Impartner's New App Rewires Marketplace Transactions

HyperscalerGTM seeks to close long-standing automation, authorization, and attribution gaps that have kept partners on the margins of marketplace commerce.

Hyperscaler marketplaces operated by Amazon Web Services (AWS), Microsoft Azure, and Google Cloud are rapidly becoming central to B2B software procurement. Long-term spending-commitment agreements, consumption-based pricing, and accelerated procurement cycles are pushing more transactions into these environments.

In addition, buyers increasingly want the convenience and control that come with marketplace purchases. Based on information collected from multiple end-user surveys, Channelnomics projects that hyperscaler marketplaces will be the preferred sourcing medium for buyers by the end of the decade.

Yet the channel has remained structurally underrepresented in marketplace transactions, which continue to skew heavily toward direct vendor sales. At the same time, the mechanics of private offers, reseller authorizations, co-sell motions, and incentive capture remain complex and highly manual.

Impartner, a pioneer in partner relationship management (PRM) and channel automation, has introduced a solution to address the complexity of the hyperscaler private-offer process. Its new application, HyperscalerGTM, was developed in collaboration with Labra, a specialist in cloud marketplace infrastructure and private-offer execution. It combines Impartner’s channel workflow and PRM expertise with Labra’s marketplace automation capabilities.

>>Visit the Insights section of our website for other analyst notes.

The timing is notable given AppDirect’s acquisition of Tackle.io, which alters the competitive landscape and creates space for alternative models that emphasize channel-first execution rather than direct-first transaction automation. Market conditions now favor solutions that integrate partner workflows, incentives, and attribution directly into marketplace transactions.

What the Offering Is About: Intent & Features

HyperscalerGTM is designed to automate and unify the partner-to-marketplace transaction process. The application merges Impartner’s channel systems with Labra’s private-offer transaction layer. Its primary intent is to converge deal registration, reseller authorization, private-offer creation, transaction execution, and post-transaction reporting into a single coordinated workflow.

Key features include:

• Deal Registration to Marketplace Conversion: Approved deal registrations can be directly converted into marketplace transactions through an embedded workflow.
• Automated Reseller Authorization: Instead of manual e-mail and form-based authorization, reseller credentials and approvals are captured within structured workflows.
• Private-Offer Management: Partners initiate private offers directly through the system with pricing aligned to tier eligibility and approved discount structures.
• Proxy Transaction Support: For partners lacking hyperscaler authorization, Impartner can act as a proxy seller of record, enabling otherwise blocked transactions.
• Incentive & Co-Sell Enablement: The system supports applications for marketplace-driven incentives, MDF, and co-sell benefits.
• Data Synchronization: Transaction data flows into PRM and synchronizes with CRM systems to preserve attribution, tier attainment, MDF qualification, and renewal forecasting.
• Stand-Alone or Integrated Deployment: HyperscalerGTM can operate as part of the Impartner PRM stack or as a stand-alone solution connected to third-party PRMs.

Labra’s role is most visible in the transaction execution layer, while Impartner owns the partner engagement, workflow orchestration, and data synchronization logic. The joint architecture is intended to eliminate friction between channel operations and marketplace execution.