Mapping the Path to Revenue Transformation with Cloud GTM
Businesses will spend nearly $700M on cloud infrastructure and software this year alone. Tackle pioneered the world’s first Cloud GTM platform to empower companies to capitalize on these cloud ecosystems and drive revenue. But what are the critical aspects of a successful Cloud GTM strategy? Find out in this Cloud GTM XP Keynote with John Jahnke, CEO of Tackle.
[ Silence ]
Screen share are rolling.
Welcome to our third annual Cloud Good Market XP experience.
I'm so excited to kick off the event with so many from the software industry
that are passionate
about the intersection of cloud and go to markets.
Please, in the chat, feel free, like put where you're coming from.
I see people doing that already, which is exciting.
I'm coming from Buffalo, New York.
The B-Town of--one of the B-Towns of cloud also.
OIC is where Dylan and Brian were from, so we joke it's the B-Towns of cloud.
So we will get into this.
All right, so why Cloud Go to Market XP?
We're in the midst of a transformation of go to market, and we continue to see
this being
a very, very dynamic space.
Innovation's coming from all these different directions, not just the clouds,
but from
ISVs and partners leveraging Cloud Go to Market.
And we're excited to bring speakers together from all different organization
types.
The cloud providers, ISVs, our partners, all the share of their stories.
And we have tracks for ISVs of all sizes, from growing startups up to large
public companies.
And we actually break the agenda down for both executives and practitioners.
I'll talk a little bit more about that in a second.
Tackle is born and built remote.
And as a company, even though it seems like we're racing back to these in-
person events,
we still feel like remote's the right way to do this.
Why is that?
Because Cloud Go to Market's gone global.
And a remote event gives us the best chance to get the best speakers packaged
into sessions
that you can learn from not only today, but at any point along your Cloud Go to
Market.
So you saw Brian Dankers' video.
This is a repeat in case you joined a couple minutes late.
You want to share on social, tag tackle.io, use the hashtag #CloudGoToMarketXP.
Please do chat.
Ask questions along the way.
I'll stop a couple of times to ask questions.
If not, we have moderators from tackle who are answering.
And there are a ton of market experts on this call.
Feel free, like, share.
Chime in, like, chat.
Answer questions.
We appreciate you being here.
And next, just a quick second thanks to our sponsors.
This event wouldn't happen without Google, AWS, and Zoom info.
So what will you get out of investing time with us over the next two days?
18 months ago, we rolled out our Cloud Go to Market maturity model to help all
ISVs map
a path towards strategic Cloud Go to Market.
We have learned a ton from working with our customers on this model.
And it gives us a framework to be able to share insights, not only today, but
into the
future as you engage with tackle.
Whether you view Cloud Go to Market transactionally as a method for deal
fulfillment or strategically
in pursuit of becoming your largest channel, we have sessions today for you.
As Brian said, we have 25 experts with real world experience, success
strategies for building
and scaling Cloud Go to Market.
And some of the themes over the next two days center around getting executive
buy-in, which
is a pretty common talk track with ISVs.
broader alignment with your revenue team.
How do you get your sellers to really take advantage of this?
Understanding the evolution of AI in Cloud Go to Market, scaling your coastal
motions
and playbooks for internal enablement and much more.
And the agenda, you'll see there should be an agenda box at the top of your
screen where
you can click and you can see the agenda at any point.
But I did want to call out a few sessions that I'm excited about.
A few of these are today, one of them is tomorrow.
So a dive move from Google is going to join us.
AI, obviously, all the rage.
And he's going to talk about how Cloud Go to Market is evolving in this AI area
.
So should be an exciting session.
We have a session specifically around getting CRO buy-in that's actually right
after this
keynote.
And Steven from Zoom Info is going to join Jake as well as a couple other
people on that
session right after the keynote.
Jen Valverde from AWS, she's been with AWS Marketplace for more than five years
.
And she's going to share some success, keys to success, partnering with AWS.
Salesforce launched their Cloud Go to Market at Reinvent last year.
But there's a lot of history behind that story.
And I'm really excited to facilitate a fireside chat with Nick Johnson from
Salesforce later
on today.
And then kicking off tomorrow, we have this expert pack session around the
ecosystem that's
growing around Cloud Go to Market.
Specifically some thoughts on how it will evolve.
Christine and Kevin and Tom and Jack will all be part of that session tomorrow.
Okay.
So agenda breakdown.
I'm not going to say a lot here.
Day one's really about executives and thought leadership.
Not that everyone can't learn from these sessions, but we broke it into that
track specifically.
And tomorrow we focus more on practitioners and how to's.
All sessions are recorded, as Brian said, this year's more cross-functional
than ever
before.
We have sessions for not just alliances, but alliances, revenue leaders, RevOps
people,
marketing personas.
And if you see content that's relevant to any of your team members, feel free.
Like share the registration people can join at any point along the way.
All right.
So let's get into it.
I'm going to take a peek if there's any questions.
I'm assuming there's no sweets.
Okay.
So what's happening in the Cloud Go to Market space?
I'm going to talk about macro market updates.
So anytime there's a talk around Cloud Go to Market and I just see my screen is
not perfectly
optimized, there's a slide that looks something like this.
And there's a trillion dollars a B2B software spend.
This is migrating to the clouds via Cloud Go to Market.
B2B software and Cloud spend are both growing at astounding rates, adding
nearly $100 billion
of revenue a year each.
SAS running on clouds represents a massive element of consumption, not only
from the
software companies operating their SaaS in the Cloud, but also buyers using a
combination
of SaaS and first party services together to fuel their digital transformations
.
B2B software budgets migrating to the Cloud represent one of the largest
migration opportunities
for budget dollars to be captured by the clouds and downstream capturing
consumption.
The spend aligned just with the three hyperscalers is growing fastest of all at
37% year over
year.
And there was just an article published yesterday talking about how Q1, the
budget for the top
five Cloud providers, crossed $76 billion growing at 21% year over year.
They that forward that's almost $400 billion in the next 12 months with a
strong skew towards
the top three hyperscalers between AWS Microsoft and Google.
And the lines between these trillion dollar budgets is getting fuzzy.
And that's really where that's really the fuel for Cloud Go to Market.
And all of this is happening while cost of sales is under more pressure than
ever.
Customer budgets are still a little in flux.
They're more stable than they were 12 months ago, but they're still in flux.
And selling SaaS is harder than it's been in a long time.
And there was a great post from Jason Lemkin talking about how we like return
to the era
of selling SaaS like it was in 2015 versus the anomaly year in 2021.
So lots going on at a macro market standpoint.
Now I'm going to double click down, take it down just a little bit to more of
the Cloud
Go to Market specific growth trends.
And marketplace are growing even faster.
Google published a stat that they saw 200% growth in the number of ISV co-sell
deals and
270% growth in the value of deals won by their partners.
Marketplace are having a major impact on partners.
AWS talked about how deals close at a 27% faster rate, 80% larger and 40%
faster.
I messed some of that up.
And all of this is making sense to buyers.
Microsoft talked about how there was a 300% increase in customers buying
through marketplace
using Mac on a year over year basis.
And AWS at Reimvent talked about how they have 330,000 customers regularly
buying through
the marketplace.
Last year when we published our state of cloud go to market, we predicted we
would see $100
billion about 10% of the market.
And all the data is saying that we're well on our way towards that.
So I love the slide.
It's, you know, being a nerdy cloud go to market guy.
I read a lot of earnings reports and just try to see our people talking about
how they
can get to the market.
And I'm going to go ahead and talk about how they can get to the market.
And I'm going to go ahead and talk about how they can get to the market.
And I read a lot of earnings reports and just try to see our people talking
about this movement
as part of the earnings reports.
And, you know, CrowdStrike is one of the most public and prominent cloud go to
market companies
out there.
They were the first company I ever saw do this, talk about, you know, their AWS
marketplace
business during an earnings call service now in Salesforce both launched in Q4
last year.
And both talked about this new route to market in their first earnings call
post launch,
which is really interesting.
Like, these are two great examples of companies starting strategically.
And that like transactional versus strategic you saw in that maturity model
will be a theme
throughout the talk today as well as through the whole of them.
And this is not to say this is needed to be successful.
It's like you can take a transactional approach and you can build your business
over time.
And that absolutely works.
Some of the largest sellers in the world took that approach.
But what we're seeing is the expectations are rising from ISVs where they're
like, we're going to launch and we want to go bigger and faster than ever before.
You know, over the last year, people who follow this market closely have seen
press releases
from ISVs talking about building, selling a billion dollars through the cloud
market places.
And that's been done over time.
You know, the big question for me is, is this the first year where we'll see a
seller sell
more than a billion dollars in one calendar year?
I think there's a good chance it will be.
ISVs are making bigger bets.
And those bigger bets are based upon the evolution of buyers and those macro
level movements
who you saw to make this a company's most strategic channel.
No questions.
All right, we're good.
Okay.
And I think the question of if this works is long gone, like there, it does.
There are so many proof points independent of company shape and size on how you
can take
advantage of cloud build a market.
But it is not all sunshine shiny rainbows.
And I think like growth creates new market challenges.
The market challenges that existed when we started in this market are so
different than
the market changes today.
And I've hit on strategy a bunch.
So I'm going to skip that one and I'm going to go into complexity.
You know, complexity is not shrinking.
It's actually growing.
There's more business models to support.
There's new requirements emerging from the clouds to take advantage of programs
.
Companies look to not only leverage private offers, but leverage private offers
and align their
bottoms up motion to the clouds.
It's it complexity is growing.
And when you have not just an alliance led motion, but a sales led motion, the
number of people involved increases by 10 to 100 times as you get all of your sellers
taking advantage
of these capabilities.
And this leads to trust.
There's still a trust chasm with sales people.
And you know, this is a common conversation for people who have had some
initial success
but are trying to figure out how to go more broadly.
Um, Wiz published a case study about a month back and they talked about how 99%
of their salespeople had taken advantage of taking advantage of selling through the
clouds.
And this was a really amazing stat to me because I think when we look at the
most successful
sellers in the world, they're not even at that level of adoption from a sales
rep standpoint.
You know, Wiz is interesting.
It was built as a cloud go to market company natively.
And most successful sellers weren't they were built at some sort of other era
of go to market
and they integrated cloud go to market into it.
And I think like just this test around seller trust is a is a good one.
When you think about your own cloud go to market maturity, how many of your
reps have
pipeline with the clouds?
How many have done deals?
What does their cloud funnel actually look like?
Do they have a funnel that's unique versus just their macro level pipeline?
Can you measure that at a wrap in territory level to help them understand that
data becomes
really key to crossing this trust chasm with sellers?
Alignment continues to be a challenge area we hear a lot about, especially as
people who
start small with a small team and alignment can be a lot of different things.
It could be your executive alignment, your strategy alignment, your go to
market alignment.
And most of the time, if you've had some initial success and are struggling to
take it to scale,
you need to go back and look at how aligned you are.
And lastly, there's a scarcity of resources around this.
I think the scarcity and the alliance ranks has gone away.
Like actually, alliance leaders understand this and have experienced building
these channels, but knowledge across all the other cross-functional domains is still building.
And at the end of the day, it's still really early.
Like AWS talks about how it's always day one.
We're at 2% of B2B software flowing through the clouds today.
And it's growing fast, but the market's also growing fast.
And I think there's this big question about how big will this get?
It's rare I talk to someone and they say this is the only way I'm ever going to
sell.
Most often, they're like, it's going to be meaningful.
It needs to align with our direct selling motion and our channel selling motion
, and it's going to be a key substrate.
But how far will that $100 billion be the destination by 2026, or will we go
for our pass up?
I think that story is still to be written.
I think a peek at questions. No questions. Awesome.
Okay. So I'm going to go down a layer into some trends specific to cloud go to
market
and really shifting gears a little bit away from the numbers and more towards
the business trends.
So first, I mean, I mentioned one of the challenges being scarcity resources,
and the good news is the community around cloud go to market is growing.
And we've seen a surge in communities that focus on partners with cloud selling
being a key part of their strategy.
And we also continue to see an uptick from analysts covering the space.
There are more voices than ever to connect with,
learned with as this evolution is accelerating and cloud go to market becomes
more strategic.
And for ISVs, we're seeing this evolve from being table stakes or growth
accelerator
to really being a competitive advantage.
And those launching and kind of this theme of strategic versus transactional,
those launching today are taking a different approach than those did just a few
short years ago.
And data and AI will provide far more intelligence about how cloud go to market
fits into your partner system.
But not just your partner system, but your entire go to market system.
And this next gen cloud go to market approach is causing even the most
successful sellers that take a step back,
re look at their approach and determine how they can continue to evolve it with
these new patterns that we're seeing.
So I touched a little bit on some buyer stats earlier, but I think buyer
behavior is something I wanted to double click into.
We're seeing transaction sizes go down, which is actually a good thing when you
look at the buyer dynamics.
So cloud commitments are moving down market.
So there's more buyers and ever.
And more product led purchasing is happening, which is also not just about
large scale private offers.
So the buyer transaction size going down over time is a good thing from a buyer
community, continuing to engage meaningfully in the cloud go to market movement
.
And typically when buyers buy once, they buy repeatedly.
And that dynamic continues to change as you see the cloud budgets shift from
being departmental to finance and procurement owned.
And we continue to see buyers demanding like marketplace as a purchasing path.
And that is something that especially happens when the cloud budget crosses
over between a departmental budget and a finance and procurement own budget.
And we always had this core thesis like back to the earliest days of tackle in
2016 when we were thinking about what the company would become that sellers
would want to sell where buyers want to buy.
The clouds have rules around where you can sell that I'm sure many people on
this call have had to navigate over time.
And as the buyer behavior changes, people are encountering like buyers wanting
to buy in places where maybe they're not authorized or architected or built to
sell.
And it's actually forcing this rethinking about architecture short medium long
term.
If your buyers are showing up across all of the cloud.
Okay. So we skip past buyers. So we talked about sellers. We talked about
buyers. Now I just want to talk about six other trends that we think will
define the future of cloud go to market.
So first, and already talked about service now in sales force but workday was
another large business application provider that launched in Q4.
And I think like one, this was a huge signal that the way the way the dollars
around marketplace are being thought about is changing.
These are all gigantic companies with huge budgets and large customers and lots
of customers.
And they see cloud go to market as a path of strategic to them.
And I think less so I'm curious to see how all of their cloud go to market
journeys evolved independently, but I think more about their ecosystems. These
are big companies with big ecosystems.
And will their large ecosystems follow suit on this cloud go to market journey.
So business application space momentum is growing excited to see how that
evolves.
The second renewals have definitely risen in importance and prominence relative
to cloud go to market.
And I think, you know, this transactional versus strategic lens in the past
when people thought about cloud go to market transaction lane, they'd look at a
renewal and say, why would I want to pay someone else to do the business that I
've already won.
Which I mean, I could understand that logic in some instances, but what's
changed has the macro economic environments changed significantly, as well as
the fee structure around cloud go to markets change significantly.
And, you know, people are people are starting to look at cloud go to market for
renewals as a way to preserve gross retention.
Like there's there's unfortunately turn happening in the market people bought a
lot of software through the pandemic that they're trying to rationalize and
understand.
And can you use the renewal motion with the clouds is a way to preserve some of
your growth retention, gross retention, especially in a strategic ISV approach
to cloud.
This is a way to accelerate that growth journey.
So, the third area is around channel. And I think, you know, from the dawn of
channel with cloud to originally thinking about marketplace completely
disrupting the channel.
A lot's happened. And all ISVs have to figure out when they can get the channel
working on their behalf.
Like when you're building your company, if you try to do it too early, you won
't get the channels attention. You try to do it too late. You're probably
running into some struggles around growth.
So, what does a sweet spot for channel and an ISV growth curve look like? And
how does cloud go to market fit into that?
And I think the question for me here is, will the clouds become the foundation
for channel programs over the next five years?
Like if you're a growth ISV thinking about launching channel, will the clouds
be that default substrate for that?
So, I think a ton of momentum in channel, a lot more to come early days, but a
lot of acceleration, especially with large ISVs.
And I do want to give a shout out to Google for their plans around marketplace
channel private offers. And this solution is coming soon, but Google is taking
a unique approach to empower the channel partner to manage the end-to-end
customer relationship from Billings to collection to RevRock.
And we know that ecosystem is very excited to get their hands on this over the
coming months.
Okay, so the fourth trend is around build versus buy for cloud go-to-market
infrastructure.
And as the complexity of the market continues to grow, we're seeing more large
sellers revisit homegrown cloud go-to-market infrastructure strategy and align
with market leading solutions.
And in general, no one wants to build software to sell software and the
requirement as the requirements and complexity continue to evolve, especially
as you get to a sales-led motion firm.
So, the third trend centers around CoSEL. And CoSEL, we have a few different
sessions on CoSEL over the next few days.
And this is honestly probably the hottest topic in cloud go-to-market right now
. Mainly because all sellers are trying to figure out how to improve their topic
on it.
And CoSEL is not a standalone workflow. It's part of the cloud deal cycle. And
growing pipeline today is hard and expensive.
And the clouds offer new avenues to do that. I think that's an undisputed
statement.
The challenge around it is it's still relatively unpredictable and success
patterns vary. So if you're building a business plan and you're saying, how
many leads do I need?
What's a conversion rate around those leads? How do those leads translate into
sales qualified? How do they move through the funnel? How do they convert to
deals?
It's hard to do that. But I think we will see a lot of all from a CoSEL
maturity standpoint. And there are proven tactics to leverage CoSEL to grow not
only your cloud business, but your business holistically.
And then lastly, I talked a lot about this. This like surged at reinvent last
year around marketing as a new persona for a cloud go-to-market, especially
people who have proven out transactionally that this works.
But the top of funnel generating pipeline is harder than ever. And if you can
cloud align your pipeline, you can generate higher quality pipeline that
converts sooner and faster.
So a lot of movement around marketing from a trend standpoint.
Okay. Let me take a look at Q&A.
Is AWS Marketplace only online or does AWS provide face-to-face venue? I don't
know if I understand that one, so I'm going to skip that one for you.
Okay. So where are ISPs at more broadly? So one of the most common questions I
get when I talk to ISPs is where am I at relative to my peers?
And what does the landscape across all ISPs look like? So I'm going to try to
dive a bit deeper into those questions.
So first and foremost, the benefits cloud go-to-market and co-sell.
And I think some of this is a little bit of a walk back into history and a
little bit of look forward similar online at that need conversation.
So in 2020, we started doing research. Probably many people on this call
participated in our survey for a state of cloud go-to-market.
And it's a researcher report we publish every year. And the reason we kicked
that off was, you know, at the time we started J. McBane at Forrester was the
only analyst covering the space.
And the data was really, really limited. So this survey became the foundation
for that report and we continue to look to it.
And I think a lot of people in the industry tell us that they look to it as
well.
So appreciate everyone who participates because we do view it as an industry
piece, not a tackle thing.
And three years ago, the data was really clear. People cared about two things.
One, they cared about access to committed spend.
And two, they cared about the ability to use a cloud contract to do deals
faster.
And these were the key drivers that all ISVs thought of when they were
launching their programs.
Like, how can I launch and take advantage of those two things?
Unfortunately, a lot of people didn't fail to get listed, but they failed to
actually launch a business.
And some of that was misaligned expectations thinking like, hey, if I list, the
deals will come.
Like this is an easy button. But what's become much more common knowledge over
the last three or four years is that you really have to lean into getting your
cloud go-to-market flywheel to spin
before you can turn that into more from a top-of-funnel standpoint over time.
And I mean, earlier we talked about the stat that these two things like average
deal size deal speed, they've become true over the last three years.
There's proof points, there's data, there's statistics that show these two
benefits are true.
And really what people are thinking about now is that right box.
Like, how will these benefits evolve over time and how will that translate to
my overall business funnel?
Will co-sell and marketplace help with top-of-funnel or something else needed?
Will they evolve towards leads and top-of-funnel or is cloud go-to-market
really just about fulfillment?
And we believe the answer to these questions lie in the success patterns of
those who've already crossed that strategic chasm.
So I'm going to unpack that a little bit more.
And this slide may have a little controversy around it, but I think when we
look at it, when we look at the market differently,
so let's look at the market from the dollars flowing through marketplace, and
then let's map that to sellers.
Today, about 10% of eyes of these make up 75% of the dollars flowing through
the clouds.
Most of these eyes have been added a while, like they launched in 2017 to 2019,
the earliest days of cloud go-to-market.
Many of them were already large strategic partners with the clouds, had
solutions that closely aligned to the cloud value problem.
And when these companies reach scale, the growth rate of cloud go-to-market
tends to mimic their company growth rate because they're already selling at
scale.
But this is a destination. Most people are trying to figure out how do I become
one of these super sellers.
And then from there, a lot of these companies actually launched their business
with the transactional approach because there wasn't enough data,
and there wasn't enough proof to really take a strategic approach at that point
in time. But that's starting to change.
So then this gets us into the second tier of sellers and say the next 10% of
sellers make up about 15% of the dollars.
And these sellers have approached that they're typically, they didn't launch as
early. Maybe they launched in the early 20s, like 2020, 2021, 2022.
Some of them approached it transactionally, and some of it approached it
strategically.
And they've grown to the point where they're now part of the main cloud
provider programs, taking advantage of the benefits.
And the most common answer is these companies believe they'll do at least 20%
of revenue through the clouds,
which is likely their largest channel in the world.
Growth rates in the segment are different than those super sellers because
these companies are oftentimes growing.
They're growing really fast, maybe growth stage or pre IPO style companies.
But then their cloud businesses grow really fast, like 100% plus year over year
.
So they're exceeding the cloud growth rate. But the concept of growth endurance
, their growth does slow over time as they get closer to that 20% of their
business flowing through the clouds.
And I think like this is the cohort of ISVs that will change the shape of this
graph over the next three years.
These are the ones who are going to go from meaningful businesses to strategic
businesses over the next three years.
And then the last part, I think what may surprise most people is that 80% of IS
Vs make up only about 10% of the dollars today.
And this is the area we see gigantic variance from failure to launch, like
listing and never selling anything to people growing their business 10x year
over year in pursuit of becoming one of those other two tiers of ISVs will say
in pursuit of becoming
a common 20% a year revenue ISV. And the long term, I think long term, the pace
of growth from this broader segment from this 80% segment of ISVs will define
how successful cloud go to market is at a macro level.
If we get to that 100 billion by 2026, it will be because a larger population
of this segment of ISVs are more successful than the ones that came before them
. So, there's a lot here, and I'm going to, so why, why is this happening? Like,
why is there so much variance in this cohort? One, a lot of these people only
launched in the last 12 to 18 months.
I just stopped using my thumb. Two, not all companies will be successful. In
this cohort, we see a lot of companies get acquired. We can see companies fail.
Leadership changes, like dramatically changed strategies. We had someone launch
last year, shut down their channel because they didn't think it was strategic,
get a new CEO and CRO and relaunch three months later.
Like leadership's points of view around cloud go to market change strategy.
Potentially they approach the transactionally and haven't gotten aligned
internally on what they want to be.
Or lastly, they haven't nailed their better together story with the clouds,
which really matters.
All right, so how is this all changing over time? So, this brings us back to
our maturity model.
And as you probably picked up, like I've said it a few times, the transactional
approach versus a strategic approach.
And people today, however they approach cloud go to market, if you launch today
, odds are you're going to get the success faster than people who launched 12 or
24 months ago.
The buyer landscape is changing, and that's decreasing the time to first
transaction, which is a really good thing for the industry.
I think the main difference comes down to how does your business scale over
time?
And everyone, strategic and transactional need to invest in getting the fly
wheel going for their first say 10 deals.
But beyond these deal is where we really see the difference in approach coming
to life.
Those who tend to approach strategically and have much more cross functional
buy in,
tend to see their growth endurance be much, much longer and see the slope of
the curve of benefits be much deeper, meaning more benefits faster.
And I think there's four key things and we kind of map them out along the left.
Then when you look at people who are going faster, they're doing these four
things.
First off, they have a strategy where it's owned more broadly than just a
partner team.
So who owns the strategy is a good test.
I think second internal alignment is clear. It's cross functional.
It's not used to just be partners in revenue, but now it's partners revenue
marketing, product, finance, the much broader story.
Third, they have very clear product fit with the clouds and they have a clear
better together story.
And then lastly, they're clear about their growth aspirations.
And if whether this is going to be a channel for fulfillment or a strategic
growth channel for them long term.
And this is not to say these approaches are just different.
And I think we've seen, like it's been really fascinating to see people take a
new strategic approach over the last 12 months and get to different results
than people that we worked with who are now very large and strategic sellers
who took maybe years to get that
point. And I think that's the thing that's a learning for me.
Like we can all continue to learn no matter how successful we are on how to go
faster and how to better align our business to this movement over time.
Let me take a look.
Okay.
All right.
We are getting close to the home stretch.
So how do you break the cycle? Like if you're transactional today and want to
be strategic, how can you break the cycle?
We started, you know, when we build the maturity model, we built a readiness
assessment to help people map themselves to the maturity model.
And these are the questions that we go through. And I think these six questions
give you some foundation for our conversation as you're starting to think about
how can I change the cycle from transactional to strategic.
And you can evaluate these things on your own. You can engage with us.
And we can help you work through your plan. But these are some areas to think
about as you want to think about breaking that cycle.
Okay, home stretch. We've covered a lot of ground.
Macro market movement, we started with cloud go to market specific growth data.
We talked about the business trends for cloud go to market.
Talked about what's really happening today with ISVs.
And the last thing I wanted to do is bring us home and talk about the use of
data, how the use of data is evolving as we continue on our journey.
And, you know, a funny thing happened along the way. We were building a
marketplace company that became a cloud go to market company.
And we're rapidly becoming a data company.
And AI is the talk, obviously the talk of the industry these days.
Many people are tired of it. No one can deny how strategic it will be.
And changing the way that tech works with AI is very different than changing
the way business processes work with AI.
And I mean, to me, business process AI requires clear and specific use cases
that fit into an existing workflow today that can be transformed with AI for
tomorrow.
The workflow may not change. So workflow may stay the same business processes
may stay the same.
Just may change elements of the business process with AI.
And we were leveraging our data to redefine the way that cloud go to market
systems work.
And Dylan, so I mean, Dylan kind of the visionary behind tackle or founder CTO
has been really pioneering in the state of world.
And he's going to give a talk at the end of the day that goes through the
details of all of these different use cases and how we're bringing them to life
on behalf of our partners in the industry.
I wanted to hit on a couple just upfront. So a couple I'm most excited about.
So we released this cloud by intent model 18 months ago.
It's been used 6 million times to score opportunities for ISV, which is really
amazing and is growing faster than 100% year over year.
We scored more than a million unique domains. And while we continue to see
growth in the number of domains that we're scoring,
we're actually seeing the frequency of scoring increase more than the number of
domains.
So there's this like diminishing marginal return on domains because how many
companies buy B2B software?
Like there's is a 2 million is a 5 million. It's, you know, you get to very
small companies after you get to a certain point.
And a couple stories I want to talk about. So the first one's around planning,
you know, this one on the far left.
And I think if you want to have a strategic approach, having a plan is really
important.
And a large, a large customer virus came to us and said they wanted to launch,
but they were struggling to narrow down where to focus.
Big, successful public company.
And they have a whole team of people that do nothing but think about their
markets and territories and where to apply resources.
And build territory and marketing plans and sales plans around that.
We were able to use data to map out a multi year cloud go to market evolution
to create a reasonable business plan with very clear areas of focus that
started with sales strategy.
And then worked its way towards execution execution.
And we're seeing more people take a step back and say, how can I use data to re
-inform our cloud go to market for time.
So the second use case around marketing, I touched on how this really sort of
emerged at reinvent last year.
Quality leads are harder to come by than ever before.
And marketing systems continue to get more complex like you look at the
marketing tech stack that gets published every year.
I don't even know how many thousands of products are on these days.
And being able to use cloud buyer intent data in combination with marketing
data can allow you to identify how quality leads that can map back to those
patterns that we've seen proven to be true.
Close deals faster, close deals bigger.
And being more specific, we have customers using six cents and zoom info in
combination with tackle cloud buyer intent data to map all of those market
signals together to be able to promote the highest quality leads to their
fields.
And again, like eight generating pipeline is harder than it's ever been.
So improving the quality of your account based marketing programs using these
technologies and combination is an exciting pattern.
And then the last one for me is around partner.
And I think like back to that story around every icevian needs to figure out
how partners fit into their growth journey at some point in time.
Well, when you do that, how do you align with your partners around the best
opportunities to focus on.
And we've started to feel this poll from the partner ecosystem saying, I want
to use data to inform where I focus with my icev's around helping them sell
with the clouds.
We've seen it in combination. We actually think the combination of an ISP and a
channel partner together thinking about how they focus their time and attention
to grow their business using cloud buyer intent.
And that's the most unique signal, but this one's newer and one I'm excited to
see play out.
Okay.
Wow.
Those fast.
That was a lot like people know me know I like to kind of get into the details.
Hopefully I was able to hit the peaks while dipping down into the valleys along
the way and give you some interesting insights.
Thank you for joining today means a lot to us. We are here to support you not
only today, but into the future tackle is led by a very passionate group of
market experts who love nothing more than helping our customers sell more so
faster through the clouds.
So, we feel like we're in an amazing position, most experience. We have the
most complex customers with the largest team. We have long term investors and
we're capitalized for the long game, because we do think it is very early in
this market and there is still so much more to come.
All right, we got about five minutes. So people can take actually wrap in four
minutes and 44 seconds. So if you're new to this platform, once that timer ends
like when this session ends, you'll immediately be transferred into the next
session. So it does create the opportunity for speakers to manage their time well. Our
next session centers around a CRO panel, unlocking revenue growth with cloud
good market. So that should be a great one.
And then die from Google's going to join us to talk about Google Cloud good
market in the gen AI era, and then a two o'clock, we'll have a session. I'll
facilitate a session with Nick from Salesforce, which should be a lot of fun.
And then we'll get into the rest of the sessions through the afternoon. So I
will take a look and see if there's any questions. If not, feel free. Take a
bio break before our next session starts in three and a half minutes.
Thank you so much for joining. Really excited for cloud good market XP. We
appreciate you all.
All right, Q and A.
Do you have any stats around what the buyers look like, meaning percent of
enterprises percent of ISVs that are buying through marketplace so the trends
around enterprise versus SMB are, you know, predominantly, it aligns with that
cloud budget curve like historically the cloud commitment
started in the enterprise. You could say fortune 500 first, global 2000 second,
but now they're starting to move down market and the clouds have all changed
the level of commitment needed to make a cloud commitment. So the numbers are
lower.
So it's actually going more into that S and B space. And there's actually some
really interesting ISVs who are using marketplace in the SMB community in order
to improve the quality of their collections.
So, Drahda is talking tomorrow and Kevin from Drahda is, I think, a pioneer in
the space where they have more SMB style customers.
They default their business to marketplace and they've had a ton of success
there.
I will have to come back to this and maybe we can publish some content relative
to the exact stats. I think we're still in the of the dollars flowing the
dollars.
Come from enterprise, but we're seeing buyer growth happen in that SMB space is
called commitment is come.
So a few different dynamics there, but we can probably publish more content
around that.
Heplers scalar, seller comp model, and how do you get them to care. So not
talking about that in this session and maybe if another tacklers on and knows
when we're going to talk about comp we have a lot of content around the way the
hyperscalers comp their field.
The way you should think about comping your field, the general best practice
centers around making comp at a minimum comp neutral for your sellers, if not
comp positive to get the flywheel going in order to build the patterns for
success that you can then educate the cloud providers with.
This does come down to that maturity approach.
So a bunch more in there. We'll see if any tackler pounces on that in the chat.
That's a great question.
So comment around co cells not easy. Hang your hat on deal acceleration, our
experiences hyper scale or field teams are more interested in the late stage
qualified pipeline.
This point deal is almost closed. Is there anything we can do.
So this is a question around like how to accelerate the funnel earlier. I think
this is very much where we think data comes into play. We see a lot of people
use our cloud by room 10 data to inform their early stage funnel to improve the
quality of their
cost cell to get people to engage the cloud providers engage more actively.
So that's that's it. That's a good look. I think that's a great one. If you
work with someone from tackle, please reach out. We can definitely have a
conversation about that one.
There's a lot of tactics there and we're going to get cut off in 30 seconds.
So someone thank you for saying you love this talk and I'm always happy to talk
to leadership teams. I do a lot of just briefing leadership teams and what's
happening in cloud go to market. So don't feel I'm JJ at tackle.io feel free
drop.
You know, I'm always here to help.
All right, 10 second countdown. Thank you all. Enjoy the rest of the day.
Thanks for coming to cloud go to market.
Next, we'll see you soon.
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