"A five-year-old could use your product — and that's not negative"
and Alliances
Overview
NinjaOne, a leading endpoint management platform trusted by over 35,000 customers worldwide, spent more than a decade building dominance in the managed service provider market.
But as the company pushed upmarket into enterprise, it needed a cloud go-to-market motion that matched its ambition. The challenge wasn't just getting listed — NinjaOne already had an AWS Marketplace listing. It was activating it.
By partnering with Suger, NinjaOne turned a dormant listing into a scalable enterprise channel, equipping its sales team with the tools and integrations needed to co-sell effectively with AWS and beyond.
Opportunity
An Enterprise Ambition
Derrick Roberts, Senior Director of Business Development and Alliances, joined NinjaOne in the fall of 2024 to build an enterprise alliances program from scratch. NinjaOne had spent roughly the first decade building a purpose-built for MSPs, then began moving into commercial, and now enterprise market segments — but the cloud go-to-market infrastructure hadn't kept pace.
"When I came in, there was no real enterprise-grade alliances program," Derrick explained. "We were on AWS Marketplace and had a native listing, but we had to expand it, accelerate it. It's just where enterprise buyers are at."
The biggest barrier wasn't the hyperscalers, it was internal. Sellers didn't understand the marketplace. They didn't see the value. And the prevailing industry myth, list it and leads appear, had left the existing listing underutilized.
"The greatest myth in any alliance or partnership with the cloud providers is that you just set it up and it works," Derrick said. "It's like turning on the lights and expecting you're going to invent something. You have to put in the work."
Derrick knew the work had two sides.
First, internal evangelism — getting the field team to understand and believe in the cloud go-to-market. Second, operational scale — making sure that once belief existed, reps could actually act on it without getting buried in process. He needed a platform that integrated into the CRM, supported omni-cloud expansion, and was simple enough that a busy sales rep would actually use it.
Solution
Building Belief from the Inside Out
Before focusing on tooling, Derrick invested in something harder to measure: internal evangelism. He ran enablement sessions with sales leadership every other month, explaining the mechanics and incentives of cloud go-to-market until the message stuck.
But the real unlock was a proof point. Rather than asking reps to figure out a new motion on their own, Derrick personally shepherded a single deal through the entire co-sell process with AWS — doing the legwork, supplying the value to the customer, and navigating the hyperscaler relationship himself.
"I knew I needed a proof point. I leaned in in a way that isn't scalable — I needed just one," he said. "It gave the sales rep the illustration of: oh, this works. And then that rep talks to another rep, who talks to another rep. They become evangelists."
With internal momentum building, Suger became the operational backbone.
- CRM Integration and Usability: Suger's Salesforce integration meant reps could submit leads to AWS and create private offers without leaving the tools they already used. "A five-year-old could use your product — and that's not negative," Derrick said. "Salespeople are busy. The last thing we need is for them to get tripped up on how to submit a private offer."
- Omni-Cloud Marketplace Management: Suger enabled NinjaOne to expand from a single AWS listing to a true omni-cloud presence, reaching customers across AWS, Azure, and GCP from a unified platform.
- Customer Support with Bias for Action: With deals on the line and enterprise timelines to hit, Suger's CS team matched NinjaOne's own standard of support — a company that carries a 98% CSAT rating. "I can't thank your team enough for jumping on calls at 9 o'clock at night, figuring out why something's stuck," Derrick said. "The one thing that frustrates me is a lack of bias for action. Suger's CS team is the opposite of that."
Derrick also invested upstream — hiring a dedicated partner engineer to build integrations with AWS first-party products and design reference architectures. This wasn't just a technical play; it was strategic.
"Once you have the reference architecture, that flows into product marketing, into field marketing, and ultimately into the hands of our sales reps," he explained. "It shows AWS we're thinking about their business — not just a transactional relationship. It becomes one plus one equals three."
Outcome
A Cloud GTM Motion Built to Scale
In roughly 18 months, NinjaOne went from a dormant marketplace listing and no enterprise alliances program to a fully activated, omni-cloud go-to-market motion — with internal buy-in from the field all the way up to the founder.
- Omni-cloud presence activated across AWS, Azure, and GCP, meeting enterprise buyers where they already procure.
- Sales team enabled and evangelizing, with reps now proactively bringing marketplace into deal conversations after sustained internal enablement.
- Operational friction eliminated with Suger's CRM integrations and automated workflows letting the team do more with less — critical for a company with aggressive enterprise growth targets.
- Deeper hyperscaler relationships, anchored by joint technical solutions and reference architectures rather than purely transactional co-sell.
"The journey with Suger has been an incredible one. We looked at multiple products — and the icing on the cake is your customer support. We couldn't do what we do without you."
About NinjaOne
NinjaOne is the leading IT platform for endpoint management, security, and visibility, trusted by more than 35,000 customers in over 140 countries. The cloud-native NinjaOne Platform unifies endpoint management, autonomous patching, backup, and remote access in a single console — helping IT teams increase productivity, reduce risk, and lower costs. With a 98% CSAT rating maintained for over five years, NinjaOne is expanding into the enterprise market and leveraging cloud marketplace channels to meet buyers where they procure.