The Evolution of Automotive Accessibility and Its Implications for Revenue Operations
In the early 20th century, automobiles were a luxury limited to the wealthy. This dynamic shifted dramatically in 1913 when Henry Ford introduced the assembly line, revolutionizing production methods. Ford’s goal was clear: he wanted to create “a motor car for the great multitude,” and the assembly line made this goal achievable.
Ford’s impact goes beyond his successful automotive empire; he imparted a critical lesson about technology deployment: to increase the uptake of any new innovation—whether in manufacturing or in today’s revenue channels—you must first scale its operations.
Currently, cloud marketplaces are set to channel an estimated $85 billion in software sales, but it’s noteworthy that the top 20% of sellers are responsible for approximately 80% of the revenue generated in this space. Just like the automobile landscape before 1913, the present issue lies in insufficient revenue operations support for sellers in these marketplaces.
Buyers utilizing cloud marketplaces expect a swift and efficient shopping experience similar to that of traditional retail environments. When processes are slow or manual, frustration ensues, resulting in sales delays and a return to more costly, conventional selling methods. This article discusses how to establish operations within a cloud marketplace that harmonizes with existing sales processes, fosters broader adoption, and realizes the full benefits of a cloud go-to-market (GTM) strategy.
The Duality of New GTM Channels
In Ford’s assembly line, every tool was interdependent, illustrating that no aspect of a software business functions in isolation. Revenue operations (RevOps) teams often face the demanding task of integrating new GTM channels into their current technological frameworks, designing workflows for sales and partnership leaders, and creating cohesive reporting and analytics processes.
This challenging setup frequently fosters resistance to new channels, particularly within cloud marketplaces.
Understanding Cloud Marketplaces
Cloud marketplaces are platforms operated by hyperscalers like Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP). These marketplaces allow independent software vendors (ISVs) to sell solutions directly to businesses while providing:
– Comprehensive transaction support
– Enhanced solution discovery
– Streamlined purchases and deployments
– Consolidated contracting and billing
– Seamless integration with buyers’ existing cloud environments
Although ISVs must manage their software listings, cloud marketplaces simplify essential processes like billing and disbursement, alleviating operational burdens and facilitating scalability.
For ISVs, engaging with cloud marketplaces offers opportunities to:
-Before rush hour became a national pastime, cars were luxuries reserved for the rich. That changed in 1913 when Henry Ford invented the assembly line — a composable way to streamline operations across his production chain. This turned his ambition of creating “a motor car for the great multitude” into reality.
