B2B marketplaces are not new, but even the least adventurous sellers must now consider selling through or even launching their own marketplace. Early movers demonstrate the importance of understanding your buyer's persona and journey — and offering products that fit self-service buying. With this in mind, we created a framework for evaluating marketplace fit for the items you sell today; we also outline the "marketplace rules" that digital and channel leaders must master to drive an effective, profitable marketplace strategy.