Direct Sales with Suger

How deals flow when your team sells directly to a buyer, either through a self-serve public offer or a negotiated private offer.

Overview

Direct sales in Suger cover two motions:

• Public offers — your product-led growth motion. Buyers find your listing, pick a plan, and check out on their own. Suger handles everything automatically.
• Private offers — sales-led deals your team creates for a specific buyer, with negotiated pricing, custom contract terms, and a unique offer link.

Public offers: self-serve purchases

With a public offer, the buyer finds your listing on the marketplace, picks a plan, and checks out on their own. Your team doesn’t need to do anything — Suger handles the rest in the background.

Here’s what happens after a buyer purchases through a public offer:

1. Buyer self-serves — the buyer finds your public listing on the cloud marketplace, selects a pricing plan, and completes checkout without any involvement from your sales team.
2. Suger detects the purchase — Suger automatically picks up the transaction and generates an active entitlement record in your workspace. If your listing uses usage-based pricing, Suger starts metering consumption immediately.
3. CRM sync — Suger automatically creates the corresponding account and entitlement records in your connected CRM, so your sales and finance teams have a complete picture of all revenue in one place.
4. Revenue tracking — the marketplace handles invoicing and collections. Suger tracks disbursed funds and partner fees in the Revenue tab.

Private offers: sales-led deals

Private offers are custom deals your team creates for a specific buyer, with negotiated pricing, custom contract terms, and a unique offer link sent directly to them.

Step 1: Create the private offer

How the offer is assembled depends on where you start the process — from your CRM or directly in the Suger Console.

Via your CRM

Navigate to your Opportunity or Deal and click New Offer. If field mapping is configured, Suger automatically pre-fills the form with your approved quote data — pricing, dates, buyer details, and more. If not, the form opens blank and you’ll fill it in manually.

To get started:

• Create a private offer from a Salesforce opportunity
• Create a private offer from a HubSpot deal

Via the Suger Console

Navigate to the Offers tab and click New Private Offer. You’ll need to manually enter all required fields — including the buyer’s marketplace account ID, payment installments, contract dates, and EULA.

To get started:

• AWS private offers
• Azure private offers
• GCP private offers

Step 2: Handle mistakes

Once an offer is submitted to the marketplace, it can’t be edited. If you realize you made a mistake — wrong pricing, wrong EULA, wrong buyer account — you’ll need to replace it.

Use the Clone feature to duplicate the offer into a new, corrected form, then Cancel the original so the buyer can’t accidentally accept the wrong one.

To learn more, see Manage offers.

Step 3: Send the offer and troubleshoot

Once the status shows PENDING_ACCEPTANCE, copy the offer URL from the Suger widget or Console and send it to your buyer.

• If the buyer gets a 404 “Page Not Found” error — they’re logged into the wrong cloud account. Ask them to log out and log back in using the exact account ID you targeted when creating the offer. This is the most common buyer error and is almost always the cause of a 404.
• If the offer status changes to PURCHASE_FAILED or CANCELLED — the buyer’s payment method was declined, or their cloud account doesn’t have the necessary billing permissions. Ask them to fix their payment settings and click the offer link again to retry. They do not need a new offer link — the same URL remains valid.

Step 4: Contract activation

Once the buyer successfully accepts the offer:

1. The marketplace redirects the buyer to Suger’s API endpoint, which captures their unique entitlement ID and instantly redirects them to your product’s registration page.
2. Suger updates the offer status to ACCEPTED.
3. An active entitlement is generated — this is your live contract and the source of truth for your CS and finance teams.
4. This triggers your configured webhooks or CRM workflows, alerting your internal systems to provision the buyer’s software access automatically.

Step 5: Revenue collection

After the deal closes, the marketplace handles billing automatically — your team doesn’t need to chase payments.

• The marketplace invoices the buyer based on the payment schedule set in the offer.
• Once the buyer pays, the marketplace deducts its transaction fee and disburses the remaining funds to your bank account.
• Your finance team can track invoices, partner fees, and disbursements in the Revenue tab in Suger.

Step 6: Manage an existing entitlement

When a customer wants to expand their contract, renew, or cancel their subscription, don’t create a new private offer from scratch. Doing so can cause billing conflicts and service interruptions for the buyer.

Instead, navigate to the buyer’s active entitlement and create an upsell, renewal, or cancellation from there. This applies the changes to the existing contract without disrupting the buyer’s active subscription.

To get started, see Amend or cancel an Entitlement.