Jamf’s Cloud GTM Playbook: From CAC to Lifetime Value Optimization

“Understand where your strengths are. Build through that customer base, and take your time to learn one marketplace before you tackle two or three.” - Matt Arsenault, VP of Corporate Development & Strategic Alliances for Jamf.Cloud marketplaces are strategic levers for finance leaders looking to optimize revenue streams, reduce risk, and improve operational efficiency.In this episode, host Patrick Riley sits down with Matt Arsenault and John Eisele from Jamf to discuss their journey of leveraging AWS and Azure marketplaces to drive growth and efficiency. From tailoring strategies to match customer segments to mitigating collections risks through marketplace reliability, Matt and John share how Jamf has optimized its cloud go-to-market approach for sustained ARR growth.Listen as they break down the operational lessons, financial metrics, and strategic insights behind building a successful cloud go-to-market approach.In this episode, you’ll learn:Why the cloud marketplaces should matter for finance leaders.How marketplaces can reduce customer acquisition costs while expanding lifetime value.Why differentiating strategies for AWS and Azure allowed Jamf to expand into new customer segments and drive ARR growth.What operational practices, like building internal champions, ensure seamless marketplace adoption and long-term ROI.Resources:Connect with Matt on LinkedIn: https://www.linkedin.com/in/marsenault/ Connect with John on LinkedIn: https://www.linkedin.com/in/jeisele/ Learn more about Tackle: https://tackle.io Timestamps:(00:00) Customer acquisition costs and marketplace strategies(03:29) Why Marketplace? Exploring ROI and deal velocity(06:36) Investments in multi-cloud strategies and marketplace fees(08:08) Growth ARR and gross renewal rate as key metrics(10:16) Challenges with new logo capture and cost efficiencies(13:09) Mitigating collections risks through marketplace payment reliability(15:24) Tailoring AWS and Azure strategies for customer segmentation(19:17) Key differences between AWS, Azure, and Google customer bases(21:40) Building internal alignment to support marketplace initiatives(23:43) Leveraging Tackle’s tools to enable successful marketplace motion(28:07) Operational lessons: Building champions across finance and legal teams(30:58) Adapting to marketplace evolution and global scaling opportunities