Labra, a leader in Business-to-Business (B2B) Cloud Go-To-Market (GTM) technology, has announced a strategic alliance with Ingram Micro designed to reshape how Independent Software Vendors (ISVs) and partners scale within the global cloud marketplace ecosystem. This collaboration brings together Labra’s intelligent automation platform and Ingram Micro’s expansive distribution network, creating a powerful solution for businesses eager to accelerate sales through cloud platforms like Amazon Web Services (AWS), Microsoft Azure, and Google Cloud.
In today’s competitive software economy, cloud marketplaces are no longer an afterthought — they are one of the fastest-growing sales channels for enterprise technology. Yet, many software companies face technical, compliance, and operational hurdles that slow down their ability to launch and sell through these channels. Labra’s platform solves this by automating the complex backend processes involved in listing, managing, and selling software within cloud ecosystems, helping companies go to market faster and more efficiently.
By integrating directly with major cloud providers, Labra streamlines every step of the marketplace journey. What once took months of engineering work can now be completed in a matter of days, thanks to Labra’s no-code approach that manages compliance requirements and technical integrations automatically. Businesses can create and manage private offers, contracts, and revenue reporting directly within their existing Customer Relationship Management (CRM) systems such as Salesforce or HubSpot, eliminating the need for redundant tools or manual entry.
The alliance with Ingram Micro will take these capabilities to a global scale. Ingram Micro, known for its vast technology distribution network and deep relationships with thousands of software vendors, will now empower partners worldwide to adopt Labra’s platform as a central part of their cloud marketplace strategy. The partnership aims to help ISVs and resellers streamline their marketplace listings, improve operational efficiency, and expand their reach to new customer segments.
Labra’s platform isn’t just about automation — it’s also about intelligence. With its built-in AI engine, Labra Intelligence, the system offers sales teams real-time insights into a buyer’s likelihood to purchase. By using predictive analytics, companies can focus their efforts on the most promising opportunities, improving close rates and reducing wasted sales cycles. AI also helps optimize product listings within cloud marketplaces, increasing visibility and driving higher conversion rates.
For organizations already managing multiple marketplaces or partner programs, Labra provides a single, centralized hub for oversight. This unified dashboard allows teams to track deals, manage co-selling efforts with cloud providers, and monitor revenue across all cloud channels. It also strengthens collaboration between internal sales teams and the partner sales representatives at AWS, Azure, and Google Cloud — enabling seamless opportunity sharing and automatic syncing between CRMs and cloud partner portals.
This partnership comes at a pivotal time for cloud-driven commerce. As more companies shift toward subscription-based software and cloud-native infrastructure, marketplaces have become the new storefronts for enterprise technology. The Labra–Ingram Micro collaboration gives ISVs and channel partners a significant advantage, simplifying what was once an intricate, resource-intensive process into a streamlined, scalable operation.
Labra’s growing list of clients includes major players such as IBM, GitLab, Proofpoint, and Trellix — all of which have leveraged the platform to expand their presence in cloud marketplaces and boost revenue through smarter, data-driven strategies. Now, with Ingram Micro’s global reach and partner ecosystem, Labra is poised to bring its automation and AI-driven GTM tools to a broader audience of software innovators around the world.
For software companies looking to navigate the complexities of cloud sales, this alliance represents a clear path forward — one where automation, intelligence, and collaboration come together to redefine how technology is sold in the cloud era.
To learn more about how partnerships like this are driving innovation and growth in New Jersey and beyond, visit the Explore New Jersey Business section.
