The advent of cloud marketplaces like Microsoft Azure and AWS a decade ago created a new sales channel for software-as-a-service (SaaS) companies, enabling them to reach enterprise customers more efficiently. However, listing software on these marketplaces can be a complex process, requiring multiple engineers and increasing overhead as a company scales.
Suger, a company founded by Jon Yoo and Chengjun Yuan, addresses this challenge with a toolkit that automates SaaS product listing across various marketplaces and manages them seamlessly. Its unified APIs integrate with a company’s billing, CRM, and other essential tools.
Yoo emphasizes that Suger offers a comprehensive suite of features for cloud marketplace operations, including flexible pricing, revenue reporting, and buyer insights. By automating tasks such as listing management, revenue reconciliation, and customer onboarding, Suger enables SaaS companies to transact at scale and significantly increase their marketplace volume.
Since its launch in late 2022, Suger has attracted over 200 clients, including Snowflake, Notion, and Intel. The company recently secured $15 million in Series A funding, led by Threshold Ventures, to enhance its product and expand its engineering capabilities.
While cloud marketplaces are becoming increasingly vital for enterprise sales, Suger faces competition from companies like Tackle. However, Yoo emphasizes their advantage as a second mover, with a solution that goes beyond just listing to encompass a broader range of marketplace functions.
Suger is not only looking to empower SaaS companies but also aims to bring a consumer-like experience to B2B sales. By streamlining the procurement and management of software for enterprises, they strive to reduce the lengthy sales cycles that have characterized the industry.
Yoo concludes by expressing excitement about the future of cloud marketplaces, noting that Suger is well-positioned to drive innovation and bring B2B sales into the modern era.
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