Resale with Suger

Authorize a reseller to transact your software on the cloud marketplace on your behalf, and track your wholesale revenue in Suger.

Overview

Sometimes enterprise buyers won’t purchase software directly from you. Their procurement rules require all purchases to go through a preferred reseller. Instead of losing those deals, you can use Suger to authorize a reseller to transact your software on the marketplace on your behalf.

This is called the Resale Lifecycle, and it’s how you unlock indirect revenue through channel partners without losing visibility into your contracts or revenue.

Each cloud marketplace has its own term for this motion:

• AWS — Channel Partner Private Offer (CPPO)
• Azure — CSP or Multiparty Private Offer (MPO)
• GCP — Reseller Private Offer (RPOP)

In Suger, all three are managed the same way under Resale Authorizations.

How it works at a glance

Instead of sending a private offer directly to a buyer, you give the reseller permission to sell your product by creating a Resale Authorization. The reseller then adds their own markup and sends the final offer to the buyer.

Once the buyer accepts, Suger automatically tracks the contract and your wholesale revenue, without ever exposing the reseller’s margin to you, or your wholesale price to the buyer.

Part 1: Create the resale authorization

Your Channel Manager initiates the deal by creating a Resale Authorization in Suger. This gives the reseller the right to sell your product at the wholesale price you define.

1. Initiate the authorization. From your CRM or the Suger Console’s Resale tab, select the option to create a new Resale Authorization (tracked in Suger as a CPPO_OUT record). Suger dynamically adapts the form to the target marketplace.
   • Path A: Via the Suger Console
     • Create a Resale Authorization for AWS
     • Create a Resale Authorization for Azure
     • Create a Reseller Private Offer Plan for GCP
   • Path B: Via your CRM
     • Create a reseller authorization (CPPO) from a Salesforce opportunity
     • Create a reseller authorization (CPPO) from a HubSpot deal
2. Define wholesale pricing. Define the exact wholesale cost or percentage discount the reseller will pay you. This serves as the financial baseline for the deal.
3. Attach legal agreements. You must attach an End User License Agreement (EULA), which the end buyer will see. You can optionally attach a Reseller Agreement, which only the reseller will see.

Part 2: Reseller adds markup and sends the offer

Once the authorization is pushed to the cloud marketplace, deal execution moves into the reseller’s hands.

• The reseller’s role — the reseller receives your authorization in their respective cloud portal. They take your wholesale price, add their own financial markup, and generate the final private offer to send to the end buyer.
• Confidentiality is key — as the software vendor, you will not be able to see the reseller’s final markup or the total price the buyer pays. You will only have visibility into your agreed-upon wholesale revenue.

Part 3: Contract activation and revenue tracking

Even though the reseller manages the final offer execution, Suger keeps your internal teams aligned when the deal closes.

• Automated contract activation — once the end buyer accepts the reseller’s offer, Suger detects this downstream acceptance and automatically generates an active Entitlement in your Suger Console and CRM.
• Wholesale revenue collection — Suger securely links your original Resale Authorization to the active Entitlement. This enables your Finance team to track and collect the exact wholesale revenue you negotiated, completely independent of the reseller’s markup.

Track a resale authorization

Once you create a resale authorization (CPPO_OUT), all ongoing tracking and management is handled from the Resale tab. The dashboard provides a complete list of your authorizations, organized by whether they were Sent (initiated by you as the ISV) or Received (if you are also operating as a reseller).

You’re mainly watching for status changes that show whether your partner has used the authorization:

• Pending Create — Suger is sending the authorization to AWS.
• Active (or Pending Partner Action) — the authorization is live and available for your partner to use.
• Used — your partner has used it to create a private offer.
• Expired — the authorization passed its expiration date before the reseller used it, meaning it’s no longer valid.

Cancel a resale authorization

Cancelling a resale authorization lets you manually stop a Channel Partner from using an active authorization before its expiration date. Once deactivated, the authorization is no longer usable for creating new private offers.

To cancel an authorization:

1. Go to the Resale tab in the Suger Console.
2. Find and click the name of the authorization you want to deactivate.
3. Select Cancel in the upper-right corner.
4. Confirm the action when prompted.

The status initially changes to Pending_Cancel while AWS processes the request, and permanently updates to Canceled (or Restricted) once confirmed.

Clone a resale authorization

Use the Clone feature when you need to change an existing resale authorization. This is the main way to update terms like pricing, expiry dates, or EULA, since active authorizations can’t be edited.

To clone an authorization:

1. Go to the Resale (or Offers) tab in your Suger Console.
2. Open the authorization you want to update.
3. Click More actions in the top-right corner.
4. Select Clone.
5. Review the new draft and update required fields (pricing, expiry date, EULA, etc.).
6. Click Create to submit the new authorization to AWS.

Once the status is Active, inform your Channel Partner to use the new version.