Invisory Company Profile

Background

Invisory, established in 2022, is a Cloud Go-To-Market (GTM) Platform dedicated to revolutionizing how Independent Software Vendors (ISVs) sell on cloud marketplaces. The company's mission is to assist ISVs in bringing their products to market more efficiently, thereby driving impact across various sectors, including technology, financial services, and government.

Key Strategic Focus

Invisory's strategic focus centers on enabling ISVs to navigate and succeed in cloud marketplaces such as Azure, AWS, Google Cloud Marketplace, and the Salesforce AppExchange. The company offers:

Fast-Track Listing: Pre-built APIs that allow ISVs to quickly launch on multiple cloud marketplaces, reducing time-to-market from weeks or months to days.

Team Enablement: Playbooks designed for organizational selling to build internal champions across sales, procurement, and executive teams.

Simplified Selling & Procurement: Tools to customize private offers, streamline metering, and reduce procurement overhead.

Differentiation: Assistance in developing unique value propositions and strategies to stand out in crowded marketplaces.

Access to Benefits: Guidance on leveraging marketplace incentives, accessing committed spend, and advancing through partnership ranks.

GTM Strategy Mastery: Proprietary playbooks, templates, and guides to ensure lasting success across multiple cloud marketplaces.

Financials and Funding

Invisory was founded in January 2022 with a $2 million personal investment by CEO Patrick Cronan. Since its product launch, the company has attracted over 4,000 monthly active users and more than 20 ISV and consulting firm customers. Invisory projects its annual recurring revenue (ARR) to exceed $7 million in 2023.

Pipeline Development

Invisory's development pipeline includes:

API Integrations: Enhancing pre-built APIs to facilitate faster and more efficient listings on cloud marketplaces.

GTM Playbooks and Templates: Continuously updating and expanding proprietary playbooks and templates to support ISVs in their go-to-market strategies.

CRM Integrations: Developing integrations with CRMs like Salesforce and HubSpot to streamline customer and pipeline data management associated with partner selling across marketplaces.

Technological Platform and Innovation

Invisory's platform stands out due to its:

Proprietary Technologies: Pre-built APIs that enable rapid listing and transaction capabilities on major cloud marketplaces.

Scientific Methods: Data-driven algorithms for scoring ISVs and consulting firms, providing objective and scalable research notes to align customers with suitable solutions.

AI-Driven Capabilities: Automated GTM deliverables, including expert-built templates and co-selling playbooks, to streamline the go-to-market process for ISVs.

Leadership Team

Patrick Cronan, Founder and CEO: Founded Invisory in January 2022 with a $2 million personal investment. Under his leadership, the company has grown to 13 members and projects significant revenue growth.

Nish Mishra, Co-Founder: Joined Invisory in June 2022, contributing to the company's strategic direction and growth.

Mike Davis, Chief Revenue Officer (CRO): Joined Invisory following the acquisition of GTM Guides, bringing expertise in go-to-market strategies within the Salesforce ecosystem.

Sienna Quirk, Chief Marketing Officer (CMO): Recognized in the CMO Alliance’s “List of CMOs to Watch in 2025” for her innovative and strategic contributions to marketing.

Leadership Changes

In February 2023, Invisory acquired GTM Guides, leading to the appointment of Mike Davis as Chief Revenue Officer and Sienna Quirk as Vice President of Marketing.

Competitor Profile

Market Insights and Dynamics

The cloud marketplace sector is experiencing rapid growth, with software and services sales expected to reach $85 billion by 2028. This expansion underscores the increasing importance of platforms that facilitate ISV success in these marketplaces.

Competitor Analysis

Key competitors in the Cloud GTM Platform space include:

Tackle Cloud GTM Platform: Offers solutions for Azure, AWS, and Google Cloud Marketplace. Unlike Invisory, Tackle's pricing increases as marketplace revenue grows.

Clazar Cloud Sales Platform: Supports Azure, AWS, and Google Cloud Marketplace, with limitations on the number of private offers and co-sell opportunities based on pricing tiers.

Suger.io: Provides solutions for Azure, AWS, Google Cloud Marketplace, and Alibaba, with restrictions on private offers depending on the chosen plan.

Strategic Collaborations and Partnerships

Invisory's acquisition of GTM Guides in February 2023 enhanced its ability to assist Salesforce ISVs and certified consulting firms in connecting with AppExchange customers. This strategic move bolstered Invisory's offerings in lead generation, strategic partnerships, and brand awareness within the Salesforce ecosystem.

Operational Insights

Invisory differentiates itself through:

Comprehensive Support: Offering both technical solutions and strategic advisory services, including hands-on customer success management and expert-built GTM templates.

Transparent Pricing: Maintaining standard pricing structures without increasing costs as marketplace revenue grows, unlike some competitors.

CRM Integration: Providing integrations with both Salesforce and HubSpot CRMs, offering flexibility to ISVs using different customer relationship management tools.

Strategic Opportunities and Future Directions

Invisory plans to expand its data-driven advisory marketplace model to other ecosystems beyond Salesforce. The company aims to continue building solutions for additional cloud marketplaces, empowering more ISVs to launch and execute multi-cloud marketplace strategies and drive revenue across new ecosystems.