Recorded Live at Ultimate Partner LIVE in Redmond, WA

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Is your business ready for 2026?

Welcome back to the Ultimate Guide to Partnering® Podcast.

Join industry leaders John Janke of Tackle.io and Shane Wilson of Cohesity as they delve into the transformative power of cloud marketplaces. This engaging discussion explores the evolution of marketplace adoption, from its early pioneering days to its current status as a multi-billion dollar opportunity. Discover how buyer behavior is shifting, the increasing importance of channel partners, and the strategies that winning ISVs are employing to achieve unprecedented scale in the cloud go-to-market.

We’re curating the very best of these moments—fireside chats, expert panels, and executive insights—so you can stay ahead of the curve and fully aligned to where Microsoft and the industry are heading.

And this is just the beginning.
More sessions. More voices. More of what you need to know.

If you’re not yet part of the UPX Community, now’s the time to join us. Access exclusive content, events, and strategies that keep you in front of what’s next.

Thanks for being on this journey with us.
— Vince

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• KEY TAKEAWAYS:


• The cloud marketplace has evolved from a niche concept to a multi-billion dollar ecosystem, with projections to reach $100 billion by 2026.


• Buyer behavior is shifting, with a significant increase in buyers utilizing cloud marketplaces for procurement across all software and partner types.


• The role of channel partners is becoming increasingly critical, with marketplace strategies shifting from ISVs to channel partners who own the buyer relationship.


• Successful ISVs are integrating marketplace and co-sell motions into a unified company-wide cloud go-to-market strategy, encompassing sales, product, rev ops, and marketing.


• The concept of “storefront evolution” is emerging, where buyers discover products in new places beyond traditional marketplaces, leading to more specific solutions and bundles.


• Consistency in strategy, execution, and celebrating wins is paramount for navigating the evolving cloud marketplace landscape and achieving long-term success.

If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community.

At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins.

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Key Tags:

Cloud go-to-market, cloud marketplace, ISV, channel partners, co-selling, procurement, software sales, digital transformation, B2B software, multi-party offers, ecosystem, strategic partnerships, revenue growth, sales motion, alliances, rev ops, marketplace operations, product-led growth, SMB, enterprise, storefronts, cyber resiliency, Microsoft partnership, NetApp, Amazon, CrowdStrike, Salesforce, Workday, ServiceNow, Wiz, PAX8, Ingram Micro.

Transcript:

[00:00:00 ] John Janke: Another big, and this I think trend will be next year. It’s happening right now, but it’s still really early, is this idea of evolution of storefront. So if you want to change buyer behavior, you have to meet buyers where they show up.

[00:00:14 ] Intro: We believe this time is like no other. We believe we refer to these as the tectonic shifts, all the hyperscalers in the world, if you add them all together, managed services will be one and a half times larger

[00:00:26 ] Vince Menzione: because it is the customer buying behavior that has created the need for all of us to rethink our models

[00:00:33 ] Intro: until we have data quality, the effectiveness of AI cannot be realized, and effectiveness of the partnerships cannot be realized.

Can you figure out first, what your purpose is and how Microsoft can support your purpose and how you can support Microsoft purpose? Now we have a partnership. It’s the ultimate partnership.

[00:00:52 ] Vince Menzione: Welcome to The Ultimate Guide to Partnering. I’m Vince Menzi, own your host, and my mission is to help leaders like you.

Achieve your greatest results through successful partnering. We just came off Ultimate Partner Live at Microsoft’s Redmond campus, our most powerful event. Yet, over two days, we gathered top leaders to tackle the real shifts shaping our industry. If you weren’t in the room, this episode on marketplaces featuring John Yanke, the CEO of Tackle.

And Shane Wilson from Cohesity brings us right to the edge of what’s next. Let’s dive in and we’re gonna have some other leaders in the room to talk about marketplace. Uh, in fact, we’re very pri privileged to have both. I. As sponsors, but also really partners in driving the success working with the Marketplace organization.

Some of the top organizations that understand Marketplace better than anyone, they’ve been at it the longest. I’m privileged to have John Yanke, the who’s been a great friend, a great supporter of Ultimate Partner, the CEO of Tackle io, and Shane Wilson from Cohesity, who’s also been around this partner partnering, co-selling.

Marketplace world that we, we know and love so much. So great to see you again my friend. Good to you. Great to see you, Shane. James, how you doing? Thank you. Good to have you both on stage today. So is the world to have you make the trip and to support us. Good to be here. So great to have Cy on stage too, right?

So I know you’ve been around, uh, John, you’ve been around this marketplace thing. We’ve been calling it the marketplace moment for some time. Shane, I know you as well from the ISV side, so I thought maybe we take a moment to have you both introduce yourselves. Maybe just spend a moment. I did a little bit, babe.

Didn’t do it justice. Maybe a little bit of your background and Sure. And what you all do and, and why you’re here today.

[00:02:36 ] John Janke: Uh, hey everybody, great to see so many friends, familiar faces. Uh, Vince, thank you for all the work putting this event on. I think it’s, uh, tremendous to be able to focus on Microsoft and everything they have going on.

So, I’m John Yanke. I’m CEO of Tackle. I’ve been with Tackle since the beginning. We started the company in 2016 with the idea that the clouds would change the way that software was sold and marketplace represented the initiation point of that. That was long before. Really anyone was buying that way.

Anyone was selling that way. We were working with some of the 2016 and there were some really early adopters who kind of saw the world the same way and were struggling to figure it out, and we just happened to be able to meet some of those large partners back then and help them find a way to. Launch their businesses and not only launch, but sell and sell repeatedly and then integrate that selling motion into their system.

So, uh, I’m a lifelong se. I grew up in se, which is like my default persona. So if you encounter me like either at a customer or at an event, I tend to be just super curious. I call myself a nerdy cloud go to market guy, which kind of route goes back to my se heritage and uh, I mean tackle. We really live to serve the ecosystem and, you know, support not only ics, ICS channel partners as as the marketplace moments.

I think it’s been a lot of moments, a lot of moments, you know, the time series of moments is, uh, interesting to see how it’s evolved. But, uh, it’s, it’s not just for ISVs. It’s really all partner types will go to market this new way, and it’s not just about one partner. Working with Microsoft, it’ll be about all the different partners and how they come together and how solutions get integrated together and just how we make that whole process easier.

And AI is like obviously dramatically increasing the quantity of software. So yeah.

[00:04:26 ] Vince Menzione: And I have some questions for you as well about what you’ve seen along the way. So we. I know, I know you’ve done some research on this, but super, super. I do wanna give Shane a moment to talk about his background and why he’s up here on stage as well.

’cause you’ve been at this a long time, Mike. We’ve known each other for a number of years.

[00:04:39 ] Shane Wilson: Yeah. Thanks Vince. It’s, uh, nice to see you in town. I’m glad you’re doing, you’re doing well. Thank you. Yeah, thank you.

[00:04:44 ] Vince Menzione: It’s, uh, getting much better. Much better.

[00:04:45 ] Shane Wilson: Yeah. Yeah. So, Shane Wilson, for those who I haven’t had the chance to meet yet, uh, I run, um, Cohesity’s Cloud, cloud business, and, um.

Yeah, like John, I’ve been at this for kind of since the beginning of the marketplace, co-sell, sell with, you know, motion, call it like