Why We Started Fractivo
After years in the cloud business working alongside some of the fastest-growing ISVs in the world, we noticed a recurring and frustrating pattern:
There was a disconnect between how ISVs wanted to partner with cloud providers—and what the cloud providers actually needed to see to engage and invest in those partnerships.
Misalignment from executives down to the field, conflicting GTM priorities, and a foggy path to success left many ISVs stuck. They wanted results—leads, revenue, exposure—but lacked the structure to unlock them.
That gap is what inspired us to start Fractivo. We believed there had to be a better way:
A way to guide ISVs with best practices, coach them through the cloud GTM maze, and help them execute with confidence.
When done right, we saw customers accelerate success—faster marketplace traction, better co-sell alignment, and clearer results. And we knew we could help more companies get there.
From Launch to Lift-Off
Our Ideal Customer (And How It Evolved)
When we launched, we thought our focus would be B2B Series B startups—those with momentum but struggling to figure out how to make the cloud partnership model work. And while that’s still a valuable segment, we quickly realized that the cloud GTM challenges aren’t limited to any single stage.
Even larger, more established ISVs often lack clarity, internal alignment, or the operational resources to see results.
So today, we work with ISVs of all sizes, united by a common need: they want to do more with their cloud partnerships, and they’re ready to put in the work to make it happen.
Our First Customer: The First Spark
Our first customer came through our network, supported by close collaboration with our partner PartnerIQ. We pitched our structured approach and real-world experience, and it resonated.
That initial engagement taught us a lot—not just about the cloud partnership mechanics, but about the broader challenges our customers were facing across their entire partner ecosystem.
We helped them align their internal teams, and strengthen their approach to cloud partnerships. It was about building the right foundation first so they can setup their business for success.
That moment—when our work directly led to customer success—was the proudest of our first year.
Partnerships That Powered Our Journey
Every early-stage business needs allies. One of the most impactful collaborations we’ve had in our first year is with PartnerIQ.
PartnerIQ brings unmatched strategic insight into partner ecosystems. Their methodologies help customers define clear partner strategies, identify high-impact areas, and build scalable frameworks for long-term growth.
At Fractivo, we specialize in turning those strategies into action—especially within the hyperscaler ecosystem. We help customers align internal stakeholders, coach partner teams, build co-sell readiness, and navigate the marketplace with confidence.
Together, Fractivo and PartnerIQ create a “better together” motion that’s already delivered real value to our joint customers.
Partner success isn’t just about having a direction—it’s about building velocity.
This partnership validated our belief that strategic clarity plus operational execution is what unlocks cloud GTM success.
Lessons From the Trenches
The past year has been full of learning—here are a few lessons we hope other founders and advisors can take away:
- Who owns the cloud partnership.
It surprised us how often companies want results from AWS, Azure, or GCP—but haven’t assigned anyone to own the motion. Without ownership, success is a long shot. - Your pricing and positioning will evolve.
We refined our service offerings multiple times in year one. Every customer teaches you something. Don’t get stuck in what “you thought” would work—build around what actually helps. - Execution beats good intentions.
Many companies know what they need to do, but few have a clear plan or guidance to execute it. That’s where coaching and GTM support makes the difference.
Looking Ahead: What’s Next for Fractivo
We’re proud of what we’ve built in year one—and we’re even more excited about where we’re headed.
In year two, we’re focused on:
- Helping more customers transact successfully through cloud marketplaces
- Enabling repeatable co-sell success with hyperscalers
- Expanding our coaching and GTM execution services for partner teams
- Scaling our playbooks and frameworks to serve more customers with speed and precision
We’ll continue to refine our approach, deepen our partnerships, and share our learnings with the ecosystem. This is just the beginning.
Thank You
To our customers, partners, and supporters—thank you for trusting us, challenging us, and helping us grow.
One year in, we’ve seen firsthand how powerful cloud partnerships can be when executed with clarity and confidence. We’re here to help more companies get there.
Let’s keep building.
