Full-Time
Posted on 10/31/2025
Cloud marketplace go-to-market platform for ISVs
$225k - $250k/yr
Remote in USA
Remote
| , |
Tackle.io helps software businesses grow revenue by simplifying how they sell in Cloud Marketplaces like AWS, Google Cloud, and Microsoft Azure. It provides a data-driven platform to plan Cloud Go-To-Market (GTM) strategies, identify cloud buyers, and automate the co-selling process with partners. The platform integrates with Salesforce and supports listing, transacting, and scaling sales on cloud marketplaces, plus strategic services. Revenue comes from subscription access, transaction fees, and consulting. Compared to competitors, Tackle.io focuses specifically on enterprise software sales through cloud marketplaces, offering a streamlined, marketplace-centric GTM workflow and strong partner coordination to unlock new revenue streams. The goal is to help software companies efficiently reach cloud buyers, optimize marketplace activities, and grow revenue through cloud channels.
Company Size
51-200
Company Stage
Series C
Total Funding
$148.3M
Headquarters
Boise, Idaho
Founded
2016
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Work remotely
Flexible work hours
Compensation and equity
Medical, dental, vision coverage
Monthly wellness, internet, phone reimbursements
Office equipment reimbursement
Unlimited vacation plan
401(k) Plan
Professional development opportunities and budgets
Off-site events, meetups, and summits
Commitment to diversity, inclusion, & belonging practices through our D&I committee, workshops, trainings, & more
Continual assessment of benefits
AppDirect, a San Francisco-based B2B subscription platform, has signed an agreement to acquire Tackle, which operates a cloud go-to-market platform spanning AWS, Microsoft Azure, Google Cloud and other marketplaces. Tackle's platform enables integrated billing, cloud co-sell programmes and buyer intent data, allowing software vendors to become transactable across multiple clouds. The acquisition will enable AppDirect to offer a turnkey solution for hyperscaler marketplace listings, automated co-sell capabilities with cloud alliance teams and unified commerce management across all core routes to market. AppDirect aims to become the leading subscription commerce platform for buying, selling and managing technology, with the addition providing providers with cloud distribution, native billing and unified analytics across all go-to-market channels in a single platform.
AppDirect acquires Tackle.io to unify cloud marketplace sales. AppDirect has signed an agreement to acquire Tackle.io, aiming to combine traditional subscription management with marketplace listing, cloud distribution, and co-sell analytics within one unified platform for business-to-business technology commerce. The acquisition will provide technology vendors with direct access to marketplaces operated by AWS, Microsoft Azure, and Google Cloud, channels that currently support more than $20 billion in cloud marketplace transactions. The merged platform intends to allow software suppliers to manage product listings, billing, and sales across both hyperscaler and private channels from a single access point. Cloud marketplace growth The combined companies are seeking to address a segment that is growing rapidly. According to industry research, cloud marketplace revenue is expected to increase from 20% to 32% of total B2B software revenue in the coming year. That represents a projected 60% increase, as buyers in the sector show a preference for purchasing through marketplaces already integral to their procurement processes. Tackle.io, founded in 2016 and supported by firms such as Andreessen Horowitz and Bessemer Venture Partners, provides software vendors with capabilities for marketplace listing, syndicated billing, and integrated go-to-market services. These include private offers, syndication for recurring revenue, and intent data for cloud buyers. Through its tools, independent software vendors can make products available across multiple cloud marketplaces, while engaging in co-sell programmes with established cloud providers. AppDirect's existing ecosystem comprises over 14,000 technology advisors and partners globally. With this acquisition, the platform will seek to integrate direct, channel, and hyperscaler marketplace sales processes. Technology vendors will be able to access a comprehensive commerce solution, while channel partners and advisors are expected to benefit from unified billing and multiple avenues to facilitate marketplace deals. Upon closing of the deal, the companies expect immediate benefits for both AppDirect and Tackle.io customers. Software vendors using Tackle will maintain their marketplace listings and workflows, with added options for listing in AppDirect-powered storefronts or launching their own white-label marketplaces. Marketplace operators will have access to a broader catalogue of technology services, and channel partners will be offered more structured methods to support assisted deals in the cloud, with streamlined billing and payout management. Cloud providers are also set to gain a global partner capable of supporting co-sell motion and programme integration, as demand grows for simplified and consolidated routes to market in the B2B technology sector. AppDirect noted the transaction marks its fifth acquisition in the past year, indicating further consolidation within the subscription commerce space. "Our vision is to be the number one subscription commerce platform for buying, selling, and managing technology. With the addition of Tackle, we're delivering on that promise-empowering our providers with turnkey cloud distribution, native billing, and unified analytics for every go-to-market channel, all in one place," said Nicolas Desmarais, Chairman and CEO, AppDirect. John Jahnke, CEO of Tackle.io, said: "We knew the cloud would change the way software was bought and sold and have been blown away by the continued acceleration in the cloud go-to-market being driven by AI. The synergies between Tackle and AppDirect provide a natural next step to accelerate growth for our customers."
AppDirect acquires Tackle.io, signaling a new phase of convergence in B2B subscription monetization. By merging enterprise channel commerce with hyperscaler marketplace GTM, the deal signals a new reality for B2B vendors: subscription revenue now flows through multiple monetization paths that must be managed in parallel. AppDirect announced on December 1 that it will acquire Tackle.io, bringing together two major players in B2B subscription and cloud-marketplace commerce. Terms of the transaction were not disclosed. While the press release emphasizes expanded go-to-market capabilities, the deeper relevance for subscription operators is what this consolidation signals: B2B monetization models are converging, and vendors increasingly must support multiple revenue channels - self-serve, sales-led, and marketplace-driven - at once. AppDirect, a long-standing enterprise subscription marketplace and channel-commerce platform, will fold in Tackle.io's hyperscaler marketplace tools, including listing management, private offer workflows, co-sell orchestration, and cloud-commit alignment with AWS, Azure, and Google Cloud. Combined, the companies aim to offer a unified platform that spans: * Self-serve subscription commerce * Partner and reseller channels * Sales-assisted enterprise subscriptions * Hyperscaler marketplace transactions * Usage-based and hybrid billing models This move reflects broader patterns in B2B SaaS. Enterprise procurement increasingly involves cloud-commit budgets, co-sell alignment with hyperscaler field reps, and marketplace-driven private offers, while self-serve models and traditional direct sales motions remain vital for early adoption and expansion paths. Explainer: What Is Hyperscaler Co-Sell? Hyperscaler co-sell is a structured sales program in which AWS, Microsoft Azure, or Google Cloud collaborates with a SaaS vendor's sales team to close enterprise deals. It has three core components: 1. Shared opportunity pipeline Vendors register deals in the hyperscaler's system (e.g., AWS ACE, Microsoft Partner Center). If accepted, cloud field reps can introduce the vendor to enterprise prospects and participate in the sales motion. 2. Incentivized cloud reps Hyperscaler sales teams are often compensated when customers purchase the vendor's product through the cloud marketplace or a private offer, giving SaaS companies access to a large, motivated enterprise salesforce. 3. Cloud-commit burn-down Enterprises often have significant pre-committed spend with AWS, Azure, or GCP. Buying a SaaS tool through the marketplace helps them use that committed budget, which shortens procurement cycles and reduces internal friction. Why it matters Co-sell can accelerate enterprise acquisition, lower CAC, and create stickier renewal paths. It is becoming a required route-to-market as B2B subscription businesses scale. With this acquisition, AppDirect is positioning itself as a single control layer for vendors navigating this increasingly fragmented landscape. But the integration raises questions. AppDirect's platform historically serves large telcos, MSPs, and enterprise resellers, while Tackle's tools are optimized for hyperscaler marketplace operations. Whether one platform can meaningfully simplify - or merely centralize - this complexity remains an open question. Still, the deal represents one of the strongest signals yet that marketplace commerce is becoming mainstream. Hyperscalers continue to report double-digit GMV growth, and more SaaS vendors are listing through AWS, Azure, and GCP as enterprise buyers shift purchases into cloud-commit budgets. Insider take. This acquisition is less about expanding GTM options and more about the structural shift happening across B2B subscription monetization. Vendors must now operate across multiple parallel motions: * Self-serve subscription funnels * Sales-assisted enterprise deals * Hyperscaler marketplace procurement * Channel-led distribution * Usage-based and hybrid pricing models The AppDirect - Tackle union underscores that the next advantage in B2B recurring revenue will come from unifying these motions, not treating them as disconnected systems. Catalog consistency, co-sell attribution, usage metering, rev-share accounting, and enterprise contract workflows are becoming core infrastructure - not add-ons. * Integration depth and timeline - whether this becomes a genuinely unified monetization engine or simply a wider surface area of tools. * Marketplace dependency - as procurement increasingly shifts to cloud commits, vendors must understand pricing constraints, economic tradeoffs, and operational requirements for hyperscaler channels. If the integration reduces friction instead of adding it, this consolidation could meaningfully reshape how B2B SaaS companies structure their recurring revenue operations. Kathy Greenler Sexton is a recognized authority on digital subscription business models, market strategy, and operational excellence. As CEO & Publisher of Subscription Insider, Kathy leads the charge in delivering actionable insights that empower businesses to thrive in the subscription economy. With a proven track record of driving growth and successful exits at companies like Individual.com and HighBeam Research, Kathy has also played key roles in launching and scaling prominent digital brands, including AltaVista. Previously, she led the SIIA Content Division as VP & General Manager, where she expanded membership, revenue, and influence while helping businesses adapt to transformative shifts in technology and content. A frequent speaker at industry conferences, Kathy brings invaluable expertise and a forward-thinking perspective to the evolving world of subscriptions. She resides in Greater Boston with her family and is an avid skier and devoted Boston sports fan. Search this site.
Empowering Partners with Real-World Insights and Strategic Alignment with MicrosoftSALT LAKE CITY, May 29, 2024 /PRNewswire/ -- Impartner, the fastest-growing, most award-winning provider of reseller and partner management technologies, proudly announced today its sponsorship of the Ultimate Partner Executive Summit, hosted by Vince Menzione, CEO of Ultimate Partner. The event convenes on May 30, 2024, and will stream live from Boca Raton, FL.The Ultimate Partner Executive Summit is a premier event designed specifically for Executive Partner Leaders from Independent Software Vendors (ISVs), System Integrators (SIs), and Licensing Solution Providers (LSPs) within the Microsoft ecosystem. The summit focuses on strategic execution and accelerating priorities for the upcoming fiscal year, featuring expert-led sessions on implementing AI, marketplace offers, and Small and Midmarket Cloud Solutions (SMC) growth."Impartner is thrilled to sponsor the Ultimate Partner Executive Summit, an event that aligns perfectly with our mission to empower partners and drive partner ecosystem success," said Dave R Taylor, CMO at Impartner. "This summit provides an invaluable platform for industry leaders to engage, share insights, and collaborate on strategies that will shape the future of partner relationships and technology advancements."Attendees of the summit will have the unique opportunity to engage in real-time with John and Vince Menzione, Microsoft executives and other industry leaders, including Microsoft CVP Americas Global Partner Solutions, Nina Harding, Tackle.io CEO, John Jahnke, EY Global Vice Chair, Partner Ecosystem, Greg Sarafin, PartnerTap CEO, Cassandra Gholston, and others plus a surprise guest to close the conference."The Ultimate Partner Executive Summit is essential for fostering collaboration and innovation within the partner ecosystem. We are excited to bring together top industry leaders and experts to share their insights and strategies," said Vince Menzione, CEO of Ultimate Partner. "We look forward to collaborating with Impartner to make this event a remarkable success."To sign up for the virtual event and secure your seat for this unparalleled industry gathering, visit: https://bit.ly/3X0pT7cAbout ImpartnerImpartner is the fastest-growing, most award-winning provider of channel management technologies, including its flagship Partner Relationship Management (PRM) and Partner Marketing Automation solutions, which help companies worldwide manage their partner relationships, drive demand through partners and accelerate revenue and profitability through indirect sales channels
ISVs can leverage Tackle's Cloud GTM Platform to streamline cloud-generated revenueBOISE, Idaho, March 7, 2024 /PRNewswire/ -- Tackle.io, the end-to-end solution for B2B software companies to generate revenue through a data-driven Cloud go-to-market (Cloud GTM), announced the public preview of expanded capabilities to operationalize and scale sales transaction workflows for independent software vendors (ISVs) selling through Google Cloud Marketplace.Tackle's updates to its capabilities for private offers for Google provide automation to streamline the seller's path to close deals quickly - saving both time and manual work to ensure that sellers and their stakeholders have deal visibility at every stage and automated real-time notifications. With this public preview, ISVs are able to send, track, and book flat-fee Google Cloud Marketplace private offers with installments directly from Tackle's Cloud GTM Platform."Tackle Offers provides Wiz a streamlined marketplace private offer creation workflow and a clear view of a deals movement through the buyer acceptance stages," said Brenden Worth, Global Google Cloud Alliance Manager, Wiz. "They have made it easy for our team to remove manual processes, automate Google Cloud Marketplace private offers, and enable customization to meet Cloud Provider requirements, increasing our private offer creation efficiency by 90%."According to Tackle's 2023 State of Cloud GTM Report, by 2026, $100B of B2B software will be transacted through the hyperscaler Cloud Marketplaces. As this revenue channel grows, the increase of operational overhead requires business transformation across the organization for teams to efficiently and accurately transact and report on Marketplace sales."In 2023, we saw a 124% increase in private offer usage from customers across more than $3B in Marketplace transactions," said John Jahnke, CEO of Tackle. "This shift highlights the importance of ISVs using an enterprise-grade Cloud GTM Platform that's robust enough to confidently transact their largest opportunities through the cloud."To learn more about how to get started with Tackle Offers for Google, visit Tackle Docs.About TackleTackle is the leading solution built to help software companies generate revenue through a data-driven Cloud go-to-market (Cloud GTM). Tackle works with more than 550 software companies, including CrowdStrike, HashiCorp, Lacework, New Relic, Snyk, VMware, Wiz, and many more at every stage—from companies scaling their go-to-market to the largest software companies in the world