SADA Launches Marketplace Integration Service, Names New Exec

Find out what’s new as part of the Google Cloud-only MSP’s SaaS Alliance Program. And find out who it’s hired.

Kelly Teal, Contributing Editor

May 9, 2022

4 Min Read
Cloud marketplace

SADA continues to beef up the specialty offerings available through its SaaS Alliance Program. To wit, the Google Cloud-only managed service provider on Monday announced the launch of its Marketplace Integration Service. In addition, SADA just named a new executive whose work will tie somewhat to the initiative.

For starters, the Marketplace Integration Service acts as a concierge-style professional service, the Los Angeles-based company said. That’s critical because listing an application in Google Marketplace requires a precise sequence of administrative and technical steps. Therefore, the Marketplace Integration Service helps SADA customers navigate the listing and integration process correctly. Ultimately, this saves time, money and frustration, SADA said.

Key components of the Marketplace Integration Service include:

  • Gathering information – technical descriptions, documentation, terms of service and pricing plans – needed to write and submit the listing.

  • Building an account sign-up page, the internal order processing code, and submitting any usage-based pricing metrics.

  • Conducting test transactions to confirm billing accuracy, and complete final Google reviews.

New Professional Services

Chad Johnson is director of emerging solutions at SADA. He said the MSP aims to develop new professional services that support clients’ use of Google Cloud.


SADA’s Chad Johnson

“We saw the opportunity to use Google Marketplace to help our customers expand the reach of their software and we jumped at the chance,” Johnson said. “By offering this degree of subject matter expertise and assistance, SADA is expanding the capacity of the Google Marketplace team and increasing adoption of the platform. We’re excited to help catapult our customers into the future of business.”

SADA’s customers may take advantage of Marketplace Integration Services now. Partners in the SADA SaaS Alliance get complimentary access.

SADA unveiled its SaaS Alliance Program in early 2021. It gives SaaS partners a dedicated account manager for business planning and program execution. Since debuting the SaaS Alliance Program, SADA has continued to bolster the effort. For example, this past March, SADA added three new capabilities. Then, in April, SADA said that, thanks in large part to the SaaS Alliance Program, it has committed to selling $2.5 billion worth of Google Cloud services over the next three years.

Speaking of Marketplaces, Meet Adam Massey

Meantime, as part of its focus on cloud marketplaces, SADA has named Adam Massey as its vice president of ISV and marketplace sales. The appointment comes alongside the announcement of Marketplace Integration Services.

Here’s our list of channel people on the move in April.


SADA’s Adam Massey

Massey hails from companies including Google and Oracle. He also co-founded, a machine learning and cloud services company that he led for three years. In his new role, Massey will sell third-party ISVs to global customers. SADA says it’s one of the first Google Cloud partners to take such strategic aim at the Google Marketplace opportunity.

“With our SaaS Alliance program, we’re working to help our customers and partners be successful at every step of their cloud journeys, including navigating the Google Marketplace,” said Tony Safoian, president and CEO of SADA. “We are thrilled to welcome Adam to the team and are excited to call ourselves first movers in the Google Marketplace revolution.”

Work History

Massey spent 12 years at Google Cloud (in the Google Workspace enterprise business, in Google Sales and Alliances, and within the Google Cloud channel organization). In fact, that’s where he first met SADA.

“I have been working with SADA since my early days at Google and have always admired the company, its leadership and its culture,” Massey said. “SADA’s vision for building a high-growth ISV and marketplace business will have a transformative effect on the market, and on how enterprise software is purchased and consumed. Our customers look to SADA not just for their Google Cloud technology needs, but increasingly as their trusted adviser and reseller for all things cloud and SaaS in order to scale and simplify their business.”

The rise of cloud marketplaces is no passing phase. Consider the growth of such platforms at Amazon Web Services and Google Cloud, as well as among channel-centric companies that serve as aggregators and distributors of cloud applications and infrastructure.


RedMonk’s Rachel Stephens

“Cloud marketplaces can play an important role in enterprise software acquisition,” said Rachel Stephens, senior industry analyst at RedMonk. “Marketplaces can simplify procurement by enabling self-service. Customers also use marketplaces to optimize and consolidate their billing, particularly when they have cloud credits or minimum spend requirements with the cloud provider. Marketplaces can help remove points of friction for B2B software buyers.”

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Kelly Teal or connect with her on LinkedIn.


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About the Author(s)

Kelly Teal

Contributing Editor, Channel Futures

Kelly Teal has more than 20 years’ experience as a journalist, editor and analyst, with longtime expertise in the indirect channel. She worked on the Channel Partners magazine staff for 11 years. Kelly now is principal of Kreativ Energy LLC.

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