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Team ‘26 Partner Accelerate for Marketplace Partners: Key Takeaways
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min read
Team ‘26 in Amsterdam was another strong event for the Atlassian community. The Partner Accelerate sessions gave us a clearer view of where the ecosystem is going, and we’ve pulled out the eight points that matter most if you build apps for the Marketplace.
If you build and sell apps on the Atlassian Marketplace, Team ‘26 Partner Accelerate had some news that affects you: growth figures, a possible shift in pricing, new tools in Forge and Rovo, and changes to how Atlassian sells alongside partners.
Atlassian has two partner types: solution partners, who help customers deploy Atlassian products, and marketplace partners, who build the apps. Most of the program was aimed at solution partners, so this article covers only what applies to the second group and skips the industry-specific sessions. It is based on Atlassian’s own session summaries from the Team ‘26 event app.
The Marketplace is growing
The Atlassian Marketplace has reached $7 billion in lifetime sales, and the most recent billion was the fastest to reach. The wider ecosystem now includes more than 3,200 partners serving about 350,000 customers.
Over half of Atlassian’s revenue now flows through partners. That figure covers all partner types, not only the Marketplace, but it shows how much of the business depends on the ecosystem.
Pricing models are shifting
As AI agents take over more of the work people used to do, the traditional model of selling seats is being rewired. Usage-based models and credit systems are starting to emerge.
This matters for app vendors because most Marketplace apps, ours included, are priced per user. The session described a direction of travel. It did not give a timeline or say how the change will apply to Marketplace apps, so it’s something to follow closely.
What Forge and Rovo now offer app builders
Atlassian described its platform as four layers: context, intelligence, action and controls. The Teamwork Graph provides the context, meaning who does the work, what the work is and how it gets done. On top of that, partners were shown several ways to build:
AI inside apps: Forge lets partners build AI directly into their apps, including with Claude models.
Forge Skills and Tools: Partners can build apps in the coding environments they already prefer.
Rovo Skills: An app’s features can be exposed as skills across the Atlassian platform.
Global page apps: Partners can build full-page experiences that look and behave like native Atlassian apps.
Partner program updates
Several changes are coming to the partner program:
A solutions funding program to support partners building solutions.
A verified solutions badge for high-value solutions that meet Atlassian’s standards.
A partner value platform with deal registration, partner value registration and adoption incentives.
Industry-verified badging with AWS, which looks more relevant to solution partners than to app vendors.
Selling alongside Atlassian
A structured co-sell framework is being introduced. Partners register an opportunity, align with Atlassian’s team on the solution and share information about the customer. The framework involves joint value plans with partner sales managers and longer sales cycles.
Sales compensation is changing too. New programs for account executives include one that rewards selling new business with Marketplace apps. Ways to introduce marketplace partners to solution partners are also being explored.
Atlassian’s new professional services team
A new global professional services team will cover advisory, cloud transformation and implementation. Some partners raised the question of whether this puts it in competition with them. The answer given in the session was that the team focuses on product expertise at the edge of technical delivery and is built around co-delivery with partners.
8 things we learned for Marketplace partners at Atlassian Team ‘26
The Marketplace is a growing sales channel: Lifetime sales have reached $7 billion, and the last billion came fastest. For app vendors, the channel is picking up speed, so it’s worth reviewing how your listings are positioned.
Partners are central to Atlassian’s revenue: Over half of it flows through partners, which suggests partner programs will keep getting attention and investment.
Per-seat pricing deserves a second look: With AI agents doing more of the work, usage-based models and credit systems are emerging. If your app is priced per user, it’s worth asking whether that will still fit.
AI is becoming something apps can include: Forge lets partners build AI directly into their apps, so customers may start to expect AI features from the apps they install.
Apps can reach beyond their own screens: Rovo Skills expose an app’s features across the Atlassian platform, and global page apps allow full-page experiences that look native. Both change how and where users can reach what your app does.
There is funding and recognition to look into: A solutions funding program, a verified solutions badge and a partner value platform with deal registration are planned. Check eligibility once the details are published.
Atlassian’s sales team now has a reason to sell Marketplace apps: New sales compensation rewards account executives for selling new business with them. Learning the co-sell process and registering deals could matter more than before.
Solution partners and Atlassian services are new routes to customers: Atlassian is exploring introductions between marketplace and solution partners, and describes its services team as built around co-delivery. Building relationships with solution partners may be worth the effort.
This article is based on Atlassian’s session summaries from the Team ‘26 event app, and details such as launch dates and eligibility may change as Atlassian publishes more. We’ll share updates as they become available.
