Vendor Marketplace Management
Many technology companies are missing out on one of the most powerful lead-generation tools at their disposal – their relevant Vendor Marketplace.
These platforms—including Microsoft’s Azure Marketplace and AppSource, as well as AWS Marketplace—offer global reach, simplified procurement, and access to co-sell opportunities with cloud vendors.
Why Marketplace Management Matters
Microsoft and AWS Marketplaces are rapidly becoming a key buying channel for businesses. But for many tech providers, managing a marketplace presence is complex, time-consuming, and outside the scope of their internal teams.
Understanding
how to list and package solutions for Microsoft Azure Marketplace or AWS Marketplace
Meeting
technical marketing, and legal compliance requirements
Maintaining
listing accuracy through updates and lifecycle changes
Missing
co-sell eligibility due to incorrect configurations or metadata
Low
visibility due to unoptimised listings or poor keyword targeting
Lack
of clarity around how to track marketplace-sourced leads and revenue
Done well, marketplaces can accelerate your go-to-market motion, support CPOR (Claiming Partner of Record) goals, and improve your standing with vendors like Microsoft.
Our Marketplace Management Services
We provide end-to-end support for marketplace success—from strategic planning to hands-on management.
Marketplace Strategy and Offer Design
- Decide whether Azure Marketplace, AppSource, or both are the right home for your solution
- Understand the difference between transactable and non-transactable offers
- Build a listing strategy that aligns with your go-to-market motion and licensing model
- Use the right keywords, categories, and messaging to increase visibility across the Microsoft Commercial Marketplace
Listing Creation & Compliance
- Initial setup and configuration of your Microsoft or AWS Marketplace offer
- Drafting compelling, compliant copy for listing pages
- Managing approvals, technical requirements, and vendor relationships
- Ensuring listings meet co-sell and CPOR eligibility requirements
Ongoing Marketplace Management
- Keep your listing content up to date as your solution evolves
- Publish updates, collateral, and pricing changes
- Track listing performance and adjust for visibility and conversion
- Leverage promotions, featured listings, and vendor marketing programs
What Sets Us Apart
Integrated with your strategy, your vendor marketplace listings are not a standalone initiative— they’re part of your broader marketing and channel plan. We ensure your listings work in harmony with your website, sales, and demand generation. We understand the ins and outs of vendor partner programs, Co-Op and MDF funding, CPOR, and the nuances of vendor marketplace listings.
We offer support for
AWS Marketplace
Microsoft AppSource listings
Transactable and non-transactable offer setup
Co-Sell Ready support and CPOR optimisation
Integration with Microsoft Co-Op and MDF-funded activities
Marketplace analytics tracking and performance optimisation
Syndication and promotional strategy via Microsoft and AWS programs
Offer lifecycle management, including updates and retirements
FAQs About Cloud Marketplace Management
Do I need to be a Microsoft Partner to use Azure Marketplace?
Yes—your business must be enrolled in the Microsoft Cloud Partner Program and meet offer eligibility requirements. We can guide you through this process.
Can I track leads from the marketplace?
What if I’ve already listed but need help improving it?
How long does it take to go live?
Let’s Put Your Solution on the Marketplace Map
Let’s Put Your Solution on the Marketplace Map
Whether you’re just getting started or need to fix what’s already live, Inception Marketing’s Marketplace Management service is here to help.
Let’s make the most of your vendor marketplace presence—so your solutions can reach more customers, faster and you can unlock co-sell opportunities, boost visibility, and drive more pipeline.
