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ZINFI Technologies, Inc.Drive Your Channel Productivity Globally Author: ZINFI Technologies, Inc.
ZINFI helps technology providers and their channel partners achieve profitable growth rapidly and affordably by automating Partner Relationship Management (PRM) processes globally. Language: en Genres: Business, Management, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Next-Gen PartnerOps Video Podcast featuring John Jahnke . Hyperscalers, ISVs, and AI: Shaping the Future of B2B Software Distribution
Thursday, 15 May, 2025
Hyperscalers, ISVs, and AI: Shaping the Future of B2B Software Distribution In this insightful episode of the ZINFI Partner Ecosystem Podcast, Sugata Sanyal, Founder & CEO of ZINFI, sits down with John Jahnke, CEO of Tackle.io, to explore how hyperscalers, ISVs, and AI are redefining the way B2B software is sold, bought, and scaled. With cloud marketplaces experiencing explosive growth and co-sell motions becoming essential to partner success, John provides a behind-the-scenes look at the evolution of go-to-market strategies and why traditional software sales must evolve. From enabling partner ecosystems to automating co-sell workflows with hyperscaler field teams, the conversation unveils key trends that every partner leader should be watching. This podcast is a must-listen for anyone looking to thrive in the cloud commerce era, where hyperscalers act as the new distribution layer, AI drives scalability, and ISVs unlock unprecedented growth. Tune in now to understand where B2B software distribution is headed and how to stay ahead. Related Guidebook Hyperscalers, ISVs, and AI: Shaping the Future of B2B Software Distribution Discover How Top B2B Brands Are Transforming Engagement, Trust, and Revenue. Download your COMPLIMENTARY COPY of Hyperscalers, ISVs, and AI: Shaping the Future of B2B Software Distribution Guide. Discover How Top B2B Brands Are Transforming Engagement, Trust, and Revenue. Download for FREE Video Podcast: Hyperscalers, ISVs, and AI: Shaping the Future of B2B Software Distribution ✔ Chapter 1: Partner Programs and Hyperscalers as the New Fulfillment Engine Partner programs are entering a new era shaped by hyperscalers' disruptive influence. Cloud giants like Amazon Web Services (AWS), Microsoft Azure, and Google Cloud have moved well beyond their origins in infrastructure. They now play an integral role in enterprise software procurement by transforming their marketplaces into frictionless fulfillment engines. These marketplaces are becoming the default procurement channels for large enterprises. Why? Because they simplify software acquisition, align with pre-approved cloud budgets, and eliminate lengthy legal and procurement cycles. Enterprises are eager to streamline vendor onboarding, consolidate billing under existing cloud commitments, and access software that integrates directly with their operational environments. Hyperscalers offer all of that—and more. For independent software vendors (ISVs), this shift is profound. Instead of navigating multi-month procurement processes, they can now sell directly into cloud environments, embedded into workflows where buyers are already transacting. This dramatically accelerates time-to-revenue and increases internal alignment with customer procurement and finance teams. Hyperscalers have also activated massive co-sell programs, leveraging extensive field organizations that support partners throughout the sales cycle. This makes them more than distributors—they are now strategic GTM partners, capable of influencing the pipeline, unlocking new buyers, and amplifying brand visibility. This dynamic represents a new distribution layer that enables direct, scalable, and repeatable revenue generation. Innovative ISVs capitalize on this transformation by listing their products early on hyperscaler marketplaces, gaining quick wins and internal momentum. These early transactions often serve as proof points that build organizational confidence and stakeholder buy-in. Over time, they generate a flywheel effect, making cloud marketplaces central to the partner program strategy. Success in this environment depends on more than simply listing a product—it requires active orchestration.
