Unlocking Growth with CEI Funding: A Complete Guide for IT Services Firms and ISVs

The Customer Engagement Initiative (CEI) funding is a program by Amazon Web Services (AWS) designed to support IT service firms and Independent Software Vendors (ISVs) in their journey through the AWS Partner Network (APN). For many firms, the CEI funding process can be complex, with specific eligibility requirements and procedures. In this guide, we’ll simplify the CEI funding process, explaining how IT service firms and ISVs can qualify, its benefits, and how to navigate the claim requirements to maximize funding for eligible opportunities.

1. What is CEI Funding?

The Customer Engagement Incentive (CEI) aims to empower AWS partners—such as Global Systems Integrators (GSIs), System Integrators (SIs), Solution Providers (SPPs), and Distributors—by supporting their work with AWS Greenfield customers who are early in their AWS adoption journey. This incentive rewards partners for their investment, innovation, and growth within the AWS Partner Network (APN), helping them deepen customer engagement and accelerate AWS adoption.

2. Benefits of CEI Funding for IT Services Firms and ISVs

CEI funding offers substantial advantages, including:

• Financial Support: CEI funding helps partners reduce the financial burden associated with developing, validating, and launching AWS-based solutions.
• Enhanced Credibility: Achieving AWS validations and launching AWS-approved solutions improves brand credibility and increases partner attractiveness for potential clients.
• Competitive Edge: CEI funding provides firms a competitive advantage by enabling them to accelerate development, expand service offerings, and capitalize on AWS funding.
• Access to AWS Resources: Through CEI funding, partners gain access to AWS resources and support, increasing the likelihood of successful projects.

3. Understanding the CEI Funding Process

Navigating the CEI funding process requires a solid understanding of opportunity stages and eligibility. Here’s a step-by-step guide on how IT services firms and ISVs can qualify and claim CEI funding.

3.1 Opportunity Stages and Eligibility Requirements

The CEI funding process revolves around the stage progression of the opportunity in the AWS Salesforce Opportunity system (ACE). Here’s a breakdown of each critical stage:

• Prospect Stage: This is the initial stage where potential opportunities are being evaluated. At this point, the opportunity is not eligible for CEI funding.
• Business Validation Stage: Once an opportunity moves from Prospect to Business Validation, it becomes one step closer to qualifying for CEI funding. However, it will only be eligible for a “Scope payment” if it proceeds further.
• Launch or Closed Lost Stage: To qualify for funding, the opportunity must progress from Business Validation to either:
  • Launched: If the opportunity reaches the Launch stage, it is eligible for a Launch payment.
  • Closed Lost: If the opportunity reaches the Closed Lost stage after Business Validation, it may still qualify for Scope payment. The key condition is that it must have progressed through Business Validation before reaching Closed Lost status.

3.2 Scope Payment vs. Launch Payment

The CEI funding process includes two types of payments:

• Scope Payment: This payment is available when an opportunity has passed through the Business Validation stage and reaches the Closed Lost stage. Opportunities that did not reach Business Validation before closing cannot qualify for this payment.
• Launch Payment: This payment is eligible when the opportunity progresses from Business Validation to the Launch stage, signifying the project’s successful launch on AWS.

Key Note: Partners should carefully manage their opportunity’s stages, avoiding launching or closing within the last week of a quarter. AWS Salesforce Opportunity records may experience delays that could delay eligibility to the following quarter, ultimately extending the payment timeline.

4. Claiming CEI Funds: Deadlines and Requirements

Once an opportunity has reached an eligible stage (Launch or Closed Lost after Business Validation), it is critical to follow the CEI claim guidelines:

• Quarterly Claims Timeline: Eligible earnings from a quarter must be claimed within the subsequent quarter. For instance:
  • Q1 (January 1 – March 31) opportunities must be claimed between April 1 – June 30 (Q2).
  • Failing to claim within the allocated quarter results in forfeiting the earnings.
• Minimum Claim Amount: To qualify for a claim, the accumulated CEI fund request must meet the minimum eligible amount of $5,000 USD. This amount is cumulative, meaning that if multiple opportunities add up to $5,000, they can be claimed together.
• Required Documents: When submitting a fund request, two specific documents must be uploaded:
  1. Eligible Opportunities List: Download this from the Partner Analytics dashboard, ensuring any duplicate customers are removed.
  2. Partner Sign-Off Template: This document confirms that the listed opportunities don’t include government end-customers. The template, signed by the partner, should be attached in the APFP to verify eligible opportunities.

These documents help AWS validate that the opportunities meet the eligibility criteria and support transparency in the CEI process.

5. Example Scenario: Claiming CEI Funds for an Opportunity

To provide context, let’s look at an example scenario:

• Opportunity Timeline: An opportunity with a targeted launch date of December 15th progresses from Prospect to Business Validation and then reaches the Launch stage on that date.
• Claim Process: Since the opportunity meets both the Business Validation and Launch requirements, the partner becomes eligible to claim CEI funds starting January 1st (beginning of Q1).
• Minimum Claim: If this opportunity’s CEI funds do not total the minimum $5,000, the partner may need to accumulate additional eligible opportunities before submitting the claim.

By carefully monitoring stages and timing, partners can ensure that they meet the CEI requirements for funding eligibility.

6. Best Practices for Maximizing CEI Funding

To maximize CEI funding, partners should consider these best practices:

• Stage Management: Avoid launching or closing an opportunity in the last week of a quarter. Due to potential CEI system delays, opportunities may not be eligible until the following quarter, resulting in a three-month delay in claiming funds.
• Meet Quarterly Deadlines: Track quarterly claim deadlines and ensure all claims are submitted within the following quarter to avoid forfeiting earnings.
• Maintain Minimum Claim Threshold: If your opportunities don’t total $5,000 in CEI funding, consider grouping additional opportunities or planning eligibility to ensure your fund request meets the minimum.
• Document Preparation: Ensure accuracy when preparing the required documents. Double-check customer lists for duplicates and confirm that government end-customers are not included.

7. Frequently Asked Questions (FAQ)

Q1: What happens if I miss the quarterly claim deadline?
A: Any unclaimed CEI funds are forfeited if not claimed in the following quarter.

Q2: Can an opportunity that didn’t reach Business Validation qualify for CEI funding?
A: No, only opportunities that reach Business Validation before transitioning to Launch or Closed Lost stages are eligible.

Q3: What if I don’t have enough CEI funding to meet the $5,000 minimum claim amount?
A: You’ll need to wait until additional eligible opportunities accumulate to meet the $5,000 minimum claim threshold.

Q4: Why should I avoid closing opportunities at the end of the quarter?
A: Closing at the end of a quarter risks delays in CEI system registration, potentially deferring eligibility to the next quarter and delaying your funds by up to three months.

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Conclusion

CEI funding offers IT services firms and ISVs a substantial advantage, supporting the growth of AWS-validated solutions through financial incentives. By understanding eligibility criteria, managing opportunity stages, and adhering to quarterly deadlines, partners can make the most of the CEI program. With careful planning, the CEI funding process can become a powerful tool to aid your firm’s success within the AWS ecosystem.

To unlock the full potential of CEI funding and capitalize on AWS opportunities, Adiantara offers strategic support tailored to IT services firms and ISVs. From guiding your team through the AWS funding application process to ensuring compliance with AWS program requirements, Adiantara provides expertise across each step. Whether tracking project milestones, managing quarterly claims, or meeting eligibility thresholds, we’re here to maximize your CEI funding benefits, helping you secure incentives that accelerate growth and innovation.

Reach out to Adiantara to see how we can support your funding journey.