257 -Unlock Google Cloud Growth: Dai Vu on AI, Partnerships & Marketplace

Dai Vu, Google Cloud Marketplace Leader, Joins Ultimate Partner

“2023 was the year of experimentation and POCs. 2024 was identifying specific use cases in production. Now 2025 is going to be the year of agents.” – Dai Vu

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https://youtu.be/2DsMB9mx1LM?si=eEhvuMersxAwV5O0

Dai Vu, Managing Director of Google Cloud’s Marketplace and ISV Go-To-Market programs, joins Vince Menzione on the Ultimate Partner podcast to discuss the exciting evolution of cloud marketplaces and the rise of AI.

Dai shares his insights on Google Cloud’s explosive growth, its unique approach to partnering, and the strategic importance of the marketplace in today’s cloud landscape. He also delves into the transformative potential of AI, particularly the emergence of AI agents, and how Google Cloud empowers its ecosystem to drive innovation in this space. Tune in to discover how Google Cloud Marketplace facilitates customer choice, streamlines procurement processes, and fosters deeper collaboration between partners and customers.

This episode offers valuable advice for software companies and service providers looking to leverage the Google Cloud Marketplace to scale their go-to-market strategies and thrive in the rapidly changing world of cloud computing and AI. Dai also shares personal insights on his career journey, his definition of mastery, and his approach to leadership, making this episode both informative and inspiring for anyone interested in the future of technology and partnerships.

Key Takeaways:

1. Adaptability and flexibility are crucial for success in the rapidly changing world of cloud computing and AI.
2. Google Cloud Marketplace is a strategic priority for Google Cloud, serving as the route to market and driving significant revenue.
3. Google Cloud differentiates itself through higher-layer services like data analytics and AI, fostering customer stickiness.
4. The marketplace is evolving to facilitate outcome-based solutions, enabling partners like SIs to participate and drive business value.
5. AI, particularly AI agents, is a major focus for Google Cloud, and the company is leaning on its ecosystem to drive innovation in this area.
6. Google Cloud emphasizes a “first party equals third party” approach, prioritizing customer choice and providing a consistent experience.
7. Partners need to view the marketplace as a strategic investment and build a compelling “better together” story with Google Cloud.
8. Product-led growth and AI are transforming the marketplace experience, enabling smarter search, discovery, and solution deployment.

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Transcription:

[00:00:00] Dai Vu: Well, it’s interesting. The narrative, uh, of, uh, AI has been like 2023. It was like the year of like experimentation and POCs. And then 2024 was around, um, identifying specific use cases in production. And now 2025 is going to be the year of agents.

[00:00:19] Vince Menzione: We believe this time is like no other. We believe we refer to these as the tectonic shifts.

[00:00:25] Intro: All the hyperscalers in the world. If you add them all together, managed services will be 1. 5 times larger

[00:00:30] Dai Vu: because it is the Customer buying behavior that has created the need for all of us to rethink our models

[00:00:37] Intro: until we have data quality. The effectiveness of AI cannot be realized and effectiveness of t