Google Cloud's December deadline: what to do now

Google has told Google Cloud partners with less than $100,000 in annual revenue that they have until December 1 2026 to start working through a distributor. After that, they can't place new orders or renewals in Google's Partner Sales Console. Existing commitments keep running but the clock is already ticking for partners to make a change and shift into working through a distributor.

This article brings you up to speed on the details and explores what steps to take next.

What's changing, and when

Until now, Google Cloud partners had a choice. Buy direct from Google, or buy through a distributor. Google started nudging smaller partners toward distribution about a year ago. Many partners were too busy running their businesses day-to-day to act on the hint.

Now, it's mandatory and will be enforced through the Partner Sales Console. Below the $100,000 threshold, you won't be able to place new orders there for Google Cloud, Gemini and Google Workspace after November 30.

So what does that mean for your customers? Anything they've already committed to carries on as agreed. Nobody gets switched off. But you won’t be able to sign a new customer or process a renewal directly with Google Cloud.

Make the change work for you

For most smaller partners, there was very little advantage to working directly with Google Cloud. Working direct meant you probably didn't have a named contact at Google. Hit a problem, and you probably had to raise a ticket and wait in line.

Recognizing this, Google isn't pushing partners away by making this change. It actively wants indirect partners working with distis who know its products and programs inside out so they get the best results for their business.

I know through my own experience that a rapidly growing number of such partners are already making this shift and seeing the benefits of working through a distributor like SoftwareOne.

Those benefits include:  

• A partner account manager who knows you. That means you deal with a real person rather than just taking your place in a ticket queue.
• Better margins, usually. It's not a promise, but partners generally do better buying through a distributor than buying direct.
• Enablement built around your plans. We'll sit down with you, understand where you want to go and map out the certifications you need to move up Google's partner tiers.
• Help on the big deals. In Finland, just recently one of our account managers worked with a smaller indirect partner on a large, complex tender featuring Google Cloud solutions. Together, they got the pricing right, built the bid and won it. It would be highly unlikely that Google Cloud would devote a similar level of direct support in such a case.

The difference with a distributor like SoftwareOne in a situation like this is that we’re big enough to matter and small enough to care.  We're not a hyperscaler, and we're also not one of the giant distributors where you can end up at the back of a queue when you need help. We understand what small and medium-sized partners are up against, because they're who we work with every day.

Three steps to start taking now

This deadline may seem reasonably far off,  but time will fly away from you amazingly quickly when you have a business to run. With that in mind, I’d suggest keeping things simple and taking three definite steps, right now:

1. Talk to a distributor this week. You'll have a few options in most regions. Ask each one how they'll support a partner of your size. Start now, so you're choosing, not scrambling.
2. Get contracts moving early. Paperwork is usually the thing that slows any move down, and it needs both sides to sign. Move it to the top of your to-do list.
3. Get set up and enabled. If you work with us, we’ll aim to get this done quickly. We'll set up your reseller relationship so you can keep ordering without a break, then look at your next options for growing with Google Cloud if you’d like that input

How long does it all take? Since setting up the Google Cloud practice at SoftwareOne, one of my biggest priorities has been on smoothing out our partner onboarding process. With everything working as it should, you can now confidently expect to be up and running in a matter of days when you choose SoftwareOne as your distributor.

A catalyst for growth

Google's message is clear. Partners under $100,000 have until 30 November to start working through a distributor. Existing commitments carry on, but new orders and renewals won't go through the Partner Sales Console.  

Seize this moment as a catalyst for your next phase of growth, supported by a disti who knows Google inside and out.

Done well and in a timely fashion, this move gives you more support than you had working direct, and more room to grow as well. Pick your distributor this week, and get the contracts moving.

If you choose SoftwareOne, we'll get you set up quickly so you can keep on selling and keep on growing without missing a beat.

For more insights and updates on topics that really matter to the channel, bookmark the SoftwareOne channel blog and follow our dedicated SoftwareOne channel page on LinkedIn.