Product Updates: Winter 2025

By the end of 2025, one thing became clear: cloud go-to-market has outgrown the tools most teams rely on to run it.

Sales teams needed better signals to prioritize accounts. Alliances teams are asked to scale co-sell motions without adding headcount. Finance and procurement teams were pulled directly into cloud deal execution: owning commitment burn, compliance, and approval workflows. And across every function, critical workflows still lived in spreadsheets, inboxes, and one-off processes.

This Winter Release, we focused on making cloud GTM more deliberate, more connected, and easier to operate—so teams can spend less time coordinating work and more time moving deals forward.

Here’s what’s new.

TL;DR — What Shipped

• Buyer Intent Signals + CRM Enrichment: Automated enrichment at the account level of buyer intent signals that keeps CRM data aligned with real-time marketplace and co-sell signals.
• AWS Funding Requests: Native CRM and in console support for POC, MDF funding types with more coming soon.
• Snowflake Private Offers: Create, send, and track Snowflake Marketplace offers without leaving Suger.
• Hubspot Improvements: Full co-sell and private offer execution, now native to HubSpot.
  
  

Buyer Intelligence, delivered where you already work

With Suger, you can now automatically enrich your CRM with Buyer Intent Signals and keep it current over time.

What’s new

• CRM Enrichment: Automatic account-level enrichment with Buyer Intent Signals.
• Native Salesforce and HubSpot support, configured directly at the CRM integration level
• Quarterly score refreshes that only update records when the signal changes

Once enriched, this data lives directly in your CRM as native fields, and is reportable, filterable, and usable in the same way.

Why it matters

Most marketplace intent tools require CSV downloads or off-to-the-side dashboards. With CRM Enrichment, scores and signals appear directly in Salesforce or HubSpot where sales and partnerships prioritize accounts.

Top-performing teams use this to

• Executed targeted, intelligent account routing and GTM sequencing based on marketplace intent
• Build priority lists, views, and reporting using Suger’s Buyer Intent Signals directly inside Salesforce
  
  

AWS Funding, built into Suger and embedded in your CRM

AWS funding can materially accelerate deals—but only if teams know when to use it and how to manage it correctly.

Historically, funding workflows lived across Partner Central, email, spreadsheets, and CRM notes. This release brings them into a single, connected system.

What’s new

• In-platform request creation: Draft and submit funding requests directly from Suger or Salesforce, with validated fields and program-ready formatting.
• Full lifecycle tracking: Statuses, approvals, claims, PO numbers, and reimbursements are tracked end-to-end.
• Funding types: Support for POC and MDF today, with more to be added soon.
  
  

Why it matters

Funding is one of the biggest accelerators in Cloud GTM, but it’s historically lived outside the systems teams rely on most. That disconnect slowed deals down and limited visibility to a small group of specialists. Sales teams often didn’t know funding was available, and ops teams had to reconcile data across multiple portals.

By bringing funding into CRM workflows, teams can move faster without giving up governance.

Best-in-class teams use this to

• Get real-time visibility into available funding
• Approve or reject POC/MDF requests from Salesforce while keeping governance clean
• Track AWS approval progress without logging into Partner Central
• Ensure every referral or opportunity that is eligible for funding gets submitted
  
  

Sell on Snowflake Marketplace through Suger

Snowflake Marketplace continues to grow as a strategic enterprise channel, but managing private offers has required separate tooling, access controls, and coordination across teams.

That changes with this release.

What’s new

• Offer creation: Configure pricing, terms, entitlements, and buyer details directly from the Suger console.
• Acceptance tracking: See who can accept offers, when acceptance occurs, and how it impacts revenue and forecasting.
• Marketplace visibility: Dashboards show performance, renewal timing, and pipeline contribution.
• Role-based access: Sales, Alliances, and RevOps teams get visibility without needing Snowflake console access.

Why it matters

Snowflake marketplace activity has grown quickly, but operational tooling hasn’t always kept pace. Without unified workflows, teams were forced to manage Snowflake deals differently from the rest of their cloud business. That added complexity and slowed scale.

This update brings Snowflake into the same operational layer as the rest of your Cloud GTM motion.

Best-in-class teams use this to

• Run Snowflake and hyperscaler deals from the same system.
• Standardize private offer and revenue tracking across clouds.
• Give RevOps and Finance a single source of truth for marketplace activity.

Improvements to our Hubspot experience

What’s new

• Ability to create co-sells and private offers from within Hubspot.

• Visibility into entitlements, co-sell records, and private offers, and CPPOs

Why it matters

This update ensures HubSpot users can participate fully in co-sell and marketplace workflows without losing visibility or control, and get the same operational depth without switching tools.

What’s Next

This Winter Release moves Suger closer to its long-term goal: serving as the operating system for cloud GTM across sellers, buyers, alliances, finance, and procurement.

If you’d like to see how these capabilities fit into your current GTM motion, we’d be happy to walk you through it.