Maximizing your B2B success on AWS Marketplace

For startups experiencing rapid growth, creating a go-to-market (GTM) strategy often competes with core business priorities. Many startups turn to AWS Marketplace to accelerate their sales and procurement processes while focusing on product development.

By listing your products on AWS Marketplace, you can streamline the sales process, reach new customers, and grow your business. A Forrester Consulting study shows that businesses using AWS Marketplace as part of their GTM strategy achieve 81 percent greater returns, 40 percent faster sales cycles, and 80 percent larger deal sizes.

However, the AWS Marketplace journey doesn't end once you've decided to co-sell and have built your product listing. To maximize AWS Marketplace's capabilities and reach more customers, you need to design and execute a strategic plan that delivers results.

Setting Up Your AWS Marketplace Co-Selling Strategy for Success

1. Using AWS Partner Network (APN) Programs 

After listing your product on AWS Marketplace and completed seller registration, start using the APN to connect with AWS customers and account teams. Through APN, you can develop co-marketing and co-selling strategies, validate solutions through AWS Foundational Technical Review, and share leads via AWS Customer Engagements (ACE). AWS provides additional incentives for closing deals through the AWS ISV Accelerate Program. The APN's resources help differentiate your startup and demonstrate value.

2. Selecting the right products on AWS Marketplace

Your AWS Marketplace listings should match products you sell through other channels. This consistency lets customers easily purchase while benefiting from AWS consolidated billing. Consider adding features that enhance the buying experience, such as SaaS Free Trials, Request Demo, and Request Private Offer buttons.

3. Achieving Operational Excellence

Deploy the right tools and resources to manage your business effectively. Spread AWS Marketplace operations across teams rather than concentrating them with one person. Train finance and sales teams to understand AWS Marketplace's impact and give them access to agreements and renewals dashboards. Use AWS educational resources to address common questions and resolve operational issues.

4. Commitment to AWS Marketplace Revenue 

Embrace all AWS Marketplace transactions—from renewals to new business—and align your strategies with AWS goals. Set clear financial targets and develop key performance indicators to measure success. Compare sales cycles and win rates between AWS Marketplace deals and other channels to optimize performance.

5. Aligning Sales Teams

Equip your sales teams with suitable tools and compensation to prioritize AWS Marketplace. Remove friction points to strengthen alignment between field teams and AWS Marketplace. Consider offering sales performance incentive funds to drive adoption, and work with Channel Partners to expand reach. For channel-heavy businesses, identify top AWS Marketplace-authorized partners and develop Channel Partner Private Offers.

6. Continual Training Optimization

Maintain an ongoing optimization mindset. Integrate AWS resources into your content, provide specific AWS Marketplace training, and deliver information through various formats. Regular review and updates ensure your operations align with all COSS framework pillars.

Identifying Your Target AWS Marketplace Customers

After implementing the COSS framework, focus on identifying your ideal AWS Marketplace customers. Start with immediate opportunities such as customers due for renewal or existing AWS accounts. To enable effective co-selling with AWS, enter all opportunities into ACE.

Create a clear customer profile that defines:

• Decision-maker roles
• Company segment
• Specific business challenges your solution addresses
  
  

AWS Marketplace provides key tools to identify opportunities, qualify buyers, and drive successful sales through:

• AWS ISV Accelerate Program
• AWS Partner Central and ACE
• Co-sell playbooks

Choosing Your Deployment Model

Your application's architecture determines which AWS Marketplace product delivery methods best fits your needs. These include:

• Amazon Machine Image
• Container
• Software as a Service (SaaS)
• Machine Learning 
• Professional Services
• Data Products
• Agency Listing
  
  

Select the delivery method that matches your solution and target customers' needs. You can implement multiple delivery methods if your solution requires it.

Determining Your Pricing Strategy

Align your pricing strategy with AWS Marketplace features by considering:

• Need for custom pricing options
• Value of free trial offerings
• Self-service subscription requirements
• Instant access capabilities
  
  

For low-touch, self-service sales, consider:

• Implementing free trials
• Setting competitive entry-level pricing
• Enabling simple product testing
  
  

For high-touch sales using AWS Marketplace as a procurement channel, consider:

• Setting premium price points
• Emphasizing custom pricing options
  
  

You can then select from AWS Marketplace's supported pricing models. These include:

• Annual
• Usage-based
• Contract
• Bring Your Own License
  
  

Finally, review the complete pricing models for each product type that AWS Marketplace supports here.

Tracking and Optimization

After establishing your co-selling foundation, commit to continuous improvement. Use AWS Partner Central resources to:

• Set clear goals
• Track progress metrics
• Foster collaboration
• Engage with AWS stakeholders
  
  

Working with AWS stakeholders will help build and strengthen relationships between key members of your team and those at AWS. This can help:

• Enhance your team's expertise
• Increase visibility of your solutions
• Accelerate market presence
  
  

By following the COSS framework, targeting the right customers, and implementing optimal pricing and deployment strategies, you will build a strong co-selling foundation. Learn how to accelerate your growth further and strengthen your GTM relationship with AWS in our next article on the AWS Global Startup Program.