🚀 Introduction: The New Era of Partner-Led Cloud Selling

As cloud adoption accelerates, customers want flexible procurement, personalized pricing, and trusted delivery partners.
To meet this rising demand, AWS Marketplace introduced a powerful model:
Channel Partner Private Offers (CPPO) — enabling partners to resell ISV software through AWS Marketplace with custom terms and pricing.

The latest AWS Marketplace Private Offers Operations Webinar Series dives deep into how CPPO works, why it matters, and how partners can unlock faster, more scalable deals.

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🔍 What CPPO Brings to Modern Cloud Commerce

1️⃣ What Is CPPO? A Quick, Practical Definition

CPPO allows:

• ISVs to authorize partners
• Partners to create private offers
• Customers to purchase custom deals through AWS Marketplace

This unlocks a co-selling engine where both ISVs and partners deliver value together.

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2️⃣ Why CPPO Matters for Sellers, Partners, and Customers

The webinar highlighted several game-changing benefits:

For ISVs

• Extended reach through partner-led selling
• Faster deal cycles
• Simplified contracting
• More opportunities with enterprise buyers who prefer partner relationships

For Channel Partners

• Ability to add value via services
• Custom pricing & bundled solutions
• Stronger GTM alignment with AWS & ISVs

For Customers

• A single, trusted procurement route
• Customized commercial terms
• Faster onboarding & simplified billing

It’s a win-win-win model.

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⚙️ CPPO Workflow: From Authorization to Deal Closure

The Operations Webinar offered a step-by-step walkthrough of how CPPO deals are created:

✔ Authorization Setup

ISVs authorize partners in the Marketplace Management Portal, defining:

• Products eligible
• Discount boundaries
• Contract terms

✔ Offer Creation by Partners

Partners build private offers with:

• Custom pricing
• Payment schedules
• License structures
• Optional add-on services

✔ Customer Review & Purchase

The customer receives the CPPO offer directly in AWS Marketplace, reviews terms, and completes the purchase with their AWS account.

✔ Tracking & Reporting

All stakeholders (AWS, ISV, partner) can track:

• Offer status
• Contract activation
• Usage reports
• Renewals

The webinar makes it clear: CPPO dramatically reduces manual back-and-forth in the sales cycle.

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📌 Best Practices Shared in the Webinar

The session outlined practical tips for seamless CPPO operations:

• Align GTM teams early between ISV and partner
• Use standardized templates for contracts & pricing
• Maintain accurate entitlement mapping
• Automate approvals to avoid delays
• Track renewals proactively for revenue continuity

These best practices help businesses scale Marketplace selling with confidence.

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🌐 CPPO as a Growth Multiplier

The webinar emphasized that CPPO is not just a procurement mechanism — it’s a strategic revenue accelerator that enables:

• Faster enterprise onboarding
• Higher ACV & deal size
• Partner-led expansion into new segments
• Stronger co-sell alignment with AWS

For ISVs and partners looking to grow in 2025, CPPO is becoming a core GTM strategy, not just an operational option.

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✨ Conclusion: CPPO Is the Future of Cloud GTM

The AWS Marketplace Private Offers Operations Webinar Series reinforces a clear message:

Partner-led selling is the future — and CPPO is the engine powering it.

By combining AWS Marketplace’s seamless procurement with partner value and ISV innovation, CPPO unlocks a scalable path to growth for every stakeholder.

At Adiantara, we specialize in helping leadership teams navigate the cloud vendor maze with clarity. From strategic alignment to implementation and long-term value realization, we bring the experience, certifications, and business-first thinking you need to thrive in the AWS Cloud ecosystem.