ISV Voice on AWS Marketplace & SMB Selling Motion

Demographics

Profile

Company & Respondent Profile

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Headquarters Country *

Name of the ISV / Company *

Job Title of Interviewee

Section 1 · ISV Profile & SMB

Q1 · Single choice*

What share of your organisation's revenue comes from SMB customers (companies with annual revenue between $1Mn and $100Mn)?

More than 75% 51% – 75% 26% – 50% 1% – 25% 0% — we sell only to large enterprises (>$100Mn revenue)

Please select one option.

Section 1 · ISV Profile & SMB

Q2 · Multi-select*

Where are the majority of your SMB customers located?

USA India UKI (United Kingdom and Ireland) Other (please specify)

Please select at least one option.

Section 1 · ISV Profile & SMB

Q3 · Single choice*

What is the typical annual contract value of a deal with a Small (<$30 million in revenue) customer?

Less than $1,000 per year $1,000 – $5,000 per year $5,000 – $15,000 per year $15,000 – $50,000 per year More than $50,000 per year Varies widely / no typical size

Please select one option.

Section 1 · ISV Profile & SMB

Q4 · Single choice*

What is the typical annual contract value of a deal with a Medium (<$100 million in revenue) customer?

Less than $5,000 per year $5,000 – $25,000 per year $25,000 – $75,000 per year $75,000 – $250,000 per year More than $250,000 per year Varies widely / no typical size

Please select one option.

Section 1 · ISV Profile & SMB

Q5 · Multi-select*

Which product-led GTM strategies does your organisation use to acquire and scale SMB customers?

Free trial with access to full or core product features In product onboarding/ guided activation flows No-touch self-serve purchase: customer buys without speaking to a sales rep In-product upsell and cross-sell prompts driving paid conversion within the product Referral mechanics built into the product driving new user acquisition freemium/ Perpetual free tier Other (please specify)

Please select at least one option.

Section 1 · ISV Profile & SMB

Q6 · Multi-select*

Which pricing-led GTM strategies does your organisation use to acquire and scale SMB customers?

Tiered packaging with a dedicated SMB entry tier at a lower price point Sales-led promotional discounting / tier-upgrade promotions (not publicly listed) Usage-based, consumption-based, or outcome-based pricing (pay for what you use or results delivered)" Annual prepay or multi-year commitment discounts Bundle pricing (combine features/products at a lower price than buying separately)e

Please select at least one option.

Section 1 · ISV Profile & SMB

Q7 · Multi-select*

In which situations do you typically sell to SMBs through resellers or VARs?

SMB customer has an existing relationship with the reseller and prefers buying through them Entering a new geography where we lack direct sales presence Deal requires local compliance, language, or regional expertise we do not have SMB needs implementation or integration support beyond what we offer directly Reseller can offer better pricing through bundling or volume discounts Deal size is too small to justify our direct sales team's time and cost Reseller has specialist vertical knowledge that gives them more credibility with that buyer We do not sell through resellers or VARs under any circumstance Other (please specify)

Please select at least one option.

Section 1 · ISV Profile & SMB

Q9 · Ranking*

Please rank the following sales channels by how important each one is for your sales to SMB customers.

Sales Channel	1	2	3	4	5

Select at least one rank. Leave blank for channels not used.

Section 1 · ISV Profile & SMB

Q10 · Single choice*

Which cloud or software marketplaces is your organisation currently listed on?

AWS Marketplace Microsoft Azure Marketplace Google Cloud Marketplace Other software marketplace (e.g., HubSpot, ServiceNow Store) Not currently listed on any marketplace

Please select one option.

Section 2A · AWS Marketplace

Q11 · Single choice*

How long has your organisation been listed on AWS Marketplace?

Less than 1 year 1 – 2 years 2 – 5 years More than 5 years

Please select one option.

Section 2A · AWS Marketplace

Q12 · Single choice*

Approximately what share of your total revenue flows through AWS Marketplace?

Please select one option.

Section 2A · AWS Marketplace

Q13 · Select & Rank 5*

Please rank your top benefits from selling on AWS Marketplace, in order of importance.

Select exactly 5 options from 9, then rank them. Rank 1 = most important, Rank 5 = least important.

Benefit	1	2	3	4	5

Please rank exactly 5 benefits (one rank per row, no duplicates).

Section 2A · AWS Marketplace

Q14 · Multi-select*

What are the most significant friction points your organisation experiences when selling to SMB customers via AWS Marketplace?

SMB buyers do not have an AWS account and are unwilling to create one Pricing transparency on our listing is difficult to achieve Free trial / POC capability on Marketplace is limited or complex SMB buyers prefer to buy direct from us rather than through a marketplace Transaction fees reduce our margin on small SMB deals Our SMB buyers do not have pre-committed AWS cloud spend (EDP) Lack of SMB-specific support from AWS after listing SMB buyers cannot find us easily within the Marketplace catalogue Other (please specify)

Please select at least one option.

Section 2A · AWS Marketplace

Q15 · Matrix*

For each of the following AWS partner programs, please indicate your organisation's current status.

Please complete all rows.

Section 2A · AWS Marketplace

Q17 · Multi-select*

Which changes or incentives would most encourage you to sell significantly more to SMB customers via AWS Marketplace?

Reduced Marketplace fees on SMB-sized deals AWS co-funded SMB marketing campaigns with a simple claims process AWS promoting our listing in SMB-relevant Marketplace search results Simpler checkout process or express checkout option for SMB buyers Free trial or POC configurable directly within our Marketplace listing Ability to bundle our product with complementary ISV/SI solution or service in one transaction Local currency and preferred payment methods for SMB buyers AWS-verified SMB customer reviews and case studies on our listing Other (please specify)

Please select at least one option.

Section 2A · AWS Marketplace

Q18 · Multi-select*

What investments is your organisation making on cloud marketplaces to address changes in SMB buying patterns?

Investing in SEO and content to rank prominently on Marketplace, Google, and AI search engines Hiring dedicated Marketplace or partner operations headcount Training our sales team on Marketplace co-sell motions and AWS playbooks Hiring or upskilling pre-sales and solution architects for SMB trial support Investing in Marketplace tooling platforms (Tackle, Clazar, Labra) to automate operations Building a dedicated SMB customer success function for Marketplace-sourced customers Engaging a systems integrator or consulting partner to build our Marketplace practice No specific investment in this area currently Other (please specify)

Please select at least one option.

Section 2B · Other Marketplaces

Q18 · Single choice*

Roughly how much of your total revenue flows through cloud or software marketplaces (combined, all marketplaces)?

Please select one option.

Section 2B · Other Marketplaces

Q19 · Multi-select (max 3)*

Why is your organisation NOT listed on AWS Marketplace specifically (despite being on other marketplaces)?

Select up to 3 options

Our customer base is mainly on Azure or Google Cloud, not AWS AWS Marketplace fees are higher than the marketplaces we use Listing on AWS Marketplace looked too complex or time-consuming Our product doesn't run on or integrate well with AWS We get better incentives or sales support on the marketplaces we're already on We weren't aware AWS Marketplace was a strong fit for us We don't have the team to operate multiple marketplace listings Other (please specify)

Please select at least one option (max 3).

Section 2B · Other Marketplaces

Q20 · Matrix*

How aware is your organisation of the following AWS partner programs?

Please complete all rows.

Section 2B · Other Marketplaces

Q21 · Multi-select*

What would most encourage your organisation to list on AWS Marketplace?

Lower fees or better commercial deal terms A simpler, faster listing and onboarding process Upfront credits or financial incentives to offset the cost of joining Evidence that SMB customers like ours are actively buying through AWS Marketplace Greater SMB-buyer discoverability — our listing surfaced prominently in relevant searches Ability to offer free trials or POC options directly within our Marketplace listing Bundling of services with MSPs and other implementation partners ready to re-sell to SMBs Nothing — AWS Marketplace is unlikely to be a fit for us regardless Other (please specify)

Please select at least one option.

Section 2B · Other Marketplaces

Q22 · Multi-select*

What investments is your organisation making on cloud marketplaces to address changes in SMB buying patterns?

Please select at least one option.

Section 2C · Not on Any Marketplace

Q23 · Multi-select*

Why is your organisation not currently listed on any cloud or software marketplace?

Listing fees and revenue share are too high compared to selling direct We're concerned about losing the direct relationship with our customers We don't have the team to operate and manage marketplace listings Our customers don't ask for or expect to buy our solutions through marketplaces Concerned about conflict with our existing resellers or partners We don't know enough about marketplaces to evaluate them Other (please specify)

Please select at least one option.

Section 2C · Not on Any Marketplace

Q24 · Multi-select*

What would most encourage your organisation to list on AWS Marketplace?

Significantly lower fees, especially for SMB-sized deals Full setup support — technical, commercial, and marketing Up-front credits or financial incentives for joining Guaranteed help from AWS sales reps once listed Evidence that SMB customers like buying via marketplaces Strong SMB-focused programs from day one Pre-built integrations with our CRM and billing systems Nothing — marketplaces are not a fit for our business model Other (please specify)

Please select at least one option.

Section 3 · Ideal Marketplace Experience

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