The Retention Blind Spot: Why Your Marketplace Provisions Everything But Protects Nothing
By 2030, enterprise software sales through AWS, Azure, and Google Cloud marketplaces are projected to grow to $163 billion. Compared to $30 billion in 2024, this is a 29% CAGR, and one of the most aggressive route-to-market shifts the software industry has ever seen. Add the distributor and MSP marketplaces, and the picture gets even larger.