Maximizing Co-Sell Opportunities with AWS: A Path to Higher Revenue
According to the 2024 Canalys study, “The Power of Partnerships: Unlocking the AWS Co-Sell Opportunity,” frequent co-selling partners experienced a 51% higher average revenue growth, with 65% reporting higher close rates and 54% seeing larger deals due to co-sell motions. Additionally, 80% of partners consider AWS Marketplace as a crucial part of their AWS co-sell strategy. This highlights the immense potential of co-selling with AWS to drive revenue and expand customer reach.
Expanding Co-Sell Benefits for Partners
Starting January 2025, AWS has expanded the SaaS Co-Sell Benefit (SaaS Revenue Recognition) to all ISV Accelerate Partners transacting in AWS Marketplace, including eligible startups. Previously available only to large technology solution providers, this benefit now enables a broader range of partners to leverage AWS sales incentives and collaboration.
To further enhance co-selling, AWS has introduced a Generative AI tool for AWS Sales teams, helping them discover and match partners with specific customer opportunities. This AI-driven tool streamlines the process by assessing customer needs, identifying the right partners, and facilitating AWS-originated opportunity sharing.
New AWS Partner Central Features
AWS has introduced several new features in AWS Partner Central to improve co-sell engagement:
- Upfront Business Planning – Enables partners to align their co-sell strategy with AWS early in the process.
- Slack Integration for Faster Communication – Partners can now request dedicated Slack channels to collaborate directly with AWS sales teams.
- Multi-Partner Collaboration with Partner Connections – This feature allows partners to discover and engage with other AWS partners on shared customer deals.
- CRM Integration via AWS Partner Central APIs – Partners can seamlessly connect their CRM systems with AWS Partner Central to streamline co-selling processes.
Real-World Impact of AWS Co-Sell
Helen O’Hara, Cloud Partnerships Director at Contentsquare, emphasized the value of AWS’s SaaS Revenue Recognition program:
“This builds confidence in the mutual benefit of co-sell for Contentsquare, AWS, and our shared customers, representing an exciting new chapter for our partnership.”
How to Take Advantage of AWS Co-Sell
To maximize your AWS co-sell opportunities:
- Align early with AWS sales teams to ensure business goals are in sync.
- Leverage AWS Marketplace to expand customer reach.
- Utilize AWS Partner Central tools for seamless communication and deal collaboration.
- Explore the new AI-driven opportunity matching tool to gain more visibility in AWS-led opportunities.
By strategically leveraging these AWS co-sell initiatives, partners can enhance their revenue growth, close deals faster, and expand their market presence.
At Adiantara, we help cloud-focused businesses navigate and optimize their AWS co-sell journey. Connect with us to explore how we can drive your AWS partnership to new heights!
