When cloud providers like Microsoft Azure and AWS launched the Cloud software market a decade ago, it opened a new sales channel for software companies-a service (Saas) to get before possible enterprise customers. These market sites effectively enabled SAAS companies to bypass traditional, long sales cycles.
But rarely is the seller’s experience a walk in the park. Taking software listed in these market countries requires numerous engineers, and the upper burden only grows as a company scale.
Joo Yoo and Chenjun Yuan know the problem well from their respective times working in Salesforce and Confuent. Pairier decided to launch a company, Suger, to reduce the operational challenge related to selling through the Cloud market.
Suger is a box of tools that automate the ranking of Saas products in different market countries and administers these lists as they grow. The unified platform APIs integrate with the billing of a company, managing relationships with clients and other existing tools.
Yoo said Suger can help with a variety of tasks related to the Cloud market, including flexible prices, revenue reports and distribution of buyer’s knowledge.
“We built a working stream so that we can orchestrate all these actions that these people do as a daily job,” Yoo Techcrunch told. “Let’s automate each part in the life cycle of a transaction, like each node, in order to help them transaction on the scale. This is really starting to play out. We look at our data and see that our customers, on average, 3x their market volume when passing through an indoors or a competitive product. “
Suger began at the end of 2022. Since then, the company’s customer base has grown to more than 200 companies, including snowflake, notion and Intel.
Suger recently raised a $ 15 million series round led by Threshold Ventures, with participation by existing investors including craft Ventures, Intel Capital and Y Combinator. Yoo said the company got numerous sheets with a lot of time, as many of the Suger investors spoke with it have portfolio companies trying to quarrel the cloud market sites.
Some future investors told Yoo that Suger would fight to grow up in this funding environment because it was not marketing himself as a “company AI”. Clearly, this did not break too much supporter.
“We use it inside our product, but it is just technology,” Yoo said. “It can be the basic technology, but what is the current value we are offering our client? At the end of the day, they want to make sure we are helping them do their jobs and complete the work they are doing, against the type of this marketing fur. “
The use of cloud market sites continues to be an increasing part of enterprise sales. Salesforce’s Director General Marc Benioff said that in the second quarter of the 2025 fiscal, three of the 10 largest Salesforce agreements were closed through the Cloud AWS market.
Yoo added that many young startups he is looking for in the cloud market places as a sale channel immediately on the stick.
“It’s a massive market,” Yoo said. “It has begun not only a pleasant channel, but really a necessary channel if you are selling to the enterprises.”
There is competition in the Suger sector, to be clear. Some companies build their own home market list systems at home, while others turn to beginnings like Tackle, which has raised more than $ 148 million in funding funds and offers similar skills with Suger’s.
Yoo said Suger has the advantage of being a second moving. (Launched treatment a few years ago.) Suger also goes beyond the list process, Yoo added, where the treatment is mainly concentrated.
Yoo said Suger will set her fresh funds towards building his product and expanding her engineering gang. Finally, Suger hopes to build funds for the buyer’s side, as well, by helping enterprises procure software and manage their expenses.
“(We are really excited about the future, and also not only the future of the company, but also the future of the cloud market countries,” said Yoo. “We really want to bring that consumer experience in sales of B2B, because it just doesn’t make sense to me that it takes two years for a cycle of enterprise sales. “
