A Complete Guide to Co-Selling with AWS

Co-selling with AWS has become one of the most powerful levers for B2B SaaS growth. According to Canalys research, AWS partners who frequently co-sell report 51% higher average revenue growth, 65% higher close rates, and 54% larger deal sizes compared to those who don't. 

For GTM leaders, partnership managers, and RevOps teams, mastering the AWS co-sell motion is essential to scaling in today's cloud-first buying environment.

This guide is designed specifically for B2B SaaS founders, cloud GTM leaders, partnership managers, sales teams, RevOps professionals, and product marketing managers who want to leverage AWS co-selling to drive predictable revenue growth. 

Whether you're just getting started or looking to optimize your existing co-sell motion, this comprehensive resource will equip you with the strategic frameworks, tactical playbooks, and operational best practices you need to succeed.

What is co-selling with AWS?

Co-selling with AWS is a collaborative sales approach where Independent Software Vendors (ISVs) and AWS work together to identify, pursue, and close customer opportunities. 

Rather than working in isolation, ISVs leverage AWS's extensive sales force, customer relationships, and ecosystem resources to accelerate deal velocity and increase win rates.

AWS co-selling is built on mutual value creation. AWS marketplace benefits when customers increase cloud consumption by adopting third-party software solutions, while ISVs gain access to AWS's vast customer base, trusted brand, and field seller support. This symbiotic relationship creates a powerful growth engine for both parties.

The AWS co-sell framework

Co-selling with AWS typically involves:

• Opportunity registration: ISVs register deals through AWS Partner Central and the APN Customer Engagement (ACE) program, making AWS sellers aware of active opportunities.
• Account mapping: Partners collaborate with AWS field teams to identify overlapping customer accounts and prioritize joint pursuit strategies.
• Joint selling motions: AWS sellers provide customer introductions, validate technical fit, and help navigate procurement, while ISVs deliver product expertise and solution value.‍
• Marketplace integration: Many co-sell opportunities culminate in AWS Marketplace transactions, enabling customers to leverage committed cloud spend (AWS PPA/EDP) and streamline procurement.

Why co-selling with AWS matters for B2B SaaS companies

The shift toward cloud-centric procurement has fundamentally changed how enterprises buy software.

Today's B2B buyers increasingly prefer to procure solutions via their cloud GTM providers, leveraging pre-committed cloud budgets and streamlined approval processes. For SaaS companies, this creates both a challenge and an enormous opportunity.

Accelerated deal cycles and higher win rates

Co-sell engagements with AWS dramatically improve sales outcomes. When AWS field sellers actively participate in opportunities, several friction points in traditional enterprise sales evaporate.

Security reviews become faster when standardized marketplace agreements, shorter AWS vetting solutions, and compressed legal negotiations and procurement cycles are used. They are enabled by buyers tapping existing cloud commitments rather than creating new vendor relationships from scratch.

Access to enterprise buyer budgets

One of the most powerful aspects of AWS co-selling is the ability to unlock committed cloud spend. Large enterprises have multi-million-dollar commitments to AWS through Private Pricing Agreements (PPAs) or Enterprise Discount Programs (EDPs). 

When ISVs transact through AWS Marketplace, buyers can draw down on these existing commitments rather than securing new budget approvals.

For buyers, this means faster approvals and less internal friction. For ISVs, it means larger deal sizes and more predictable closes.

Strategic credibility and market access

Association with AWS provides instant credibility in enterprise buyer conversations. When an AWS seller introduces your solution or includes you in an account plan, it signals technical validation and strategic alignment. This trust factor is particularly valuable when selling into risk-averse enterprises or regulated industries.

Beyond credibility, AWS co-selling opens doors that would otherwise remain closed. AWS field sellers have deep relationships with C-level executives and technical decision-makers at thousands of enterprises.

Ecosystem incentives and support

AWS has built extensive programs to support partner success. Through initiatives like ISV Accelerate, AWS provides financial incentives to field sellers who drive marketplace transactions with qualified ISVs. 

This means AWS reps are motivated to champion your solution rather than merely passively allow it. Additionally, partners gain access to Market Development Funds (MDF), Proof of Concept (POC) credits, and co-marketing resources that amplify go-to-market impact without requiring additional budget.

How co-selling with AWS works

Step 1: Join the AWS partner network and enroll in co-sell programs

The foundation of co-selling with AWS is membership in the AWS Partner Network (APN). 

Joining is free and provides access to the core programs needed for co-sell:

• ISV accelerate: The primary co-sell program for software vendors, offering field seller incentives and marketplace benefits
• APN customer engagement (ACE): The platform for registering opportunities and collaborating with AWS sellers
• Global startup program: An invite-only program for venture-backed startups looking to scale with AWS support

Most ISVs begin with ISV Accelerate and ACE, as these provide the most direct co-sell benefits. 

While listing on AWS Marketplace isn't mandatory for co-selling, it's highly recommended, as it makes your solution discoverable, simplifies procurement, and enables Private Offers that align with buyer preferences.

Step 2: Build your AWS-aligned go-to-market strategy

Effective co-selling requires more than program enrollment as it demands strategic alignment with AWS's priorities and messaging.

This starts with developing a compelling 'better together' story that clearly articulates how your solution drives value for AWS customers while increasing cloud consumption.

What specific customer pain points does your solution solve?

• How does your product integrate with or enhance AWS services?
• What AWS workloads or consumption patterns does your solution enable?
• Why is your solution differentiated from competitive alternatives?

This narrative serves as the foundation for your AWS Field Readiness Kit (FRK), an internal enablement tool that equips AWS sellers to position your solution confidently. 

Step 3: Register opportunities in ACE

Once you've identified a qualified opportunity, the next step is registering it in the ACE portal. This informs AWS sellers of your active pipeline and lays the foundation for collaboration. 

When registering opportunities, include:

• Customer account details and AWS account ID
• Deal size, timeline, and current stage
• Specific AWS services or workloads involved
• Key stakeholders and decision-makers

The ACE system matches your opportunity with the appropriate AWS account team, triggering outreach from the assigned Partner Development Manager (PDM) or AWS seller. From here, collaboration intensity varies with deal complexity and AWS seller capacity, but consistent communication is essential to maximize support.

Step 4: Conduct Account Mapping with AWS Sellers

Account mapping sessions with AWS field teams are where the co-sell strategy becomes tactical. These collaborative meetings identify overlapping customer accounts, prioritize joint pursuit opportunities, and align on engagement approaches.

Effective account mapping goes beyond simple list comparisons. The best sessions include mutual sharing of account intelligence, strategic discussions on customer needs and pain points, identification of warm-introduction opportunities, and alignment on which party owns which aspects of the sales motion. This collaborative planning ensures both teams work in concert rather than creating confusion or channel conflict.

Step 5: Execute Joint Sales Motions

With opportunities registered and accounts mapped, the sales execution phase begins. This is where the value of co-selling becomes tangible. 

AWS sellers can provide customer introductions and warm referrals, validate technical fit and architecture alignment, navigate internal procurement processes, accelerate security and compliance reviews, and introduce additional AWS services that complement your solution.

Meanwhile, ISVs maintain ownership of the core sales process — conducting product demos, managing proof-of-concept engagements, negotiating pricing and terms, and driving toward close. The key is clear role definition and proactive communication to ensure both teams stay aligned throughout the sales cycle.

Step 6: Close Through AWS Marketplace

While not required, transacting through AWS Marketplace is the ideal endpoint for co-sell opportunities. Marketplace deals enable customers to leverage committed cloud spend (PPA/EDP), streamline procurement through pre-approved agreements, consolidate billing under their AWS account, and simplify license management and renewals. 

For ISVs, marketplace transactions also unlock ISV Accelerate benefits and provide cleaner revenue recognition. 

Using tools like Clazar, you can automate private offer creation and management of private offers, ensuring fast, accurate marketplace fulfillment. Speak to a Clazar expert today to start co-selling with AWS.

What are the primary teams involved in co-selling with AWS

Successful co-selling requires coordination across multiple stakeholder groups, both within AWS and inside your organization. 

Understanding these roles and building strong relationships with each is essential for scaling co-sell motions. Let’s understand the stakeholders within AWS that you need to work with for successful co-selling: 

1. Partner Development Manager (PDM)

Your PDM is your primary AWS relationship owner. They help you navigate AWS programs, develop go-to-market strategies, connect you with field sellers, and advocate for your success within AWS. Building a strong relationship with your PDM is one of the highest-leverage activities in co-selling.

2. Account Manager (AM) / Territory Account Manager (TAM)

AWS Account Managers own customer relationships and drive AWS service adoption. When co-selling, AMs introduce ISVs to customer accounts, validate solution fit, and help navigate procurement. Their primary focus is increasing AWS consumption, so positioning your solution as an enabler of cloud workloads strengthens AM engagement.

3. Partner Success Manager (PSM)

PSMs focus on driving ISV software adoption within the AWS ecosystem. They work closely with sales teams to ensure your solution is integrated into customer conversations and help remove barriers to marketplace transactions.

4. Solutions Architect (SA)

AWS Solutions Architects provide technical expertise during customer engagements. They validate architecture fit, ensure security and compliance requirements are met, and help design deployments that leverage AWS services alongside your solution.

5. ISV Success Manager (ISM)

ISMs help AWS field teams identify which ISV solutions best meet customer needs. They provide product expertise, facilitate introductions, and ensure smooth collaboration between AWS sellers and ISV partners.

6. AWS Marketplace Customer Advisor

These specialists help customers and sellers leverage AWS Marketplace for procurement. They facilitate private offer creation, address billing questions, and ensure smooth marketplace transactions.

Now let’s look at Internal ISV Teams involved in co-selling: 

1. Partnership / Alliance Team

Partnership team owns the AWS relationship strategy, manages co-sell programs, conducts account mapping, tracks co-sell pipeline, and serves as the liaison between internal sales and AWS field teams. This is typically where co-sell program management and optimization lives.

2. Sales Team

Account Executives and Sales Development Reps execute on co-sell opportunities, register deals in ACE, collaborate with AWS sellers on joint customer engagements, create and manage marketplace private offers, and drive opportunities to close. Ensuring sales teams understand co-sell benefits and processes is essential for adoption.

3. Revenue Operations / Sales Operations

RevOps teams ensure data accuracy and process efficiency in co-sell motions. They manage CRM integrations with ACE, track co-sell metrics and attribution, automate opportunity registration workflows, maintain data hygiene across systems, and build reporting dashboards for leadership. Without strong RevOps support, co-sell programs struggle to scale.

4. Marketing Team

Product marketing and partner marketing teams develop 'better together' messaging, create co-marketing campaigns with AWS, produce enablement materials for AWS field teams, design marketplace listing content, and generate demand through AWS ecosystem channels.

5. Product and Engineering Teams

Technical teams ensure marketplace listing compliance, build integrations with AWS services, implement metering and billing for usage-based models, maintain security and compliance documentation, and provide technical validation during pre-sales engagements.

6. Finance Team

Finance owns pricing strategy for marketplace offers, revenue recognition for marketplace transactions, discount approval workflows, billing reconciliation, and marketplace fee modeling. Clear finance involvement prevents approval bottlenecks and ensures deals close on time.

AWS Co-Sell Programs and Tools

AWS has built a comprehensive ecosystem of programs and platforms to facilitate co-selling. Understanding how to leverage each is essential for maximizing partnership value.

ISV Accelerate Program

ISV Accelerate is AWS's flagship co-sell program for software vendors. It provides financial incentives to AWS sellers who drive marketplace transactions with enrolled ISVs, creating strong motivation for field teams to champion your solution. The program includes tiered benefits based on marketplace revenue performance, access to dedicated AWS resources and support, priority consideration in AWS field enablement, and enhanced visibility in AWS seller tools.

Enrollment in ISV Accelerate requires an active AWS Marketplace listing and commitment to transact through the marketplace. For most ISVs, this is a no-brainer — the program directly aligns AWS seller incentives with your revenue growth.

APN Customer Engagement (ACE) Program

ACE is the operational backbone of AWS co-selling. This web-based platform enables opportunity registration and tracking, collaboration with AWS field teams, visibility into AWS seller engagement, deal status updates and pipeline management, and access to AWS account team contact information. Think of ACE as your co-sell CRM within AWS — every opportunity should be registered here to maximize AWS seller involvement.

Best practice is integrating ACE with your internal CRM (Salesforce, HubSpot, etc.) to automate registration and maintain data synchronization.

AWS Partner Central

Partner Central is the main hub for managing your AWS partnership. Here you can access program benefits and resources, manage marketplace listings, track co-sell metrics and performance, complete training and certifications, and request AWS support and resources. This portal is where most partnership administration happens, from updating contact information to accessing MDF funds.

In December 2025, AWS announced changes to the AWS Partner Central. Know all about it in our detailed guide here and avail a complimentary Partner Central migration. 

How Startups Can Co-Sell with AWS Effectively

Early-stage startups face unique challenges when building co-sell motions with AWS. Limited resources, smaller customer bases, and less brand recognition create barriers that enterprise ISVs don't encounter. However, startups also have advantages — agility, focused execution, and often deeper AWS service integration. 

Here's how to leverage co-selling as a growth lever even with constrained resources.

Start with the AWS Global Startup Program

If your startup has achieved product-market fit and secured venture funding, apply for the AWS Global Startup Program. This invite-only initiative provides dedicated AWS resources, co-sell support, AWS credits and technical assistance, fast-track program enrollment, and direct access to AWS field teams. While not every startup qualifies, those that do gain significant advantages in building co-sell momentum.

Build Deep AWS Service Integration

Startups often build on AWS infrastructure from day one, creating opportunities for tight service integration. Solutions that meaningfully leverage AWS services — whether through native AWS integrations, serverless architectures, specific AWS service dependencies, or workloads that drive significant AWS consumption — become more attractive to AWS sellers. Your level of integration becomes a competitive differentiator in co-sell conversations.

Focus on Narrow, High-Impact Use Cases

Rather than trying to co-sell broadly, startups should identify specific verticals or use cases where AWS has a strategic focus. If AWS is investing in healthcare, fintech, or manufacturing, and your solution serves those industries, your co-sell pitch becomes more compelling. Narrow targeting also makes it easier to build field enablement materials and demonstrate ROI to AWS sellers.

Invest in Marketplace Listing Early

Many startups delay marketplace listing, viewing it as a later-stage initiative. This is a mistake. Early marketplace presence signals commitment to AWS, enables ISV Accelerate enrollment, creates demand generation opportunities, and simplifies procurement for early customers. List your product as soon as you have commercial traction—even if most deals still close directly.

Build Relationships Before You Need Them

Don't wait until you have a big co-sell opportunity to engage AWS. Proactive relationship-building with PDMs, regular account-mapping sessions, sharing customer success stories and AWS consumption data, participating in AWS partner events and programs, and contributing to AWS ecosystem initiatives all build relationship capital that pays dividends when you have opportunities to register.

Automate Co-Sell Workflows from Day One

Startups can't afford to manage co-sell manually. Use tools like Clazar to automate ACE registration, CRM integration, private offer creation, and co-sell reporting. Automation ensures consistency even with small teams and prevents co-sell from becoming an administrative burden that diverts resources from core selling.

Building Your AWS Co-Sell Playbook

A repeatable co-sell playbook transforms ad-hoc partner collaboration into a predictable revenue engine. The best playbooks include clear processes, defined roles, and measurable success criteria. Here's how to build yours: 

Define Your Co-Sell Ideal Customer Profile

Not every opportunity is a good fit for co-selling. Effective playbooks identify which accounts and deals benefit most from AWS involvement. Characteristics of strong co-sell opportunities include enterprise accounts with existing AWS relationships, customers with active cloud commitments (PPA/EDP), accounts where AWS services are integral to deployment, deals involving AWS-specific technical requirements, and opportunities where AWS seller influence can accelerate decision-making.

Document these criteria and train your sales team to identify co-sell fit early in the sales cycle. This ensures you invest partnership resources where they'll have maximum impact.

Create Standard Opportunity Registration Workflows

Manual ACE registration creates inconsistency and missed opportunities. Build automated workflows that trigger registration when opportunities meet co-sell criteria, capture required deal information in your CRM, sync data between CRM and ACE in real-time, assign ownership and follow-up tasks, and alert relevant stakeholders. With platforms like Clazar, this entire workflow operates without manual intervention, ensuring every eligible opportunity gets AWS visibility.

Develop AWS Field Enablement Materials

AWS sellers are juggling hundreds of partner solutions. Your job is to make it easy for them to champion yours. Essential enablement materials include:

• One-page solution overview with value proposition
• Better together deck highlighting AWS service integration
• Customer case studies demonstrating AWS consumption impact
• Technical architecture diagrams
• Competitive differentiation talking points
• ROI calculators or value assessment tools

Keep these materials concise and action-oriented. AWS sellers need to quickly understand what you do, why it matters, and how to position you in customer conversations.

Establish Account Mapping Cadence

Regular account mapping with AWS sellers uncovers opportunities before they're fully formed. Schedule quarterly account-mapping sessions with key AWS territory teams; prepare target account lists in advance with context; share mutual customer insights and intelligence; identify warm-introduction opportunities; and align on joint pursuit strategies and responsibilities.

Account mapping isn't transactional — it's relationship building. The more AWS sellers understand your target customers and value proposition, the more likely they are to think of you when relevant opportunities arise.

Define Clear Rules of Engagement

Ambiguity kills co-sell momentum. Document clear expectations for who owns customer communication, how deal information is shared, when AWS sellers should be introduced to customers, what support each party provides during sales cycles, and how marketplace transactions are executed. These rules of engagement prevent confusion and ensure smooth collaboration even as deal volume scales.

Build Private Offer Templates

Private offers are a critical path to marketplace transactions, but custom offers for every deal create approval bottlenecks. Create standardized private offer templates for common deal types; define discount approval thresholds and workflows; automate offer generation from CRM opportunity data; establish SLAs for offer creation and customer delivery; and build post-acceptance fulfillment processes. Clazar's private offer automation capabilities make this seamless, turning a multi-day manual process into a minutes-long automated workflow.

Create Win-Wire Communication Process

When co-sell deals close, AWS needs to know. Win-wires — formal notifications of closed business — serve multiple purposes, including updating ACE opportunity status, triggering ISV Accelerate incentives, building credibility with AWS leadership, creating case study opportunities, and informing future co-sell prioritization. Automate win-win generation and delivery to ensure every closed deal gets proper AWS visibility.

Common Co-Selling Mistakes and How to Avoid Them

Even experienced GTM teams make preventable co-sell mistakes. Recognizing these patterns early helps you avoid them.

Mistake 1: Treating Co-Sell as Transactional Deal Registration

Many ISVs view co-selling as simply registering opportunities in ACE and hoping for AWS seller support. This transactional mindset limits partnership value. Effective co-selling is relationship-driven, requiring ongoing engagement with AWS stakeholders, proactive sharing of customer insights, investment in joint enablement, and strategic alignment on shared goals. Relationships built through consistent collaboration yield far better results than opportunistic deal registration.

Mistake 2: Weak or Absent 'Better Together' Story

AWS sellers need to understand why your solution matters to their customers and quota attainment. Generic value propositions that don't connect to AWS services or cloud consumption fail to motivate field engagement. Your "better together" narrative must clearly articulate the specific customer problems solved, the AWS services leveraged or enhanced, the cloud consumption patterns driven, and the differentiation from competitive alternatives. Without this clarity, AWS sellers have no reason to prioritize your opportunities over other partner solutions.

Mistake 3: Late Opportunity Registration

Waiting until deals are nearly closed to register in ACE eliminates most co-sell value. AWS sellers need time to engage, validate fit, and provide support. Early registration — ideally during qualification or discovery stages — maximizes AWS involvement and impact. Late registration often signals to AWS that you're trying to claim credit rather than genuinely seeking collaboration.

Mistake 4: Inconsistent Communication and Follow-Up

Co-sell relationships require nurturing. ISVs that register opportunities and then go silent frustrate AWS sellers and reduce future collaboration. Maintain a regular cadence through proactive opportunity status updates, account-mapping sessions, win notifications and customer success stories, program participation and AWS event engagement, and responsive communication when AWS sellers reach out. Consistent engagement builds trust and prioritization.

Mistake 5: Ignoring AWS Seller Incentives

AWS sellers are compensated on cloud consumption growth. Co-sell opportunities that clearly drive AWS workload expansion get prioritized; those that don't are often ignored. 

When positioning opportunities, always highlight the AWS consumption angle, including which AWS services your solution uses, how customers increase cloud spend through your product, migration or modernization projects enabled, and net-new AWS workloads created. Understanding what motivates AWS sellers ensures your co-sell pitch resonates.

Mistake 6: Manual Co-Sell Operations

Attempting to manage co-sell motions through spreadsheets, manual ACE updates, and disconnected systems creates operational chaos. Data inconsistency, missed opportunities, delayed registrations, reporting gaps, and administrative burden that prevents scaling all stem from manual processes. Investing in co-sell automation through platforms like Clazar transforms operations from fragile and time-intensive to reliable and efficient.

Mistake 7: Neglecting Internal Sales Enablement

Co-sell success requires your sales team to understand when and how to engage AWS. Without proper enablement, reps don't identify co-sell opportunities, register deals late or inconsistently, fail to leverage AWS relationships, and view co-sell as administrative burden rather than sales accelerator. Invest in training your team on co-sell benefits, processes, and best practices just as thoroughly as you enable AWS field teams.

Measuring Co-Sell Success: Key Metrics and KPIs

Effective measurement transforms co-selling from a qualitative partnership activity into a quantifiable growth driver. The right KPIs provide visibility into program health, identify optimization opportunities, and demonstrate ROI to leadership.

Pipeline Metrics

Co-Sell Influenced Pipeline

Total pipeline value of opportunities where AWS sellers are engaged. This is your top-of-funnel co-sell metric and should grow consistently as partnership maturity increases.

Co-Sell Sourced Pipeline

Pipeline value of opportunities originated through AWS seller introductions or referrals. This measures net-new demand generation from the partnership.

ACE Registration Rate

Percentage of qualified opportunities registered in ACE. Low registration rates indicate sales team adoption issues or unclear co-sell criteria.

Conversion and Velocity Metrics

Co-Sell Win Rate

Percentage of co-sell opportunities that close successfully. Compare this to overall win rate to quantify co-sell impact. According to Canalys, co-sell win rates average 65% higher than non-co-sell deals.

Co-Sell Deal Velocity

Average days from opportunity creation to close for co-sell deals versus non-co-sell deals. Effective co-sell should demonstrably accelerate sales cycles.

Marketplace Transaction Rate

Percentage of co-sell opportunities that close through AWS Marketplace. This indicates how well you're leveraging marketplace as the preferred transaction path.

Revenue Metrics

Co-Sell Influenced Revenue

Total revenue from deals where AWS sellers provided support. This is your primary co-sell revenue metric and should be tracked quarterly and annually.

Co-Sell Average Contract Value (ACV)

Average deal size for co-sell opportunities. Research shows co-sell deals average 54% larger than non-co-sell deals, so this metric validates partnership impact on deal size.

Marketplace ARR Percentage

Percentage of total ARR transacted through AWS Marketplace. As co-sell matures, this should grow toward 20-30% or higher for mature programs.

Engagement Metrics

AWS Seller Engagement Rate

Percentage of registered ACE opportunities where AWS sellers actively engage. Low engagement suggests better together story issues or weak AWS seller relationships.

Account Mapping Frequency

Number of account mapping sessions conducted with AWS field teams. Regular mapping correlates with stronger co-sell pipeline development.

Win-Wire Submission Rate

Percentage of closed co-sell deals where win-wires are submitted to AWS. Consistent win-wire submission builds credibility and strengthens AWS relationships.

Top platforms for co-selling on AWS (and why Clazar is the #1 choice)

There are a handful of platforms such as Clazar, Tackle, Sugar, Labra, etc. that help companies co-sell on AWS, each focused on different parts of the workflow, from partner CRM and deal registration to marketplace operations and reporting. The top options typically include tools that support AWS ACE pipeline management, marketplace listing and private offers, and partner sales collaboration.

Clazar stands out as the #1 choice because it’s built specifically for AWS Marketplace and co-sell execution end-to-end. From launching and managing listings to creating private offers, syncing CRM, tracking ACE opportunities, and enabling partner sales teams with clean workflows, Clazar helps GTM teams turn AWS co-sell into a repeatable revenue engine, not a manual process.

If you’re serious about capturing the AWS Marketplace opportunity, Clazar is the platform built to scale it.

How Clazar Accelerates AWS Co-Selling

While AWS provides the programs and relationships for co-selling, operational execution determines whether partnerships actually drive revenue. This is where Clazar transforms co-sell from a manual, fragmented process into an automated growth engine.

Automated ACE Integration and Opportunity Registration

Clazar eliminates manual ACE registration through native integration with your CRM and the ACE portal. When opportunities meet your co-sell criteria, Clazar automatically registers them in ACE with all required deal information, syncs updates bidirectionally between CRM and ACE, assigns follow-up tasks to partnership and sales teams, and alerts AWS sellers of new opportunities. This ensures every qualified deal gets AWS visibility immediately, maximizing seller engagement and support.

Streamlined Private Offer Creation and Management

Creating AWS Marketplace private offers manually is time-consuming and error-prone. Clazar's private offer automation generates offers directly from CRM opportunity data using pre-configured templates, routes offers through approval workflows automatically, delivers offers to customers with one click, and tracks offer status and acceptance in real-time. What used to take days of back-and-forth between sales, finance, and marketplace teams now happens in minutes with complete accuracy.

Unified Co-Sell Analytics and Reporting

Measuring co-sell performance requires pulling data from multiple systems — CRM, ACE, AWS Marketplace, and finance platforms. Clazar consolidates all co-sell data into unified dashboards that provide real-time visibility into co-sell pipeline and revenue, marketplace transaction performance, AWS seller engagement metrics, win rates and deal velocity comparisons, and ROI analysis by program and AWS relationship. Leadership gains complete transparency into partnership performance without manual reporting overhead.

Cross-Cloud Marketplace Management

Most ISVs co-sell with multiple cloud providers, not just AWS. Clazar provides unified management across AWS, Azure, and GCP marketplaces, enabling centralized private offer creation and tracking, consolidated billing and revenue recognition, multi-cloud analytics and performance comparison, and consistent workflows regardless of cloud provider. This means you can scale co-sell operations across your entire hyperscaler ecosystem without multiplying operational complexity.

Workflow Automation and Governance

Co-sell involves multiple stakeholders, approvals, and handoffs. Clazar's Automation Builder orchestrates these workflows, including automated opportunity routing and assignment, approval workflows for private offers and discounts, win-win generation and delivery, renewal and expansion workflows, and compliance checks and audit trails. This removes administrative burden from partnership teams and ensures consistent execution even as deal volume scales.

Salesforce Native Experience

Sales teams live in CRM, not partner portals. Clazar's Salesforce integration brings co-sell capabilities directly into the sales workflow, allowing reps to register ACE opportunities without leaving Salesforce, create and send private offers from opportunity records, view AWS seller engagement and co-sell status inline, and access marketplace analytics within familiar dashboards. This reduces friction and drives sales team adoption of co-sell processes.

For GTM leaders, partnership managers, and RevOps professionals, the path forward is clear: build a repeatable co-sell playbook, invest in automation and integration, proactively nurture AWS relationships, and measure relentlessly. 

Ready to transform your AWS co-sell motion from a manual process to an automated growth engine? Clazar provides the platform, integrations, and automation you need to scale co-selling efficiently. Get started today and unlock the full potential of your AWS partnership.