Erika Childers 30 min

Lessons Learned in Scaling Cloud GTM Successfully with Google


Tune in as Chelsea Berlucci, Head of Subregional Co-Sell, NorthAM at Google explains what it takes to drive an impactful co-sell motion with Google and how to scale your Cloud GTM motion through the Marketplace. Get actionable tips, takeaways, and examples!



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Hello, everyone.

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Hi, everyone.

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All right.

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Let's get started.

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Today's session is on lessons learned in scaling cloud go to market

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successfully with Google and here with me today is Chelsea Berlucci. Chelsea, why don't you give us a little bit about your title and what is like

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one fun thing you're focused on at Google right now.

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Sure. Thanks, Erin. Great to be here.

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Hi, everyone. I know we have this awesome spot of later in the afternoon,

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depending on where you're sitting.

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So hopefully we get a little excited for this session. Let's talk about Cocell

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and glad to be here with you, Erin again.

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So again, my name is Chelsea Berlucci and I'm the head of our sub regional co

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cell team here at Google cloud.

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I've been in this role for a little for a few years now. I've been at Google

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for almost six years, and I started in in Cocell in 2022 really focused on ISVs

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and how our sellers adopted a co cell strategy.

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Meaning I have a team that sits in each of our sub regions. They work with the

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sales leaders, customers and sellers to say, Hey, we have this opportunity with

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marketplace and here's how you action it with ISVs.

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So it's pretty interesting role. This year I took on a little bit more scope.

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So I do end to end Cocell, meaning my team instead of just focusing on ISV, we

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actually focus on our service partners too.

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Although we have dedicated folks that cover each type of partner, but I'm glad

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to be talking about I speak because where I started as well, and love talking

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to the partners and talking about Cocell in general.

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Beyond that you asked me something fun and interesting. I'm working on right

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now. So this year in July, we're going to be hosting our ISV forum in New York

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City.

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And this is really an event that's all about Cocell. We get to hear from our

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sales leaders here at Google Cloud and they share what's top of mind for them,

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right? What they're working on, what they're tasking their sellers their CEs to

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work on, and how can partners really action that as part of, you know, really

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the broader Google Cloud ecosystem is bringing on this partner ecosystem that we

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have. So I love the event. It's full of energy. It's at our peer 57 and really

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we get to do more. Like peer 57 is just such a cool place.

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It's yeah. So it's great that we pulled it in as part of the Google Cloud

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campus there in New York. It's open, not crowded. So it's just want this wide

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open space again to kind of enjoy the view, but also get groups together.

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Yeah, I'm looking forward to that event as well.

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Really quickly. I'll just do a quick intro. Aaron Feiger, the VP of Cocell here

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at tackle joined the tackle family about a year and a half ago through the

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acquisition of my company, core consulting, where we've spent the last decade

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helping ISVs go to market with cloud partners and really figuring out their

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coastal strategies and how to integrate that into their go to market motions.

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So was really excited to bring core and tackle together so that we can really

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help ISVs with their cloud go to market strategies and creating that flywheel.

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One fun project I'm working on right now at tackle is we're getting ready to

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kick off like an internal to customers only video podcast with Patrick Riley,

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one of our folks in our customer success team.

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So I'm really looking forward to getting out even more content about Cocell and

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how can we continue to help our partners, no matter what stage and phase they

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're at in their coastal journey.

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I'm really making that a revenue generating vehicle for them. So I thought we

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would also get started with a little bit of a level side.

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So, because I like I find now that I'm out talking to even more people and co

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cell is like all the rage and buzz.

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I'll say, what do you do? And then we're like, I do cocell and then you start

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talking about and you're like, Oh, you do cocell like channel and channel like

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channel cocell and, Oh, you're doing cocell like devices and Oh, you're doing

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cocell like B2B software cocell.

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And so now that cocell is kind of getting even bigger footprint and more of a

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trend and buzz, I find I have to like, well, what kind of cocell do you mean.

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So I thought it would be good to kind of like do a little level set on what's

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Google's point of view or how do you guys define cocell and the approach of co-

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selling at Google.

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Yeah, that's, you know, great question. And like you said, this, this word is

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becoming more pervasive, but even in 2022, when I took over this role, it was

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something that was still developing.

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And then like you said, people really do have their own definitions depending

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on what type of customer they're talking about, what type of product they're

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talking about, what type of motion and general.

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For us here at Google, it's really the way that our sales team or our

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organization works with another organization to cocell or sell a product, a

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solution or service jointly to an end customer.

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So when we talk about it in terms of ISVs, because I believe that's mostly

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audience here today or partners in general, it's really how do we coach our

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teams.

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And jointly, how do we coach maybe our partners teams to say this is how we're

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going to market to service our end customer. The cool thing here is we're

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always thinking about the customer at the heart of things.

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And so what does a customer's care about? What are their business initiatives?

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What are their technology initiatives? And that helps us immediately get on the

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same page because the tricky part of cocell is two organizations that have two

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separate missions,

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two cultures, ways they can technologies, technologies, they have to come

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together on the same page about something to cocell. And so we really try to do

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that again by keeping the customer at the heart of things, but then really

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coaching our teams to say,

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hey, you have to be a little bit open a little bit more abstract in your

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thinking when you work with another partner because you two may have different

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objectives.

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And you should still be thinking about what the customer wants. So that cocell

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motion is jointly going after a customer with either a product, again, a

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service or solution of some sort.

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Yeah, I really like that. Like keep the customer at the center. So then if you

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keep the customer at the center and you think about cocell, then you could say,

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okay, how are we cocelling together with Google, meaning, how is our brands

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showing up in the

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machine that we're delivering to this customer around our joint solution in the

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product and it being co built so that we can cocell it together to this

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customer to answer their problems and challenges and initiatives that they have

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How are we showing up as one team cocelling together to support this customer

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and drive our joint technology into this customer. And then how are we

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continuing to like turn that customer into a raving fan of our joint solution.

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And so cocelling is, yes, it's bringing together people, but you have to

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remember the product, the messaging and how you represent that and present that

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to the customer.

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And does that make is that cocell cohesive and understandable.

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Right.

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Absolutely. Yeah, I fully agree on that one. I think that as you know,

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different organizations work together and certainly here is you do have to

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establish a service. And that baseline. But again, you know, understanding how is this going to be

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delivered to the end customer really helps you craft and maybe even, you know,

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put together backwards timeline of where where we're going and where we need to

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be to make sure we're delivering

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the right foundation there.

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Yeah, for sure.

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So, tackle, one of the first things I did when I came over is work with the

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team to put together this maturity model to really help all of us meet our ISVs

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where they're at in their journey and figure out what are the things we need to

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focus on to help you move from left to right.

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And so in this maturity model that we're going to be talking about even more

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tomorrow in day two, and we're going to hear customers who have been working on

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building adoption and what they did to go from building to driving and the

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things that they focused on that got them that traction.

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And I'm really excited about tomorrow's whole day agenda on just customer

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stories and real live like this is what they're doing now to move from left to

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right in this maturity model.

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But wanted to just also kind of give this as a foundation for our continued

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conversation on what it looks like to successfully co cell with Google in in

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thinking as you guys work with ISVs you see this as well from their partnership

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with Google,

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their first getting started establishing that foundation, then they're starting

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to build adoption around that partnership from and then going into driving that

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adoption really scaling that adoption from the lens of Google.

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How should I see these be thinking about their co cell journey and their

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maturity journey with Google like what things should they start to focus on.

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And let's start with like establishing the foundation. Sure. You know, I love

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this maturity model I think it's certainly in line with the way we coach our IS

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Vs.

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And so for my role in particular doing co cell, my team again like I said is

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aligned to our sales is in our customers and really at the heart of it is

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trying we're trying to do solution completeness we're trying to make sure we're

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leveraging the partner ecosystem to provide these services to our customer.

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But that means I get to see a really a large variance of ISVs and how they go

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to market. And some like you said can do it, you know, pretty effectively.

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Right, they take these steps they take in this information they make sure they

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apply and some just go straight to the end here.

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And so the coaching that we really give is, hey, look, you have decided to

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become a Google cloud partner, you have active listings in the marketplace.

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Awesome. We're there we feel like we've arrived, but the works really just

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getting started, unless you started to do that work prior to your listing being

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active. Yeah, right. There's so much more.

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I do think people sometimes think, okay, I've turned on this listing, where all

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the customers weren't they clicking to purchase why I haven't gotten all these

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offers to come work with me yet.

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And you really do have to activate that co cell motion in order to grow grow

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the business even further.

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So what we like to say is, hey, if you're having an initial conversation,

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either it's an alliance person to a seller or alliances to alliances within

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Google cloud.

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What are you actually discussing and what are the walkaways and when I say walk

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ways, I mean, what are these maybe the established repository of information

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that you've built out to share with a seller to share with an alliance person

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or maybe even sometimes a customer.

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And so that's first is, you know, sharing your footprint or your repository of

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information. And that's the first part of a go to market is what do you do and

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how do you position that with a sales team and then how did they position it

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with a customer and this can come in a number of different

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ways. I like to see things in the form of very tactically, maybe a battle card

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that does a quick overview of your solution that you have listed in the

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marketplace.

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It's a good format for me to understand who I need to work with, how to pitch

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the product how to position it and how to at least take that stage zero or

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first step with a customer.

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The other thing we really challenge our ISVs on is a quick pitch. Now, everyone

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would probably love to get on a call and do a two hour deep dive session about

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their solution and say everyone's gotten this, you know, certain active level

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understanding or top level understanding

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of a solution but no one actually has time for that. So if you were to boil

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down your offering to a five minute quick pitch, it's a challenge right because

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you do want to always share more but think of it more as again that door opener

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What's kind of the information that folks need to be armed with to be dangerous

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. And then I always think of the qualifying questions right. So if I'm a seller,

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I'm alone on a call or I'm an engineer, I'm alone in a call from Google Cloud

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with a customer.

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And I've heard some buzzword shared about your product. How can I continue to

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qualify this customer to the point where I bring in my sales counterpart at

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that ISV.

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So getting those foundational pieces of information together is great. That's

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just content.

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There's a whole other side of that around you should still have this plan being

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built out of really what a strong go to market looks like for you. And that is,

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you know, what areas of the business are you targeting.

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And the other big thing is that we see a lot of ISVs say, I want to be

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everywhere. My products good for everyone. And while that may be true, that may

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absolutely be true. You may have one of these horizontal solutions that fits in

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every piece of the business.

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We do ask that you may be start in a specific area. So certainly have your top

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maybe 50 target accounts, but then take it down another layer.

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Which area of the business is it a geographic area that you want to get

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stronger in or that you are strong in, you need to build even further base?

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Or maybe it's a vertical business. It could be retail, healthcare, life

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sciences, financial services, etc. Focus a little bit more on where you want to

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develop your business because then you start to build this groundswell of

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champions and sellers that start to collaborate

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together within Google that I've said, Hey, have you spoken to this ISV over

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here? We're in the middle of an opportunity with the customer. They just

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finished a group of concept. They absolutely loved it. You need to get this

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partner involved in your business.

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And so, you know, those things is being crisp and clean about where you want to

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go with your service, but then also, you know, giving folks the information

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that they need rather than you having to have a bunch of one on one

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conversations is incredibly helpful to establish that baseline foundation there

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too. Yeah, so I want to dig into a few things that you said and also pull in some of

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the conversations earlier today. So in the CRO session that happened earlier,

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one of our customers was even saying like, how important it is that you know

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you train your sellers on how to speak to those cloud sellers.

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And so that translation layer of like, what are the, what is the language that

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Google talks in, and what are some of the key metrics that you could kind of

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give everyone some pointers today on as they think about creating those

15:42

materials and making sure that it lands with the Google person

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they're connecting with, what are some, what are some of that messaging and

15:51

like metrics that matter right now at Google.

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Yeah, so I think it's, you know, not a secret. Of course, we incentivize our

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sellers to drive business to our marketplace. And so really love that.

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We love that.

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Yeah, so we need to do this. And then of course we also have financial

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incentives amongst other things for our customers to make purchases on the

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marketplace. So once you're in, in the actual marketplace, you have an active

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listing you have integrated billing where a customer can purchase and a seller

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can sell, you know, you're at a specific ring where we can really start to action and

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work together. When you are trying to have that first conversation with a

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seller, I always like to say, you know, choose a little bit of give and take,

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and that you go in there with some information about

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maybe it's the customer you're trying to talk about, or a list of customers

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that you know maybe in their territory and whether you cover them or not, you

16:48

can reintroduce them to or introduce them to appear if yours that covers that

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account too.

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So one is going with the give, right, hey, I'm bringing you a little bit of

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information around this customer.

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This is the last conversation I had with them, and you know, this is really

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what they need to action on. And by the way, here's how our solution can

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support it, but here's where I'm getting stuck along the way.

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So really being able to show up with pieces of content and information that

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they can take back in their next conversation with a customer is helpful.

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So outside of that is, you know, maybe even sharing a quick, you know, the five

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minute pitch, a little bit of a demo on, hey, here's where you can find our

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listing in the marketplace.

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Here's some other information around it. Here's the free trial we have offering

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offered, and then maybe also here's the proof of concept and this is what this

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sales cycle looks like.

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That also leads into, you know, what does the actual cycle look like when maybe

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a Google cloud seller is jointly selling with your co selling with you.

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And that is pulling them behind the scenes on maybe a specific win, which is

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really what I've been trying to get a lot of our partners to do this year.

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It's great to speak in, here's how we should do things but that's a

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hypothetical.

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What we want to understand is where we've won in the past. So arm each of your

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sellers with their own personal win story, or a win story that maybe you all

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have been able to spotlight and maybe have a use case published about that so

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that they can really

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reshare that with the seller and say, hey, best practice.

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Here's how we engage with this customer. Here's how long the sales cycle took.

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Here's what they actioned out of a proof of concept. This is, you know, the

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typical amount and the time it takes.

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So that's the way the people we sell to as well within a customer base. So

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giving them those insights, all of that seems like a lot of information, but

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can absolutely happen in a 15 minute conversation.

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If you get the 30 minutes, great. Hopefully you have at least a few walk away

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items for next steps.

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And also, hopefully you have another engagement with maybe another Google cloud

18:52

seller to then further on that those conversations relationship within Google

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cloud.

18:58

But I think a lot of the things you rattled off there are really good sound

19:02

bites that go on a battle card. That can be that leave behind as well for them.

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And then another thing you had mentioned in is like start small, be specific in

19:13

one area, get some wins under your belt. That will then fuel, you know,

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creating that content and getting those wins into the hands of your sellers.

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So you can go tell those success stories. And we find that we give that kind of

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advice in that building adoption phase. Like you want to go build adoption, go

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get very specific in like an industry or a pain point that's going on right now

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Maybe a segmentation and really put together a go to market campaign around

19:48

that topic, identify those customers and then bring that customer base to your

19:56

Google partnership and start to engage with the sellers around those target

20:02

like that total addressable market that you're trying to go after in that very

20:07

specific campaign.

20:09

What are like two or three hot areas right now that you would say inside of

20:14

Google if they were to put together a campaign? Is there industry or use case

20:20

or, you know, that you could kind of, or something you're seeing like that's

20:25

working and getting traction in the ecosystem?

20:28

Absolutely. So, you know, there are a couple of areas that, you know, if I'm

20:33

having a conversation with a partner, one year spot on around focusing on a

20:37

specific area. And so first I'll take a step back and I want to share, you know

20:42

, really around how we're organized within Google Cloud.

20:45

We have our strategic center industries accounts. And that would be our retail

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health care life sciences, telco media entertainment and gaming and then

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financial services.

20:55

And then the area that my team supports is our enterprise sub regions. And so

20:59

that's northeast, mid Atlantic southeast are central business, western state

21:03

Silicon Valley, San Francisco so Cal, and we also have mid market enterprise.

21:08

There's Canada and then we have startup acceleration too. And so that covers, I

21:13

gotta figure out maybe for a specific region I want to go into.

21:16

Yes. And so that's exactly. Yeah. And so that's the next point is like, okay.

21:25

So there's then a coastal lead that is aligned to each of those regions or

21:27

industries and working with them to say, what is top of mind for the retail

21:31

lead and what are maybe some pain points that we're facing right now in retail

21:35

or in the northeast business.

21:36

Hey, you know, we have a high concentration of sellers. Let's activate them to

21:41

work with the sellers in that region to really drive more, more sales, more

21:45

connections and more customer adoption.

21:49

So once you get focused in that area, that's great. But you also need to then

21:53

say, okay, is there if you're going to do a play? What does that look like? And

21:57

so some folks have done it in a couple of different ways.

22:00

But of course, GIN AI, Cloud AI everywhere right now. And we have a lot. Yeah,

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I know. I said it.

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Uh oh. And so, I mean, we only have seven minutes left in the session. So that

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's good for us.

22:13

We did. Yeah. We did that. So I think with that is, you should absolutely be

22:18

telling your story. If you have leveraged Google Cloud's platform in order to

22:23

develop a product around generative AI or cloud AI in general.

22:28

Right. We have customers that are out there and whether they're trying to

22:31

either build their own solution or buy an out of a box solution. They have to

22:35

report to shareholders. They have to have a strategy.

22:39

They have to something around AI. And what I really challenge our sellers to

22:42

understand is if it's not first party at better be third party, because that is

22:46

running on Google Cloud.

22:48

And we want our customers to say that Google Cloud is a cloud of choice for AI

22:52

period. Right. There's no reason why we shouldn't be there in the top of that

22:57

race with AI.

22:58

So, you know, that's one like you're going to get ears perked up, especially if

23:02

you're talking about AI. The second piece is that, you know, well, we of course

23:06

have financial incentives for our customers that have Google Cloud commitments,

23:12

which again, people understand.

23:14

We have Greenfield business out there. And, you know, that is really sharing

23:18

kind of the way in which we adopt Greenfield or customers that aren't currently

23:22

using Google Cloud is going to set the pace of our business moving forward.

23:27

So any partner of mine that I work with that is unafraid to go into a Green

23:31

field space and understand it's going to be a bit of a grind.

23:36

I want to be right there in the trenches with you. So really thinking about

23:40

those things, but I would take it also back to you is, you know, if you're a

23:44

partner and you've had your last 10 conversations and a customer is really

23:50

asking you more about, you know, data analytics and pulling out insights

23:54

or they're saying, Hey, we're having issues or we're seeing a lot in the news

23:57

about this security issue. We want to be, we want to make sure we're protecting

24:01

our environment.

24:02

And you have a solution that supports that. Let's go after that. And let's

24:06

create our own play there, or maybe you are a partner that has a free platform

24:10

and you want to make sure you're activating those users to go to a play or paid

24:15

platform.

24:16

Then we can also use that as a specific play, but the note here is to get

24:22

focused on a region or an industry.

24:25

Work with that co cell lead to to establish a baseline of these are the

24:29

customers we want to go after. These are the ones we can either upsell to and

24:32

these are the ones that may be net new to us.

24:35

And then let's make sure our sales teams are working together rather than just

24:39

alliances having the single conversation with a bunch of people and that's

24:43

really where you get get that motion moving a lot quicker.

24:47

That's all great advice. Thank you so much for sharing that. I put the slide up

24:57

that you'd shared with me on frame your coastal journey with the Google Cloud.

24:57

I thought like that would be a great segue into kind of explaining the slide to

25:02

the audience and in what the different teams here represent.

25:06

Sure. Yeah. So this is something I put together after again having a lot of

25:11

conversations with partners that we're saying, you know, what more could we be

25:16

doing. And so I then created more of a hey let's do a little bit of a test.

25:22

Right. We're actually are you in this co cell journey. And then what does great

25:27

look like. And so I like this because in your maturity framework to your

25:31

maturity model it really outlines a lot of these these steps too.

25:36

But you know this is again at a high level. So the first one is alliances to

25:39

sales and that's.

25:41

Hey, you've joined the Google Cloud marketplace or your partner of Google

25:46

clouds and you have then said we're naming an individual or individuals or a

25:51

team in our organization to be specifically aligned to the success we're having

25:57

with Google Cloud and driving Google Cloud sales.

26:00

That's great. And then that team then aligns to our sales team or our co cell

26:05

team too. And that's the first step. And that's really saying dedicated

26:09

resources and investment in Google Cloud and its success.

26:13

But those again those conversations can only go so far because they seem to be

26:17

more one to many and also it's not a sales team working with another sale sales

26:22

person to.

26:23

So that next step is making sure that your sales work is aligned to our sales

26:27

org and that's coaching your sellers on how to work with Google cloud sellers.

26:32

And likewise that's what we do on our into that's a lot with my team does is

26:35

coaching our sellers on how to engage with their partners appropriately.

26:40

And when you know we see two sales people work together, the advancement of an

26:44

opportunity is just so much quicker, right? You build confidence and you get

26:48

more comfortable because you're talking about the same customer, same

26:52

opportunity, and that drives business a lot further.

26:55

And we heard earlier in Dives session, you know, he mentioned that partners are

26:58

seeing a 35% increase in their win weight and they really look at co cell as

27:03

being one of the main contributors and why that success rate is increasing.

27:15

I couldn't agree more. You know, you can't deny that stat that die shared. I

27:20

think I've been a seller for 14 years before I took this role.

27:25

And doing co cell in my own way as a seller, you get to a point where you are

27:29

picking up the phone and you're calling an ISV seller about a product you're

27:34

again you're jointly selling to a customer.

27:38

And again, you know, you move a lot quicker than me having to hop as a seller

27:42

to alliances and then to a salesperson and bridging the gap and doing huddles.

27:47

It's just that direct connection again, you become buddies. You're in the

27:51

trenches together. You're selling to the customer. You're really trying to

27:54

understand how to support this customer the same way.

27:57

So I have to imagine it just, it accelerates the business so much faster there

28:01

for sure.

28:02

Yeah, I mean, our customers don't have to do this alone. Our software companies

28:06

don't have to do this alone. And to know that you have a partner like Google

28:12

and tackle here to help you.

28:15

Man, you're going to you're going to go faster together than if you were to try

28:20

to tackle this on your own.

28:22

So what we only have less than a minute to go. What is one thing you want to

28:28

leave the audience with when they think about like co-selling with Google or

28:34

being successful with Google or as they go to do their planning.

28:38

Some partners are into their their planings for next year, their next fiscal

28:42

year.

28:43

What should they be thinking about when it comes to co-selling with Google?

28:48

You know, good question. I think that the coaching that you give and the things

28:52

that we've shared here today, hopefully people grasp from that is that even if

28:57

you feel like you're starting small or slow, you're building a foundation that

29:02

's really going to again

29:04

accelerate your business where I see people get stuck because when they start

29:08

way too big and saying, Hey, we want to tackle it all versus those that

29:11

understand.

29:13

Let me start in this area. Let me build my champions. Let me get some wins

29:17

under my belt.

29:18

And then they're actually more surprised with how quickly they grow their

29:21

business year after year versus those that want to start at the finish line.

29:26

Right. So I would say that. You're well the ocean. And then you're like, you're

29:31

not doing any one thing great.

29:32

So like find one thing and do that really great.

29:35

Yes, absolutely. And we can tell the difference between the partners that do

29:39

that versus the ones that don't. And we want to work with those that are really

29:43

going at the right pace as well to build the relationship with Google.

29:47

Well, thank you so much, Chelsea. This is so great. I feel like we could have

29:51

had another threat like we could have talked for an hour easily.

29:55

Absolutely. Thank you so much for having me. Have a great day.

29:59

Thank you.

30:06

Yeah.

30:13

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