New to the Marketplace? Here’s What You Really Need to Focus On

So, you’ve built an app and launched it in a partner marketplace. Maybe it’s Atlassian, maybe it’s another ecosystem. Now what?

I’ve seen plenty of vendors come into a marketplace thinking that a great product will naturally get traction. Spoiler alert: It won’t. Your first year is about more than just building an app—it’s about figuring out how to survive and grow in an ecosystem that already has established players.

If you’re new, here’s what actually matters.

1. If Your App Doesn’t Solve a Real Pain Point, Nothing Else Matters

I can’t stress this enough: If your app is just nice to have rather than a must-have, you’re going to struggle. Customers don’t buy apps just because they exist—they buy apps that solve real, painful problems.

Ask yourself:

• Who is going to buy this? Not just “anyone in the ecosystem,” but who exactly?

• Why would someone choose this over a competitor’s app (or just stick with the status quo)?

• Can I explain my app’s value in one simple sentence?

I’ve worked with vendors who spent months building an app only to find out that no one actually needed it. Don’t be that vendor.

2. Visibility Is Everything—You Won’t Get Sales If No One Knows You Exist

I once worked with a vendor who had an amazing app—but they assumed customers would just “find” it on their own. They didn’t. In crowded marketplaces, you have to fight for attention.

Here’s what actually moves the needle:

• Your listing matters. If your description is vague or generic, you’re losing customers before they even try your app.

• Reviews are your best marketing tool. I don’t care how good your app is—if no one’s talking about it, it might as well not exist. Get beta testers, offer incentives (within marketplace rules), and ask for reviews.

• Early traction often requires a push. Don’t be afraid to run promotions, use featured listings, or even experiment with paid ads.

3. If You’re Not Thinking About Customer Success Early, You’re Setting Yourself Up for Churn

Let’s say someone installs your app. Great! But do they actually stick around?

If your onboarding is confusing, your documentation is weak, or your support is slow, you’re going to see users drop off fast. Customers aren’t patient, and bad early reviews will kill your momentum.

Some things that make a huge difference:

• A frictionless setup. Make it ridiculously easy for users to start getting value. If setup takes too long, they’ll bail.

• Proactive support. You don’t need a massive support team—just make sure people get fast, helpful responses.

• Usage data. Track how people are actually using your app. If you see customers installing but not engaging, that’s a red flag.

4. Relationships in the Ecosystem Can Make or Break You

This part is huge, and most new vendors overlook it. Your success isn’t just about your app—it’s about how well you integrate into the ecosystem.

• Other vendors aren’t your competition—they’re potential allies. Partnering with complementary apps can drive way more installs than marketing alone.

• Solution partners hold a lot of influence. In many ecosystems, consulting and implementation partners drive app adoption. If they don’t know about your app, they’re not recommending it to customers.

• If there’s a marketplace team, get on their radar. Whether it’s Atlassian or another ecosystem, these teams want to help promising apps succeed. Reach out, ask about co-marketing opportunities, and get their insights.

5. Growth Takes Strategy—Don’t Just ‘Hope’ for Success

Plenty of vendors start strong, get some early installs, and then stall out because they never had a real plan. You need to be thinking beyond the first few months.

Some questions to ask yourself:

• What’s my long-term monetization strategy? Am I freemium? Paid trials? What’s my conversion plan?

• How am I going to keep improving my app? (Hint: Listen to customers, track data, and iterate.)

• What’s my best go-to-market channel? Content? Ads? Webinars? Partnerships? If you’re just throwing stuff at the wall, you’re wasting time and money.

Final Thought: The First Year Is Hard—But It’s Also an Opportunity

Most new vendors struggle. That’s just reality. But the ones who focus on differentiation, visibility, customer experience, relationships, and strategic growth?

They’re the ones who thrive.

If you’re looking for ways to accelerate your success in the marketplace, let’s talk.

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Author: Elizabeth Wheeler

President, Partner Strategy Group