Selling Through the Cloud Marketplaces: What Changes for B2B Marketing in 2027
A growing share of enterprise software is now bought through AWS, Azure, and Google Cloud marketplaces, usually because the buyer has committed cloud spend to draw down before year-end. Most marketing plans still treat the marketplace as a billing route that sales and finance handle. It is a channel with its own buyers, its own economics, and its own measurement problems, and the fourth quarter is when those problems show up. Here is how to plan for it in 2027.