Introduction
“Be where your customers are.” It’s a phrase every software leader has heard, but few truly act on. For years, ISVs and Startups have spent millions on outbound campaigns, BDR (Business Development Representative) teams, and ABM (Account-Based Marketing) platforms all in pursuit of catching the right buyer at the right moment. The problem? Today’s enterprise buyers are drowning in outreach, ignoring inboxes, and tuning out ads. Even when a message lands, timing is rarely right, and sales cycles drag.
But what if there were a place where buyers already chose to go when they were ready to evaluate software—no noise, no chase, just intent-driven exploration? That’s exactly what AWS Marketplace represents today. It’s no longer just a procurement tool; it’s the new digital front door for enterprise software buying.
In this blog, we’ll explore why AWS Marketplace has become the go-to environment for cloud buyers, what the data reveals about its impact, and why ISVs who ignore this shift risk being left behind.
The Problem: Traditional Software Buying Is Broken
Traditional sales motions are slowing down growth. Enterprise software buyers are buried in unsolicited emails, endless demos, and lengthy procurement approvals. Sellers pour resources into generating pipeline, only to watch deals stall in compliance reviews or die in procurement bottlenecks.
It’s a frustrating cycle: buyers want speed and simplicity, while sellers need predictability and velocity. Yet legacy buying processes serve neither.
Why AWS Marketplace Matters
AWS Marketplace has evolved into much more than a procurement catalog, it’s where enterprise buyers start their software journey. The reason is simple: it reduces friction at every stage of the buying cycle.
- Procurement friction is removed. Buyers can use AWS credits and apply purchases to existing enterprise commitments, eliminating long approval cycles.
- Discovery is faster. Solutions are easy to compare side by side in a trusted, curated environment.
- Risk is reduced. Marketplace transactions carry the security and compliance credibility of AWS, easing buyer concerns that stall traditional deals.
What the Data Shows
The numbers speak louder than theory. A Forrester Total Economic Impact™ study found that organizations using AWS Marketplace achieve:
- 377% ROI with payback in under six months
- 70% faster solution discovery
- 60% reduction in procurement cycles
- 30% acceleration in time-to-market
These stats point to a fundamental reset in the economics of software buying and selling.
What This Means for Software Companies
For ISVs and Startups, the message is clear: if your customers are buying through AWS Marketplace and you’re not listed, you’re adding unnecessary barriers to growth.
Being “where your customers are” no longer means chasing them across email, social channels, or event floors. It means showing up in the AWS Marketplace environment where they already trust, evaluate, and transact.
The Competitive Edge
Some ISVs are still relying on direct deals or channel partners, while others experiment with multiple cloud marketplaces. But companies that prioritize AWS Marketplace co-sell consistently see faster deal closure, more predictable procurement cycles, and tighter alignment with AWS field sellers through programs like ISV Accelerate and private offers.
Compared to traditional resell or distribution models, AWS Marketplace provides direct access to enterprise buyers at scale—on their terms.
Conclusion & Call to Action
The rules of engagement have changed. Just as social media once redefined marketing reach, AWS Marketplace is now redefining enterprise software buying. The companies that adapt will shorten sales cycles, accelerate pipeline velocity, and grow faster by meeting customers exactly where they already are.
Ready to accelerate your AWS Marketplace success? Let’s start your cloud GTM journey today.