ABOUT

The story behind aebek

Aebek was founded to solve a massive, growing problem for independent software vendors: navigating the complex world of hyperscaler marketplaces and turning listings into revenue. The journey, however, started in a place few would expect: inside a monthly event in the London Stock Exchange.

In early 2018, Oliver Morgan and Tor Gullan crossed paths at an Enterprise Tech London event. The room was packed with fast-scaling tech founders, investors, and go-to-market strategists, all wrestling with the same question, “How do ISVs break into hyperscaler marketplaces and make them work?”

Oliver, having spent nine years at Ventuure, had already helped 350+ tech companies navigate Microsoft’s GTM and co-sell programmes. He knew that getting listed on Azure Marketplace, AWS, or Google Cloud wasn’t enough and that ISVs needed a strategy, execution plan, and insider access to hyperscaler sellers, cloud commit budgets and Multiparty Private Offers.

Tor, with his deep experience in enterprise sales, defence, and public sector partnerships at Atos, Dell EMC, Resilient plc and the Ministry of Defence, understood the procurement complexities that slowed down marketplace adoption. He had spent years managing high-value contracts, bid processes and partnerships, and recognised that ISVs were missing the crucial bridge between sales, partners and hyperscaler incentives.

Over coffee between sessions, the idea for Aebek was born. ISVs were leaving $millions on the table because they didn’t understand how to position themselves inside the hyperscaler ecosystem, leverage channel partnerships and align with seller incentives.

So they built a consultancy designed to fix this problem at scale. Aebek combines Oliver’s deep GTM and co-sell expertise with Tor’s enterprise sales mastery, creating a first-of-its-kind consulting firm that gives ISVs the inside track to hyperscaler success.

Why Aebek?

Because getting listed is easy — winning in the marketplace takes a strategy.

With our Hyperscaler Velocity Framework (HVF), we help ISVs engage the right Microsoft sellers, embed into cloud commit spending cycles and expand into partner-led revenue channels.

The hyperscaler marketplace boom is happening now — and Aebek is here to make sure ISVs don’t just compete, but dominate.

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