AWS, Azure, or GCP?

Choosing Your Cloud Marketplace Alignment in 2026

The Marketplace Opportunity by the Numbers

66%

Of global cloud spend is controlled by the Big Three, making their marketplaces the new procurement backbone.

Is the typical marketplace fee, making co-sell programs and committed spend access the real differentiators.

Only 22%

Of sales teams are fully aligned with marketplace strategy, highlighting a massive internal execution gap.

Global Cloud Infrastructure Market Share

AWS

31%

Azure

24%

GCP

14%

Co-Sell Programs: Where Do You Fit?

🚀 AWS

Program: ISV Accelerate Program rewards ISVs generating AWS-attributed pipeline.

Best For: Enterprise ISVs, MSSPs, and Global SIs targeting large-scale infrastructure and security workloads.

💼 Azure

Program: IP Co-Sell integrates ISV solutions directly into Microsoft field sales motions.

Best For: Microsoft-centric partners, especially in corporate IT, government, and regulated industries.

🧠 GCP

Program: Partner Advantage & Co-Sell Path emphasizes AI, data, and Kubernetes specialization.

Best For: AI vendors, data platform providers, and cloud-native specialists driving innovation.

The Real Challenge: Internal Misalignment

Success isn't about picking a cloud; it's about solving the operational hurdles inside your own company. Here are the top obstacles GTM teams face.

Lack of Sales Training & Enablement 59%

Complex Co-Sell Requirements 51%

Poor CRM & Data Integration 37%

A 4-Step Framework for Choosing Your "Home" Marketplace

Step 1: Map Your Revenue

Analyze where your top customers run workloads and hold committed spend. If 60-70% are on one cloud, that's your starting point.

Step 2: Use Four Lenses

Align with your ideal buyer profile (💼), dominant partner ecosystem (🤝), core product fit (⚙️), and organizational readiness.

Step 3: Design Your GTM

Implement comp neutrality, align Sales and RevOps on marketplace KPIs, and integrate billing and CRM systems from day one.

Step 4: Go Multi-Cloud

Once your primary alignment is mature, add secondary listings to meet strategic customer demands without diluting operational focus.

AWS, Azure, GCP: Choosing Your Marketplace Alignment