How Impartner’s HyperscalerGTM is Accelerating the Shift from Channel to Marketplace Revenue

For two decades, partner programs powered enterprise growth through resellers, distributors, and service providers. But the rules have changed.

Cloud marketplaces like Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP) have become the new storefronts of enterprise IT, where customers discover, evaluate, and buy software in minutes, often using pre-committed cloud budgets rather than traditional purchase orders.

This isn’t just a new channel. It’s a new economy.

Research from Omdia projects that enterprise software sales through hyperscaler marketplaces will grow from about $30 billion in 2024 to $163 billion by 2030, representing an annual growth rate near 29%. Much of this growth is fueled by more than $470 billion in committed enterprise cloud spend, with a rapidly rising share flowing directly to third-party vendors and partners through these digital storefronts.

Cloud marketplaces are now a primary route to market for software vendors and partners. Yet while they have redefined how software is bought, the way it is sold has not evolved at the same pace. 

The Growing Disconnect Between Channel and Cloud 

The friction isn’t on the buyer side anymore but in how vendors manage partner and marketplace motions. Many independent software vendors (ISVs) still manage their partner ecosystems through legacy partner management systems that operate separately from marketplace transactions. Deal registration, co-sell collaboration, and revenue tracking often exist in disconnected systems that rely on manual coordination among alliance teams, partner managers, and hyperscaler sellers.

This fragmentation slows revenue and limits visibility. It prevents vendors from taking full advantage of hyperscaler co-sell incentives, delays private offer creation, and introduces inefficiencies that make it difficult to measure performance accurately. In a market where transactions can close within hours and incentives depend on precision, manual processes have become a serious constraint.

At the same time, hyperscalers are raising the bar, expecting vendors to engage through data-driven, and co-sell-ready processes. Vendors that can’t meet those expectations risk fading from view in marketplace solution plays that increasingly determine who wins growth dollars.   

This widening gap between partner management and marketplace execution has created the need for a new model that connects these systems into one automated process. That model is called Partner-to-Marketplace Automation. 

Defining Partner-to-Marketplace Automation 

Partner-to-Marketplace Automation, a new go-to-market model that connects the dots from partner registration to revenue recognition across the hyperscaler ecosystem, unifies previously separate motions:  

• Partner Relationship Management (PRM) 
• Hyperscaler Co-Sell Collaboration 
• Marketplace Listing and Transaction management 

Bringing these together creates a single, connected workflow that manages the entire partner journey from deal registration to revenue recognition, within one system. 

For vendors, it enables partners to register opportunities, collaborate with hyperscaler sellers, and move those deals directly into marketplace transactions, automatically. For partners, it simplifies processes, accelerates deal cycles, and provides consistent access to hyperscaler incentives. For hyperscalers, it offers visibility into partner-led opportunities that are measurable, co-sell-ready, and aligned with consumption targets. 

The impact is immediate: 

• Faster time to revenue. Automation removes manual bottlenecks between deal registration and marketplace conversion. 
• Greater visibility. Vendors gain a complete view of opportunities from registration to payout across all major cloud marketplaces. 
• Higher partner engagement. Simplified workflows motivate partners to register and pursue marketplace deals more actively. 
• Improved alignment with hyperscalers. Vendors can synchronize performance data with hyperscaler systems to qualify for incentives and accelerate growth. 

The Marketplace Moment 

Cloud marketplaces have reached a pivotal point. Omdia projects that nearly 60% of marketplace transactions will be partner-led by 2030. This underscores the growing sophistication and importance of partner-led motions in the cloud economy.  

Enterprises are now structuring multi-year cloud commitments with built-in marketplace budgets, while vendors are racing to mobilize their partner ecosystems to capture that spend.  

Despite this momentum, most vendors are still coordinating co-sell motions manually among PRMs, spreadsheets, and hyperscaler portals. The result is slower deal velocity and unrealized revenue potential. 

To compete in this environment, automation must extend beyond onboarding and enablement. It must connect directly into how revenue is recognized within the marketplaces themselves. That’s the challenge we set out to solve.

Impartner’s HyperscalerGTM: The New Model for Marketplace Revenue 

HyperscalerGTM, developed by Impartner in collaboration with Labra, a multi-cloud go-to-market acceleration company and AWS Advanced Technology Partner, represents the industry’s first unified Partner-to-Marketplace Automation platform.  

It connects partner programs, hyperscaler co-sell processes, and cloud marketplace transactions in one cohesive system. Partners can register deals, collaborate with hyperscaler field teams, and convert opportunities into marketplace transactions within a single automated workflow.  

The platform also automates private offer creation and synchronizes revenue data across AWS, Microsoft Azure, and GCP, giving vendors a complete view of every opportunity from registration to payout. 

This integrated approach transforms how vendors and partners operate. Deal cycles accelerate, partner engagement increases, and vendors gain full visibility while improving alignment with hyperscaler sellers and incentive programs. 

By bringing channel, alliance, and marketplace operations into one connected process, HyperscalerGTM enables vendors to sell in the same digital environment where customers now buy, seamlessly, collaboratively, and at cloud speed.

Redefining Partner Automation for the Cloud Era 

The rise of hyperscaler marketplaces signals a defining shift in how ecosystems drive growth. The days of managing partner programs as static, back-office functions are over. The future belongs to organizations that treat their ecosystems as dynamic revenue engines deeply connected to where their customers are already buying. 

HyperscalerGTM represents more than a new platform. It’s the beginning of a new model. Partner-to-Marketplace Automation is the connective fabric that allows vendors to translate partner collaboration into measurable, marketplace-driven revenue. It aligns every player in the ecosystem, vendor, partner, and hyperscaler, around a single source of truth and shared growth motion.  

In the next decade, marketplace alignment will separate the fast from the forgotten. Vendors that can operationalize partner selling with cloud marketplaces will move faster, capture more incentive dollars, and create experiences that mirror the simplicity and speed of how customers buy today. 

At Impartner, our mission is to equip every ecosystem leader to operate at that level and turn partnership potential into real revenue outcomes. Because in the cloud economy, growth isn’t just automated. It’s orchestrated.