The way businesses buy and consume software is evolving—and for Independent Software Vendors (ISVs), that evolution brings both new opportunities and complex challenges.
In a market where 70% of B2B transactions now happen online, digital marketplaces have become essential for visibility, profitability, and growth. Yet for many ISVs, navigating hyperscaler requirements, onboarding hurdles, and go-to-market complexity can slow progress.
That’s where collaboration matters.
At TD SYNNEX, we believe the best growth happens when we win together. Navigating the right go-to-market strategy isn’t just about listing on AWS, Azure, or Google Cloud Marketplace—it’s about choosing the right sales strategy. Some ISVs need a direct hyperscaler marketplace presence, while others thrive through channel-driven models like agent/referral programs.
According to TD SYNNEX’s Third Annual Direction of Technology Report, 54% of partners identified evolving consumption models as a top priority for growth. With that in mind, our Marketplace Team is focused on enabling ISVs through a collaborative, multi-path approach to market—designed to meet each vendor where they are and help them scale effectively, no matter the sales motion.
Marketplace Team: Purpose-Built for ISV Growth
Traditional models of selling software remain vital, with sales, business development, and operational support continuing to serve as foundational elements of vendor success. The rise of cloud marketplaces and digital-first buying requires vendors to expand their go-to-market approach.
That’s why many ISVs are turning to collaborative partners who can help them balance new digital routes with proven channel strategies. Through close collaboration and shared insight, TD SYNNEX works alongside ISVs to co-develop marketplace strategies that reflect today’s evolving buyer behaviors.
What we’ve learned in supporting this evolution is that ISVs see the most success when they can effectively do these five things well:
- Align with Hyperscalers – Understanding the unique benefits and requirements of platforms like AWS, Microsoft, and Google Cloud.
- Maximize Profitability – Leveraging tools like private offers, billing models, and cloud commit burn-down programs.
- Simplify Complexity – Reducing friction in onboarding, billing, and fulfillment to accelerate time-to-market.
- Meet Buyers Where They Are – Utilizing flexible sales models such as agent/referral to connect with buyers more efficiently.
- Balance Digital and Traditional Sales – Building a hybrid approach that bridges cloud marketplaces and established distribution channels.
Bringing Strategy to Life: How We Support ISV Growth
This is where TD SYNNEX comes in—not just as a distributor, but as an enabler of growth through hands-on partnership and strategic alignment. Here’s how we support our ISV partners in executing the strategies above:
- Hyperscaler Marketplaces – Onboarding ISVs to AWS, Microsoft and Google Cloud Marketplaces, helping them leverage each platform’s unique benefits, which includes:
– Private Offers & Revenue Optimization – Helping ISVs maximize cloud marketplace profitability through Microsoft’s Multi-Party Private Offers (MPOs) & ISV to CSP, AWS’s Channel Partner Private Offers (CPPOs) & Designated Seller of Record (DSOR) models and Googles Marketplace Channel Private Offers (MCPO).
- StreamOne® Integration – The complete ecosystem bringing together the different routes to market. Our cloud platform that unifies multiple go-to-market options, enabling automated procurement, billing, and delivery.
- Referral & Agent Models – TD SYNNEX’s flexible agent referral model enables partners to deliver tailored solutions to end customers while earning compensation through co-sell and resell motions.
- Traditional ISV Sales Programs – Supporting ISVs through TD SYNNEX’s established distribution and sales channels.
This multi-path approach empowers ISVs to select the right route to market for their business model, whether they want to sell directly, through the channel, or a combination of both.
A Story of Growth: NeuralSeek’s Marketplace Breakthrough
For ISVs, breaking into hyperscaler marketplaces is a critical step toward growth, but the process can be challenging without the right enablement.
For NeuralSeek—an ISV delivering generative AI solutions for contact centers and corporate knowledge bases—AWS Marketplace offered a prime opportunity to scale.
But turning that opportunity into momentum required more than just a listing.
Through strategic collaboration, NeuralSeek and TD SYNNEX partnered to streamline the company’s AWS Marketplace journey—tackling everything from technical onboarding to positioning.
Together, we worked to:
- Develop and define a clear AWS Marketplace strategy to position its solution effectively.
- Support completion of the AWS Field Technical Review (FTR), ensuring compliance with hyperscaler requirements.
- Optimize its marketplace listing and pricing strategy to maximize visibility and profitability.
- Leverage private offer models to increase deal velocity and enhance partner engagement.
- Earn AWS’s Gen AI Competency, strengthening its credibility and alignment with AWS’s cloud ecosystem.
With these critical steps in place, NeuralSeek was able to scale faster, increase its AWS presence, and expand adoption of its AI-driven solutions. Today, the company continues to leverage AWS Marketplace to grow its customer base and explore new opportunities within the cloud ecosystem.
This wasn’t just about technology—it was about execution, visibility, and market alignment. NeuralSeek’s journey is a prime example of what’s possible when ISVs and their enablement partners move together, guided by shared priorities and measurable outcomes.
The Future of ISV Success: A Marketplace-First Mindset
With cloud hyperscaler marketplace sales projected to reach $45 billion by the end of 2025 and $85 billion by 2028, ISVs need more than a listing, they need a clear roadmap to market entry.
By the end of 2025, TD SYNNEX’s marketplace presence will support over 200 software solutions across cloud marketplaces—from AI to security and beyond. But more than volume, what matters is impact.
For ISVs looking to accelerate their entry into hyperscaler marketplaces —but unsure where to start— we have the tools and relationships to enable ISVs to become platformed.
As the digital marketplace landscape continues to evolve, one thing remains true: ISVs don’t have to navigate it alone. Whether you’re refining your go-to-market strategy or exploring cloud marketplaces for the first time, we’re here to listen, collaborate, and grow—together.
Ready to unlock new routes to market? Take the next step. Contact TD SYNNEX’s Marketplace Team today by emailing Marketplacesales@tdsynnex.com
