Co-Selling with AWS: Leveraging the Partner Network

The AWS Partner Network: An Overview

The AWS Partner Network (APN) encompasses over 130,000 partners worldwide in two main categories: Technology Partners (ISVs that build software on AWS) and Consulting Partners (system integrators, managed service providers, IT consultancies). Both categories benefit from AWS resources, training, and co-sell opportunities, but engage with AWS in different ways.

Partner types relevant for ISVs:

Technology Partner

ISVs that build software or SaaS products on AWS and distribute them through the AWS Marketplace. Co-sell opportunities through ISV Accelerate.

Consulting Partner

System integrators and consulting firms that implement AWS solutions for customers. For ISVs: potential resellers or implementation partners.

AWS Marketplace Channel Partner

Qualified partners that can sell ISV products to their customers through the AWS Marketplace — with their own margin.

ISV Accelerate: The Co-Sell Program for ISVs

ISV Accelerate is the most important program for ISVs that want to sell jointly with AWS. Qualified ISVs receive a dedicated Partner Development Manager (PDM) from AWS, access to the ACE Pipeline, and active support for customer acquisition and deal closure.

Qualification Requirements

• Active AWS Marketplace listing (SaaS, AMI, or Container)
• APN membership at Select tier or higher
• At least one AWS customer reference with documented AWS revenue
• Technical validation: AWS Well-Architected Review or AWS Foundational Technical Review (FTR) passed
• Business case: clear target customer definition, go-to-market strategy, revenue goals

Program Benefits

• Dedicated Partner Development Manager (PDM) as AWS-internal point of contact
• Access to ACE Pipeline for opportunity referrals to AWS sales
• Reduced AWS Marketplace transaction fees (typically 3–5% instead of 20%)
• AWS marketing resources: Joint Marketing Funds (JMF), co-branded assets
• Access to AWS Executive Briefing Center for customer presentations
• Invitations to AWS partner events and re:Invent Partner Summit

The ACE Pipeline: Sharing Opportunities with AWS

The ACE Pipeline (AWS Customer Engagements) is the official system for co-sell activities in the APN. Through the AWS Partner Central portal, ISVs can share opportunities with AWS sales teams and jointly qualify them.

The Co-Sell Workflow in 5 Steps

1. Create opportunity: ISV account executive creates new opportunity in AWS Partner Central: company name, contact person, AWS Account ID (if known), deal size, planned close date, solution description.
2. AWS validation: AWS sales team reviews the opportunity — does an existing AWS customer relationship exist? Does the solution fit the AWS strategy for this account?
3. Co-sell activation: AWS Account Executive (AE) is assigned. Develop joint strategy: who is the executive sponsor at the customer? Which AWS services will be used?
4. Joint acquisition: ISV and AWS AE conduct joint customer meetings, demos, and evaluations. AWS can contribute additional resources: proof-of-concept funding, solution architect support, AWS credits for evaluation.
5. Deal closure: Purchase occurs through AWS Marketplace (for simplified procurement) or directly. Update status in ACE. Report won/lost for program tracking.

Three-Way Co-Sell: ISV + AWS + Consulting Partner

In the German enterprise market, the three-way constellation of ISV, AWS, and a consulting partner is particularly successful. Customers value the consulting partner as an implementation partner and trusted advisor, while the ISV delivers the software and AWS provides the cloud infrastructure.

Storm Reply acts in this model as an AWS Premier Consulting Partner and can support ISVs in initiating three-way co-sell deals in the DACH market.

CRM Integration: Connecting the ACE Pipeline to Your CRM

For ISVs with active sales teams, integrating the ACE Pipeline into their own CRM system (Salesforce, HubSpot, Microsoft Dynamics) is recommended. AWS offers official integrations:

• AWS Partner Central API: REST API for programmatic access to ACE data. Opportunities can be created and updated directly from the CRM.
• Salesforce Integration: AWS offers a Salesforce connector package that bidirectionally synchronizes ACE opportunities with Salesforce opportunities.
• Webhook-based Updates: Status changes in ACE (e.g., opportunity accepted, opportunity rejected) trigger webhooks that can update the CRM.

Best Practices for Successful Co-Selling

1. Prioritize AWS-affine customers: Co-selling is most effective with customers who already use AWS or have an active AWS purchase history. AWS account executives already have relationships with these customers and can open doors directly.
2. Use the AWS narrative: AWS sales sells AWS services — the ISV pitch must show how the ISV solution increases AWS consumption. "Our product runs on ECS and uses Aurora, Bedrock, and CloudWatch" is more compelling than "our solution runs in the cloud."
3. Treat the PDM as a strategic partner: The Partner Development Manager is not just a ticket system — they are a strategic lever. Regular check-ins, transparent pipeline reporting, and clear communication about priorities make the difference.
4. Use Marketplace as a deal-closing tool: Many enterprise customers prefer purchasing through AWS Marketplace because it leverages existing procurement processes and AWS budgets. Private Offers enable individual contract terms without public pricing changes.
5. Document and share successes: AWS values quantifiable success stories. "ISV solution reduced operating costs by 40%" is material for AWS marketing. Case studies significantly increase visibility in the AWS ecosystem.

Frequently Asked Questions

What is the ACE Pipeline?

ACE stands for AWS Customer Engagements — the official co-sell CRM system from AWS. ISVs and AWS Partners can submit potential opportunities to AWS sales teams via ACE, track their status, and request support for customer acquisition. The ACE Pipeline is a mandatory prerequisite for ISV Accelerate qualification.

What is three-way co-sell?

Three-way co-sell describes a collaboration between ISV, AWS, and an AWS Consulting Partner (e.g., a system integrator). The ISV brings the software product, the consulting partner implements the overall solution, and AWS provides customer access and deal funding.

How long does ISV Accelerate qualification take?

ISV Accelerate qualification typically takes 4–12 weeks after application. Prerequisites include an active AWS Marketplace listing, APN membership, and at least one AWS customer reference.

Do I need to reorganize my sales team to use co-selling?

No. Co-selling complements your own sales motion. Existing leads can be fed into the ACE Pipeline to activate AWS support. Direct sales continues in parallel. Dedicating 10–20% of sales capacity to co-sell activities is a good starting point.

Storm Reply: Your Co-Sell Partner in the DACH Market

As an AWS Premier Consulting Partner in the DACH region, Storm Reply is deeply embedded in the AWS partner ecosystem. We support ISVs in building co-sell relationships with AWS, qualifying for ISV Accelerate, and identifying suitable consulting partner constellations for three-way co-sell deals in the German market.

Our experience in the AWS Partner Network since 2014 and our 16 AWS Competencies make us the ideal bridge between ISVs and the AWS sales team in the DACH region.