to market journey

3:54

so far like when you came in six years ago

3:58

where would you say your organization was at

4:01

in that maturity model and what are some of like

4:04

where would you say you are today in that maturity model?

4:09

>> Okay, sounds good.

4:10

So be as a company,

4:13

Cloud and I started working with AWS early on early

4:16

in its life.

4:19

So probably around 2013, 2014 was when the company really started.

4:24

I joined the company in 2017.

4:27

But I would say when I joined,

4:29

I would say we were having some really good conversations

4:32

with people inside of AWS.

4:35

We had some competencies that we had.

4:40

And then, but that was pretty much it.

4:44

That was basically the limit of the interactions.

4:47

We had AWS sponsored one of our customer conferences

4:52

a few times and we said some really good interactions.

4:55

But I would say in 2019 was when we started

4:59

to take the partnership itself more seriously ourselves

5:04

and really lay the groundwork,

5:06

well, just lay the ground from an investment standpoint.

5:09

That's when we hired a full-time employee to work with AWS.

5:14

And that was her full-time job was to essentially build,

5:21

build our partnership and build us up

5:24

in the AWS ecosystem essentially

5:28

and just drive us higher and hopefully get us to a point

5:32

where we could be a strategic partner for AWS.

5:35

And that is a long journey to take on.

5:38

And I would say we did a good job.

5:43

And I think it takes longer than we actually thought it would.

5:46

- Doesn't it always?

5:49

- I would probably be like, it's sneaky,

5:51

it's sneaky hard and sneaky time consuming

5:54

and takes longer than you think it's going to.

5:57

- Yeah. And so like taming expectations internally

6:00

is really important and making sure,

6:04

when you're going through it,

6:05

that there is an understanding for what the value

6:08

will be from this partnership

6:10

when you actually get it to scale.

6:12

So we sort of learned that brutally along the way actually.

6:17

- Those are like key elements for building adoption phase

6:21

of like getting the person in place,

6:24

getting key stakeholders rallied around you,

6:27

building the evidence, getting up higher inside

6:31

of your partnership with the cloud partner.

6:34

Like you've got to kind of do those things

6:36

in that building adoption phase.

6:37

If you're really going to then get to driving adoption.

6:41

- 100% right.

6:42

And it's so important to follow the steps,

6:45

follow the guidelines that they provide

6:47

in the very beginning and just start to go after it.

6:50

Start to go after all the predications you need,

6:53

like everything you need to submit, like there is a lot.

6:56

And we're still seeing, I would say it's worth it.

7:01

And we're still seeing the benefits of it.

7:05

Hopefully we see more, but there's,

7:07

where we're starting to, so I'll tell you a little bit more.

7:09

So we, it was about in the middle of last year

7:12

is where I would say we really turned a corner

7:15

with our partnership with AWS

7:18

and really started to see much more investment

7:21

from AWS with our partnership,

7:25

which motivated us even more to do things,

7:30

take things a bit more seriously.

7:33

And starting down the path in your slide

7:36

of being more programmatic.

7:37

So registering more deals in an automated way.

7:40

So then that's on a co-sale side.

7:43

And we're also, we're down the path

7:47

of educating our sales team still,

7:48

about the value of selling through marketplace

7:51

and customers buying through marketplace.

7:54

And that's a journey in itself too.

7:56

Just understanding the dynamics of marketplace

7:59

is a lot for even the partner manager

8:02

who's runnygatedly us to understand,

8:04

much less the salesperson at your organization

8:06

who's got a thousand other things going on, right?

8:09

So there's still work to do for us there,

8:13

but we really accelerated our efforts operationally last year.

8:18

So for the partnership.

8:21

- We're gonna come back to that

8:22

'cause you've said a couple of things

8:23

that I wanna circle back on for sure.

8:26

And I wanna get TJ an opportunity as well

8:28

to kind of share, you know,

8:30

where you came in to go to marketing your company,

8:34

where you think they were in the maturity

8:37

and what were some of the key things

8:38

that you've been doing to do?

8:40

- Yeah, sure.

8:41

Thank you.

8:43

Yeah.

8:44

So Rapid 7 had actually done quite a bit

8:48

as far as establishing themselves with AWS.

8:50

We had participating in an SCA.

8:53

We had already achieved multiple competencies.

8:55

We were pretty far along in the journey,

8:56

but the thing that I noticed when I started two years ago,

9:01

the expectation,

9:02

and this came up earlier,

9:05

Gary mentioned it,

9:07

taming the expectations is very important.

9:09

The expectation was that,

9:11

you know, we do these things with AWS

9:13

and they're just gonna send us opportunities,

9:15

opportunities, opportunities.

9:16

And, you know, in the big ecosystem of things

9:19

that's very hard to do

9:20

when you're competing against mind share

9:23

with sellers that have 18,000 partners in their ecosystem.

9:27

So over the past two years,

9:29

what I've really been trying to focus the attention on

9:32

is getting our team to think differently,

9:34

getting our leadership to think differently

9:36

about how AWS works.

9:38

And, you know, when you do the things that AWS

9:42

is asking you to the Co-Cell motions,

9:44

bringing marketplace into discussion,

9:46

it unlocks all of these different investments

9:48

and different programs that you can leverage.

9:50

And I think the key to our strategy,

9:53

what I'm putting in place this year

9:56

is leveraging those programs

9:57

to do the thing that we need to do.

10:00

You know, we've looked at a lot of the investment

10:03

and kind of just gone through and done the motions

10:06

and hoped for the best and seen some good results.

10:09

Don't get me wrong, we've definitely seen some good results,

10:11

but I think there's a better way

10:13

that we can utilize these investments

10:15

and these programs to attain our goals

10:17

all while still, you know,

10:19

meeting the things that AWS puts out

10:21

as being important in the partnership level.

10:25

So I'd say we're still kind of right past that adoption phase

10:29

and kind of on the edge of kicking it off

10:33

and really, you know, having that ball

10:35

start rolling down the hill.

10:37

We've done a lot of operational things

10:40

up until July, August of last year,

10:45

all our private offers,

10:47

every marketplace transaction was done by me.

10:50

And so we actually have not even really trained our team,

10:54

our company on how to leverage marketplace.

10:57

We've focused a lot on CoSEL,

11:00

but for a single individual globally

11:02

to work with almost 600 sellers,

11:04

a lot of stuff falls through the cracks.

11:07

And so, yeah, I was able to get some support.

11:11

So we now have a deal operations team

11:13

that is focused on driving our private offer,

11:17

creating our private offers.

11:19

And through all of those efforts across last year,

11:23

I was able to get investment from the company level

11:26

where we actually hired five alliance managers

11:29

two in the US, one in Amia, one in Singapore

11:32

and then one in Australia.

11:33

And so we're growing that team

11:36

and focusing our efforts on the CoSEL motion,

11:40

the marketplace values,

11:41

while we strategically figure out how to leverage

11:44

all of this investment and programs at AWS

11:47

is bringing it to the table to meet our goals of the company.

11:50

- Yeah, that's so great.

11:52

I mean, in order to go from building adoption

11:55

to driving adoption and get to scaling adoption,

11:58

you're doing all of the best practices

12:02

that we see across the other software companies,

12:05

which is starting to build out those teams,

12:07

taking it from alliance-led,

12:10

meaning alliances is doing all the work,

12:13

they're incubating the processes,

12:15

they're executing those processes,

12:17

they're doing all of the work

12:20

to then starting to get the rest of the company

12:23

and the organization around supporting that

12:25

and going more alliance-supported.

12:28

So getting a team for marketplace transactions

12:31

and operations, getting alliances

12:33

in their really driving field seller enablement

12:37

and co-selling and relationship

12:39

and go to market activities into the field,

12:42

you've got to build out those teams.

12:45

And in order to build out those teams,

12:47

your company must have seen some ROI

12:50

on the things they were doing

12:52

to then see it worth investing in this channel.

12:56

When you were kind of in that building adoption phase,

13:01

what percentage of your revenue,

13:04

do you think that it was either going through the marketplace

13:07

or was the partnership was influencing it?

13:12

And it doesn't have to be exactly,

13:13

but what does your gut say you were

13:16

and what are your goals for this year

13:19

as far as percentage of revenue through the marketplace

13:23

or the partnership influencing the revenue for Rapid7?

13:27

- Yeah, I think our co-sell revenue,

13:31

what we looked at as supported was pretty good,

13:36

but marketplace wise, we were below 5%

13:39

of our total revenue was going through the marketplace.

13:42

Our goal is to get to what AWS actually told us

13:47

is a material number, which is over 10%.

13:51

So our goal is to drive that up to 10%.

13:54

I don't think we'll get there this year,

13:56

but I think we will be able to get there

13:59

in the next one and a half to two years.

14:03

- Yeah, well, I mean, it sounds like you're doing

14:04

all the right things, you're integrating technology

14:07

into your systems, you're investing in the people

14:11

to help operationalize it and execute it

14:15

and then drive field engagement.

14:17

So, Rapid7 might surprise themselves.

14:20

- I would love to see it.

14:22

We're looking at some of the metrics now.

14:24

Our goal this year is a 20% growth in marketplace transactions.

14:29

And the way that we look at it for my team is more,

14:32

what can we influence, right?

14:33

We're not hard selling the marketplace,

14:35

but we wanna make sure that our customers know

14:37

that it's an option and understand the value of utilizing that.

14:41

And then by co-selling with AWS,

14:43

allowing them to have those discussions with customers as well

14:46

and with our team, it's gonna continue to drive that.

14:49

So I think that 20% growth is gonna get there for sure.

14:54

And we may surprise ourselves, you never know.

14:57

- And it sounds like at Rapid7,

14:58

you guys started with CoSEL

15:01

and really leaning into activating a CoSEL strategy

15:05

that then activated the marketplace.

15:09

- Yeah, and not necessarily on purpose,

15:13

but when again, having a single person with 600 sellers,

15:18

you know, we were doing 100,

15:21

and I think we created 150 private offers one year

15:25

that was all to me.

15:27

And so by design, we couldn't teach the value

15:31

of the marketplace because if we did it,

15:33

if we did it well, it was gonna overwhelm.

15:36

And we're a true product company, right?

15:41

So our end of quarter, end of month is a hockey stick.

15:46

So you could go a month and a half

15:49

with not a single private offer coming through

15:51

and then all of a sudden you're getting 10 a day.

15:54

So it was done by design to not talk about marketplace

15:58

as much, but to really do the CoSEL side.

16:01

And the way that I've tried to look at it

16:03

and we're implementing this in Amia and APJ

16:07

is the gain mind share with AWS,

16:09

the big thing is the CoSEL side, you know,

16:12

marketplace, yes, that is going to help,

16:14

but you got a CoSEL first to get the marketplace in my head.

16:18

You know, if you're doing marketplace,

16:20

you really should the CoSEL-ing.

16:21

And ultimately, let's leverage AWS

16:24

to help us do more marketplace transactions.

16:26

So what I've been asking my team to do

16:29

and what the approach that I had originally was,

16:32

let's overwhelm them with just so much CoSEL

16:35

that they're going, wait, who is this company?

16:37

Where all of a sudden there's so much in our pipeline,

16:40

I need to understand who Rapid 7 is.

16:42

And so my first year with the company,

16:44

we made that initiative and we started having different teams

16:48

of ISMs and different PSMs reaching out and saying,

16:53

hey, you guys have all come up as a very important partner,

16:58

a focus partner, we need you to come in

17:00

and teach our team what you do.

17:02

And we've seen that across the board,

17:03

so it has worked well for us.

17:06

- That's such a great share because, you know,

17:10

you saw the impact that it has.

17:15

Like a lot of times ISVs will come to us and say,

17:18

like, how do we get their attention?

17:20

And we're afraid to share our pipeline

17:23

and really sharing through CoSEL creates a megaphone for you

17:28

to really put your brand out there

17:31

and get people to understand

17:33

or give you the opportunity to tell your story

17:37

of who you are and what you do.

17:39

Like, who is Rapid 7 that they just flooded all of our reports

17:43

because they put in their CoSEL opportunities,

17:45

they flooded all of our reports with, like,

17:49

they're in all these accounts, they're doing all these things,

17:52

they've closed all these deals, like,

17:54

I need to learn more about Rapid 7

17:56

and how can we, 'cause that's what the cloud providers

17:59

are really there and motivated to do,

18:01

which is they want to put fuel on the fire, right?

18:06

You created the fire, they're there, their programs,

18:09

their tools, their sellers are there to help fuel that fire

18:13

and how can they help you?

18:15

And then over time, they'll bring you new business

18:19

and it will start to impact your net new,

18:21

but initially it's you putting all that in there

18:24

because you gotta go get their attention

18:27

and the best way to get their attention

18:29

is with data and your pipeline is your leverage

18:33

to create that data to get their attention.

18:36

So Gary, you said something earlier,

18:38

which was last year you saw them pivot towards you,

18:42

it's like you turn the corner is what you said,

18:45

you turn the corner, what do you think it was

18:49

that turned the corner?

18:50

Was it CoSEL-ing, was it that you also started to,

18:53

like, at Ringer invest in CoSEL-ing

18:57

or like what was your thing that you've found?

19:00

Or maybe it was a couple of things

19:02

that made the relationship turn the corner?

19:05

- Yeah, so for us, I would say, by the way,

19:09

it's interesting to hear.

19:10

Ah, I'm sorry, I didn't mean to do that.

19:13

It was interesting to hear TJ just talking about

19:16

starting with CoSEL-ing and I think that's a great strategy

19:19

for, and it makes complete sense

19:22

and I've seen it play out as well, just like that.

19:26

So, Kudos, TJ, good mention on that.

19:29

And just in terms of like the turning the corner last year,

19:34

so, yeah, in the middle of last year,

19:37

it's, like I said, it's been definitely a long journey.

19:40

We've gotten some great support from AWS through the years.

19:43

We have some great people that we work with

19:46

who really have helped us along the way.

19:48

And that really just, from an AWS standpoint,

19:54

like I said, we saw the investment pick up on their side.

19:59

And it came to a point where it's like,

20:01

we need to match that investment that they're making

20:05

into us actually.

20:06

So, that was, I would say, AWS really saying,

20:10

like, hey, we want you guys to do more,

20:11

but instead of you doing more first,

20:13

we're gonna put it more,

20:14

is essentially what happened.

20:16

And so, it's essentially as a response to that,

20:22

investment from their side,

20:24

and attention that they were giving us on their side,

20:27

we just started to crank up our,

20:29

what you said, providing them way more data

20:32

than we had in the past.

20:34

So, automating the deal registration

20:38

and really improving our communications internally

20:44

about why, you know, why we're doing it,

20:47

how it's going to help the sales rep.

20:49

And we're starting to see a better interaction

20:51

from a field team standpoint.

20:53

And what's interesting is we're seeing AWS lean in

20:56

even more into us and our work,

21:01

our business essentially, you know, and helping us grow.

21:06

And I do think that's a key thing.

21:07

I mean, and you mentioned it earlier, Aaron,

21:09

just in terms of AWS,

21:12

they have these partner programs

21:13

because they want to see you grow on their platform

21:17

and they want you to spend more money on AWS, of course, right?

21:20

So, you know, so it's in their best interest

21:23

to make sure you thrive

21:25

and they have a lot of thriving customers.

21:27

So, and it honestly, like once you actually get

21:30

into the program, you know, you reach escape velocity

21:33

with it.

21:33

I mean, it's definitely gets you a pretty nice return.

21:37

So.

21:38

>> Yeah, I know so many times we were like,

21:39

what motivates the cloud?

21:40

What's their metrics this year?

21:42

And how do sellers get paid?

21:43

I'm like, listen, you don't have to worry about any of that.

21:46

It comes down to like,

21:48

do you drive cloud consumption for them?

21:50

Do you drive utilization of their products and services?

21:54

If yes, like then you need to invest in a go-to-market strategy,

21:59

implement tools to help you,

22:02

bring on a team to help you

22:04

and really think about your cloud go-to-market strategy

22:07

because it's going to influence something they care about,

22:10

which is their consumption of their utilization and tools.

22:14

And okay, so in order, like to respond,

22:20

AWS is leaning into the partnership.

22:23

They want you guys to do more.

22:24

And in order to respond,

22:26

you had to start investing more.

22:29

And what we saw from the tackle side

22:31

was both of your organizations starting to really take

22:35

from doing these operations yourself manually,

22:39

maybe in the tools natively,

22:42

to really starting to leverage the tackle platform

22:45

to help you operationalize

22:48

so that you can get to driving and scaling.

22:51

So we saw you guys start to implement our Salesforce app

22:55

and start to use our APIs, not just for marketplace,

22:58

but for Co-Cell.

23:00

Can each of you share,

23:02

like your, 'cause you're still kind of,

23:04

we're all still early days into getting Salesforce,

23:09

really tightly integrated into Salesforce and the automation.

23:12

Can you share some of your initial learnings

23:14

with the audience around

23:17

how you approached your Salesforce implementation

23:20

and like where you're going with it next?

23:24

DJ, you wanna start first?

23:29

Sure, sure.

23:32

Yeah, so we had a home-grown integration

23:37

with ACE originally.

23:40

It was done with workato

23:42

and our Salesforce automation.

23:45

And it worked well for our original volume.

23:49

When we first started doing this,

23:50

we were sharing 500 to 900 opportunities a year

23:55

and things were fine.

23:58

But once we really ramped that up in 2022,

24:02

we shared, I think, 2000 opportunities.

24:07

And AWS made some changes that,

24:10

and this is just what AWS does, right?

24:11

Something changes are always innovating

24:14

and we weren't aware of it and actually broke our integration.

24:17

So we spent all of 2023 manually launching

24:22

I think we won over 900 opportunities

24:27

that we co-sold in 2023.

24:29

And so it made for a big mess.

24:31

And so what we did was we sat down

24:34

and kind of looked at, okay, here's our options.

24:36

And when we looked at our team's capabilities

24:42

to move at the pace of AWS,

24:45

to continuously update and make these changes

24:48

so that our integration goal stayed relevant,

24:52

it just made sense to partner with tackle.

24:55

And as we looked through all of the capabilities,

24:58

we needed help with Marketplace,

25:01

we needed help with Co-Cell,

25:03

we needed help with our prospecting aspects,

25:06

getting our team to understand,

25:07

one of the big questions our team had said is,

25:09

I don't know when to share an opportunity with AWS

25:11

and sharing all of them wasn't good enough, right?

25:13

That was my answer to share everything.

25:16

But they wanted to have some data.

25:17

So we looked at the ability to prospect using tackle,

25:21

we looked at the Co-Cell motion

25:23

and then ultimately the Marketplace motion

25:25

and it just made a lot of sense.

25:27

And so we've been, I think we're in what we're calling

25:31

the optimization phase right now with tackle.

25:34

And basically we're looking at what our capabilities are,

25:37

what our needs are,

25:38

and starting to automate and create a lot of,

25:42

we'll call them shortcuts.

25:44

So right now to Co-Cell and opportunity,

25:46

we basically have narrowed it down to

25:49

four clicks of a button that our reps need to do

25:51

and they're legitimately,

25:53

Co-Cell, click to Co-Cell,

25:55

radio button here, radio button here, submit.

26:00

And that's all our team needs to do

26:01

to submit a Co-Cell opportunity now.

26:03

And we're looking at the Marketplace side

26:07

and even still with the Co-Cell side,

26:09

how can we make this even simpler?

26:12

And we think that there's so much available to us

26:16

and so many capabilities that we can make this extremely simple

26:21

to Co-Cell and create private offers with our team.

26:24

- Yeah, two things that I just have to add on

26:30

to your story there.

26:31

We see that too.

26:34

Like when you decide to go to market with the cloud partners,

26:39

it's unique enough that you do need to have

26:45

your own people, processes, tools,

26:48

kind of supporting that route to market

26:51

because the cloud providers are big, huge organizations.

26:56

You've got to learn how to navigate them.

26:58

They are innovating rapidly.

27:00

You've got to stay on top of that

27:02

or things break, right?

27:05

And so, and they speak their own language

27:07

and you've got to know how to interpret all of that.

27:09

And so it's unique enough that it requires its own

27:13

dedicated like people, processes, technology

27:17

to really support that route to market.

27:20

And then the other thing you said

27:23

that really like triggered for me was

27:27

when you go to do sell like any kind of sales force

27:32

or business automation,

27:34

you've got to kind of break it into two steps.

27:38

First get it in there and just get the automation going,

27:42

get the flows working, understand the data

27:45

and how you're engaging with it.

27:48

And then you can think about how can we take this

27:51

to the next level and start to build

27:53

additional automation processes layered on top

27:58

of the tackle automation that's there.

28:01

So tackle will have automation.

28:03

We'll continue to include automation as we also develop that.

28:08

But you can also layer in your own automation

28:12

based on how your business functions,

28:15

your sellers are selling and how to make things

28:18

as simple as possible,

28:19

given your CRM system, your sellers,

28:23

what you're trying to do, right?

28:25

- Yeah, we rolled out what we called like tackle

28:28

out of box functionality.

28:30

And then we tested it amongst like a Tiger team,

28:33

myself and a few others.

28:36

And basically we would meet with our project manager

28:39

who is running our engineering and our automation

28:42

and say, hey, we wish that we could do this.

28:44

We wish that we could do this.

28:45

And we created a list to kind of roll out of last quarter

28:49

and into this quarter

28:50

and that got us to the optimization phase.

28:53

And the team seemed to find it was very easy

28:56

to automate a lot of these things, which was great.

28:59

I think it took them, I don't know, 48 hours to,

29:02

and it's Brent who to automate the things

29:04

that we needed to automate.

29:05

And now we took a nine step process

29:08

that required some math or MRR,

29:11

required industries and a bunch of different information.

29:16

We've automated all of that to pull it all directly

29:18

out of our Salesforce and automatically calculate

29:21

the MRR grade of us and do all those functions.

29:24

So we're very excited to see what other optimizations

29:27

you can come to and make this even easier for everybody.

29:30

- And you're able to think about that

29:32

because you don't have to worry about the base automation

29:36

and the base automation working

29:38

because tackle is doing that for you.

29:40

It's what we do day in and day out.

29:42

We live and breathe this.

29:43

We've got the foundation so that you can continue

29:46

to build on top of that

29:48

and think about all those automations.

29:50

I love it.

29:54

Gary, tell us a little about your experience

29:57

in building in more automation and integration

30:01

into your Salesforce.

30:04

- Yeah, so last year we made a decision

30:08

to start picking up our registrations

30:12

and we're doing it more proactively.

30:15

So more of the Alliance team.

30:18

So the Alliance team is driving that right now.

30:21

And we were registering dozens to upwards of 100 deals

30:26

per month or so.

30:28

And my poor operations person, God bless her.

30:31

She was busy and we had automated.

30:35

So it just came down to like,

30:37

we're taking this seriously.

30:39

At the time we were on doing a portion actually

30:41

of our deals at a certain stage

30:43

and then started registering them.

30:45

And so we were just absolutely committed to doing that,

30:49

but we're also committed to actually automating

30:51

it to free up her life a little bit.

30:53

And so that's so that's.

30:56

- And it sounds like to share more.

30:57

Like you were also controlling volume

31:00

in order to save your people time,

31:02

just like he was controlling his marketplace volume

31:04

because of the people time it takes, right?

31:06

- Yeah, exactly, exactly.

31:08

So we actually looked into the AWS Salesforce integration first.

31:13

We had some challenges on the implementation of that.

31:18

And then we went to use tackles integration

31:22

and it was pretty easy actually.

31:25

It was like amazing.

31:26

We went through all the steps

31:27

like within like hours on the AWS side.

31:30

And whereas like it was like taking us weeks,

31:32

going like directly to AWS.

31:33

So that was nice.

31:36

And then every single time my observation

31:38

just like clicks the button to register.

31:39

I think she just loves life.

31:41

It's just like this is just,

31:43

everything she's dreamed about, right?

31:44

It's just like there it is.

31:46

So that was really a huge time saver for her.

31:50

And now there's other projects

31:52

we're gonna have her focus on too, but.

31:54

- Exactly, right?

31:56

It brings you up now to think about all these other things

31:59

that you couldn't have gotten to.

32:01

It's like lost opportunity cost by, yes,

32:05

you could do these things,

32:07

but we can help you and take off your plate.

32:10

And even if you do the AWS automation,

32:13

who was going to be there to manage the ongoing,

32:18

it's one thing to implement an API.

32:20

It's another thing to then set up the workflows

32:24

and then manage and maintenance

32:27

and handle the error handling and all of those things

32:29

that go with managing an API once it's there.

32:34

It's like great, you created it now what?

32:37

- Yeah, it's very much worth it.

32:39

- Yeah. - Absolutely.

32:40

- That's awesome.

32:42

- Gosh, I love both of these stories so much.

32:44

- They're true.

32:47

- They're so great.

32:48

What would you say your goals are for this?

32:55

Like you're kind of still in the beginning, right?

32:57

You both had calendar year fiscal,

32:59

so we're only starting month two of our new fiscal year.

33:04

What are some of the goals you have

33:05

in your cloud go to market strategy

33:08

that you're looking forward to doing?

33:11

Both operationally inside the company

33:14

and revenue based as far as percentage of your revenue

33:18

you think you're gonna get to go through that marketplace

33:21

or through that or the cloud partnership

33:23

is going to influence.

33:24

We'll start with you guys since TJ took a break.

33:30

- TJ, take a break for TJ.

33:31

Okay, so yeah, so for this year,

33:35

one of the, I mean, the number one thing

33:37

is really helping our team understand specifically

33:41

the sales team doing a better job

33:43

with helping them understand how marketplace transactions

33:46

and marketplace deals can actually help them

33:49

with the deals that they're working on,

33:51

how it could help them potentially reduce the sales cycle,

33:55

how it could help them potentially get access

33:59

to more budget or funding.

34:01

There's a lot of nuances there

34:04

that on the surface, I think a lot of sales reps

34:06

that I've encountered are just kind of like,

34:07

why are we doing this?

34:08

We really have to be doing a good job

34:12

of educating them of the benefit

34:14

and how they can take advantage of it.

34:16

And that's going beyond some of the headlines

34:19

of like, get access to the cloud budget, right?

34:21

I mean, that's great and all,

34:22

but like, what do you do about that?

34:25

And there's intricacies there to understand.

34:29

And so just making sure that our teams understand

34:31

what those intricacies are with respect

34:33

to the AWS commitment, how the marketplace spend

34:37

applies to the commitment.

34:38

And what the return is for the end customer

34:41

when they're growing their marketplace spend, right?

34:43

So understanding all those dynamics,

34:45

in addition to the commitments that the customer has to AWS

34:48

and then seeing how buying through market was will help

34:53

help the buyer and also help us

34:56

when there is an opportunity on the table.

34:58

So that's a big area.

35:01

- How are we in the environment?

35:02

- Yes, exactly. - How are we in the environment?

35:04

- I think that's also something like we underestimate too, right?

35:07

As Alliance folks, when we take on this role

35:09

inside our companies, we're like,

35:11

oh, we're also signing up for like ongoing seller

35:15

enablement forever and ever and ever

35:16

until you decide you no longer want to have a partnership

35:19

with that cloud provider.

35:20

- Absolutely.

35:23

So that's probably the, you know,

35:26

one of the biggest items that we're taking on this year,

35:29

as well as even being more, so secondly to that.

35:34

So once we get that, this is me with the stretch goal,

35:36

is to be more proactive on when we're thinking about

35:39

account planning and thinking about who we want to sell to,

35:43

figuring out, you know, who are the ones

35:45

that actually buy through the marketplace?

35:47

And can we just start leveraging

35:50

or thinking about that right from the get go?

35:53

So, you know, registering the opportunity maybe

35:56

if we have an opportunity and start working

35:57

with the cloud teams early on and even just identifying,

36:01

you know, those ourselves instead of, you know,

36:05

trying to talk to the account team or asking the customer

36:08

the question to, you know, to dig for it,

36:11

kind of have that information already upfront.

36:13

Like we know like they're buying a lot through

36:15

the marketplace, there's probably a benefit here to them.

36:18

And, you know, we should incorporate that to our strategy.

36:21

So that would be the second thing, I would say.

36:23

- Yeah.

36:24

And that's a good point too, 'cause, you know,

36:25

at TACO we talk about, you know, cloud go to market,

36:29

there is a flywheel and there are components in that flywheel.

36:32

And how data is a key component to really driving that flywheel

36:36

and how can we use data to help shine a light

36:41

in a certain area, be our compass,

36:45

make us, help us to have more data driven decisions

36:48

around our strategy or which customers and why and when.

36:52

And so having TACO prospect data there to help you

36:57

be that compass or shining light on these customers

37:00

with this cloud partner, now you have a higher confidence level

37:05

for the seller to go kick off a co-sell motion,

37:09

both like co-sell with the cloud provider

37:11

and get the cloud seller on the same page

37:13

and also start to have that conversation with the customer,

37:17

hey, this, you know, you can buy our product

37:20

through the marketplace and you have a higher level

37:24

of confidence having that conversation

37:26

because the data is telling you

37:28

this customer is already buying in the marketplace.

37:30

Maybe this particular contact that you're working with

37:33

hasn't yet, but the organization knows how to do this

37:37

and they've done it before.

37:39

So it's not going to, it might be new for each of you,

37:42

but it might not, it's not going to be new for the company.

37:45

Right?

37:47

- Yep, I totally agree.

37:48

And just figuring out that flywheel

37:51

and you know, that's really, you know, the aha moment,

37:54

at least for your company.

37:56

And I think every company is going to have a little bit

37:58

of a different experience, you know, as they go through this.

38:01

There's something about it for your company,

38:03

your market, the air going after the deal size

38:06

that you have, right?

38:06

All that, you kind of need to figure out your sweet spot

38:09

of what's going to get the most benefit for you

38:11

in terms of working with the cloud provider.

38:13

So.

38:14

- Yeah, that's so great.

38:16

All right, we're going to wrap up this question with TJ

38:19

and then we're going to go to Q&A.

38:21

- Perfect.

38:23

Yeah, we kind of look at the way that I look at the overall

38:28

co-sell motion is almost like, let's keep the light on.

38:33

Like that's how we keep AWS at the partnership level

38:37

that we have and keep the momentum going.

38:41

Really all that is said to shorten the sales cycle

38:46

both ultimately get to a marketplace transaction

38:49

to provide all of those values that are coming from that.

38:52

The larger deal sizes.

38:53

We found shorter sales cycle, larger deal sizes,

38:57

longer term contracts and an extremely high win ratio.

39:01

Whenever we involve AWS, and then especially when we get

39:05

a marketplace transaction.

39:07

So there's a tons of intrinsic value

39:09

that comes from our sales reps

39:11

and we're really trying to push that out to them.

39:14

So enablement is the number one

39:17

that we're trying to do right now.

39:19

But at the same time from my seat,

39:21

one of the things that I'm trying to do is really take

39:24

full advantage of the capabilities around marketing

39:26

to drum up new business.

39:30

The way that when I said like, keep the lights on,

39:34

we want AWS to be happy.

39:35

We want to share opportunities.

39:37

We want to keep them working with us

39:38

and creating Mindshare.

39:40

But really all of that I'm doing to keep collecting money

39:45

in the different programs from AWS.

39:48

And from our E staff,

39:52

being able to walk into them and say,

39:53

hey, by the way,

39:55

post-selling with AWS has done all of these great things.

39:58

It's also created Mindshare where a rep to rep

40:01

for sharing opportunities and AWS has sent in,

40:04

some new deals our way and helping us close your new goals

40:06

and et cetera.

40:07

But also here's all this money that we've collected

40:10

from AWS and all these different programs.

40:12

And building that plan to actually go out

40:16

and capture net new business

40:19

that we weren't talking to previously

40:21

without our AWS partnership.

40:23

And then putting that back into the Co-Thil Motion

40:25

and creating that giant flywheel

40:28

is really what I'm super focused on this year.

40:32

It's actually one of our company OKRs objective

40:37

and key results.

40:38

So we have six and one of them is partly marketplace

40:43

and in our AWS partnership.

40:45

So I think we have a ton of momentum moving this year

40:49

and focusing that attention to achieve our goal

40:53

while meeting the goals at AWS

40:55

is set for us is key this year.

40:57

>> Yeah, that aligns with what we are also hearing

41:03

in our state of the cloud marketplace report

41:06

that we just published.

41:07

That 44% of the people that responded said

41:14

that they're really wanting to get 5% or more

41:18

of their net new pipeline being influenced

41:21

or assisted through Co-Cell.

41:24

And really using that as a way to help with that net new

41:28

and trying to get 5% or more of their net new pipeline

41:32

coming from Co-Celling with their cloud partners.

41:35

Your marketplace goal, you said 10%.

41:39

Gary, I just want to circle back with you.

41:43

Do you have a percentage like in our state

41:46

of the marketplace report,

41:48

we're seeing like 53% of our respondents

41:51

are putting a target around 15%

41:54

of the revenue marketplace deals

41:57

are being influenced by Co-Cell

42:00

and just getting their revenue going in general.

42:03

So what kind of goals have you set for yourself and the team?

42:08

>> We haven't actually assigned a goal for percent of AR,

42:13

or a percent of new deals or anything like that

42:14

through marketplace.

42:15

We just not that sophisticated

42:17

in terms of our lifecycle just yet.

42:19

But I would say within the next two years

42:23

we're probably going to be approaching on 10% actually.

42:26

So we're pretty much on track.

42:27

We saw a 50% increase in marketplace transactions

42:31

year over year from 22 to 23.

42:34

So we're on a really good pace.

42:37

And that's a lot of that is organic.

42:39

A lot of that are the market forces,

42:41

driving customers to buy through marketplace.

42:44

And a little bit of us,

42:46

me driving the understanding of what the value is,

42:48

and then the sellers then adopting that as a strategy as well.

42:53

>> Yeah, that's a very interesting number

42:55

because that's the almost the exact same number

42:57

that we saw organically grow.

42:59

So that is an indicator of the market change.

43:03

So.

43:04

>> Yeah.

43:05

(upbeat music)

43:07

(upbeat music)

X

This is a test comment.

X

This is a longer test comment to see how this looks if the person decides to ramble a bit. So they're rambling and rambling and then they even lorem ipsum.


author