Manufacturing
Selling through cloud markets appears to be an obvious choice for software companies. Customers are already spending billions of dollars on AWS, Microsoft Azure, and Google Cloud, so meeting them where their budgets are set should be straightforward. And, as cloud providers double down on their marketplace strategies like lowering costs, increasing co-marketing expenditures, and integrating procurement tools, SaaS sellers have more incentive than ever to pursue this channel.
However, the reality is far from flawless. Listing a product on AWS or Azure is not the same as uploading an app to an app store. It takes months of engineering development, intricate integrations with billing and CRM systems, and continual maintenance as the firm grows. High-growth organisations frequently allocate entire technical teams to marketplace operations just to keep things running smoothly. Some, like as CrowdStrike, even employ specialist "alliance operations analysts" to manually handle lead registration, usage reporting, and cross-platform reconciliation.
Jon Yoo and Chengjun Yuan saw this problem firsthand during their time at Salesforce and Confluent. Instead of watching companies throw more engineers and operations staff at the issue, they launched Suger, a platform designed to automate SaaS sales across cloud marketplaces.
