Suger Blog

Insights, strategies, and updates on Cloud GTM, marketplace selling, and revenue operations.

Meet Suger AI: The In-Product Copilot for Marketplace Ops

Suger AI is an in-product copilot that queries your offers, diagnoses failures, fills forms, and navigates your console — without leaving the page.

May 22, 2026

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Product Update

Product Updates: April 2026

What shipped in Suger April 2026: Suger MCP, AI mapping for co-sell and funding, Account Mapping, AWS funding insights, and the Co-Sell Metrics Dashboard.

Apr 30, 2026

Product Update

Product Updates: March 2026

Suger March 2026: AWS Partner Central agents, redesigned widget, Seller Prime dashboards, three new funding types, SCABA, and more.

Mar 26, 2026

Product Update

Product Updates: February 2026

Suger Feb 2026: multi-partner AWS co-sell, Buy with AWS marketing insights, offer history in Salesforce, Azure application product offer.

Feb 19, 2026

Cloud GTM

Sales 101: How to Close Deals Faster on AWS, Azure & GCP

A Sales Leader's guide to marketplace success. Already listed on AWS, Azure, or GCP? Build a cloud marketplace sales motion to close bigger deals, faster.

Feb 11, 2026

Alliances

Partnerships 101: Build a Winning Co-Sell Motion with AWS, Azure & GCP

Partnerships & Alliance Leaders guide to scale co-sell: proven strategies for driving marketplace revenue and winning with AWS, Azure & GCP account teams.

Feb 5, 2026

Finance

Finance 101: Bridging the GAAP on Marketplace Revenue

A Finance leader's guide to cloud marketplace accounting, covering revenue recognition, fees, AR, cash flow and reconciliation across AWS, Azure and GCP.

Jan 27, 2026

Product Update

Product Updates: January 2026

See what’s new in Suger January 2026: multi-partner Azure referrals, cross-cloud marketplace dashboards, and co-sell partner analytics.

Jan 26, 2026

RevOps

RevOps 101: Running Marketplace Deals Like Any Other Deal

A RevOps leader’s first guide to understanding why cloud marketplace deals create policy, workflow, and ownership failures, and what to do about it.

Jan 13, 2026

Product Update

Product Updates: Winter 2025

Discover what shipped in Suger’s Winter 2025 release: CRM enrichment, AWS funding, Snowflake Marketplace, and HubSpot improvements.

Jan 12, 2026

AWS

AWS re:Invent 2025 Recap: Key Changes + Your Cloud GTM Strategy for 2026

AWS re:Invent 2025 recap covering Agent Mode, Express Private Offers, Partner Incentives, and what ISVs must change in their Cloud GTM strategy for 2026.

Jan 5, 2026

Feature release

Buyer Intent Signals for Cloud Marketplaces

Target high-propensity buyers on AWS, Azure, and GCP. Leverage intent signals to build smarter outreach and GTM strategies.

Dec 22, 2025

Feature release

Product Updates: September 2025

Refreshed console, smarter co-sell collaboration, streamlined offer management, expanded HubSpot support, and other platform upgrades.

Oct 6, 2025

AWS

Cloudelligent Cuts Co-Sell Submission Time to a Few Clicks with Suger

Cloudelligent streamlines AWS co-selling by reducing deal reg from 30 minutes to 3 clicks, real-time HubSpot-ACE sync, and pipeline reporting using Suger.

Sep 30, 2025

Announcement

Suger Surpasses $6 Billion in Cloud Marketplace Transactions

Suger has processed over $6 billion in cloud marketplace transactions across AWS, Azure, GCP, Snowflake, and Alibaba to date—a 17x year-over-year increase.

Sep 16, 2025

Feature release

Product Updates: August 2025

New dashboards, table and reporting enhancements, reseller CPPOs in Salesforce, Referral-to-Opportunity linking, and Entitlement-to-Opportunity linking.

Sep 2, 2025

Case Studies

Glean Expands Co-Sell Pipeline and Automates Operations with Suger

Glean increases its co-sell pipeline, cuts manual effort, and improves collaboration with AWS and GCP by automating cloud marketplace workflows with Suger.

Aug 16, 2025

Case Studies

FusionAuth scales to 300 referrals and submits 5x faster with Suger

FusionAuth used Suger to go from 0 to 300 AWS co-sell referrals in 3 quarters, submit 5x faster with higher quality, and auto-enrich 100% of them

Aug 13, 2025

Cloud GTM

When Do You Need a Signature on Legal Documents in Cloud Marketplace Deals?

Discover when a signature is needed in cloud marketplace deals, including the role of digital signatures and deal size considerations.

Aug 8, 2025

Feature release

Product Updates: July 2025

Including enhanced analytics, data enrichment, global search, ACE Partner Central API capabilities, and major Hubspot upgrades.

Aug 4, 2025

Case Studies

Fireblocks scales co-sell 3x and cuts offer time 70% with Suger

Discover how Fireblocks automated GTM workflows with Suger to achieve 300% co-sell growth, 95% faster deal registration, and 70% faster offer time.

Jul 14, 2025

Feature release

Launching Data Export: Your Central Hub for Reports & Raw Data

Centralized hub for flexible, automated data export and reporting, supporting various formats and destinations for analytics.

Jul 11, 2025

Feature release

More Flexibility for GCP Marketplace Offers

New features in GCP Marketplace: Create private offers for professional services, manage multiple flat fee offers, and utilize Vendor Net Revenue Schedule.

Jul 11, 2025

Case Studies

Datasparc Turned Marketplace Intention into Pipeline Momentum - Fast with Suger and Fractivo

Datasparc launched on AWS Marketplace with help from Suger and Fractivo. They got their first AWS transaction, enabled co-sell, built cloud GTM strategy.

Jun 16, 2025

Case Studies

SuperAnnotate closes multi-millions on AWS & GCP within the first year and reduces private offer time by 80%

SuperAnnotate cut deal workload by 80% and registers deals 10x faster via HubSpot — using Suger's end-to-end marketplace automation.

May 23, 2025

Case Studies

Docebo is winning the cloud game: accelerates co-sell GTM with Suger + CloudAtlas

Docebo leverages Suger and CloudAtlas to create a robust co-sell GTM strategy on AWS Marketplace, driving sales enablement and accelerating success.

May 21, 2025

Cloud GTM

The Sales Leader’s Guide to Cloud Marketplace Selling

Learn how sales teams scale AWS, Azure, and GCP deals by automating co-sell, private offers, and CRM-native execution for faster, repeatable wins.

May 21, 2025

Announcement

Suger x Sela: A Sweet Partnership to Accelerate Cloud Marketplace Growth

Suger and Sela partner to help ISVs launch faster, simplify multi-cloud operations, and unlock revenue on AWS, Azure, and GCP.

May 20, 2025

GCP

5 Steps to Start Selling on GCP Marketplace

Five steps to sell on GCP Marketplace with Suger — automate listing, co-sell, and billing to launch fast without engineering lift.

May 16, 2025

Feature release

Faster Collaboration, Stronger Branding: Meet Suger’s Custom Email Builder!

With Suger’s upgraded email notification feature, you can now easily edit, configure & test the custom emails for all notification types.

May 15, 2025

Feature release

New: JumpCloud OIDC SSO Is Now Available in Suger

Securely manage team logins with centralized access control and seamless authentication setup.

May 8, 2025

Feature release

New: Flexible Billing Now Live for Azure Private Offers

Azure Marketplace flexible billing helps sellers close larger deals faster — aligning payment terms with enterprise buyer budgets.

May 5, 2025

Feature release

New at Suger: View Timestamps in Your Local Time Zone

See all timestamps in your local time zone for clearer tracking, faster decisions, and easier collaboration across global teams.

May 5, 2025

Feature release

Track Your Deal Status with the Suger Offer Status Bar

Discover the Suger Offer Status Bar, track AWS Marketplace deal progress in real time, from draft to acceptance, without chasing emails or dashboards.

May 5, 2025

Feature release

Co-Sell Settings Enhancements Are Here: Auto-Share, Accept, Delete

Discover how Suger’s enhanced Co-Sell Settings let teams manage inbound and outbound referrals across clouds with a simple toggle.

May 1, 2025

GCP

Guide to Google Cloud's Architectural Review for Marketplace Success

Navigate Google Cloud's architectural review, unlock commit spend, and streamline post-validation operations with Suger.

Apr 25, 2025

Azure

Guide to the Azure Well-Architected Review : Fueling Your Marketplace Success

Discover how the Azure Well-Architected Review helps ISVs validate solutions, unlock MACC, accelerate co-sell, and drive Marketplace growth.

Apr 25, 2025

Case Studies

StreamNative saved 4 months of engineering time and automated billing across AWS, GCP, and Azure

How StreamNative used Suger to unify billing across AWS, GCP, and Azure — automating PAYG and saving 4+ months of engineering effort.

Apr 25, 2025

Cloud GTM

Build vs. Buy: Why Building a Cloud GTM Stack Slows You Down

Building cloud GTM integrations slows growth. Learn why buying Suger is faster, scalable, and smarter for listing, co-sell, offers, and revenue ops.

Apr 18, 2025

Case Studies

Teleport automated co-sell and renewals to save headcount, speed up deals, and scale AWS Marketplace operations

How Teleport eliminated manual work and simplified private offers, renewals, and cross-team flows by integrating Suger into AWS Marketplace.

Apr 17, 2025

Feature release

Meet Suger Workflows: A Smarter Way to Extend and Automate Your Cloud Ops

Discover how to automate manual GTM tasks with Suger Workflows. Connect Salesforce, Stripe, NetSuite, and more to scale faster without manual busywork.

Apr 17, 2025

Events

Google Cloud Next 2025 Recap: AI, GTM, & Marketplace Momentum

Explore key highlights from Google Cloud Next 2025 : AI Agent Marketplace, Agent2Agent Protocol, Rapid Storage, and the future of cloud GTM.

Apr 15, 2025

Case Studies

How Memfault Got Launch Ready on AWS Marketplace under a day with Zero Engineering Lift

How Memfault offset setup costs with AWS credits, launched private offers in under 5 minutes, and streamlined renewals with zero engineering.

Apr 14, 2025

Feature release

How Suger Simplifies Multi-Currency Transactions for AWS Marketplace

Suger now supports multi-currency transactions for AWS Marketplace offers, simplifying global sales and payment processes for sellers and channel partners.

Apr 11, 2025

AWS

5 Steps to Start Selling on AWS Marketplace (with Automation, AI, and CRM-Powered Simplicity)

Learn how to sell on AWS Marketplace with ease : get started as a seller, automate co-selling, and streamline every step with Suger and your CRM.

Apr 10, 2025

Feature release

Suger x Salesforce Enhancements: Supercharge Your Marketplace & Co-Sell Workflows

New Salesforce enhancements from Suger simplify marketplace selling & co-sell workflows—boosting efficiency & visibility.

Apr 2, 2025

Case Studies

JumpCloud streamlined multi-cloud marketplace sales and strengthened co-sell partnerships

Discover how JumpCloud scaled multi-cloud marketplace sales and boosted co-sell efficiency with Suger’s automation, visibility, and Salesforce integration

Mar 27, 2025

AWS

A Guide to 9 Common AWS Marketplace Listing Mistakes (And How to Avoid Them)

Discover the 9 most common AWS Marketplace mistakes and how Suger automates listing management—error-free and stress-free from rejections.

Mar 21, 2025

Workflow Automations

Automated Workflows for Cloud Marketplace Management

Cloud marketplace ops are messy. Suger's automation keeps systems in sync, without entering an engineering backlog — so you can scale faster.

Mar 7, 2025

Billing & Metering

100% Real-Time Financial Accuracy: Automate Cloud Marketplace Transactions with Suger & NetSuite

Suger + NetSuite automate cloud marketplace transactions for real-time financial accuracy — fewer manual errors and faster revenue recognition.

Mar 7, 2025

Feature release

Suger Analytics: Breaking Down Data Silos, Driving Intelligent Decisions

Suger Analytics unifies diverse data sources for intelligent decisions — pre-built insights plus flexible custom analysis for revenue growth.

Feb 24, 2025

AWS

Simplifying AWS FTR: End-to-End Checklist and Guide for Marketplace Listings

Explore the AWS FTR process, checklist, and marketplace listing guidelines to unlock co-sell benefits, stay compliant, and scale faster in 2025.

Feb 21, 2025

Feature release

Simplify Multi-Account Management on AWS Marketplace with Suger

New feature: multiple AWS Marketplace integrations under the same Suger organization!

Feb 20, 2025

Billing & Metering

Breaking Down Silos: How Automated Usage Metering Drives Revenue Growth

Automate cloud service metering across AWS, GCP, and Azure with Suger — streamline usage-based billing and accelerate revenue recognition.

Feb 19, 2025

Announcement

Suger Lands $15M in Series A to Automate Cloud Marketplace Workflows

Suger raises $15M in Series A to expand AI-powered cloud marketplace automation — boosting deal volume and contract value for 200+ customers.

Feb 11, 2025

Announcement

🍫 Suger’s New Look: Where Sweet Cloud Marketplace Success!

Discover Suger’s new logo—crafted with the essence of melted chocolate.

Feb 7, 2025

AWS

3-Phase to Maximize Product Visibility after listing on AWS Marketplace

Maximize your product's visibility on AWS Marketplace with 3-phase roadmap, from listing to scaling and driving sales. Learn key strategies for success.

Feb 6, 2025

Feature release

Co-Selling with the Suger: Do More Deals, Less Work in Hubspot CRM

Streamline co-selling in HubSpot with the Suger Co-Sell App — automate referrals, improve pipeline accuracy, and boost multi-cloud revenue.

Feb 5, 2025

Billing & Metering

How Suger Power Automated Usage Metering for ISVs – Cut Reconciliation Time by 90%

Automate usage-based billing with Suger to eliminate manual reconciliation and cut invoice processing time by 90% for cloud marketplace ISVs.

Jan 31, 2025

AWS

Unlock Revenue Potential: AWS SaaS Revenue Recognition Program

Discover how AWS's new SaaS Revenue Recognition Program can help APN Partners boost sales, enhance co-selling, and unlock new revenue opportunities.

Jan 28, 2025

AWS

Getting Started Co-sell Journey in Cloud Marketplace

Getting started with co-sell in cloud marketplaces — how Suger helps you simplify the journey and optimize your sales process for growth.

Jan 17, 2025

AWS

5 things you should know about AWS Marketplace Seller Prime

Learn how AWS Marketplace Seller Prime empowers ISVs with GTM strategies, PLG guidance, and key resources to scale and drive cloud marketplace success.

Jan 15, 2025

Cloud GTM

The Future of Cloud Marketplaces: Predictions for 2025

Key trends shaping the future of cloud marketplaces in 2025: AI-driven solutions, multi-cloud strategies, and usage-based pricing.

Jan 14, 2025

Feature release

How Suger Differentiates Through Powerful APIs and SDKs

How Suger's powerful APIs and SDKs simplify cloud marketplace selling — automation, integration, and growth on AWS, Azure, and GCP.

Dec 20, 2024

Feature release

Connect Suger directly to Okta for seamless identity & access management

Suger's Okta integration streamlines identity and access management — automated user provisioning, centralized management, and security.

Dec 20, 2024

AWS

5 Reasons to Transition to AWS EventBridge from SNS

Transition to AWS EventBridge from SNS for advanced automation, integration, and centralized event management. Simplify migration with Suger’s platform.

Dec 13, 2024

AWS

It’s Time to Transition to AWS EventBridge: Simplify the Shift with Suger

Simplify your AWS EventBridge transition with Suger. Save time, reduce maintenance, and focus on growth.

Dec 12, 2024

AWS

How StoryBlok Achieved Faster Time-to-Market and Operational Efficiency with Suger

How StoryBlok achieved faster time-to-market and operational efficiency with Suger — driving significant AWS Marketplace revenue.

Dec 11, 2024

AWS

Accelerating Success: How Suger Helps Sonrai Achieve Rapid Growth and Efficiency

Discover how Sonrai Security leveraged Suger's seamless integration to double their deals on AWS Marketplace and streamline their co-sell management.

Dec 11, 2024

AWS

Suger is thrilled to be the AWS Launch Partner for “Buy with AWS”!

Suger is an AWS launch partner for Buy with AWS — enabling seamless discovery and procurement on Marketplace sellers' websites.

Dec 10, 2024

AWS

AWS re:Invent 2024 Recap: What’s New with AWS

AWS re:Invent 2024 unveils Buy with AWS, Partner Connections, SageMaker upgrades, Bedrock Marketplace, and an Education Equity Initiative.

Dec 9, 2024

AWS

Building a Better Together Story with AWS, Panther's Journey with Suger

Discover how Panther improved its AWS Marketplace transactions and co-sell pipeline by 50% with the help of Suger's expertise and seamless integration.

Dec 9, 2024

AWS

Suger X CloudAtlas: Accelerating Marketplace Success Together

Suger and CloudAtlas combine integrated AWS Marketplace solutions with strategic support to accelerate ISV marketplace growth.

Dec 9, 2024

$Suger x fractivo: A Sweet New Partnership for Cloud Marketplace$

Announcement

Suger x fractivo: A Sweet New Partnership for Cloud Marketplace

Suger and fractivo partner to simplify cloud marketplace onboarding, accelerate growth, and align with revenue goals for ISVs.

Nov 26, 2024

Feature release

Rapid Global Launch Across Multiple Regions: How Suger Simplifies Multi-Currency Transactions

Suger's multi-currency support, customized offers, and automated billing help ISVs accelerate global sales cycles and boost revenue.

Nov 21, 2024

Cloud GTM

Key Characteristics of Successful Cloud Marketplace Sellers

Successful cloud marketplace sellers share these characteristics: streamlined listing, automated operations, and strategic partnerships.

Nov 20, 2024

Feature release

Suger Product Update: Netsuite and Snowflake

Enhance your cloud journey with Suger’s new integrations for NetSuite and Snowflake, offering seamless ERP management and real-time data streaming.

Nov 13, 2024

AWS

How ISVs Can Achieve Cloud Success with AWS Programs

How ISVs achieve cloud success with AWS Seller Programs — leveraging PLG and co-sell to streamline marketplace transactions.

Nov 7, 2024

Feature release

Meet Suger AI for Instant AWS, Azure, and GCP Marketplace Listings!

Suger AI Auto-Fill streamlines AWS, Azure, and GCP listings — auto-populating product details from your website for fast, accurate launches.

Nov 4, 2024

Feature release

Suger Product Update: QuickBooks and Stripe Integrations

Suger's new QuickBooks and Stripe integrations streamline financial workflows, automate billing, and manage payments in one platform.

Nov 4, 2024

AWS

Zilliz Accelerates Global Expansion with Suger’s Fully Automated, API-Driven Platform

Zilliz uses Suger's automated platform to streamline multi-cloud marketplace management and save engineering time on its vector database.

Nov 1, 2024

AWS

List your AI products before AWS Re:Invent and Kickstart 2025 Growth

List your AI product on AWS Marketplace before re:Invent — Suger fast-tracks your launch and sets you up for growth in 2025.

Oct 28, 2024

Feature release

Scale Your Business with Suger’s Workflow Automation Solutions

Streamline complex workflows and automate revenue operations with Suger’s seamless integrations.

Oct 25, 2024

Azure

Empowering Purpose-driven Innovation: How Suger Helped Contentsquare Grow Partnerships Without Limits

How Suger helped Contentsquare scale marketplace operations and co-sell initiatives — with automation that empowers cloud partnerships.

Oct 18, 2024

Feature release

Drive Efficiency and Collaboration with Custom Notifications in Suger

Custom notifications in Suger — real-time alerts and Slack, Teams, and email integrations for cloud marketplace ops.

Oct 7, 2024

Cloud GTM

The Growing Role of Channel Partners in Cloud Marketplaces

Suger's reseller private offer capabilities empower channel partners to drive growth across AWS, Azure, and GCP CPPO models.

Oct 7, 2024

Cloud GTM

5 Tips to convert more leads for your Google Cloud Marketplace listing

Five actionable tips to convert more leads from your Google Cloud Marketplace listing — buyer journeys, demos, incentives, events, and AI.

Sep 30, 2024

Announcement

Suger x CloudAtlas: A Sweet New Partnership for Smarter, Scalable Cloud Solutions

Suger and CloudAtlas partner to automate offers, optimize co-selling, and shorten sales cycles for ISVs across cloud marketplaces.

Sep 30, 2024

Cloud GTM

Simplifying Usage Metering Across Cloud Marketplaces: A Guide for SaaS Companies

Effective usage metering strategies for SaaS on AWS, Azure, and GCP — using Suger's unified API to enhance growth and profitability.

Sep 30, 2024

Feature release

Scale Cloud marketplace Sales Simple with Suger’s Salesforce Connector

Scale cloud marketplace sales with Suger's Salesforce Connector — automating co-sell workflows and unlocking real-time pipeline visibility.

Sep 25, 2024

AWS

Suger Step-by-Step Guide for Managing CPPO Across AWS, Azure, and GCP Marketplaces

Step-by-step guide to managing CPPO across AWS, Azure, and GCP with Suger — one integrated platform for multi-cloud reseller offers.

Sep 25, 2024

Cloud GTM

Accelerating Resell Growth with CPPO in the Cloud Marketplace

How CPPO accelerates procurement, customizes pricing, and unlocks new revenue for ISVs and partners on AWS, Azure, and GCP marketplaces.

Sep 18, 2024

Feature release

Unlock the Power of Private Offers: Maximizing Value on Cloud Marketplaces

Discover the benefits of private offers in cloud marketplaces and how they can optimize your cloud procurement strategy.

Sep 17, 2024

Feature release

How Suger’s Data & Integration Capabilities Drive Co-Sell Success

Suger's automation and integration capabilities boost co-sell partnerships and streamline revenue operations for cloud marketplace success.

Sep 10, 2024

Cloud GTM

How to Win in Cloud Marketplaces: 3 Things to Create a PLG SaaS Pricing Strategy on GCP

Maximize SaaS potential on GCP Marketplace with strategic pricing, transparency, and flexible billing to attract diverse customers.

Sep 10, 2024

Azure

Maximizing Product Visibility on Azure Marketplaces with Suger: Strategies for Success

Key strategies for launching on Azure Marketplace — from listing to co-sell and marketing programs — to maximize visibility and growth.

Aug 23, 2024

Azure

Turbocharge Your GTM Strategy: How Suger on Azure Marketplace Empowers ISVs for Success

How MACC and Azure Marketplace work together — and how ISVs maximize revenue and scale GTM success through them, powered by Suger.

Aug 23, 2024

Announcement

Unlock Up to $70K: ISVs roadmap to Earning Big in FY25

ISV roadmap to Azure Marketplace growth in FY25 — including the Incentive Campaign offering up to $70,000 in rewards.

Aug 23, 2024

Cloud GTM

5 Reasons to Grow Revenue on Google Cloud Marketplace

Five ways Google Cloud Marketplace helps AI startups expand reach, streamline sales, and tap Google's AI ecosystem for growth.

Aug 14, 2024

Feature release

A Step-by-Step Guide | How to list product on Google Cloud Marketplace

Step-by-step guide to listing your product on Google Cloud Marketplace — for a smooth launch and faster revenue growth.

Aug 14, 2024

Feature release

Mastering the Google Cloud Marketplace: Alliance Leader’s Ultimate Guide

The alliance leader's guide to GCP Marketplace: benefits, requirements, Suger integration, and steps to launch successfully.

Aug 14, 2024

Other

Alliance Leaders, Take Note: Forbes Cloud 100 Opportunities

Strategic alliance careers in tech — a curated list of career ladders from top Forbes Cloud 100 companies actively hiring alliance leaders.

Aug 8, 2024

Events

Exploring the Power of Cloud Marketplaces: Insights from Suger, Vanta, and Craft Ventures

Key insights from Suger, Vanta, and Craft Ventures on leveraging cloud marketplaces — streamlining procurement and accessing new budgets.

Jul 29, 2024

Feature release

Summer 2024 Release | Custom filters, flexible pricing models and more

Suger Summer 2024 release: enhanced pricing flexibility, custom filters, and billing improvements to optimize revenue and satisfaction.

Jul 29, 2024

AWS

Best practices for activating trials and public offers through marketplace

Drive product-led growth on AWS Marketplace: best practices, common mistakes, and strategies to accelerate user sign-ups with Suger.

Jul 24, 2024

AWS

New PLG Strategy Guide | Driving Hypergrowth through Cloud Marketplaces

Explore how Product-Led Growth and Cloud Marketplaces are revolutionizing software commerce, driving efficiency, flexibility, and growth for companies.

Jul 24, 2024