This document provides an overview of an upstream marketing strategy called Upstream 2.0. It discusses the downsides of traditional downstream marketing for cloud/SaaS companies and outlines an alternative upstream approach. The key aspects of this approach are developing a "platformula" by targeting partnerships with major vendors to close gaps and distribute through their customer bases, leveraging alpha vendors' rivalry and ecosystems, and taking a "chief market hacker" role to lead business development and thought leadership efforts. The goal is to reduce marketing spend by piggybacking on partners' existing customers and driving adoption of one's product through partnerships.