A few months ago, I started to work in a new group: the Azure Marketplace or AMP. This is the “App Store” for Azure. It is a familiar concept that instead of installing the apps on your phone, you install them on the cloud, of course assuming Apps are: VMs, Solution Templates, Manage Apps, or SaaS Applications.
There is an excellent video here of a workshop my team ran that explains most of it. I think it is worth watching if you are looking to expand to a new software market.