target audience: TECH SUPPLIER Publication date: Jun 2023 - Document type: IDC Survey - Doc Document number: # US50753823
Are Cloud Provider Marketplaces the Next Big Channel for Enterprise Software Marketing?
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Abstract
This IDC Survey looks at whether cloud provider marketplaces are the next big channel for enterprise software marketing. New layers of services in the cloud stack are emerging and, as these services proliferate, the case for marketplace as a channel becomes more attractive for buyers and more important for IT, marketing ops, and marketing teams. Product teams will also have to consider whether marketplace services encroach on key functionality and how to evolve their value propositions and road maps and whether to productize microservices. Partner participation at all levels of the marketplace will be critical to presenting enough value to overcome fears of dependency and the resulting vulnerability to future price increases. While customers like the convenience of integrating marketplaces into their procurement processes and systems, they want stronger price negotiation and contracting capabilities.