Marketplace partners' journey to cloud

The problem

Two things were blocking customer migrations. And they happened at completely different points in the journey.

• Blocker 1 (attach rate): when apps were not cloud-ready, customers chose not to migrate at all.
• Pinterest spent a year trying before abandoning the move.
• Blocker 2 (migration path): when partners did not prepare a migration path, customer migrations failed.
• Delays, emergency weekends, lost trust.

What was missing

Partners couldn't move faster because the guidance didn't connect. The experience was fragmented across portals, teams, and org structures.

• No dedicated cloud overview for developers or partners on DAC.
• Partners were sent to the customer migration site.
• The app migration platform landing page was empty.
• Partners were raising support tickets to find basic guidance.

What I did

I built an end-to-end content strategy for the partner journey to cloud. Not organised by product or team. Organised by what partners needed to do.

• Journey overviews connecting partners from start to cloud-ready.
• Step-by-step roadmaps with effort labels and must-do markers.
• Guidance covering planning, implementation, pricing, and enterprise trust.
• Templates teams could apply to their own content areas.

The collaboration

The content was only accurate because of who I worked with. For some teams, it was the first time they had worked with Design.

• "By working with Content Design, we can set partners up for long-term success without overwhelming them before they're ready. This makes it easier to encourage best practices and ensure our ecosystem always has trust top of mind." — Enterprise migrations marketing PMM
• "The Cloud Readiness Content Strategy collaboration with SMEs is comprehensive. It makes a more holistic document." — Nicole Langlois, Marketplace Operations

The numbers

Partners moved faster and needed less support. Engagement rates increased across every surface we touched.

• SEQ: moving apps to cloud 6.2 (up from 2.4).
• SEQ: app migration platform 6.4 (up from 4.4).
• Cloud development options engagement: 83% (up from 28%).
• App migration engagement: 78% (up from 28%).
• Partner overview engagement: 88%. Customer trust: 85%.

What it unlocked

We built something teams could reuse. The pattern was tested. The templates were published. Other teams applied them.

• "It's definitely better than anything that's out there. It's much more concise. The step-by-step approach is more sensible. It definitely provides more guidance and help that didn't exist before." — Unmanaged Marketplace partner
• Journey overview template applied to Enterprise Trust, Forge, Customer Migrations.
• SEQ testing guide for documentation.
• Feedback loop between partners and Ecosystem design: 8 tickets actioned since launch.