How high-performing GTM teams are scaling co-sell without the chaos

According to the data we gathered for our 2025  State of the Cloud Marketplace & Co-Sell research report, one thing is clear. Co-sell is one of the biggest reasons SaaS companies list on cloud marketplaces.

In fact, 56% of ISVs say co-sell and co-marketing opportunities with hyperscalers are a primary motivator for listing on AWS, Azure, or GCP. It makes sense. Cloud partnerships can open doors to new pipeline, bigger deals, and faster sales cycles. And when co-sell works, the results are real. Today, 71% of SaaS companies are actively participating in co-sell motions, and 58% of those report higher win rates on marketplace deals.

But here’s the catch. Most teams believe in the value of co-selling, but very few have cracked the process. Only 32% of companies have structured, proactive field cadences in place. And 51% cite co-sell complexity as a major blocker to scale.

In other words, co-sell starts with excitement, but too often gets stuck in execution.

We’ve seen a lot of our customers come to us with the same trouble:

• Partner portals that don’t talk to your CRM
• Slack threads and emails trying to chase down missing fields or stage updates
• No single-source clarity on the impact of co-sell

When the process breaks down, the momentum does too. This is a pattern that repeats all too often.

But the ones that are winning with co-sell are building real infrastructure to make it a seamless part of how they sell every day. Our mission is to give revenue and partnerships teams the infrastructure they need to finally turn co-sell into the promised revenue machine and move from expectation to actual impact. In this blog, I want to showcase some of the super nifty capabilities we built to give GTM teams the workflows, automations, and visibility they need to scale it.

‍Co-Sell without leaving the CRM

Support for AWS, Azure, and GCP directly from Salesforce and HubSpot

Most teams are used to co-selling as a fragmented, portal-hopping process. Often, your reps are stuck toggling between the different hyperscaler partner portals and the CRM just to register opportunities. Tracking them is a whole other complex tale as well.  With Clazar, co-sell becomes native to your CRM, whether you use Salesforce or HubSpot. And this isn’t just for one cloud provider. It’s for all three hyperscalers: AWS, Azure, and GCP. You teams can - 

• Create AWS, Azure, or GCP co-sell opportunities in a few clicks
• Auto-fill forms with data pulled from the CRM
• Sync opportunity data bi-directionally with cloud partner portals
• Trigger co-sell workflows based on your own sales stages
  
  

Why it matters:
Sales and partner teams save hours each week. No retraining required, no context switching. Just faster, cleaner deal collaboration with cloud providers.

Eliminate submission errors with intelligent mapping

Custom field mapping + auto-filled forms + data transformations

AWS’ co-sell forms are different and rarely built for your CRM’s data model. Clazar solves this with customizable field mapping, support for custom properties, and even data transformations to fit cloud-specific formats.

For example:

• Pull a NetSuite ID from Salesforce and map it to a custom AWS co-sell field
• Compute a custom project description based on internal data
• Auto-map HubSpot deal fields to Microsoft Partner Center forms
  
  

Why it matters:
Your submissions go in clean and correct the first time, minimizing delays, rejections, and follow-ups from cloud teams.

Automate what slows you down

Auto-create and auto-update co-sell opportunities 

Manual co-sell management is one of the biggest execution bottlenecks GTM teams face. Sellers and RevOps spend hours taking CRM data and manually pushing it into partner portals like ACE. Time that should be spent closing deals, not chasing fields. Also, the more opportunities you upload, the more rep assignment data you unlock. That means your AEs can:

• Prioritize deals mapped to reps they already know and trust
• Identify reps with multiple shared deals and build new relationships proactively

With Clazar, automation handles the heavy lifting:

• Auto-create co-sell opportunities based on your CRM triggers lets teams submit opportunities in bulk without sacrificing oversight. You can:
  
  • Auto-populate all required fields and send opportunities to the deal owner for review before submission
  • Or fully automate co-sell submissions directly to your cloud partner with no manual review 
• Auto-update cloud portals when CRM data changes, and sync updates back to your CRM
• Use Salesforce Flows or HubSpot Workflows to automate common actions like ACE acceptance or sales stage progression
• Get notified via Slack or email when there’s an error or pending action
• Set everything up in Clazar’s no-code automation UI—no engineering support needed

Why it matters:
This isn’t just about efficiency. It’s about scale. We’ve seen customers go from processing a few hundred opportunities a year to exceeding that number in a month without increasing headcount.

Get the visibility you’ve always wanted

Co-sell dashboards that give RevOps and partnerships real insights

With Clazar’s built-in analytics and custom objects written back to your CRM, you finally get full visibility into your co-sell pipeline:

• Co-Sell Dashboard: Track submissions and referrals by cloud partner and quarter
• AWS Contact Dashboard: See which AWS reps are influencing your deals
• Custom views in HubSpot or Salesforce: Use co-sell data in native reports and workflows

Why it matters:`You can show and improve the impact of your co-sell motion, without waiting for cloud partners to send you data.

Co-sell shouldn’t feel like extra work

The most successful cloud partnership teams aren’t working harder. They’re working smarter with infrastructure that makes co-sell part of the core GTM process. When you reduce the operational drag, you unlock the strategic upside -  bigger deals, faster sales cycles, deeper cloud partnerships, and ultimately, more revenue.

That’s the shift we’re seeing across Clazar customers, from SaaS startups just starting their cloud partnership journey to scaled public companies driving hundreds of millions in co-sell pipeline.

If you’re ready to make co-sell your competitive edge (without the chaos), we’d love to show you how. Book a 1:1 walkthrough to see it in action.

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