OpsGuru Automates AWS Co-Selling and Saves 2,400 Hours Annually with Suger Hubspot ACE-CRM Connector

For cloud-native system integrator OpsGuru, an AWS Premier Tier Partner, managing opportunities through the AWS Partner Network (APN) Customer Engagements program had become a challenge. Combing through 3,000 line-item reports and having referrals sitting unassigned for weeks presented risk for OpsGuru. Updates were rare, leaving thousands of outdated records and an inaccurate pipeline that jeopardized funding and credibility. By adopting the SugerHubspotCRM Connector for ACE, OpsGuru automated and streamlined its ACE workflows, dramatically improving accuracy, efficiency, and partner collaboration and laying the foundation for new joint go-to-market opportunities.

OpsGuru, headquartered in Canada, is a leading cloud-native system integrator specializing in Amazon Web Services professional and managed services. With 95 percent of its work focused on AWS, OpsGuru supports customers across North America, helping enterprises modernize infrastructure, migrate workloads, and accelerate digital transformation.

OpsGuru’s rapid growth—expanding to 24 salespeople in just 18 months—underscored the need for scalable, automated alliance management, particularly when it came to managing APN Customer Engagements (ACE) program opportunities and AWS co-selling. The OpsGuru sales team depended on manual lead entry, which meant that sales representatives avoided entering opportunities into ACE unless funding was required. Updates were rare, leaving thousands of outdated records and an inaccurate pipeline that jeopardized funding and credibility. “Everything was manual. You’d have to download reports, comb through thousands of line items, and try to figure out what was happening. It was insanely time-consuming,” says Ronnie Ma, Integration Analyst at OpsGuru.

In addition, opportunities from AWS were sometimes ignored or left unassigned, resulting in lost revenue. Cleaning ACE data required downloading more than 3,000 line-item reports and cross-referencing with the HubSpot CRM platform—a week-long effort for a single alliance manager.

Through an AWS partner development manager, OpsGuru was introduced to Suger, a company that helps businesses navigate cloud marketplaces by enabling them to scale co-sell efforts and automate transactions.

After evaluating multiple platforms, OpsGuru chose Suger because of its HubSpot integration, engineering-driven approach, and competitive pricing. OpsGuru decided to use the Suger HubSpot CRM connector, integrated with the AWS Partner Central Selling API, to streamline the management of opportunity and referral data exchange. The Suger solution automatically exports HubSpot opportunity data into Partner Central API for ingestion by AWS co-sell systems. The connector imports AWS engagement signals including referral status and purchase intent back into HubSpot and provides real-time deal visibility and prioritization for sellers through Suger dashboards.

Suger worked closely with OpsGuru to implement the connector, providing customer development to add features such as multi-opportunity mapping for migration milestones and offering Slack-based support channels to enable real-time communication with Suger engineers. “Suger really partnered with us. They worked closely to develop functionality we needed, like supporting multiple opportunities per HubSpot record. They wanted to make it work, and they did,” Meta says.

From start to finish, the deployment took just weeks, compared to competitors requiring 6–9 months. Using the Suger HubSpot CRM connector, OpsGuru can automate referral submission, enrich AWS opportunity data inside HubSpot, and ensure partner sellers and AWS reps have a single, consistent source of truth.

By embedding Suger directly into HubSpot, OpsGuru turned AWS co-sell from a siloed, manual process into a streamlined part of its everyday sales workflow—increasing speed to revenue and deepening its collaboration with AWS. OpsGuru sales representatives have eliminated double entry into HubSpot and ACE with the Suger solution, saving each rep more than two hours per week and helping the alliance team avoid week-long manual cleanup efforts.

The connector has also improved accuracy through automated syncing of key fields to ensure ACE data matches HubSpot records. As a result, OpsGuru has fewer AWS inquiries about missing or outdated opportunities, improving pipeline hygiene, and enhancing credibility and trust with AWS. Accurate ACE data ensures OpsGuru can meet revenue goals tied to AWS investments. “Accurate data is critical. Our funding and goals depend on ACE numbers. AWS doesn’t want to chase us for updates, and now they don’t have to,” says Meta.

Referral handling is now faster, because referrals auto-route into Slack and are assigned within 24–48 hours, eliminating delays where referrals previously sat unassigned for weeks. Additionally, OpsGuru has seen partner-originated opportunities in ACE rise from about 30 percent to 50 percent year-over-year. “Everything’s up to date, accurate, and automated. Our hygiene is better, our referrals are faster, and our opportunities are growing. It’s a game-changer,” Ma says. “Our PO (Partner Originated opportunity) numbers have definitely gone up with the Suger ACE-CRM connector. Before, reps only entered opportunities if they needed funding. Now everything flows into ACE at the right time.”

OpsGuru helps organizations modernize on AWS with solutions in data modernization, secure AI, migration services, DevOps, and cloud operations. Awarded Winner of the 2024 AWS Canada Regional Partner Award, OpsGuru has helped hundreds of customers leverage the power of the AWS cloud platform to help their business scale, improve agility and integrity, and create a strong foundation for a cloud-native future.

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