by Lynn Haber
Channel partners can take advantage of many cloud marketplace options as part of their go-to-market strategies. Here's what you need to know to get started.
As the cloud and software as a service become more mainstream and businesses become more interested in cloud technologies, curiosity about cloud marketplaces -- think of an online storefront -- isn't far behind. That's why channel firms need to learn about cloud marketplaces and how to go about doing business in a cloud marketplace.
There are a dozen or so active cloud marketplaces -- some are independent, such as app directory companies GetApp and Capterra, both acquired by Gartner in 2015, while others are vendor-specific such as Salesforce AppExchange, IBM Cloud Marketplace, Oracle Cloud Marketplace and Dell Cloud Marketplace, among others. IT distributors, such as Avnet, Ingram Micro and Tech Data Corp., for example, also boast their own cloud marketplaces that offer cloud apps from dozens of vendors.
There are two key things that partners need to know about cloud marketplaces: They come in a variety of flavors and they offer partner firms a mechanism to sell a broader portfolio of services.
Thinking about a cloud marketplace as an online storefront, it may consist of aisles of cloud services that span the cloud spectrum: SaaS, infrastructure as a service and perhaps, platform as a service. So, for example, walk down the SaaS aisle and you might see a section of productivity apps, another section with unified communication apps and another with CRM apps. Also, in this storefront are cloud services offerings that are relevant to consuming those products, i.e., professional services, migration services, tier 1 and tier 2 support or bolt-on services such as change management, among others.