Unlock Cloud Go-to-Market

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How do I implement my go-to-market strategy with my Cloud Partners? How do I get buy-in from my executives, sales team, and others in my organization? How can I get the right attention from the Cloud Providers? Questions like these, and many more, arise when you’re trying to build relationships with the Cloud Providers and accelerate your revenue journey through the cloud. Welcome to ‘Unlock Cloud Go-to-Market,’ the series where hosts Erin Figer and Patrick Riley share the essential stages of the Cloud GTM maturity model to start, optimize, and grow your company’s revenue through the cloud. They’ve helped countless ISVs tackle the ins and outs of their Cloud GTM motion, and in each episode, they're sharing those success stories from the people who have put them into place. Because ultimately, this way of thinking is the future. And the future is now.

  1. 06/11/2025

    Turning Marketplace Hesitation Into GTM Momentum

    Marketplace isn't just a technical integration. It’s a strategic decision, especially for engineering leaders. In this episode of Unlock Cloud Go-To-Market, host Patrick Riley is joined by Mike Romans and Nick Rieniets of Kasada for a real-world look at cloud GTM through the eyes of a CTO. Nick shares why Kasada initially resisted marketplace, what changed, and how partnering with Tackle made the difference between a drawn-out build and a fast, scalable launch. If you’re a leader weighing whether to go alone or bring in help, or if you’re wondering when the right time to activate your Cloud GTM motion really is, this conversation is your shortcut to clarity. You’ll learn: How Kasada’s CTO assessed the trade-offs of building versus partneringWhat made AWS the right choice for both tech and salesThe signals that told Kasada they were ready for marketplaceThe overlooked backend wins that made Tackle the obvious move Resources:Connect with Nick on LinkedIn: https://www.linkedin.com/in/nick-rieniets/ Connect with Mike on LinkedIn: https://www.linkedin.com/in/mike-romans-iamnotabot/ Connect with Dillon on LinkedIn: https://www.linkedin.com/in/dewoods/ Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ Learn more about Tackle: https://tackle.io Timestamps:(00:00) Introduction (01:11) Exploring cloud go-to-market through the lens of CTO (02:58) What Kasada does and the bot mitigation problem (05:02) Why Kasada built on AWS and how it shaped their GTM (07:03) Leveraging AWS programs for customer alignment (09:05) Building joint solutions with AWS and proving customer success (11:43) Landing large enterprise customers early (13:46) When is the right time for a startup to partner with AWS (15:33) Why Kasada avoided Marketplace at first (17:20) The minimal lift required to launch Marketplace with Tackle (18:29) How Marketplace supported global expansion (20:54) Tackle’s role in accelerating decision-making (23:33) How Marketplace shifted customer engagement strategy (25:59) Managing the AWS partnership beyond the listing (33:57) How Marketplace simplified billing and operations

    45 min

  2. 05/28/2025

    From Zero to Marketplace: Grammarly's Cloud GTM Journey

    "Internal buy-in is the hardest part – and the most important - when building a cloud marketplace strategy that lasts." In this episode of Unlock Cloud Go-To-Market, host Patrick Riley sits down with Corey Woodburn, Head of Cloud Marketplace Alliances at Grammarly, for a behind the scenes look at what it really takes to launch and scale a marketplace motion inside a fast-moving org. Dropped into a project no one officially owned, Corey shares how she turned an initiative into a cross-functional success story. This conversation unpacks the human side of building cloud go-to-market, navigating early-stage ambiguity, crafting internal narratives that win support, and scaling seller enablement with limited resources. With insights from Corey, as well as Tackle’s Dan Callahan, you’ll get a practical, battle-tested perspective on marketplace success. In this episode, you’ll learn: How to secure internal buy-in before you even talk tooling.Why documentation—not dashboards—is the secret weapon to alignment.What it takes to scale marketplace listings without scaling chaos.Resources:Connect with Corey on LinkedIn: https://www.linkedin.com/in/coreytw/ Connect with Dan on LinkedIn: https://www.linkedin.com/in/daniel-callahan-27692411b/ Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ Learn more about Tackle: https://tackle.io Timestamps:(00:00) Introduction(00:59) Grammarly's marketplace journey(02:47) The initial challenges and getting started(04:58) Building internal buy-in and overcoming hurdles(07:06) Creating a comprehensive plan(10:34) The role of marketing and cross-functional collaboration(14:57) Lessons learned and future strategies(22:20) Connecting with other ISVs(22:54) Executing the Plan(23:27) Cory's approach to Tackle(25:15) Sales enablement strategies(27:38) Educating the sales team(33:45) Building the business case for Tackle(38:40) Lightning Round

    42 min

  3. 04/23/2025

    Scaling Go-To-Market With FinOps Precision

    "FinOps is essentially how you can get visibility on your cloud costs and figure out how to spend more efficiently to grow your business."  In this episode of Unlock Cloud Go-To-Market, host Patrick Riley is joined by  Joe Henderson, Head of Partnerships at Vantage, for a real look at what it takes to build a modern partner ecosystem from the ground up. Joe breaks down how FinOps has evolved from simple cloud cost visibility to a strategic function that directly impacts how companies sell, operate, and grow. The conversation touches on the relationship between cloud marketplaces and FinOps, internal seller enablement, and the increasing pressure to tie partnership efforts directly to revenue.  In this episode, you’ll learn: Why FinOps and cloud go-to-market are becoming deeply connected.How to enable internal teams before expecting cloud sellers to co-sell.What to measure when launching a partner program that actually works. Resources:Connect with Joe on LinkedIn: https://www.linkedin.com/in/joehendo/Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ Learn more about Tackle: https://tackle.io Timestamps:(00:00) Introduction(03:31) Joining Cloudability and entering the FinOps space (07:09) The rise of the FinOps Foundation and maturing cost control (10:16) Building the Vantage partner ecosystem from zero (13:49) Why customer cloud spend defines ideal partner strategy (17:26) Coaching sellers to embrace co-selling with cloud providers (20:39) Early enablement lessons from launching partner programs (23:35) How CPPO partners accelerate marketplace momentum (26:49) Setting expectations with cloud sellers and internal teams (30:01) Proving impact: tracking sourced revenue and deal speed (33:29) Why partner-sourced leads close faster and expand better (36:55) Zero expectations: what to really expect from cloud GTM (39:34) The three E’s: exact buy-in, expectations, and enablement

    43 min

  4. 04/09/2025

    Modern SaaS Starts with Marketplace Strategy

    “To stand out in a crowded marketplace, you need an open mind and a growth mindset ---it's not a zero-sum game.” – Yeva Roberts, VP of Marketing & Alliances, AllCloud In this episode of Unlock Cloud Go-To-Market, host Patrick Riley is joined by Yeva Roberts of AllCloud and Tackle Co-Founder, Brian Denker, to explore what SaaS success really looks like in today’s cloud ecosystem. Yeva breaks down how partnerships, platforms, and AI aren’t separate strategies - they’re converging into one unified growth engine. They discuss why SaaS isn’t dead, how co-selling and co-marketing with cloud providers drives real outcomes, and why simply listing on Marketplace isn’t enough - you need a go-to-market plan that scales. In this episode, you’ll learn: Why ISVs should prioritize Marketplace strategy as early as product development.How partnership-led growth is replacing traditional sales motions.What it takes to build smarter, more connected SaaS experiences that customers actually want. Resources:Connect with Yeva on LinkedIn:https://www.linkedin.com/in/yevaroberts/ Connect with Brian on LinkedIn: https://www.linkedin.com/in/briandenker/ Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ Learn more about Tackle: https://tackle.io Timestamps:(00:00) Introduction(01:15) SaaS is evolving, not dying (03:06) Building co-sell energy with cloud partners (04:54) Simplifying procurement and selling via marketplaces (06:23) AI, platforms, and SaaS partnerships (08:30) Partnership-led GTM as the new standard (10:37) Coaching ISVs on strategy and scaling (13:31) SaaSification accelerating secure growth (15:34) GTM begins after marketplace listing (18:17) Streamlining Salesforce workflows for action (22:04) Boosting visibility via marketplace listings (26:33) Managing marketplace deals in one tool (30:48) Scaling with global reach and AI

    36 min

  5. 03/26/2025

    How Partnerships are Redefining GTM Strategy

    "Your technology decision is actually your ecosystem decision." – Asher Mathew, CEO of Partnership Leaders In this episode of Unlock Cloud Go-To-Market, host Patrick Riley sits down with Asher Mathew, CEO of Partnership Leaders, and John Jahnke, CEO of Tackle, to explore how partnerships are reshaping go-to-market strategies. Asher unpacks why companies need to think beyond standalone tech choices and instead view them as ecosystem commitments that impact sales, marketing, and product strategy. The conversation covers the rise of partner-led growth, how cloud buyer intent data is changing sales motions, and what it takes to align partnerships with corporate strategy. In this episode, you’ll learn: Why CEOs and CROs need to rethink partnerships as a business strategy, not just a sales channel.How cloud marketplaces, partner data, and AI-driven insights are shaping the next wave of go-to-market innovation.What ISVs should consider when structuring partnerships to drive long-term success.Resources:Connect with Asher on LinkedIn:https://www.linkedin.com/in/ashermathew/Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ Connect with John on LinkedIn: https://www.linkedin.com/in/johnjahnke/  Learn more about Tackle: https://tackle.io Timestamps:(00:00) Introduction(01:10) Partnerships evolving from add-ons to revenue drivers (03:01) Merging tech, channel, and marketing partnerships (05:21) Cloud marketplaces reshaping go-to-market strategies (07:58) Cloud ecosystem decisions driving business growth (10:18) Multi-cloud strategies aligning product and GTM (13:19) Chief Partner Officers and their expanding role (17:46) Measuring partnership impact beyond attribution (21:04) From resellers to integrated platform partnerships (25:15) Partner-driven businesses driving revenue growth (30:07) CROs, CEOs, and corporate partnership strategy (34:37) Future-proofing partner ecosystems with AI (39:13) The next evolution of cloud partnerships

    44 min

  6. 02/19/2025

    CyberArk’s Strategy for Building Partner Ecosystems

    "Marketplaces are the future of SaaS sales, but success requires aligning with partners and embracing innovation." – Brennan Lynch, Global Director of Cloud Marketplaces at CyberArk In today’s episode of Unlock Cloud Go-To-Market, host Patrick Riley is joined by Brennan Lynch, Global Director of Cloud Marketplaces at CyberArk, and Brian Denker, Co-Founder of Tackle, to discuss the evolution of cloud marketplaces and partner-driven success. Brennan shares insights on fostering strong partnerships, navigating marketplace adoption, and leveraging operational efficiencies to scale cloud operations effectively. The conversation explores partner collaboration, the impact of CPPO (Channel Partner Private Offer) deals on channel dynamics, and the importance of marketplace data in driving revenue growth. In this episode, you’ll learn: The step-by-step journey of marketplace adoption and how to align internal teams with partner ecosystems.How CPPO deals reduce operational overhead while boosting deal size and profitability for ISVs.The emerging role of AI and cloud integrations in enhancing partner offerings and enabling scalable success.Resources:Connect with Brennan on LinkedIn: https://www.linkedin.com/in/brennanlynchConnect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ Connect with Brian on LinkedIn: https://www.linkedin.com/in/briandenker/  Learn more about Tackle: https://tackle.io Timestamps:(00:00) Introduction(02:18) CyberArk’s journey into marketplace adoption(05:12) Breaking down the CPPO model and its financial benefits(09:45) The role of marketplaces in simplifying channel operations(13:02) Building partnerships that scale(17:38) How AI tools are reshaping partner-driven success(21:05) Integrating services into marketplace strategies for ISVs(25:18) What’s next for CyberArk and the future of cloud marketplaces (29:12) Leveraging partner networks for global expansion (33:08) Using data lakes and integrations to create bespoke solutions (36:14) The role of cloud service providers in enabling partner success (40:22) Multi-party collaboration and the future of cloud transactions (43:16) Recommendations for ISVs to scale their marketplace strategies (46:45) The future direction for cloud marketplaces and partners

    44 min

  7. 02/05/2025

    Jamf’s Cloud GTM Playbook: From CAC to Lifetime Value Optimization

    “Understand where your strengths are. Build through that customer base, and take your time to learn one marketplace before you tackle two or three.” - Matt Arsenault, VP of Corporate Development & Strategic Alliances for Jamf. Cloud marketplaces are strategic levers for finance leaders looking to optimize revenue streams, reduce risk, and improve operational efficiency. In this episode, host Patrick Riley sits down with Matt Arsenault and John Eisele from Jamf to discuss their journey of leveraging AWS and Azure marketplaces to drive growth and efficiency. From tailoring strategies to match customer segments to mitigating collections risks through marketplace reliability, Matt and John share how Jamf has optimized its cloud go-to-market approach for sustained ARR growth. Listen as they break down the operational lessons, financial metrics, and strategic insights behind building a successful cloud go-to-market approach. In this episode, you’ll learn: Why the cloud marketplaces should matter for finance leaders.How marketplaces can reduce customer acquisition costs while expanding lifetime value.Why differentiating strategies for AWS and Azure allowed Jamf to expand into new customer segments and drive ARR growth.What operational practices, like building internal champions, ensure seamless marketplace adoption and long-term ROI.Resources:Connect with Matt on LinkedIn: https://www.linkedin.com/in/marsenault/ Connect with John on LinkedIn: https://www.linkedin.com/in/jeisele/ Learn more about Tackle: https://tackle.io Timestamps:(00:00) Customer acquisition costs and marketplace strategies (03:29) Why Marketplace? Exploring ROI and deal velocity (06:36) Investments in multi-cloud strategies and marketplace fees (08:08) Growth ARR and gross renewal rate as key metrics (10:16) Challenges with new logo capture and cost efficiencies (13:09) Mitigating collections risks through marketplace payment reliability (15:24) Tailoring AWS and Azure strategies for customer segmentation (19:17) Key differences between AWS, Azure, and Google customer bases (21:40) Building internal alignment to support marketplace initiatives (23:43) Leveraging Tackle’s tools to enable successful marketplace motion (28:07) Operational lessons: Building champions across finance and legal teams (30:58) Adapting to marketplace evolution and global scaling opportunities

    43 min

  8. 11/21/2024

    Takeaways from 2024 State of Cloud GTM with AWS

    "We’re in a revolution of immediacy—buyers want speed, trust, and simplicity, whether they’re experimenting with generative AI or closing enterprise deals. It’s about meeting those needs efficiently and effectively." - Matt Yanchyshyn, VP of AWS Marketplace & Partner Services. In this episode, Tackle CEO John Jahnke sits down with Matt Yanchyshyn, VP of AWS Marketplace & Partner Services, to discuss the 2024 State of Cloud GTM report and how cloud marketplaces are transforming the way businesses buy and sell software. Together, they look into AWS's commitment to partner experience, from reducing operational burdens to enhancing buyer accessibility with product-led growth strategies. They discuss AWS’s role in influencing modern B2B buying with initiatives like private offers, simplified renewals, and co-sell support.  Listen to learn about the future of cloud procurement, how shifts in buyer expectations impact the marketplace, and important insights for ISVs navigating this dynamic ecosystem. In this episode, you’ll learn: How AWS Marketplace is transforming partner experience with automation and streamlined procurement, making it easier for ISVs to scale and serve both enterprise and SMB buyers.Why AWS’s focus on product-led growth features, like self-service trials and private offers, is essential for aligning with modern buyer behaviors and accelerating deal velocity.How AWS’s co-sell and channel partner strategies create new growth opportunities by integrating support for complex sales and helping ISVs reach broader markets efficiently.Resources:Connect with John on LinkedIn: https://www.linkedin.com/in/johnjahnke/Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattgy/Learn more about Tackle: https://tackle.io  Timestamps: (00:00) AWS’s marketplace strategy and partner ecosystem (03:18) Transforming partner experience through automation (05:33) Shifts in buyer behavior and demand for self-service  (08:02) Building trust and simplifying cloud procurement (11:56) Combining product-led growth with enterprise sales (15:03) Key metrics for tracking AWS Marketplace performance (18:59) The role of co-sell alignment in boosting deal velocity (22:09) Nuanced strategies for ISVs to drive growth with AWS’s co-sell support (28:20) Expanding AWS’s marketplace reach with business applications and SMBs (30:52) The importance of executive alignment in cloud go-to-market strategy (33:22) Channel partnerships and the growing role of resellers in AWS Marketplace (36:12) Future outlook for AWS Marketplace growth and procurement efficiency

    40 min
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How do I implement my go-to-market strategy with my Cloud Partners? How do I get buy-in from my executives, sales team, and others in my organization? How can I get the right attention from the Cloud Providers? Questions like these, and many more, arise when you’re trying to build relationships with the Cloud Providers and accelerate your revenue journey through the cloud. Welcome to ‘Unlock Cloud Go-to-Market,’ the series where hosts Erin Figer and Patrick Riley share the essential stages of the Cloud GTM maturity model to start, optimize, and grow your company’s revenue through the cloud. They’ve helped countless ISVs tackle the ins and outs of their Cloud GTM motion, and in each episode, they're sharing those success stories from the people who have put them into place. Because ultimately, this way of thinking is the future. And the future is now.

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  • Creator
    Tackle.io
  • Years Active
    2024 - 2025
  • Episodes
    21
  • Rating
    Clean
  • Copyright
    © 2025 Tackle.io