Put Google Cloud funds and reach behind your marketing
Google Cloud's public pages confirm three marketing paths for partners: campaign funds under the Marketing Incentive Program, a place in Google's partner directory and Partner Finder, and a place in its AI Agent Gallery for software partners. Google's partner portal holds each program's rules, so confirm eligibility there before you plan a campaign around a fund.
As of
Which marketing programs can you use?
| Path | What it gives you | Role it needs | Works with others? |
|---|---|---|---|
| Marketing Incentive Program (Marketing Development Funds) | What it gives youFunds toward the reach of your campaigns and your pipeline. Amounts and claim rules are set in Google's partner portal. | Role it needsAny. | Works with others?Conflict: Google's reseller terms say program incentives, including the Marketing Incentive Program and Marketing Development Funds, don't apply to transactions under the Marketplace reseller agreement. |
| Find a partner directory and Partner Finder | What it gives youCustomers can find you as a Google Cloud partner. Partner Finder lets customers use natural-language prompts to find partners. | Role it needsAny. | Works with others?Check with Google Cloud. |
| 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. |
Which of these fit depends on whether you also resell through Marketplace, whether you build agents, and which customers you want to reach.
How do these programs combine?
Sequence: join the partner network first. Google's partner home page starts with Become a partner, and Google's Marketplace documentation says your organization must join Google Cloud Partner Network before it lists software. The public pages don't say whether a campaign fund needs a minimum tier.
Conflict: campaign funds and Marketplace resale. Section 2.3 of Google's reseller terms says the Marketing Incentive Program and Marketing Development Funds don't apply to transactions under the Marketplace reseller agreement. If a campaign is meant to drive Marketplace resale, check with Google Cloud which funds apply before you commit spend.
Stack: not stated. Google's public pages don't say whether a directory listing, campaign funds and an Agent Gallery place can all run together, or whether any of them has a condition on the others. Check with Google Cloud.
Role: the Agent Gallery is for partners that build agents. Google describes it as agents built by partners, and names builders such as Accenture, Adobe, Atlassian, Deloitte, Lovable, Oracle, Salesforce and ServiceNow. It doesn't say how a partner gets included. Google Cloud blog, Apr 22, 2026
How do you claim or earn each one?
Get started with Google Cloud's partner programs
- 1Choose Become a partner on Google's partner home page to enrol your company.
- 2If your company already has a partner account, choose Register as a user to join it.
- 3If you're already a partner, log in to the partner portal.
- 4Look for the program you want, such as campaign funds, in the portal, where Google states its eligibility and claim steps.
Claim campaign funds
- 1Google's public pages give no claim steps, amounts or deadlines for the Marketing Incentive Program or Marketing Development Funds. The partner guide that names them is undated and describes funds in general terms, so treat it as a pointer to what to ask for. Confirm in the portal that each fund is still live under Google Cloud Partner Network, and what evidence Google wants before you spend.
Get into the directory or the Agent Gallery
- 1Google's public pages say customers can find partners through its directory and Partner Finder, and browse vetted partner agents in the Agent Gallery. They don't state listing requirements, steps or what counts as vetted. If you build agents, Google's Marketplace documentation describes how to list one as a Marketplace product, which is a separate path mapped on the Marketplace page.
Why do two similar companies choose differently?
Company A delivers security services to customers that already run on Google Cloud and resells nothing
Its marketing paths are the campaign funds and the directory. The Marketplace conflict doesn't touch it, so its question is which campaigns a fund will co-fund and what evidence Google wants.
Company B builds an AI agent and sells it through Marketplace private offers
It has the Agent Gallery and the directory in reach, and it has to check whether the campaigns that support its Marketplace deals fall inside the incentive exclusion in Google's reseller terms.
Same partner, same three paths, and two different right answers. Which set fits yours depends on how you sell, what you build and where your customers already look for Google Cloud partners.
What changed recently?
- 22 Apr 2026Google's partner announcement introduced Partner Finder and the Agent Gallery, described as new surfaces for customers to find partners and agents.
No change page covers these yet. The program announcement that created Google Cloud Partner Network is covered in how Google Cloud Partner Network changed the program.
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 Google Cloud marketing. Playmaker shows you the rest in 3 minutes.
Google's reseller terms name the Marketing Incentive Program and Marketing Development Funds. The public pages publish no amounts or claim steps.
Google's reseller terms say the Marketing Incentive Program and Marketing Development Funds don't apply to transactions under the Marketplace reseller agreement. Check with Google Cloud for campaigns that support a mix of deal types.
Google's partner pages link to a Find a partner directory, and its April 22, 2026 announcement describes Partner Finder as a way for customers to find partners with natural-language prompts.
Google describes the gallery as a vetted set of agents built by partners and publishes no submission steps. The Marketplace documentation describes how to list an agent as a product.
Google's public pages name the Select, Premier and Diamond tiers but state no tier condition for these programs. Check with Google Cloud in its partner portal.
Google's public pages don't say how the marketing paths combine for one company, apart from the Marketplace exclusion above, so check each campaign against the transaction it supports.
Sources
Primary sources for this page, all accessed Nov 4, 2026. Program names and terms belong to Google Cloud.
Where can you read more?
- Google Cloud partner programs: every path, seven areasThe front door for every Google Cloud program area.
- Google Cloud Marketplace listings and private offersHow to list, sell and resell on Google Cloud Marketplace.
- Google Cloud sales programs and how to claim themDeal rebates and reseller discounts.
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