Unlocking AI Revenue: A Partner's Guide to winning in the Mid-Market.
Future success and innovation through cloud services in the APAC mid-market depends on collaboration.
The mid-market sector is an exciting and fast-moving part of the Asia-Pacific economy with their own unique challenges and opportunities with AI and Agent adoption.
While mid-sized organisations are uniquely positioned to be agile when compared with industry stalwarts, and have the ability to focus on customer relationships and serve particular niches, they are competing with technology giants without the same internal resources or budgets. They are under pressure to innovate – particularly in areas such as AI and automation – and often struggle to attract and retain necessary talent
They may also be at increased risk of being the target of cyber attacks without the resources or personnel for a dedicated Security Operations Centre (SOC).
The APAC mid-market presents a prime opportunity for partners, who are well-positioned to offer these customers high-quality cloud services, cyber risk management and innovation expertise, necessary to thrive.
Google Cloud recognises this, and has taken a partner-first approach to the segment, working to empower a network of trusted, local partners who understand mid-market customer needs.
“The mid-market is a critical, high-growth sector with immense ambition and the engine for economic growth in Asia Pacific. We recognise the unique paradox they face: needing enterprise-grade technology to compete but lacking the internal resources of their larger counterparts. Our partner-first approach is the strategic solution, empowering a network of local experts who can bridge this gap by delivering tailored, high-impact solutions that unlock the full potential of Google Cloud for these dynamic businesses,” says Anthony McMahon, Managing Director, Partners and Mid-Market Business, Asia Pacific, Google Cloud.
Google Cloud’s Partner-first approach
To help customers in the APAC mid-market segment address these challenges, Google Cloud has made a deliberate and strategic choice: lead with a partner-first approach. Google recognises that winning in this diverse and nuanced market is not about a direct sales blitz, but about empowering a network of trusted, local experts who can bridge the gap between global technology and specific customer needs.
Partners bring industry and solution-specific expertise, acting as a force multiplier for Google Cloud and tailoring its platform to solve unique business problems. For customers, this simplifies vendor management, allowing them to deal with one expert who understands their world rather than multiple vendors.
Mid-market customers need complete solutions that are easy to implement and use, and partners provide end-to-end service delivery as a single point of contact.
“Working with Google Cloud across the mid-market sector showcases the engineering democratisation of Google Cloud and its enterprise services. By taking learnings from the enterprise sector, we leverage Endava's accelerators which are developed with Google Cloud engineers to really scale the potential of mid-market organisations. This allows for everyone to benefit from exciting innovations like the Agentic AI platforms and marketing leading models that Google provides,” said Saurabh Bajaj, Head of Google Cloud, APAC, Endava.
Equipping partners with the tools for success
However, for these partners to truly excel, having the right tools and level of support at all stages of the sales process is key. Google Cloud empowers partners through IntelliBank, a demand platform built with Gemini that combines account intelligence with proven Google Cloud Sales Plays. This enables partners to take a truly prospect “customised” approach to sales through tailored talking points, persona-based outreach, and conversation starters, grounded in Industry knowledge and customer priorities.
Google Cloud also offers LaunchPad program to incentivise customers via time-bound credits to accelerate the sales cycle and drive a faster time-to-value.
“What sets Google Cloud apart is how well they get the needs of growing companies in Asia Pacific,” said Jimmy Jigmo, Chief Executive Officer, Tridorian. “With programmes like IntelliBank and LaunchPad, we can spin up proofs of concept in days, not weeks, which helps customers see real value fast. Pair that with our experience in the field, and together we’re helping mid-market businesses move fast and build smart.”
Moving beyond ad-hoc training, Google Cloud is directly investing in partner sales and pre-sales excellence through its unique Sales Readiness Index “SRI” framework. This program provides a structured Learning Journey for sales and pre-sales professionals, which translates into a clear, measurable path to upskill their teams, and build market credibility.
"Google Cloud empowers partners like Ankercloud to effectively serve the Asia Pacific mid-market by providing vital customer intelligence, streamlining innovation through rapid proof-of-concept (POC) programs and building technical expertise via initiatives like SRI, which recognises and rewards proficiency in emerging technologies and successful engagements," said Arun Kumar, Head of Solutions & Delivery, Ankercloud.
“Programs like IntelliBank and SRI aren’t just frameworks. They are practical, outcome-driven platforms that help us deliver quick, high-impact POCs with immediate value for customers. With CloudMile’s specialisation in Data and AI, coupled with a secure-by-design methodology, we’re driving meaningful, scalable, and future-ready transformation for MidMarket enterprises,” added Augustin Chan, Head of Sales, Singapore, CloudMile .
Real-World Impact: Customer Transformations, Powered by Partners
Google Cloud’s partner-focused approach to the APAC mid-market segment has generated a number of success stories. Here are just a few examples:
- Intelia worked with THE ICONIC, one of Australia’s leading fashion and lifestyle platforms, to offer its customers intuitive and inspiring ways to put together their next look with AI. THE ICONIC is leveraging Google Cloud's AI, including Gemini models, and with to improve its online shopping experience. This includes features like natural language search and automated image tagging, enhancing product discovery and customer satisfaction.
- Sela is helping Smart QR to make medical diagnosis accessible to the Indian population with Google AI. It has enabled them to develop plans to move from a preventative healthcare provider to a complete healthcare ecosystem provider across global markets
- NCINGA enabled Lion Brewery to gain a scalable, high-performing cloud infrastructure for its SAP system and data analysis tools. Enabling them to expand into new markets and operate more flexibly, using AI to improve performance. They now have the scalable, reliable, high-performing architecture required to move seamlessly into other verticals and expand their business.
- Searce helped Verihubs with a cost-effective, future-proof infrastructure to enhance its AI authentication. This resulted in increased capacity, rapid adaptation, and sustainable growth.
"Mid-market enterprises across APAC are at a critical transformation juncture where strategic cloud adoption directly correlates with competitive advantage. Through our partnership with Google Cloud, we're helping clients navigate this complexity by translating emerging technologies—particularly Agentspace and generative AI—into practical business outcomes," said- Yash Thakker, Director, Solutions Consulting, Asia Pacific, Searce.
Co-Innovating for the Next Wave of AI Adoption
While Google Cloud and its partners have already had a considerable impact on the APAC mid-market sector, there are incredible opportunities for growth.
Moving forward, Google Cloud is making Agentic AI more accessible to this market. Partners are key to the success because they can translate advanced technologies, like Agentspace, Google Cloud’s launch point for enterprise-ready AI agents, into tangible use cases with business results.
Google Cloud’s strong relationships with Independent Software Vendors (ISVs) and distributors also creates a more integrated ecosystem, making it easier for partners to build and sell multi-vendor solutions.
"Our success in the mid-market is a direct result of our commitment to our partners. We're not just selling through them; we’re co-innovating with them to create an integrated ecosystem of support and solutions. With programs like IntelliBank, LaunchPad, and the SRI framework, we are equipping our partners with the tools and intelligence they need to deliver fast, tangible value to customers, particularly as we work together to make advanced technologies like Agentic AI accessible and impactful for the entire mid-market," said Andy Waroma, Head of Corporate Sales, Asia Pacific, Google Cloud
Overall, future success and innovation through cloud services in the APAC mid-market depends on collaboration. Google Cloud is committed to innovating with partners to showcase their unique capabilities to generate value for customers.
This article is sponsored by Google.