As cloud marketplaces like the Microsoft Azure Marketplace continue to grow, software companies are seeing new opportunities to reach buyers, activate the channel, and drive recurring revenue through marketplace selling. In a recent conversation hosted by TD SYNNEX, leaders in cloud channel development and marketplace strategy shared key insights for Software Development Companies looking to scale.
This Q&A summarizes actionable strategies, common challenges, and available resources that can help Software Development Companies grow their marketplace presence and unlock ecosystem scale.
Q: How can software development companies get started more easily in cloud marketplaces?
A: The entry point has become more streamlined in recent years thanks to distribution. Working with distribution, software development companies can leverage Microsoft expertise and relationships to quickly assess where they are in their marketplace journey, identify key readiness milestones, and accelerate time to market through Marketplaces.
TD SYNNEX supports this process with guided enablement, ensuring vendors understand the technical steps needed to get listed, become co-sell ready, and activate transactable offers.
Q: What are the biggest challenges software companies face when trying to scale?
A: One of the biggest hurdles is reach. Many software development companies build strong technology but lack access to the broad channel networks needed to scale. Without deep relationships in place, they may struggle to get discovered by the right partners or buyers.
This is where distribution support becomes valuable. Distributors like TD SYNNEX can bridge the gap by connecting software development companies to large reseller ecosystems and providing scalable routes to market. Platforms like TD SYNNEX’s StreamOne® simplify cloud provisioning and transactions for partners, helping software companies tap into demand more efficiently.
Q: Is there a framework for scaling go-to-market efforts after onboarding?
A: Yes, and it typically involves the following steps:
- Initial Integration
Onboard to a cloud commerce platform, then add your offer into hyperscaler marketplaces like Microsoft Azure. Establishing this foundation makes future scaling repeatable. - Private Offers for Flexibility
Use private offers to tailor pricing and packaging for strategic deals. These offers can be customized for specific partners or customers, helping speed up deal closure and align with cloud budgets. - Partner Enablement & Co-Sell Activation
Support the channel with training, solution briefs, and campaign materials. TD SYNNEX offers co-marketing programs and partner-ready enablement that help resellers understand how to position your solution. - Multi-Geo Expansion
Once you’re successfully transacting in one region, it’s easier to replicate that motion in other geographies. Marketplace and distribution tools make global expansion more accessible than ever. - Community & Events
Participate in field events, executive briefings, and partner showcases. These moments help vendors tell their story directly to decision-makers and drive partner engagement.
Q: What resources are available to help software development companies scale more efficiently?
A: Several high-value resources exist to support software development companies on this journey:
- Engagement & Consultation
These strategic consultations review the onboarding and assessment process, helping vendors identify where they are and what comes next. - TD SYNNEX Private Offer Deal Desk
Whether you’re responding to a specific partner opportunity or looking to craft strategic offers, the TD SYNNEX Private Offer Deal Desk can help tailor terms, accelerate approval, and enable smoother transactions. - Marketing & Enablement Programs
From curated offer catalogs to subsidized marketing campaigns, programs are available to help software development companies scale awareness without heavy upfront investment. TD SYNNEX also offers digital marketing services and inclusion in cloud solution spotlights.
Q: What’s the long-term value of being marketplace-enabled?
A: Marketplace integration opens doors beyond initial sales. It positions software development companies to participate in co-sell motions with hyperscalers, attract partners who prefer digital procurement, and align with customer trends—especially as cloud budgets and committed spend agreements become more common.
Software development companies that build marketplace-native offers, activate partner channels, and support flexible selling motions will be better positioned to ride the next wave of transformation, including AI-driven industry solutions and global expansion.
Next Steps for Software development companies
If you’re ready to explore marketplace selling or want to scale your reach through channel partners, consider these actions:
- Request a consultation with the TD SYNNEX team using this form.
- Activate your offer in Azure Marketplace
- Explore private offers to support strategic deals, leveraging the TD SYNNEX Private Offer Deal Desk.
- Engage in partner enablement to accelerate co-sell motion
- Leverage go-to-market programs to boost visibility
Whether you're just getting started or looking to scale globally, the right combination of marketplace strategy, partner engagement, and platform support can accelerate your path to growth. TD SYNNEX and the Microsoft Commercial Marketplace ecosystem offer a strong foundation to build on.
