Investing in Tackle

The most significant transformation in IT infrastructure over the last few decades, and the largest opportunity for enterprise companies I’ve seen in my lifetime, has been the move to cloud. It encompasses the shift of trillions of dollars of IT spend, and it has changed how we build, deploy, and buy software. In fact, one of the most common conversations I participate in as the board member of B2B software companies is how to leverage the cloud to sell more. 

A very important part of that discussion is cloud marketplaces. More and more cloud marketplaces (such as the AWS, GCP, and Azure marketplaces) are a primary channel for B2B vendors. However, listing products, attracting customers, and tracking usage are still somewhat of a dark art. Companies who know how to do it well have a huge advantage, but in-house knowledge is very hard to come by and requires a tremendous amount of engineering work and ongoing maintenance. 

Cloud marketplaces aren’t just one more channel for selling software – it’s becoming the channel. The entire manner in which software is consumed is shifting from high ACV deals via direct sales, to bottom up, community or product-led growth. Modern software sales is more about landing small deals, tracking usage, and finding expansion opportunities than ever before, and the existing GTM tooling just isn’t suited for this motion. 

This is where Tackle comes in. Tackle is the best way for B2B companies to monetize products sold through the leading cloud marketplaces. I first learned about Tackle when the company came up in conversation at a board meeting I was attending. I then reached out to a few other founders in the portfolio and realized most of them were already Tackle customers as well. And they all said the same thing: If you want to generate revenue through the cloud marketplaces, Tackle is the solution.

Incredibly curious to learn more, I reached out to the Tackle team and was absolutely stunned by the company and what they’d accomplished. Even though they had taken relatively little funding, they had over 200 customers, including a large swath of the a16z portfolio and many other leading tech companies. And each time we spoke to their customers, they raved about how Tackle had far exceeded their expectations around ease of use, and how effective they were in helping to attract more customers. And all of this from a company that was hardly burning any cash despite tremendous growth.

Behind it all is exactly the right team to create the next iconic sales tooling company. I first met John Jahnke, the CEO, over the phone and it was like speaking with an old friend. We have similar backgrounds. We both worked in the EMC conglomerate – he on the Pivotal side and I at VMware – so we both deeply appreciate the importance and power of enterprise software sales. I then met with the two founders, Dillon Woods and Brian Denker, over Zoom and it was clear their combined technical, product, and operational backgrounds were instrumental in creating such a phenomenon. We truly believe they are galvanizing a new category, one that will be necessary for every B2B software vendor to use going forward. 

So I’m delighted to announce that I will be leading Tackle’s Series B and taking a board seat. Of all the trends I track, the shift in GTM is the most broad reaching. It affects not only developer-led companies, but all of B2B – from apps and security, to productivity and core infrastructure. And in order for B2B companies to be a part of that shift, and to get ahead, they should be using Tackle.  



The views expressed here are those of the individual AH Capital Management, L.L.C. (“a16z”) personnel quoted and are not the views of a16z or its affiliates. Certain information contained in here has been obtained from third-party sources, including from portfolio companies of funds managed by a16z. While taken from sources believed to be reliable, a16z has not independently verified such information and makes no representations about the enduring accuracy of the information or its appropriateness for a given situation. In addition, this content may include third-party advertisements; a16z has not reviewed such advertisements and does not endorse any advertising content contained therein.

This content is provided for informational purposes only, and should not be relied upon as legal, business, investment, or tax advice. You should consult your own advisers as to those matters. References to any securities or digital assets are for illustrative purposes only, and do not constitute an investment recommendation or offer to provide investment advisory services. Furthermore, this content is not directed at nor intended for use by any investors or prospective investors, and may not under any circumstances be relied upon when making a decision to invest in any fund managed by a16z. (An offering to invest in an a16z fund will be made only by the private placement memorandum, subscription agreement, and other relevant documentation of any such fund and should be read in their entirety.) Any investments or portfolio companies mentioned, referred to, or described are not representative of all investments in vehicles managed by a16z, and there can be no assurance that the investments will be profitable or that other investments made in the future will have similar characteristics or results. A list of investments made by funds managed by Andreessen Horowitz (excluding investments for which the issuer has not provided permission for a16z to disclose publicly as well as unannounced investments in publicly traded digital assets) is available at

Charts and graphs provided within are for informational purposes solely and should not be relied upon when making any investment decision. Past performance is not indicative of future results. The content speaks only as of the date indicated. Any projections, estimates, forecasts, targets, prospects, and/or opinions expressed in these materials are subject to change without notice and may differ or be contrary to opinions expressed by others. Please see for additional important information.

The enterprise is changing

Sign up for our enterprise newsletter to get the a16z take on the trends reshaping B2B and enterprise tech.