Ultimate Guide to AWS Co-Sell Strategies

AWS Co-Sell programs help SaaS companies grow revenue by collaborating with AWS sales teams. Here's what you need to know:

  • Revenue Growth: Co-selling with AWS can boost revenue by 51%.
  • Faster Sales: Deals close 50% faster via AWS Marketplace.
  • Bigger Deals: Multi-partner deals are 6x larger.
  • Key Programs:
    • AWS ISV Accelerate Program: For partners offering software on AWS Marketplace.
    • APN Customer Engagement (ACE): Central platform for managing joint opportunities.
  • Steps to Start:
    • Join the AWS Partner Network (APN).
    • Complete the Foundational Technical Review (FTR).
    • List your product on AWS Marketplace.
  • AWS Marketplace Benefits:
    • Increases visibility.
    • Simplifies procurement.
    • Drives co-sell success.

Tools like Awssome simplify AWS Marketplace operations, helping SaaS companies focus on growth without operational headaches.

Why it matters: AWS Co-Sell programs provide a structured path to scale your SaaS business, improve sales cycles, and build stronger customer relationships.

AWS re:Invent 2022 - AWS ISV Accelerate co-sell checklist: Your guide for selling with AWS (PEX208)

Getting Started with AWS Co-Sell

To take full advantage of AWS co-sell opportunities, you’ll need to meet specific technical and business requirements. Here’s how to get started and position your business for success.

Joining the AWS Partner Network (APN)

The AWS Partner Network (APN) serves as the entry point to AWS co-sell programs. This global network includes over 140,000 partners across more than 200 countries and territories, with 70% of them based outside the United States [4].

Joining the APN is free and straightforward. Simply visit the AWS Partner Network website and create an AWS Partner account [5]. Once accepted, you can enroll in Partner Paths that align with your business goals and customer solutions [4]. Membership in the APN unlocks opportunities to enhance your market strategy, gain AWS certifications, and tap into new revenue streams [4]. After joining, your next step is to meet AWS’s technical standards through the Foundational Technical Review process.

AWS Foundational Technical Review (FTR) Compliance

The AWS Foundational Technical Review (FTR) ensures your software meets AWS’s standards for security, reliability, and operational excellence. This self-service review is free and valid for three years [6].

To prepare for the FTR, start by enrolling in the Software Partner Path after joining the APN. Then, use the validation checklist in the FTR Guide to assess your architecture and operations [6]. The FTR process involves regular reviews of your systems against internal or public standards, which helps identify areas for improvement [6]. Additionally, sharing at least 10 sales opportunities with AWS through the ACE Pipeline Manager can boost your visibility with AWS Sales teams [6].

Completing the FTR comes with several perks. It reduces risks related to security and reliability while granting access to partner benefits like funding, the AWS Competency Program, and the AWS ISV Accelerate Program [6]. You’ll also earn a "Qualified Software" badge and be listed in the AWS Partner Solutions Finder [6].

For SaaS companies navigating AWS Cloud Marketplace compliance, Awssome offers tools to simplify the publishing process while ensuring adherence to AWS standards.

Once your technical qualifications are in place, AWS Marketplace can help you scale your co-sell efforts.

Using AWS Marketplace for Co-Sell Success

AWS Marketplace is a vital tool for driving co-sell success. In fact, 80% of partners consider it a key part of their strategy [2][8].

Listing your SaaS product on AWS Marketplace boosts its visibility to a wide range of customers, from startups to enterprises and individual developers [7]. The platform also streamlines procurement for buyers, which can shorten your sales cycles [7].

The AWS Marketplace List & Sell Program provides SaaS companies with financial resources, expert support, and direct access to AWS’s global salesforce [8]. Participants in this program have seen a 97% increase in total contract value (TCV), nearly 1.5x more private offers, and 28% faster listing publication times [8].

Success stories highlight the impact of AWS Marketplace integration. For example, ClickHouse partnered with Tackle.io to list on AWS Marketplace, leading to over 30% of their annual recurring revenue (ARR) being generated through the platform [8]. Similarly, Archera leveraged the AWS Marketplace List & Sell Program to streamline private offers and co-sell initiatives, with support from Labra.io by Ibexlabs simplifying their go-to-market strategy [8].

"At AWS, we are committed to helping software providers successfully create a new sales channel to sell their solutions to customers through the AWS Marketplace. AWS Marketplace List & Sell Program is another investment we are making to help software providers get access to the required support to launch and scale their SaaS solution and enable a go-to-market and co-sell motion with AWS."
Julia Chen, vice president of Partner Core at AWS [8]

To maximize your success on AWS Marketplace, aim for at least 10 transactions on the platform. This positions your SaaS offering for greater scalability and increased support from AWS sales teams [8]. Features like SaaS Free Trials, Buy with AWS, and Request a Demo can enhance the customer experience and accelerate sales [8]. For businesses handling a high volume of transactions, automating workflows and managing integrations becomes crucial. Awssome offers solutions to simplify these processes and reduce operational complexity.

Mastering AWS Marketplace operations sets the stage for more advanced co-sell strategies.

Using the APN Customer Engagement (ACE) Program for Co-Selling

The APN Customer Engagements (ACE) Program is a centralized platform designed to help partners collaborate with AWS sales teams and manage joint opportunities. It streamlines the process of working with AWS, offering a structured way to track and develop co-selling efforts. When eligible, the program also provides AWS referrals [9].

How ACE Deal Registration Works

The ACE Pipeline Manager is your starting point for registering co-sell opportunities and gaining visibility with AWS sales teams. To get started, log in and provide key details such as customer information, technical requirements, timelines, and integration points. AWS will review your submission based on the ACE Terms and Conditions and may request additional details to ensure the opportunity is properly qualified [11].

The sales process follows several stages: Prospect, Qualified, Technical validation, Business validation, Committed, Launched, and Closed lost [11]. Keeping your opportunity details updated throughout these stages ensures better alignment and visibility with AWS sales. For high-value deals, you can even request a dedicated Slack channel for more direct collaboration [11].

Once your deal is registered, the next step is to create a compelling sales narrative.

Creating 'Better Together' Sales Messages

Work on crafting a clear and concise sales message that emphasizes how your solution adds value for AWS customers [10]. Highlight how your offering complements AWS services and solves customer challenges. Collaborate closely with your assigned AWS account managers to align your messaging with the customer's specific needs and priorities [10].

Tracking Co-Sell Performance in ACE

After finalizing your sales narrative, it’s important to monitor and evaluate your performance. Track metrics like joint meetings, co-closed deals, and AWS referrals received [10]. Keep your data in the AWS Pipeline Manager up to date and use performance indicators to measure success [12]. Regularly review these metrics and refine your approach based on feedback and results [10].

In 2022, companies like ClearDATA, Privo, and EagleDream successfully grew their revenue by leveraging insights from the ACE Program [9].

Growing Partnerships with the AWS ISV Accelerate Program

The AWS ISV Accelerate Program is designed to strengthen co-selling partnerships for established AWS partners. This program specifically supports companies offering AWS-integrated software through AWS Marketplace, aiming to boost partner revenue by encouraging AWS sellers to collaborate closely with participating partners [1].

Eligibility and Enrollment in ISV Accelerate

To qualify for the program, partners must meet several criteria:

  • Have a commercially available software product listed on AWS Marketplace.
  • Be ACE-eligible with a Validated or Differentiated Software Path (post-FTR and account linkage).
  • Show documented co-selling activity, including at least five launched opportunities and 15 qualified ACE opportunities in the past year. Additionally, at least one team member must complete the "Co-Selling with AWS" training module [1].

Once eligibility is confirmed, partners can take advantage of co-sell incentives to drive revenue growth.

Getting the Most from Co-Sell Incentives

Being part of the program unlocks valuable sales compensation incentives that can significantly enhance co-selling success. For instance, AWS Account Managers receive quota retirement when they sell SaaS or PaaS solutions through AWS Marketplace private offers. This financial incentive encourages AWS teams to prioritize your solutions [1].

The program also boosts partner visibility within AWS through resources like solution finder libraries for AWS Account Managers and partner recommendation engines. Additional benefits include prioritized access to specialized training, webinars, seminars, and best practices guides. Helen O'Hara, Cloud Partnerships Director at Contentsquare, shared:

"Being a part of the ISV Accelerate Program offers significant potential for our team to scale and mature the ways in which we co-sell with AWS. SaaS Revenue Recognition is the mechanism through which our teams in the field see their AWS counterparts incentivized to collaborate. This builds a confidence in the mutual benefit of co-sell for Contentsquare, AWS and our shared customers that represents an exciting new chapter for our Partnership." [1]

Using AI Tools for Partner Alignment

Beyond financial incentives, AWS leverages advanced AI tools to make partner alignment more efficient. These generative AI tools help sales teams identify and match partners with the right customer opportunities [2]. By analyzing customer needs, the tools automatically suggest the best partner solutions, simplifying the process for AWS account managers.

Jessica Moore, Director of Global Alliances at Inflectra, emphasized the value of this AI-driven approach:

"The generative AI partner matching tool is a valuable resource for connecting Partners with AWS sales teams to ensure that customer problems can be solved collaboratively with the solution best suited to their needs. Its tailored recommendations based on AWS Specializations and past engagements ensure optimal partner alignment." [2]

These tools take into account your AWS Specializations, past engagements, and technical expertise to make precise recommendations. This not only increases your chances of being included in relevant deals but also saves AWS teams time when searching for the right partners. To make the most of these tools, ensure your AWS Marketplace listings are updated with detailed descriptions, relevant AWS Specializations, and accurate pricing information [2].

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Simplifying AWS Marketplace Operations with Awssome

Awssome

Managing AWS Marketplace operations can often feel like a balancing act - while AWS co-sell programs can significantly boost revenue, the operational demands can pull valuable resources away from sales and customer relationships. That’s where Awssome steps in to tackle these challenges.

Features and Benefits of Awssome

Awssome is designed to simplify AWS Marketplace operations for SaaS companies, offering a streamlined approach that saves time and effort. For instance, it handles the technical setup needed to list your solutions, getting you up and running in about a week [13][14].

Here’s how Awssome makes a difference:

  • Unlimited Listings: Cater to diverse customer segments without restrictions.
  • Private Offers and Analytics: Create personalized deals and monitor performance in real time with an integrated dashboard.
  • FTR Compliance Made Simple: Ensure your solutions meet AWS's Foundational Technical Review (FTR) requirements with an observability tool that removes technical roadblocks.
  • ISV Accelerate Program Support: Simplify the process of achieving Co-Sell status, unlocking higher-value partnerships.
  • Access to AWS’s Partner Network: Through strategic resellers and distributors in the AWS Partner Directory, Awssome connects you to over 333,000 potential buyers [14], amplifying co-sell opportunities without requiring extensive relationship-building.

How Awssome Saves Time and Reduces Complexity

Awssome doesn’t just streamline operations - it transforms them. The traditional onboarding process for the AWS Marketplace can take months and demands significant technical expertise. Awssome takes care of the heavy lifting, automating complex integration tasks so your team can focus on strategic priorities.

With Awssome’s user-friendly interface, managing your listings is straightforward. You can easily configure product variations, adjust pricing, and create private offers - all without relying on AWS’s native tools.

The platform also provides financial perks. By leveraging Awssome’s partnerships, you could earn up to $16,000 in AWS credits [14], which can help offset operational expenses and fund your cloud infrastructure growth.

To top it off, Awssome assigns a dedicated Go-to-Market Advisor to work closely with your team. This advisor helps refine your AWS Marketplace strategy, ensuring that your listings are not just live but actively optimized to maximize revenue potential.

Upcoming Features with Awssome Tools

Awssome is continually enhancing its platform with tools to drive co-selling success. Here’s a sneak peek at what’s coming:

  • Co-Sell Opportunity Sharing: This feature will make it easier for your sales team and AWS account managers to collaborate, identifying and pursuing joint opportunities seamlessly.
  • Improved Partner Directory: A new directory feature will boost your visibility within the AWS ecosystem, helping AWS sales teams discover and recommend your solutions more effectively.
  • High-Propensity Buyers List: Gain valuable insights into potential customers actively searching for solutions like yours, enabling more targeted sales efforts and better conversion rates.

Conclusion: Growing Your SaaS Business with AWS Co-Sell Programs

Key Points Summary

This guide has explored how AWS co-sell programs can drive meaningful growth for SaaS businesses. Partners who actively participate in these programs report 51% higher revenue growth, improved close rates, and larger deal sizes [2][3].

The journey begins with becoming an AWS Partner Network (APN) member and ensuring FTR compliance. From there, engaging in initiatives like ACE and ISV Accelerate helps build momentum. Notably, 80% of partners consider AWS Marketplace a key element of their co-sell strategy, with ISVs seeing deals close 50% faster when leveraging the platform [2][3].

"SaaS Revenue Recognition is the mechanism through which our teams in the field see their AWS counterparts incentivized to collaborate. This builds a confidence in the mutual benefit of co-sell for Contentsquare, AWS, and our shared customers that represents an exciting new chapter for our partnership." - Helen O'Hara, Cloud Partnerships Director at Contentsquare [2][15][3]

Platforms like Awssome simplify the process by automating compliance, streamlining technical setup, and offering go-to-market support. These tools enable SaaS companies to focus on building relationships and closing deals, rather than getting bogged down in operational challenges.

Next Steps for SaaS Businesses

To fully capitalize on AWS co-sell programs, start by appointing a dedicated co-sell contact within your team [2]. Make sure to link your AWS Partner Central and Marketplace accounts, unlocking tools like Partner Connections and collaboration channels [2].

Earning AWS Specializations should also be a priority, as 87% of customers rank these credentials among their top criteria when selecting partners [3]. Additionally, craft compelling co-sell stories that highlight customer success across various industries and use cases [2].

For smoother marketplace operations, consider tools like Awssome. With features such as unlimited product listings, FTR compliance automation, and co-sell opportunity sharing, these platforms help reduce operational burdens and speed up your go-to-market efforts.

"We're empowering partners to deliver exceptional value to customers across all industries. As you embrace these new initiatives, you'll be well-positioned to unlock new revenue streams, expand your reach, and stand out in an increasingly competitive landscape." - AWS [15]

Treat AWS co-selling as a long-term strategic partnership. Share opportunities consistently, work closely with AWS teams, and track performance to fine-tune your strategy. Companies that integrate co-selling into their core approach are the ones achieving the most impressive growth.

Leverage AWS co-sell programs to take your SaaS business to the next level.

FAQs

How can SaaS companies use AWS Co-Sell programs to grow revenue and speed up their sales process?

SaaS companies can tap into AWS Co-Sell programs to drive growth and speed up their sales processes by working hand-in-hand with AWS sales teams. This collaboration opens doors to a broader customer base and enhances visibility through shared leads and opportunities.

These programs come with perks like AWS Credits, joint go-to-market initiatives, and incentives that can help close bigger deals faster. By listing their products on the AWS Marketplace, companies make it easier for customers to purchase their solutions, gain insights to fine-tune their offerings, and create steady streams of recurring revenue. This approach not only boosts sales efficiency but also fosters stronger, long-lasting customer relationships.

What steps does a company need to take to join the AWS Partner Network and start co-selling on AWS Marketplace?

How to Join the AWS Partner Network (APN) and Start Co-Selling on AWS Marketplace

Getting started with the AWS Partner Network (APN) and co-selling on the AWS Marketplace involves a few key steps. First, you’ll need to set up an AWS Partner account. This gives you access to a variety of resources, training programs, and tools available through the APN Partner Central platform.

Next, choose the partner path that aligns with your business focus - whether it’s Software, Services, or Training. Each path comes with its own set of requirements, such as earning certifications, providing customer references, and meeting specific performance benchmarks.

After registration, you can take part in the APN Customer Engagement (ACE) program. This program allows you to collaborate directly with AWS sales teams to uncover co-selling opportunities. To make the most of this partnership, it’s crucial to ensure your internal teams - like sales, marketing, and technical support - are working together seamlessly. This alignment will help you operate efficiently and build strong collaborations within the AWS ecosystem.

What is the AWS ISV Accelerate Program, and how can SaaS companies qualify to participate?

What Is the AWS ISV Accelerate Program?

The AWS ISV Accelerate Program is built to help independent software vendors (ISVs) grow their sales by teaming up with AWS sales teams. This co-selling program gives ISVs a chance to gain more exposure to AWS customers, shorten sales cycles, and receive direct support from AWS Account Managers. Plus, AWS teams are incentivized to actively promote and close deals that involve ISV solutions, making it an excellent opportunity for SaaS companies looking to broaden their customer base.

To join the program, SaaS companies need to meet a few key criteria. They must be part of the AWS Partner Network (APN), offer software that either runs on AWS or integrates with it, and show clear market traction. This includes presenting successful customer use cases and providing go-to-market resources. The program is especially useful for established ISVs aiming to scale their presence within the AWS ecosystem.

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