eBook: Marketing & Partnerships... A Winning Friendship

Are your Marketing and Partner/Alliance teams working collaboratively and seamlessly?

Getting the attention of your Marketing team can be challenging for ISVs of all shapes and sizes. While some Partner and Alliance teams are lucky enough to have a partner marketer on their team, with budgets tighter than ever, this is far from guaranteed.

In this eBook, we walk you through an overview of key Marketing roles Cloud Alliance teams need to know about, as well as top tips for working with Marketing teams to drive results faster.

What is co-selling with AWS Marketplace?

Co-selling with AWS Marketplace offers ISVs an opportunity to share leads with AWS Partner and AWS Sales teams, ultimately driving more revenue and success. In general, AWS Sales reps are looking to sell third-party solutions that also help them sell more AWS products.

By co-selling with AWS, ISVs increase the likelihood of closing a deal, providing value for both the ISV and AWS.

How does co-selling work?

All co-sell activities happen in ACE, short for APN Customer Engagement. Here, you will register all of your deals. But to get the attention of PDM and AEs, you will need to prove that you have some track record of success. Download our eBook to learn more.

Helpful AWS co-selling acronyms

AWS Partner Network (APN): Familiarize yourself with APN’s structure, benefits, and partner tiers.
AWS Marketplace: Explore the AWS Marketplace, check out competitors, and look at industry verticals.
AWS Marketplace Management Portal (AMMP):The AWS Marketplace Management Portal provides sellers with a centralized platform to manage their product listings, track sales and revenue, request marketing support, and collaborate with AWS on co-selling opportunities.
MP - The abbreviation for Marketplace.

Partner Program:

MDF: Discover how participating in certain programs can help you unlock marketing development funds (MDF).
ACE (APN Customer Engagements): Learn about ACE, the portal for co-selling opportunities with AWS.
ISV Accelerate. Learn about the requirements for co-selling programs like ISV Accelerate, which connects ISVs with a PDM.

Acronyms:

PDMs (Partner Development Manager): Think about what you need to get connected with a PDM, a Partner Development Manager who can introduce you to AEs.
AEs (Account Executive): Understand how AWS account executives (AEs) sell third-party solutions on the Marketplace.
BDM (Business Development Manager): Focus on verticals and segments within the AWS Marketplace

Benefits of co-selling with AWS

Larger deals
Better rate increases
Streamlined sales cycle
Faster procurement
Simplified legal approvals
ISVs can leverage cloud commitment spend programs, Enterprise Discount Program (EDP) and Private Pricing Agreement (PPA)

AWS co-selling tips

Get the attention of a PDM (more on that in our eBook)
Build a compelling “better together” story
Nail your differentiation – what makes your solution stand out from competitors?
Prove to AWS Sales that your solution can help them sell more AWS products

Good/Best/Better ACE Progression

Good

Join AWS Partner Network
Accept ACE Terms and Conditions
Enroll in Software Path
Share your opportunities in ACE

Better

Submit 10 validated opportunities
Create an active Partner Solutions Finder Directory listing
Complete FTR (Foundation Technical Review)

Best

Join ISV Accelerate
Develop a co-marketing plan
Develop 5 customer success case study papers
Develop Field Ready Kit for AWS Sales
Have AWS Marketplace listing
Set up Marketplace Private OFfers
Develop and execute GTM strategy

Marketing & Partnerships... A Winning Friendship

A guide to understanding Marketing roles and top tips for Alliances team on how to engage with Marketing to drive results faster.

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