Founded by a nearly decade-long AWS Marketplace go-to-market leader, the firm embeds directly into software companies to build and run the co-sell, marketplace, and demand-generation motions that turn cloud partnerships into revenue.
Seattle, WA — June 2025 — Crucible GTM, an embedded go-to-market execution firm for B2B software companies, today announced its launch and the expansion of its services for software vendors scaling revenue through AWS Marketplace and cloud co-sell.
Unlike traditional consultancies that deliver strategy decks and step away, Crucible GTM embeds directly into a client's team as a fractional operator — building and running the actual motion. The firm focuses on the execution gap that stalls most software companies: turning a cloud marketplace listing into a revenue channel, wiring co-sell so partner field teams engage, and converting product-led adoption into enterprise contracts.
Crucible GTM was founded by Nav Kaul, who spent nearly a decade at Amazon Web Services, most recently as a Global GTM Lead for AWS Marketplace Seller GTM. Over that tenure he built and ran the joint go-to-market motions between AWS Marketplace and its software sellers, working across a wide portfolio of independent software vendors on the mechanics of marketplace and co-sell revenue. His career spans roughly 25 years in B2B go-to-market, including nearly a decade at Dell prior to AWS.
“Most software companies don't have a strategy problem — they have an execution problem. They know AWS Marketplace and co-sell matter. What they're missing is someone who has actually run the motion from the inside and will embed to build it, not just advise on it. That's the gap Crucible fills.”
The firm's expansion broadens its offering beyond marketplace and co-sell to the full go-to-market motion — demand generation, account-based marketing, and product-led-to-enterprise expansion — for B2B software companies in the $10M–$100M revenue range.
Crucible GTM is engaging with software companies now. More information is available at cruciblegtm.com.
Crucible GTM is an embedded go-to-market execution firm for B2B software companies. Rather than delivering advice, Crucible embeds as a fractional operator to build and run the go-to-market motions — AWS Marketplace, co-sell, demand generation, and product-led-to-enterprise expansion — that turn cloud partnerships into revenue. Founded by a nearly decade-long AWS Marketplace go-to-market leader, the firm is based in Seattle, Washington.