How Monday.com turns PLG momentum into cloud marketplace revenue

Product-led growth (PLG) creates adoption before it creates structure. Teams start using the product on their own, expand usage inside departments, and pay through credit cards or small purchases tied to local budgets. Over time, usage spreads across multiple teams, but contracts, ownership, and spend remain fragmented. 

When expansion enters the picture, that fragmentation becomes a constraint. Finance needs consolidated visibility, procurement a compliant purchasing path, and sales teams a way to grow the account without reopening pricing or forcing users into new workflows. 

Monday.com uses cloud marketplaces at this stage as a mechanism that connects PLG usage to enterprise buying.  

In Flywl’s latest webinar, Jeff Kagan, Sr. Manager of Cloud Engagement at Monday.com, explains how Monday.com combines bottom-up adoption with a top-down marketplace motion to formalize spend that already exists. Instead of restarting deals, the marketplace is used to consolidate departmental and shadow IT purchases into enterprise procurement. 

Jeff joined Flywl’s founder and CEO, Ankur Srivastava, to break down how this model works operationally: how procurement is brought into the process without restarting the deal and why cloud marketplace transactions can support larger, longer-term contracts. 

You’ll learn: 

• Why pricing parity and standardized marketplace contracts simplify sales and renewals 
• How cloud marketplaces help sellers expand PLG accounts while maintaining deal velocity
• How marketplaces are used to anchor larger agreements and reduce churn risk from fragmented purchasing
• How Monday.com converts shadow IT and departmental purchases into compliant enterprise procurement

Jeff and Ankur shared these and other insights that help PLG-led SaaS teams turn proven adoption into revenue through cloud marketplaces. 

When PLG stops scaling, and where marketplaces take over

Bottom-up adoption works well at the start. As Monday.com scaled, Jeff described where that motion begins to break in reach. 

“Where it stops is, how do we turn those users and champions into paying customers, and then expand rapidly throughout the enterprise?”

Their PLG funnel brought in individual champions through ads, SEO, and self-serve signups. Those users proved value quickly inside their own teams. But expansion required a different approach, one that could reach finance, procurement, and additional departments that never touched the original signup flow. 

That’s where cloud marketplaces entered the picture as a way to take a proven use case and replicate it across the organization, with support from AWS account teams and partners like Flywl. 

The model Jeff described is sequential: PLG opens the door, marketplaces help scale what’s already working. 

Pricing parity and comp neutrality remove internal and external friction

Pricing parity came up directly, particularly as a concern sellers often have when marketplaces are introduced. 

Jeff and Ankur clarified two things. First, marketplace rules already limit charging more for transactions routed through AWS. Second, Monday.com reinforces this by making marketplace deals compensation-neutral for its sales team. 

This decision matters operationally. Reps don’t feel like they’re giving anything up by proposing a marketplace transaction. As Jeff put it later, they “don’t see it as they have anything to lose,” which makes the marketplace part of the standard talk track, instead of something to avoid.

On the buyer side, pricing parity removes a different concern. When marketplace pricing mirrors direct pricing, procurement doesn’t have to reopen negotiations or justify a premium for convenience, moving the conversation from pricing to process. 

Why standardized marketplace contracts speed procurement

Another concrete advantage discussed was vendor onboarding. 

Jeff explained that when AWS is already an approved vendor inside a customer’s procurement system, routing spend through AWS Marketplace avoids the need to onboard Monday.com as a brand-new vendor. 

“It makes the process much easier,” especially as Monday.com expands from one department to another. Instead of repeating vendor reviews, security checks, and contract setups, procurement can use existing, trusted vendor relationships to move faster. 

In practice, this reduces friction in expansion deals and keeps procurement from becoming a blocker as usage spreads. 

Turning shadow IT into enterprise-supported spend

Shadow IT came up as a repeatable pattern that Jeff sees in the field. 

It typically starts with a single team signing up, often on a corporate card. From there, Monday.com evaluates whether marketplace procurement makes sense for that account. 

Jeff described how his team looks at AWS-provided data, internal research, and publicly available signals to understand whether the customer already works closely with AWS and has cloud commitments in place. 

If the fit is there, Monday.com coordinates with the relevant AWS account team to introduce the marketplace conversation, using it as a way to expand the original use case across departments. 

“That’s a typical case in point for how we’ll leverage that partnership,” instead of fighting shadow IT, Jeff shared. The model treats it as a proof of value, then uses the marketplace to turn decentralized usage into something procurement and finance can support.

From month-to-month usage to multi-year agreements

As accounts mature, marketplaces also play a role in contract structure. 

Jeff explained that routing transactions through AWS Marketplace allows Monday.com to align software purchases with broader AWS agreements customers already have in place. 

“Attaching ourselves to the broader AWS contracts is a crucial part of our strategy.” 

That alignment opens the door to annual and multi-year agreements. Buyers can tie software spend to existing cloud commitments, while sellers gain a clearer path to longer-term contracts without restarting negotiations.

Jeff and Ankur added that this often leads to second- and third-year renewals being captured earlier, since buyers can see how marketplace transactions fit into their longer-term cloud planning. 

What buyers and sellers gain from the model

Toward the end of the session, the discussion zoomed out to outcomes. 

For buyers, marketplaces centralize contracts, sales orders, and agreements into a single system, replacing scattered files and manual tracking. Procurement gains visibility and accountability without disrupting teams already using the product. 

For sellers, marketplaces reduce friction while creating a repeatable way to expand PLG accounts across departments and contract lengths. 

Watch the webinar recording to get all the insights on using product-led growth as a launchpad for enterprise expansion and revenue growth. 

And if you want to see how Flywl surfaces budget, commitment, and timing signals inside cloud marketplaces—so PLG momentum converts into enterprise deals—book a demo.