Modern SaaS Starts with Marketplace Strategy

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 [https://www.linkedin.com/in/patrickmriley/] is joined by Mike Romans [https://www.linkedin.com/in/mike-romans-iamnotabot/] and Nick Rieniets [https://www.linkedin.com/in/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 partnering * What made AWS the right choice for both tech and sales * The signals that told Kasada they were ready for marketplace * The overlooked backend wins that made Tackle the obvious move Resources: Connect with Nick on LinkedIn: https://www.linkedin.com/in/nick-rieniets/ [https://www.linkedin.com/in/nick-rieniets/] Connect with Mike on LinkedIn: https://www.linkedin.com/in/mike-romans-iamnotabot/ [https://www.linkedin.com/in/mike-romans-iamnotabot/] Connect with Dillon on LinkedIn: https://www.linkedin.com/in/dewoods/ [https://www.linkedin.com/in/dewoods/] Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ [https://www.linkedin.com/in/patrickmriley/] Learn more about Tackle: https://tackle.io/https://tackle.io [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

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 [https://www.linkedin.com/in/patrickmriley/] sits down with Corey Woodburn [https://www.linkedin.com/in/coreytw/], 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 [https://www.linkedin.com/in/daniel-callahan-27692411b/], 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/ [https://www.linkedin.com/in/coreytw/] Connect with Dan on LinkedIn: https://www.linkedin.com/in/daniel-callahan-27692411b/ [https://www.linkedin.com/in/daniel-callahan-27692411b/] Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ [https://www.linkedin.com/in/patrickmriley/] Learn more about Tackle: https://tackle.io/https://tackle.io [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

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 [https://www.linkedin.com/in/patrickmriley/] is joined by  Joe Henderson [https://www.linkedin.com/in/joehendo/], 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/ [https://www.linkedin.com/in/joehendo/]Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ [https://www.linkedin.com/in/patrickmriley/] Learn more about Tackle: https://tackle.io [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

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 [https://www.linkedin.com/in/yevaroberts/], VP of Marketing & Alliances, AllCloud [https://allcloud.io/] In this episode of Unlock Cloud Go-To-Market, host Patrick Riley [https://www.linkedin.com/in/patrickmriley/] is joined by Yeva Roberts of AllCloud and Tackle [https://tackle.io/] Co-Founder, Brian Denker, [https://www.linkedin.com/in/briandenker/?originalSubdomain=pr]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/ [https://www.linkedin.com/in/yevaroberts/] Connect with Brian on LinkedIn: https://www.linkedin.com/in/briandenker/ [https://www.linkedin.com/in/briandenker/] Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ [https://www.linkedin.com/in/patrickmriley/] Learn more about Tackle: https://tackle.io [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

How Partnerships are Redefining GTM Strategy

"Your technology decision is actually your ecosystem decision." – Asher Mathew [https://www.linkedin.com/in/ashermathew/], CEO of Partnership Leaders [https://partnershipleaders.com/] In this episode of Unlock Cloud Go-To-Market, host Patrick Riley [https://www.linkedin.com/in/patrickmriley/] sits down with Asher Mathew, CEO of Partnership Leaders, and John Jahnke [https://www.linkedin.com/in/johnjahnke/], CEO of Tackle [https://tackle.io/], 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/ [https://www.linkedin.com/in/ashermathew/]Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickmriley/ [https://www.linkedin.com/in/patrickmriley/] Connect with John on LinkedIn: https://www.linkedin.com/in/johnjahnke/ [https://www.linkedin.com/in/johnjahnke/]  Learn more about Tackle: https://tackle.io [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