Co-sell
How to sell in AWS Marketplace
A guide for sellers to sell and grow their business in AWS Marketplace
AWS Marketplace makes it easy for ISVs to list products, expand customer reach, and enable customers to quickly buy and deploy their products. Learn how to sell your products and services on AWS Marketplace, grow your business and more with this selling in AWS Marketplace guide.
Your seller journey
Co-Sell
Work with AWS to help drive joint customer wins. This includes establishing best practices and leveraging tools to accelerate joint wins.
Implement the Characteristics of a Successful Seller
The Characteristics of Successful Sellers (COSS) is a framework to help you build and growth in AWS Marketplace. The COSS framework is comprised of six pillars that represent the best business and technical practices for a successful AWS Marketplace strategy. ISVs can use the COSS framework to improve how they prioritize and organize selling in AWS Marketplace.
Key characteristics to make sure you implement include:
- AWS Marketplace product selection: Build and list high quality products and professional services on AWS Marketplace that solve important use cases for the cloud buyer. Breadth and relevancy of selection is required for a good customer conversation.
- Partner commitment to AWS Marketplace revenue: Establish leadership support and buy-in, including compensation neutrality for customers procuring through AWS Marketplace as well as allowing all transaction types (channel, renewals, net new). Additionally, ensure leadership is committed to driving strategy and goals aligned to AWS Marketplace.
- Sales alignment: Prioritize AWS Marketplace as the preferred route to market, drive goals and enablement to sales team to educate them on the value of AWS Marketplace for their customers, goals, and compensation to achieve sales alignment. Leverage channel programs to expand reach.
- Enablement: Create an enablement strategy and ensure your sales, operations, and marketing teams are enabled on AWS Marketplace, including how to talk to customers, leverage AWS Marketplace tools, and drive go-to-market for AWS Marketplace listings.
- AWS Partner Network (APN) programs: Actively participates in APN programs and leverage co-sell tools like AWS Customer Engagements (ACE) to drive an AWS pipeline and successfully co-sell with AWS account teams. Engage with AWS customers, co-sell with AWS account teams, and leverage Partner Marketing to provide a better-together message.
- Operational excellence: Ensure the right systems, tools, and resources exist to manage, monitor, and report on the business at a global scale. Successful sellers prioritize investments that improve their operations and replace one-off processes with repeatable ones.
Tip
Identify opportunities
Identify target opportunities to procure through AWS Marketplace. Once you have, work with AWS to qualify the likelihood of the customer purchasing through AWS Marketplace. For those likely to buy, work with AWS to drive joint wins.
Leverage the AWS co-sell process
Leverage the AWS co-sell process to engage with AWS account teams to drive a joint sales cycle. This includes:
- Registering deals in APN Customer Engagements (ACE)
- Engaging with the right AWS Resources
- Starting a joint sales cycle
- Creating an AWS Marketplace private offer
- Closing the sale
Join the AWS ISV Accelerate Program
The AWS ISV Accelerate Program is a co-sell program for organizations that provide software solutions that run on or integrate with AWS. The program helps you drive new business and accelerate sales cycles by connecting participating independent software vendors (ISVs) with the AWS Sales organization
The AWS ISV Accelerate Program provides you with co-sell support and benefits to connect with AWS field sellers globally, who service millions of active AWS customers. Co-selling provides better customer outcomes and assures mutual commitment from AWS and AWS partners.
Utilize Incentives
Utilize AWS Marketplace incentive programs to help land new customers in AWS Marketplace. These incentives help to provide cash and credit incentives for new customers procuring through AWS Marketplace.