You're on Google Cloud Marketplace. Now put it to work.
Software and AI companies have ten Google Cloud paths in reach: a Marketplace listing, direct private offers, customer credits, the Agent Gallery, two startup tiers, an agentic development fund, partner support and two services paths next door. Which apply depends on your age, funding and whether you also deliver services.
For a software or AI company founder or alliance lead, already on Google Cloud Marketplace.As of
What changed for software and AI companies?
The Google Cloud program changes that move revenue for software and AI companies, newest effective date first.
- Apr 22, 2026$750 million fund for agentic development, and the Agent Gallery: Open to software partners among others, plus a place for customers to browse a vetted set of partner-built agents. Google also introduced Partner Finder in the same announcement.Verified Nov 4, 2026
- May 15, 2025Marketplace revenue-share schedule: Set at 3% on a standard offer, down to 1.5% on the largest private offers.Verified Nov 4, 2026
Which paths are yours, and which are next door?
The first eight rows are paths for a company that builds software. The last two are next door: they belong to the role software companies most often hold alongside it, delivering services. Program names are Google's own.
Your role: software
| Path | What it gives you | Role it needs | Works with others? |
|---|---|---|---|
| Marketplace listing (Kubernetes apps, VM products, SaaS billed by Google, container images, datasets, AI agents) | What it gives youPuts your product in front of Google Cloud customers | Role it needsSoftware | Works with others?Sequence: join Google Cloud Partner Network first |
| Direct private offer | What it gives youA discounted offer for one customer, created by you in the Producer Portal | Role it needsSoftware | Works with others?Check with Google Cloud |
| Marketplace Customer Credit Program | What it gives youUp to 3% in Google Cloud credits for your customer on a first purchase | Role it needsSoftware (enabled vendors) | Works with others?Stack: for vendor-led and channel private offers |
| Agent Gallery | What it gives youA gallery where customers browse a vetted set of agents built by partners | Role it needsSoftware | Works with others?Check with Google Cloud |
| Google for Startups Cloud Program: Start | What it gives youUp to $2,000 in Google Cloud credits, valid for one year, for early startups | Role it needsSoftware | Works with others?Check with Google Cloud (excludes dev shops, consultancies and agencies) |
| Google for Startups Cloud Program: Scale | What it gives youCredits for VC-funded startups: year 1 up to $100,000, up to $250,000 for AI-first startups, and in year 2 20% up to $100,000 | Role it needsSoftware | Works with others?Check with Google Cloud (excludes dev shops, consultancies and agencies) |
| Partner fund for agentic development | What it gives youA $750 million fund announced for software partners, consulting firms and channel partners. Google states no eligibility or steps | Role it needsResell, Services, Software | Works with others?Check with Google Cloud |
| Technology Partner Premium Support | What it gives youSupport for the products you build on Google Cloud. Google's page asks whether you are a Build partner | Role it needsSoftware | Works with others?Check with Google Cloud |
Which of these fit depends on how long you have been a company, whether investors have funded you, whether you build agents and whether you also deliver services.
Next door: services
| Path | What it gives you | Role it needs | Works with others? |
|---|---|---|---|
| Professional services private offer | What it gives youSell partner-delivered services on Marketplace to US customers, by private offer only | Role it needsServices, Software | Works with others?Check with Google Cloud |
| Partner Operations Manager Service | What it gives youA paid add-on for Build and Service partners that already have a support offering | Role it needsServices, Software | Works with others?Check with Google Cloud |
Two rules apply across both tables: Google's reseller terms keep program incentives off transactions under the Marketplace reseller agreement, and the startup tiers exclude dev shops, consultancies and agencies.
Why do two similar companies choose differently?
Illustrative.
A company that only builds, vs. one that builds and also delivers services
Company A sells only its own product, through direct private offers, and raised venture funding two years ago. Its paths are the Scale startup tier, the Customer Credit Program if it meets Google's criteria for enabled vendors, and the Agent Gallery if it builds agents. Company B sells its software and also delivers implementation services to customers who buy it. The startup tiers exclude consultancies, so its question is which side of the business they would fund. Its paths add professional services private offers, which reach US customers only, and Technology Partner Premium Support.
Google Cloud has the paths. Playmaker finds yours.
You’ve just seen how much Google Cloud offers: programs, funding, listings, specialists and the many ways they combine. All of it is real, and much of it can run at the same time. Which of it fits your company depends on your tier, your roles and your deals.
Playmaker does that work for you:
- Ranked by revenue. It looks at your company and orders the Google Cloud plays by revenue expectancy, so you spend your time on the plays that matter most.
- A recipe for each play. Every play comes with the steps to run it. You know what to do next, not just what exists.
- Built for your mix. Reseller and services, a Marketplace listing and competencies, several funding programs at once. Playmaker works out how they fit together for your company, not for a generic partner.
- Ready in 3 minutes. Generate your playbook in 3 minutes, then refresh it as your deals change.
What does your playbook show?
Frequently
asked questions
The short answers for software and AI companies on Google Cloud. Playmaker shows you the rest in 3 minutes.
Google's public pages describe a Marketplace listing, private offers, a customer credit program, the Agent Gallery, startup credits, an agentic development fund and partner support.
Google's May 15, 2025 post states 3% on a standard offer, falling to 1.5% on the largest private offers and on channel shifts, migrations and native renewals.
Google describes the gallery as a vetted set of partner-built agents and publishes no submission steps. Listing the agent as a Marketplace product is a separate path.
Google's benefits page excludes dev shops, consultancies and agencies, so check which side of the business would apply.
Yes. Google's documentation says your organization must join before it lists software.
Google's public pages describe each path separately and don't say how they combine for one company, so check with Google Cloud.
Sources
The Google Cloud pages this page reads, each accessed Nov 4, 2026. Program names and terms belong to Google Cloud.
- Google Cloud, Offer software on Marketplace
- Google Cloud, AI agents on Marketplace
- Google Cloud, Private offers for vendors
- Google Cloud, Professional services on Marketplace
- Google Cloud blog, Upgrades to Marketplace for partners
- Google Cloud blog, How the partner ecosystem is building the agentic enterprise
- Google Cloud, Customer Credit Program brief
- Google Cloud, Google for Startups Cloud Program benefits
- Google Cloud, Partner support
- Google Cloud Platform Resellers (reseller terms)
Google Cloud is a trademark of Google LLC. WorkSpan is not affiliated with or endorsed by Google Cloud.
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